Nonprofit Marketing: Getting Attention Blog

YMCA Brand Valued at $6.4 Million -- What This Means for Your Org

2009-07-09T10:57:36-04:00

The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research report explores the unique relationship between nonprofit brand image and financial performance.

The survey uses brand image, 2007 revenue and potential for future growth to calculate brand value, a formulation similar to many for-profit valuations of brand, an intangible asset. Cone's goal, states the report, is to help orgs "understand how to protect and evolve their brands to generate as much revenue as possible," and "demonstrate to companies and other partners that there is an established and justified value and cost to working with them."

The top 10 are: YMCA, the Salvation Army, United Way of America, American Red Cross, Goodwill Industries, Catholic Charities USA, Habitat for Humanity International, American Cancer Society, The Arc of the United States, and Boys & Girls Clubs of America. What's surprising is that both Catholic Charities USA and The Arc of the United States are under most consumers' radar despite top 10 rankings for Power Brand and revenue.

What's crucial to know is that nonprofits that clearly identified their mission in their name performed best. For example, the National Cancer Coalition scores higher among consumers than City of Hope.

But if your organization name is not descriptive (and even if it is), add clarification with an 8-word-or-less tagline. Remember, the name and tagline always work together -- a sum far greater than its individual parts. Learn more on taglines here

P. S. Don't forget to enter the 2009 Nonprofit Tagline Awards today. Over 850 entries already in!

Lending for Change -- 700th Entry in 2009 Tagline Awards -- Enter Your Tagline Today

2009-07-06T09:57:32-04:00

I love this tagline from The Loan Fund, an alternative lender in New Mexico. It's as short as you can get, but informative and memorable. The staff there has done a terrific job in shaping a pithy message that showcases not just what they do, but the impact of the organization's work (which clearly differentiates it from other lenders).

But when I jumped to The Fund's Web site, I saw that it's using a different tagline all over the site -- "Building Communities Since 1989." Yikes, that's a cardinal sin of tagline use. Here's the 7th "don't" from the 2008 Nonprofit Tagline Report:

7. Don’t put two or more taglines to work. If you do, you’re doing everything you
can to undermine your organization’s brand. As a result, your audiences won’t get to
know or pass the word on your organization. Instead, they’ll be annoyed and confused.

Nonetheless, Lending for Change is a strong example of how powerful a tagline can be. It's one of your most effective marketing tools. But the 2008 GettingAttention.org tagline survey showed that 72% of orgs don't have a tagline, or rate theirs as performing poorly. GettingAttention.org is trying to change that!

Take 3 minutes to ENTER your tagline today! When you do, you'll automatically get a free copy of the fully-updated 2009 Nonprofit Tagline Report.

P.S. If you don't want to enter your tagline, but want to ensure you get a copy of the 2009 report, subscribe here to the free twice-monthly Getting Attention e-update.

Learn the Language of Change -- Your Org will Benefit Big-Time

2009-06-30T11:25:44-04:00

Fundraising veteran Tom Suddes offers his golden (but free!) advice on how to shape your language to strengthen your organization, which Tom swears (and I think he's right) will change the way you think about your org.

Listen now to change your org's life, and your own perspective. Can't ask for more in 45 minutes.

Three key insights:

Don't define yourself negatively, as a NOT-for-profit. Define yourself positively, focusing on your impact. You're a for-impact organization.
Your impact drives your income, not the other way around.
Just ask!

Here's my favorite takeway -- reframing key nonprofit communications language. Examples include:

Old: charity --> New: cause or philanthropy
Old: mission statement --> New: message (clear, consistent, succinct)
Old: survival (of your org) --> New: transformation
Old: sustainability --> New: solutions
Old: inform --> New: involve
Old: overhead/administrative costs --> New: priorities (people, programs and places).

Listen up now. It'll change your perspective today and increase your impact tomorrow, promise.

Tip of the hat to Gayle Thornsen.

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Wanted: Powerful Nonprofit Taglines -- Enter 2009 Tagline Awards Today

2009-06-29T08:09:58-04:00

Your nonprofit could be a 2009 Getting Attention Nonprofit Tagline Award winner! Take 3 minutes now to enter today. More information here.

Answers to Your ? on 2009 Getting Attention Nonprofit Tagline Awards

2009-06-24T10:35:58-04:00

Yahoo! Just hit 300 entries (after just 1 day) in the 2009 Getting Attention Nonprofit Tagline Awards.

Enter here right now, while it's on your mind. Deadline is July 31st. And please spread the word to your peers, grantees and other networks!

I received several great questions (thanks all) yesterday when I launched this year's awards, and wanted to share the answers with you:

We use two taglines, or we use three taglines (one for our org, and one for each main program) . Can I enter both/all of them?
- Yes, you can, each as a separate entry. If you enter a program tagline, add (program) at the end of it when you enter it in the form. You will have to have a colleague enter the second tagline, or clear your browser cookies, to enter a second tagline. BTW, I recommend against using two organizational taglines. It's confusing!

We haven't launched out tagline formally yet, but still want to enter it. Is that ok?
- Yes, do it!

What's the timeline for the awards?
- Deadline for entry: July 31st
- Open poll for winners (among selected finalists) September
- Winners announced: October
- Release, fully-updated 2009 Nonprofit Tagline Report: December

Who were last year's winners?
- Here's the list of last year's winners. Great models if you're working on your tagline now!

What are the prizes?
- Winners get great recognition, lots of attention/publicity. But, the value of entering is best said by two of last year’s winners:
- “We were very pleased to have our tagline recognized by our colleagues in the industry. Our award has given the U.S. Fund extra visibility for its marketing and brand work!“ --> Kim Pucci, Marketing Director, US Fund for UNICEF
- "We were thrilled to be selected as the tagline award winner in the Human Services category. We leveraged the award as we rolled out our new brand and kicked off the public phase of our $5M capital campaign. It was highlighted as an achievement in all of our capital campaign foundation grant requests and spotlighted in our agency newsletter and in the local media. And, the media buzz that this award created helped JFCS maximize its marketing efforts without the need for allocating additional dollars in this difficult economy.” Rose Chapman, LCSW, President/CEO of Jewish Family & Children’s Service of Sarasota-Manatee, Inc. (That's Rose at top left!)

But most importantly, please enter your nonprofit or foundation tagline today.

P. S. Follow the tagline award news on Twitter at @orgtaglines.

Wanted: Powerful Nonprofit Taglines -- Enter 2009 Tagline Awards Today

2009-06-22T14:33:58-04:00

Your nonprofit or foundation could be one of this year's Getting Attention Nonprofit Tagline Award winners! Enter today.

A strong tagline does double-duty -- working to extend your organization's name and mission, while delivering a focused, memorable and repeatable message to your base. It's one of your most effective marketing tools, but the 2008 GettingAttention.org survey showed that 72% of nonprofit organizations don't have a tagline or rate theirs as performing poorly.

I'm trying to change that with this annual award program, highlighting the best in nonprofit taglines.

Take 3 minutes now to enter your nonprofit's tagline here. All entrants will receive a free copy of the fully-updated 2009 Nonprofit Tagline Report in late 2009. It's the only complete guide to building your org's brand in 8 words or less -- filled with how-tos, don't-dos and models.

Enter today, while it's on your mind. Deadline is July 3st.

BTW, here are the winners of the 2008 Nonprofit Tagline Awards (selected by nearly 4,000 voters in the field). This could be your org in 2009!

P. S. Follow the tagline award news on Twitter at @orgtaglines.

Ask Me (& 2 Other Experts) about Using Social Media to Promote Your Cause -- Ask Now, Chat 6/23 12pm Eastern

2009-06-18T07:54:00-04:00

Q&A Last month's Chronicle of Philanthropy-sponsored online chat (transcript here) on using social media to promote good causes was such an overwhelming success that we've scheduled a Part 2 for Tuesday, June 23rd at noon, eastern. Join in here.

This is your chance to have all your social media questions answered by me or my co-chatters, social media masterminds Danielle Brigida of the National Wildlife Federation and Wendy Harman of The American Red Cross.

But ASK RIGHT NOW, RIGHT HERE, if you want your question answered. Because we plow through questions as they are submitted and last round didn't get anywhere near through the list. So you're invited to submit your social media question now to ensure it's at the top of the list. We'll do our best to answer it on Tuesday.

Don't forget to review the focused, useful answers already available from Part 1 right here!

See you Tuesday, noon eastern!

P.S. Before your turn your attention to social media, make sure your communications basics are strong. A high-impact organizational tagline is a vital marketing strategy. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Don't Even THINK about Social Media until Your Web Site and E-news Are Working Well

2009-06-17T07:58:00-04:00

We have a family membership at an upstate New York sculpture center featuring outside exhibitions. It's a unique and beautiful place; one we can't visit that often (it's an hour away) but a venue we want to support. We joined for the first time this year.

The center has an incredible reputation -- because it's so unique and beautiful -- which has carried it far. So as a member, I expected to have the pleasure of a compelling series of communications, online and off. Didn't happen. Here's what did:

We received a thank you note for our membership (thumbs up) but it didn't mention any upcoming exhibits or events (where was the call to action, the opportunity to get involved at the next level?).
I went to the Web site but saw only an incomplete calendar of events for the next week (there are lots of concerts, tours, child projects there). The center is more than an hour away from the NY metro area, so most visitors have to plan ahead. It's not a drop-in experience. That's hard to do without advance notice.
So I emailed requesting to be put on the e-news list (didn't see where to subscribe online). But there's no e-news! Instead, I was told that they do have a twice-yearly print newsletter, the next issue coming in a few months but they'd be pleased to send me the last one.
Yet, the center has an active Facebook fan page (for those members and interested others who are even on Facebook), with 1,045 fans to date. I wonder how many members that includes; Storm King never told us about its Facebook page in any member communications.
Then we just received a full-color 16-page annual report, printed on heavy paper, featuring 10 pages of donors names. Expensive to produce and mail, but it has no value to me.

Even though we can assume every org has a range of target audiences, members have to be a priority for every arts and culture organization. For this one, we don't seem to be.

Here's what I recommend to the center:

List out the three or fewer target audiences you need to engage more effectively in order to meet the center's current goals. Members should be on the list. Then learn their habits and preferences (e.g. e-news vs. Facebook fan page).
Figure out how to engage current members so they become even more loyal. Make it easy for them (i.e. with advance notice of events) to become more involved. Make them/us want to be marketing messengers for the center.
Ensure your Web site and e-news (and despite the challenges of getting attention via email, you gotta have one) are tight, focused, timely and working for your organization...before you even stick a toe into social media waters.

Please share your suggestions for the center. What would you do if you were them? Tell us by clicking Comments below.

NOTE: Here are some brief guides to strengthening your Web site and e-news. For more, subscribe here to the Getting Attention e-update!

Flickr photo: al binami

Twitter Emerges as Best Rapid-Fire News Source in Post-Election Iran Media Vacuum

2009-06-15T10:13:57-04:00

I've continued to ponder the value of tweeting -- even as I do it -- but see clearly its unique value in getting news out of Iran (and organized protest going on the scene) when the more traditional lines (Internet, phone have been shut down). Here's a partial list of folks tweeting out of Iran right now (thanks to Alison Fine).

Iranians appalled at what seems to be a blatantly fraudulent election are angry, and putting Twitter to work when there are few channels available. As dissent grew on the streets, media and Twitter reports said mobile phone communication in Iran was jammed and internet access was blocked or slow. It is also reported that electricity has been cut. But determined to get their message out, online protesters within Iran are constantly uploading information about open proxies which avoid the government filters to their twitter feeds.

As Information Week's Michael Hickins reminds us, it's Iranians -- not the Twitter tool -- who have generated the just-announced vote investigation. Iranian citizens are participating, and Twitter is simply their means of doing so, as Andrew Sullivan comments:

The key force behind this is the next generation, the Millennials, who elected Obama in America and may oust Ahmadinejad in Iran. They want freedom; they are sick of lies; they enjoy life and know hope.

What better tool for doing those wishing to control their own lives, and experiences, than short and sweet Twitter? As Hickins says:

Twitter is what people make of it; this is perhaps the single greatest distinguishing feature of Web 2.0 as a whole, and the biggest single gift we bequeath to the Millenials -- as users, we control our own experience. We follow or block whom we want, and we join or leave groups at will. Twitter doesn't make us better people (nor does it make us worse).

The messenger, not the network or tool, is the message! Take that, Marshall McLuhan.

Flickr: John McNab

Get Ready to Grab Your Org's Custom Facebook Address for Pages and Profiles!

2009-06-11T11:05:53-04:00

Some call them vanity URLs, other Facebook user names but you can grab your organization's moniker starting starting at 12:01 a.m. eastern on Saturday, June 13. At that point, you'll be able to choose a username on a first-come, first-serve basis for your personal profile (many folks have a personal profile that's work oriented or doubles as personal and professional) AND the Facebook Pages that you administer (only those established by May 31, 2009 and with 1,000 fans or more). Do it here.

If your organization's name or program names are trademarked, go here to prevent the registration of those as usernames by others. But most critically, think carefully about the username you choose. Once it's been selected, you won't be able to change or transfer it!

Here's more on usernames for Facebook pages.

This is a great branding opportunity, and one that's particularly important as more giving moves online. It'll allow your organization to feature a Facebook page URL that's easy to remember -- something like www.Facebook.com/CommunityFoodBank -- and should be incorporated in all marketing communications, including your email sig lines when appropriate.

If your page doesn't meet the mark at this point, keep checking back with Facebook. It's likely they'll relax the criteria for being able to designate a username after a month or so!
Flickr photo: KevinH