Wednesday, September 19, 2007

Best Practices in Nonprofit MarCom, Part Two

By Ben Delaney © 2007

In which we continue our discussion of some of the best practices in marketing for nonprofits, with a focus on PR.

McLuhan was right


In many cases, the medium is the message. Be sure you match the media to the audience.

How long have you had your own email address? Five years? Ten? Do you subscribe to a daily newspaper? How do you keep up with your social community: telephone, email, text messaging, hand-written notes?

How you answer those questions show your preference for media. You are part of several demographic groups, each of which has different preferences and habits. Why do you care? Because if you send a CD-ROM full of multimedia to an older newspaper subscriber, he’s likely to use your disc for a coaster. Likewise, if you send an 16-page brochure to a Gen Z youth, it may just be filed under “recyclable.”

The other aspect of this is that you need to match your media to your message. A long policy discussion is best presented on paper. But an emotional pitch for donors to help solve a chronic problem might best be made on video. The great speech your ED made to the Rotary club would make a fine podcast. An urgent request for donations to lobby Congress is definitely best as email. And trying to understand the opinions of your constituents may be best done through a blog. It is essential in these days of multiple media and multiple information gathering styles that you use the appropriate media to reach the people who need to hear your message.

Balancing mission and MarCom


Crassly commercial. Unethical. Snake oil salesmen. Only interested in the money.
I have heard marketers called all this, and worse. But marketing is not evil. Even the purest mission-driven organization needs to let people know what’s up. And no matter how valiant your cause, your landlord wants the rent every month. Nonprofits need money and their MarCom efforts help keep it flowing.

But as a nonprofit marketer, you need to be especially sensitive to the onus of commercialism. You need to keep the mission and vision in the forefront as you get your messages out. Even if you are selling t-shirts and mugs with a picture of a cute seal pup on them, you need to stress how this purchase benefits the cause, and let your buyers feel good about your organization while they support it.

This point is especially important for people moving from the commercial world to nonprofits. If you are in this situation, remember to stay cool. Downplay the competitive aspect of your personality and your messaging. Keep the mission firmly in front, and don’t EVER bash the competition.

Likewise, if you have always been working for the public good, remember that these days people are overwhelmed by commercial messages, news, and noise. You need good marketing and communications to get your message to the people. Your good work will go for naught if you can’t find the support you need. Nonprofits need marketing as much as any hot internet startup.

Is it news?


Everybody loves to see their name in the paper. Service organizations are no exception. But getting the notice, and being sure it has an upbeat appeal, is not as simple as it may seem.

Journalists are bombarded with press releases. When I was editing a small technical magazine, I often got 20-50 press releases a week. Editors at major publications might get 100 a day. I could use about a dozen every other month. Do the math, and you’ll understand how tough it is to break through to publications.

There are at least 9 factors that are key to getting your news in front of readers and viewers. Keep these items in mind.

  1. Write well. I can assure you that nothing turns off an editor more than a poorly written release. If you are sending your release in English, be certain that your writer knows English. And grammar. And syntax. Know when to use “your” and “you’re. “ Avoid colloquialisms that may be a bit too cool. Check the spelling. And finally, before you send your news out, read it aloud to check for flow.

  2. Spell correctly. I’m not that picky, but a press release with misspellings drives me crazy. Be especially careful of people and place names. Run the spelling checker. Then give it to your pickiest colleague to proofread. Dont luk lyk a dope. Spell wurds rite!

  3. Do some research. Another pet peeve of editors is getting releases that have nothing to do with what they cover. Every week I get releases on cosmetics (don’t care), new financial products (Yaaaaaawn), and breakthrough labor saving devices (sorry, too tired to read). The simplest research is to go to the media websites of the publications that you plan to send your release to, and go to the staff page. Most news media will tell you who covers what. If they don’t, look through some articles until you find the editor or reporter who covers your type of organization or product. That person may care. No one else will.

  4. Pick up the phone. Journalists are people, too. They like to know with whom they are dealing, and they are more responsive to people and organizations they know. So after you have done your research, pick up the phone and call the journalists you have identified as potentially interested in your organization. Ask them what they cover and how they like to get information. Invite them to events. Send them some background material. Make your ED available for background interviews. Do what a friend would do – be helpful. A caution: don’t overdo it. Media people are wary, knowing that their publications are highly desired forums. So don’t push too hard, but do stay in touch.

  5. Make it real. Another issue I have with many companies is that their releases aren’t news. Or interesting. Be sure you really have something to say. It’s really not too hard. A new top-level person is interesting. A big grant award will catch eyeballs. Setting a record, rolling out an important new program, giving away a million dollars – those are all newsworthy.

  6. What’s the subject? If you’re sending your release by email, be sure to use a subject line that makes sense. Don’t get carried away and don’t make a sales pitch. A subject like, “’New XYZ Foundation Program Feeds 10,000 Starving Children” is more likely to get the release read that, “Gala Event Ends Child Hunger.” Believable and interesting are the two key words to remember.

  7. Make it local. Few news stories are national in import. Do your research to discover who covers your kind of news in areas where it really matters. A new after-school program in Stockton is only interesting to people in Stockton. A grant to the Trenton Theater Association may not play well in New York. Keep your geography in mind when you send your releases.

  8. Keep it short. Journalists seldom read long releases. Enough said.

  9. Don’t send attachments. In these days of rampant computer viruses, spyware, trojans, and other maladies, few journalists will open attachments from unknown correspondents. Put your release, in plain text, in the body of an email. If a reporter needs a different format, she’ll ask.

Well, those are the top items on my list on MarCom best practices. There are certainly plenty of other good ideas about how to create and execute good marketing and communications in nonprofits. I’d love to hear about your faves. Drop a line.

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