I came across an infographic by the Bank of America and it gave me a few ideas on cause marketing to share with you today.

As you look over the infographic below, you’ll see that it only talks about what the Bank of America is doing to help fight hunger in America. I have no problem whatsoever with this approach! It appears they’re supporting a variety of unnamed charities and doing a bit of PR work for themselves by publishing this infographic.

That’s great.

My thoughts for those of you working for nonprofits are these:

• If you’re already in a cause marketing relationship with a business, see if they’ll pay for the creation of an infographic that promotes what the two of you are accomplishing together (i.e., both of your orgs). You help with the data, listing the benefits of their generosity, and other ideas for the infographic.

• Local and regional charities can reach out to area businesses to form a cause marketing relationship.

o Point out the many ways you’ll help promote their business and their role in your good work – social media, joint press release, on your website, in emails and other communications.

o Also explain how popular infographics are and how this can be another way to illustrate what the business is helping to do. People like to share infographics with their networks so it helps give the business more positive PR. And again, persuade the business to pay for the creative design and you help with the content of the infographic.

• Or simply use the infographic below as an idea generator for creating your own infographic on what donors are accomplishing.

o Remember to put donors in the spotlight and publish it with a multi-channel campaign.

o Done right (readable graphic that illustrates value, includes a call-to-action, and is marketed wisely) . . . you could not only raise awareness, but acquire more donors.

Oh, and don’t forget to look at the related links posts found below this infographic for more help on nonprofits using infographics.

Share by writing a comment below the ideas you got from the graphic. Or what tips can you share about cause marketing?

Related posts:

Infographics for Nonprofits … the Good; the Bad; the Ugly

How color impacts online donors (and the design of your infographic)

More ideas for nonprofits using infographics – Donor Cultivation and Natural Disasters

And you thought content marketing was only for the “for profit” sector (i.e., business-to-business and business-to-consumer). Wrong.

Today’s post is about a nonprofit using content marketing in a variety of ways to build its database and awareness of its cause … the Dana-Farber Cancer Institute.

The Director of Editorial & Creative Services – Michael Buller – was interviewed by the Content Marketing Institute about his use of content marketing for Dana-Farber.

Buller says there are still staff members who argue that they’re “publishing” and not doing content marketing. I [Karen Zapp] don’t understand this argument. I guess it goes back to the archaic viewpoint that nonprofits don’t market or sell.

But the fact remains that content marketing by nonprofits gets the job done. For Dana-Farber it raises awareness, meets the needs of patients and physicians, and it’s helping to raise money.

One of the challenges Buller had in bringing this strategy on board is that, “Most people understand the importance of social media, but few people, even within the communications department, fully understand content marketing.”

Buller goes on to say, “… the two disciplines are integrally connected, and I think there’s a growing awareness that we need to create the content so that we have the conversations on social media and drive people to this content. It’s all related.”

Which channels are they using?

The social media channels include Facebook and Twitter; although Buller says SlideShare has been the most successful. And they have also seen success by sharing their videos on YouTube.

Dana-Farber distributes the content via print, email, social media, a few live events, plus SlideShare and YouTube. They also plan to do podcasts in the near future. They have a strong integration of social media with their blog and website.

Although he didn’t directly mention it, Buller’s interview points out the value and the power of integrated marketing campaigns – and having fundraising copywriters who can write them. Buller says he wants copywriters “…who are at least familiar enough with blog platforms and social media to understand that if you write “9 tips,” you can then take those nine tips and have nine tweets.” That’s also an example of repurposing your content.

One of their biggest challenges? It’s creating content that resonates. In other words, content that is relevant to the readers. Content readers want and value. Sharing information that’s important to them and in a form and on a channel they want. But that’s a challenge for nearly every organization.

Content marketing is an effective way for your nonprofit (charity or professional association), to drive more traffic to your website; to show up higher in search results; to raise awareness; to engage your supporters; and to also raise funds. Don’t get hung up on the terminology. Just do it.

Related posts:

The thrill of response. The agony of silence.

Integrate your fundraising … or else

Maximize Facebook ROI

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Photo credit: via PhotoPin.com – “henneberry” of Flickr

Buller’s interview on the Content Marketing Institute blog

Smooth running, well integrated campaigns

Smart fundraisers capture the attention of prospects and donors by strengthening traditional channels with digital. If you don’t do this . . . then you lose.

The loss is fewer funds raised because you acquired fewer donors, retained fewer donors, upgraded fewer donors, etc.

In other words: Nonprofits must consistently execute integrated fundraising/marketing campaigns. Backup direct mail and telemarketing with tailored email, social and other online campaigns.

It’s NOT one or the other. The best prospects, donors and members are found – and retained – by the use of both traditional and digital fundraising/marketing. Your challenge is finding the ideal mix for YOUR nonprofit that drives revenue growth.

Donors and members are consumers first

The people supporting your nonprofit are probably spending far more of their time as consumers than they are as donors or members. This means what they’re exposed to in consumer marketing influences their interactions and expectations of your organization.

So use retail as an example. The more successful retailers are integrating traditional channels with digital. Those who fail to do so are going bankrupt.

Chip Grizzard of Grizzard Communications Group made this same point in a recent blog post: “Digital integration is and will be key to your success.”

Mr. Grizzard also stated: “Today, more than 65% of new donors do their own “showrooming” by checking out a charity’s website before donating. And we know that more than 45% of online donors received a direct mail piece within 30 days of the donation. Your donors are researching you online; are you welcoming them to your homepage with compelling, simple and relevant content?”

The September 2012 issue of Direct Marketing News had a feature article relating to the integration of print with digital.

It stated, “50% of consumers say they pay more attention to direct mail than email marketing.” I say again … Consumers are also donors, members and advocates. Their consumer behavior doesn’t do a 180-degree turn when they interact with your nonprofit.

Key points from this DM News article include:

• Find the right consumers donors and then target them through the media mix they use

• Consider the cumulative effect of all touch points

• Create useful messages that can travel across fundraising/marketing platforms (e.g., let supporters use Facebook to vote on something you sent in print; and test QR codes)

• Format for tablets that are experiencing a fast-growing adoption rate across many age groups, including Boomers.

• Direct mail plays a key role in acquisition

• Direct mail can be an effective nurturing tool. Plus it has a “… degree of credibility that digital media doesn’t.”

• Direct mail has to complement a multichannel campaign

Tying it all together is data. Understanding the data (on donors, members, etc.) is a requirement for a successful integrated approach. You also need to use the data to help all the channels work together for maximum impact.

How integrated are your fundraising campaigns? Finding the right mix of traditional and digital is essential for nonprofits to not only survive, but to thrive. Integrate or lose. That’s the bottom line.

Related posts:

Acquisition: To hunt or NOT to hunt for the masses

Retention is the new acquisition

Donors, Consumers and Cause Marketing

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Photo credit: RalphBijker via PhotoPin.com

Infographics – like any other tool, channel, idea, etc. – have their place when used correctly.

The Chronicle of Philanthropy made a good point in an article about a month ago: Infographics can make data fun and informative.  I agree.

But there’s a catch.

The infographic has to be readable and tailored for the audience. That’s why I decided to share a few points for you and your graphic designer to consider when creating an infographic.

The Good – what I like about infographics for nonprofits

◊ They’re intriguing, partly because they’re relatively new to the communication mix.

◊ They tend to get people’s attention. (But can they keep it?)

◊ They lend themselves to scanning. People can quickly find what interests them the most.

◊ Done right, they can be fun. The graphics – drawings, pictures, cartoons – can lighten the reader’s experience as they engage with your valuable information.

◊ They work especially well for presenting data, statistics, and other mind-numbing figures in a more digestible fashion.

◊ Another possible use is as a story board. With clever drawings (or possibly photos), and the compelling text for each illustration … you could tell an engaging story. Use a child’s story book as the concept for the design.

Two examples:

1) In your welcome package this story board could highlight the history of your nonprofit. Or it could show all the different ways donors make a difference. But I recommend you also have the same info in a traditional letter, pamphlet or other print piece.

2) In an appeal it can outline how donors have helped a specific program grow and why you need them to upgrade their giving for the next need (but you still need the letter).

The Bad & the Ugly – what I don’t like about infographics

◊ Far too much of the information is hard to read.

- Tiny font (even after enlarging the web image; but if it is in print then we don’t even have that option).

- Poor color choices; especially for the copy. For example: white font on a light blue background, or orange text on a black background.

◊ Too much jammed into one infographic!!!!! It take 3 – 6 scrolls to read it all and if printed, it doesn’t fit on one page plus it’s still hard to read (e.g., small print and/or graphic).

◊ Confusing and poorly organized. This is closely related to the previous bullet. Have people in different age groups – unfamiliar with the topic – read your infographic before you publish it. Can everyone get the gist of your key message in 5 seconds or less?

I often think developers of infographics focus on artistic creation instead of how to convey a clear message. This is BAD, BAD, BAD.

◊ One-size-fits-all mindset. You don’t send the same letter to a prospect as you do a 10-year supporter. Nor do you send the same copy and tone in a letter/email to a 30-something as what’s sent to a 70-something. Infographics are no different.

Tailor the design and the content for different segments of your donor or member database. This doesn’t mean an entirely different infographic in every case. But tailored and personalized communications are a must in today’s fundraising market.

◊ Not everyone likes infographics. For critical data, messaging, etc. you must use an integrated approach. Yes you send the info out via direct mail, email, social media, mobile, etc. But here integration also means sending it in multiple formats such as video, audio, readable text, illustrations, and so on. Give people choices on how they “consume” your content.

Infographics have their place. But please don’t risk annoying your donors, members, advocates and other supporters by churning out a poorly designed graphic that can’t be easily read or understood.

That means the fundamentals of clear, compelling, relevant and personalized communication still apply – even to infographics.

Don’t lose sight what the infographic is supposed to accomplish. What is the ONE prime message? What is the ONE thing it must achieve? With that written down, you can proceed to create infographics tailored for all your file segments. Finally, take care to avoid all of “the bad and the ugly” and focus on “the good.”

What do you like or dislike about infographics? Any nonprofit examples to share with us in the comment block?

Related posts:

How color impacts donors and members

What makes a compelling and memorable nonprofit story … storytelling

The risks of letting images dominate your nonprofit messaging

In this post the “team” I’m referring to is which marketing channels you join together to form a more powerful result.

In other words: Integrated or multi-channel marketing.

Supporters want nonprofits to use multiple channels for all marketing communications

Each channel is a team member working with other team members (channels) to achieve together far more than what any single one could achieve.

Why is this so important? Few of today’s donors and members (of any age) limit themselves to one channel. For example:

• Today Martha Do-Gooder might prefer reading your direct mail appeal yet she donates online. Next week she’ll love receiving your email with breaking news on her favorite topic.

• Today Sam Joiner might prefer browsing your association website for professional development webinars. Tomorrow he might appreciate receiving a text message asking him to send an urgent message to Congress.

Not only that but supporters are fast becoming platform-agnostic. And they also demand more and more control over your communications with them.

Integration is the solution

You can quickly meet more of the expectations of your demanding supporters by integrating every message. Sometimes this gets complex, but most of the time it’s straight-forword.

For example: Later today (11am EST, Jan 10th) my newsletter will be published. Subscribers will find 25 fundraising and marketing trends, tactics and strategies essential to their work in 2012. (Subscribe here to receive this premium issue.)

The channels I’m using are my blog, my Facebook page, and I’m tweeting about it. Simple, right?

I integrate because I want to reach as many people as possible ... and I know you pop in and out of different channels. I need to be in multiple places to meet the preferences of you and all my readers. That’s just one example of how I integrate to make it easier for my readers and prospective clients.

Charities and professional associations must also integrate. Not once in awhile, but every time.

The escalating importance of integrating your communications is just one of the 25 topics for 2012 that I cover in the today’s issue of the Zapp Nonprofit Leader newsletter. (Subscribe before 11am EST to receive a copy. Or send me an email and request a copy.)

Team up as many marketing channels as possible each and every time for happier supporters … and for better results than you could hope to get with just a single channel.

Related posts:

4 Direct Marketing Nonprofit Trends for 2012

5 Ways to make your direct mail more social

Online giving isn’t just for “30-somethings” … study shows over 50% of donors 60+ have donated online

By the end of the year I’ll probably come up with more … but for now I’ll focus on four trends for nonprofit direct marketing in 2012.

And they all have one thing in common: Your readers – donors, members, advocates, volunteers, etc. – will respond less and less to messages produced for the masses.

Based on my research and indications from the marketplace, your readers want more personalized and tailored communications from you. More and more they demand to be recognized as an individual … to receive content they view as relevant … to receive content they value.

The effectiveness of the one size fits all letter (or email) is rapidly diminishing.

These changes in reader attitudes and expectations are due largely to the changes in how we communicate with each other. Plus our tolerance for shifting through mountains of letters and emails to find something of interest has all but disappeared.

Therefore, get right to the point and do your best to only send readers what they want. You’ve only got a couple seconds to prove each letter or email is worth more of their time.

Four direct marketing trends nonprofits ought to prepare for in 2012 are:

1 – Integrate traditional channels with digital.

This isn’t new per se, but the trend and the need to do this more and more is escalating. It includes using quick response (QR) codes in letters, brochures, event signage, etc. to make it interactive and more instantaneous for your readers.

In addition, also recognize that integrating with mobile text messages is a powerful way to send personalized messages.

2 – Quality data is paramount; know your supporters.

Direct marketing is perhaps best defined by data and metrics. A growing source of data on your supporters is from social analytics. More and more you can use social data in your research to develop strategies and targeted messages.

3 – Direct mail.

First, recognize that this channel isn’t getting simpler either. And with the rising costs of mail – plus the uncertainties of our postal system’s future and service offerings – it becomes mandatory for you to use this channel as efficiently as possible.

Direct mail packages have to get more sophisticated. Specifically: Send versions for different segments of your file. You’ll need to target your supporters with messages tailored to their interests and preferences. Sending the exact same letter to everyone on your list hurts response and retention.

Direct mail is on track to become a niche-oriented channel.

And this channel must continue to be more extensively integrated with social, your website, and other digital channels.

4 – Email.

Similar to direct mail, email must evolve because conversion rates – overall – continue to decline. A blast email to the masses won’t cut it.

Segment your file. Send future communications based on what they have responded to in the past. Use data from social analytics to tailor messages. Send content your supporters value. Integrate with other digital channels.

Give people choices on how they respond and connect with you. This means consistently sending out integrated campaigns with targeted messages.

Compared to even ten years ago, our fundraising and marketing world isn’t merely changing fast … it’s practically evolving at light speed. And the expectations and demands of your supporters are keeping pace.

Repeating what I wrote above: Your readers want more personalized and tailored communications from you. More and more they demand to be recognized as an individual … to receive content they view as relevant … to receive content they value.

The future of your nonprofit depends on how well you meet the expectations of your evolving supporters.

Related posts:

One size hurts all … this approach to fundraising hurts response

Wanted Dead or Alive – Direct Mail

Donors respond just like Teddy Bears … Why they give and give

Your fall, holiday, and end-of-year campaigns are underway. You’ve carefully integrated your direct mail with email, telemarketing, your website, social media, press releases, and possibly mobile.

That’s good.

What happens when your prospects, donors and members respond? What’s your integrated plan for acknowledging their generosity?

How will you express your gratitude and exceed their expectations with your expressions of gratitude?

Here are my thoughts for a basic acknowledgment system:

Online donors (house file)

• Donors immediately see an acknowledgment page on the website after making the donation.
• Link(s) on the page take them further into the topic they just supported with their gift.
• Immediately sent a personalize email saying thank you.
• Within a week they also receive a personalized direct mail thank you letter (NOT a form letter).
• Depending on the size of the gift, a thank you phone call would be a smart idea. Just DON’T ask for another donation.
• Email down the road that gives them an update on the program they just supported.

Online donors (prospects)

• Donors immediately see an acknowledgment page on the website after making the donation.
• Link(s) on the page take them further into the topic they just supported with their gift.
• Immediately sent a personalize email saying thank you and welcome to your organization. Now they receive your “welcome series” of emails and are suppressed from the rest of your email mailings until the series is complete.
• Within a week they also receive a personalized direct mail thank you letter (NOT a form letter) and your welcome package.
• Depending on the size of the gift, a thank you phone call would be a smart idea. Just DON’T ask for another donation.
• Email down the road that gives them an update on the program they just supported.

Direct mail donors (house file)

• Within a week they receive a personalized direct mail thank you letter (NOT a form letter).
• Depending on the size of the gift, a thank you phone call would be a smart idea. Just DON’T ask for another donation.
• Send an update down the road on the program they just supported.

Direct mail donors (prospects)

• Within a week they receive a personalized direct mail thank you letter (NOT a form letter) and your welcome package.
• Depending on the size of the gift, a thank you phone call would be a smart idea. Just DON’T ask for another donation.
• Send an update down the road on the program they just supported.

Don’t treat everyone the same

Some donors – based on the size of their gift – warrant high touch. For example: A genuine one-on-one letter from the top leader of your organization. I mean, with each letter you start with a blank sheet of paper and write it for that ONE donor.

For others a warm phone call is a nice touch. I recommend you also have differences in your welcome package for the mid-level and high-end gifts.

I’ve been touting for several months that in today’s market … in today’s economy … with today’s savvy donors and consumers you MUST GIVE THEM AN EXCEPTIONAL EXPERIENCE.

Make resources available and create an exceptional experience for your supporters.

Cut corners with your expressions of gratitude and you’ll pay dearly: Fewer repeat gifts. Retention drops. Average gift size declines. Acquisition declines (ask me how that happens if you’re skeptical).

You raise far less revenue with a casual, perfunctory acknowledgment system.

What business decision will you make?

Related posts and resources:

Need help with your thank you letter?

Create a Nonprofit Loyalty Program

Are you Nickel-and-Diming Your Donors?

Is your fundraising program struggling? Not raising enough revenue? Trying all sorts of new tools hoping to find that silver bullet?

Still looking for a silver bullet to fix your fundraising program?

The only silver bullets I know of are those fired by the Lone Ranger.

This TV character from the 1950’s saved many a person from the bad guys. He came to their rescue and pulled off the seemingly impossible.

But in real life there are no silver bullets. No hero is going to ride into town and save you.

But there’s still hope.

Instead of pinning your hopes on a magical silver bullet …pin your hopes on the fundamentals.

Back to Fundamentals

For starters:

◊ Overhaul your fundraising strategy.

- Which channels will you use; why will you use those channels; and when will you use them? This includes maximizing effectiveness and efficiency of the 3 most important channels: Your website, direct mail and email.

- Create an editorial / communications calendar (what you’ll publish or mail and when)

- Identify your strengths and where you need help (skills, resources, talents, software and technology, database, etc.).

- What makes sense to keep in-house based on skills and what should be out-sourced? And remember, trying to do it all in-house COSTS far more than you think you’re saving.

◊ What have you cut from your budget that you probably should NOT have cut?

- Acquisition (you’ll pay for these cuts for 4-8 years in lost revenue; loss of major donors; planned gifts; etc.)

- Testing. Incremental improvements found ONLY through on-going testing raise more revenue.

- Targeted mailings. Now you’re trying to make one letter or email do the job of two or three (e.g., using the same copy and design for lapsed as well as current donors or members), and readers aren’t as responsive to generic messages.

- Integrated campaigns. You’ll raise more money with multiple channels.

- Cultivation and stewardship

All too often nonprofits make budget cuts thinking they’ll save money. And all too often those short term gains end up costing more in the long run from lost revenue. In other words … Short term gain; long term loss.

Remember the Lone Ranger I referred to earlier?

After saving the good people of the old West from the bad guys, the Lone Ranger would get on his trusty horse Silver … shout, “Hi-yo, Silver! Away!” … and ride off into the sunset.

Again, no need for you to depend on the Lone Ranger and his silver bullets. Gather your team – both in house staff and consultants – and get back to the fundamentals to revive your fundraising program. Then ride along on a stronger program that raises more funds for your nonprofit. A happy ending indeed.

Find more help with the fundamentals in these related posts:

Donor acquisition lessons learned

Are you cultivating website visitors? 10 suggestions for your site.

Revive direct mail

5 Most common mistakes in fundraising copy

And your first one is NOT, “Do we go mobile?” Reaching donors and members through their smartphones has become nearly as important as reaching them on their PCs.

That’s just one of the points in a recent article in Target Marketing, “3 Options for Your Direct Marketing Mobile Strategy.”

But just in case you think mobile is only for the big nonprofits … or only for those who have disaster relief missions and want to raise funds quickly via mobile … think again.

Get the facts. A popular primer – or guidebook – spells out ALL the ways mobile benefits nonprofits in clear, non-technical terms: Mobile for Nonprofits.

Okay. You’ve read the primer and done your research. And now you’ve made your decision to go mobile. Target Marketing lays out your next options nicely in terms of developing a mobile strategy.

And it’s all based on how you want mobile to support everything else you do, who you want to reach, and naturally what’s your budget.

Here are the 3 options related to your direct marketing mobile strategy from the article:

1) Mobile-compatible website (probably the quickest and cheapest), a web-based application, or a native mobile application? Which will you choose?

2) If you opt for an application, know that you shouldn’t take everything off your website and simply drop it on an app. (Anymore than you should take a 2-4 page direct mail letter and plop it onto your website or into an email without serious editing.)

3) There are numerous platforms (e.g., iPhone, Android, Blackberry, and more), and they all have varying development costs.

All these decisions. It’s a good article and I recommend you read it for the details relating to Target Marketing’s three options.

You’ll find more help in these related posts:

Friendly Nonprofit Mobile Websites

3 Steps to Strategically Mobile Nonprofits

“Our biggest challenge is trying to market on an extremely limited budget. We are always looking for tips on how to network and get our word out more effectively. We are also in need of increasing our membership base and corporate support as well.”

Those are the words in an email from the Marketing Manager at Sotterley Plantation – a National Historic Landmark – which is a private nonprofit located in St. Mary’s County, Maryland.  

Two primary challenges of any development staff are acquiring more donors, and raising more funds from your file of donors. Sometimes you raise funds by acquiring members but the challenge is essentially the same.

Conquering these challenges can be more elusive when your staff is quite small and so is your budget like it is for the folks at Sotterley Plantation. For example you don’t have the resources to frequently out-source tasks to freelance experts or agencies.

Consequently a smaller, local or regional nonprofit needs to focus on the basics.  And you need to do them very well.  The four basics I have in mind are: 

1. Spreading the word (raising awareness of your organization)
2. Direct mail
3. Website
4. Email

And because it’s so vital to the success of your nonprofit, I want to make it clear that “donor cultivation” is an integral part of all four.  Even though I won’t discuss it further here in this post, please recognize that donor cultivation is part of EVERYTHING you do.  Everything you write.  Every telephone conversation you have.  Everything you publish.  Everything. 

What I will focus on is the first item ― spreading the word.  Once you develop a system for this I believe you’ll discover it helps you with acquisition, retention, and bumping up average gift size.

In fact, this topic is so important that I covered it in detail in a guest blog post I wrote for Joanne Fritz of About.com for Nonprofit Charitable Orgs: “10 Tips for Making Your Small Nonprofit’s Development Budget Bigger.”  

So if you and your nonprofit face challenges similar to the folks at the Sotterley Plantation … and if you would like more than 10 ways to stretch your small nonprofit’s development budget … then I recommend you read my post on Joanne’s blog.

For example: I think you’ll be surprised to discover the many pools of local talent available to help you get work done and stretch your budget. These pools of talent can also lead to more donors and members which of course raises revenue for your nonprofit. A true win-win scenario.

Related posts:

10 Tips for Making Your Small Nonprofit’s Development Budget Bigger by Karen Zapp on About.com

It Pays to Advertise (even in ways you might not consider advertising)

Fundraising Starts With Marketing