Every successful nonprofit is a brand.
Just think of the American Red Cross, the Salvation Army, or the March of Dimes. These great iconic nonprofits are so well branded that when you think of each of them, the very name calls up a host of associations, memories, positive feelings, and the satisfaction that you know them. Branding is not marketing and advertising (although both of those activities will help your brand). Branding is about selling everything associated with your organization. Larry Checco, a consultant to nonprofits, says that any organization can use branding to create visibility and convince supporters of the organization's value. In Checco's book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, he provides a five-step process that will move an organization toward successful branding: 1. Conduct a SWOT analysis. SWOT is an acronym for strength, weaknesses, opportunities, and external threats. Checco
Include a rep from your board. Questions that you might use for each part of your SWOT analysis could include:
Strengths .What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition? Weaknesses . and how effective will members be in promoting and protecting our brand? Opportunities .In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding. operations. and support staff. management.Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?
.Can we identify an expanding market for our products and services? What is the current economic landscape of our community? Threats . executive staff.suggests that participants in your SWOT analysis should be from every level of your organization.
Review your SWOT analysis for brand messaging opportunities. For years. or diversity in the schools. shoppers to help maintain a downtown. and why anyone should care? 3. Sometimes you learn that what you might want to say about your organization is not what your audiences want to hear.
. Determine what messages your audiences want or need to hear. But audiences did not like the idea of "subsidized" housing for "needy" people in their communities. how you do it. such housing became much more palatable to communities. An example that Checco uses in his book is of affordable housing.2. When the message was changed to emphasize the positive impact such housing would have such as tax benefits. proponents of such housing emphasized the needs of the people being served. what you do. What have you learned about who you are.
4. go back to your focus group.To complete this step. As Checco says. a mission statement. you will need to survey a representative number of your audience and/or conduct a focus group. test your messages. supporting statements. Checco goes into detail about all of these elements as well as how to define. and a logo. Its purpose is to help you stay on message whenever you communicate information about your organization. 5. This step is absolutely necessary to make sure that words or messages you have picked mean what you think they mean to your audience. A 'messaging package' is simply a compilation of the core messages you want your brand to convey. and
. Create a "messaging package." A message package includes such things as a tagline. Unless you want a nasty surprise later. promote. a positioning statement. Before finalizing your message package. Get real reactions from real people to your messages.
it is the easiest-to-read and most accessible one we have seen about branding. Get the book.. Checco believes every nonprofit can achieve successful branding and he lays out a program to achieve it that anyone can pursue.protect your brand.
n Harness the Power of an Advisory Board I say that advisory boards are such a powerful management tool that no small business should be without one and describe creating an advisory board. is a great idea . the writers agree. the next step to creating an advisory board is to craft invitations that focus on the benefits of serving on your board.
. As much as possible. try to personalize your advisory board invitation by emphasizing the benefits that might appeal most to that particular individual. Since writing that article. Creating an advisory board. It's only human nature for a prospective advisory board member to want to know what he or she gets out of the bargain. I've received a fair bit of mail asking for more details. So once you've chosen prospective members for your small business advisory board. After all.but how do you persuade people to serve on your small business advisory board? The key is to remember your basic rule of selling and focus on how they will benefit by serving on your advisory board rather than how you will benefit. you want their time and expertise.
Intrinsic benefits might include:
Extending their circle of contacts and perhaps developing new business Getting new perspectives and ideas Contributing to the development of a particular profession or industry Discovering new potential customers or allies Personal satisfaction of helping to steer a company to success Prestige or resume building
The main external benefit is compensation and how you will compensate the prospective board member has to be part of your pitch as well. Compensation might take the form of:
Providing food and drink during and before or after an advisory board meeting (lunch or dinner) Covering expenses Cash – an honorarium or a fee paid per meeting Stock options
don't be afraid to up the ante for particular prospects. Chances are good the people you’d like to have on your board are already busy people! Besides laying out the benefits.The most common form of compensation is probably some combination of the above. It can lay out exactly what prospects want to know without taking up too much of their time. You don't need to put together a huge package of materials to try and persuade someone that serving on your small business advisory board would be a good thing. Some board members will be more valuable than others and you don’t have to compensate them all the same. your advisory board invitation letter also needs to include:
. A single sales letter is a much better approach. When you're creating your advisory board and trying to persuade people to serve. So think carefully about each of the prospective advisory board members you have chosen and decide what each one would view as the best or most important benefits for serving on your board. These are what your advisory board invitation needs to focus on.
the advisory board's mandate and focus.
. Don't forget to mention that you will follow up soon with a phone call and give your contact information in case he or she has any questions in the meantime. So don't be afraid to ask people who may seem to be out of your sphere to serve. Last advice: You already know that when you're creating an advisory board. The worst thing that will happen is that they will say "No". You may find it easier to use this sample advisory board invitation letter as a template. Rejection costs nothing. you want to select "the brightest and best" with a diverse range of skills and experience. the responsibility of the advisors and the time commitment expected (how often the board will meet and for how long). Obviously. restate why you think the person would be a great addition to the board and what specific contribution he or she could make.
a brief overview of the company. the better the advice your advisory board will produce. the more experienced and knowledgeable your board members.
he now works with several prominent nonprofit organizations to help hone their messages and direct them intelligently. In fact. Emerson & Church. No fancy PR language or communications theory here. the news media are a bit leery when a nonprofit calls because they have been buzzed so often with weak story pitches and badly written news releases. and there are so many more important priorities than hiring a good pitch man or woman.S.. ISBN 1889102-06-7. Joseph Barbato. Barbato has been a journalist and a pitch man for nonprofits. So many nonprofits do a lousy job of publicizing their work.The Mercifully Brief Real World Guide to Attracting the Attention Your Cause Deserves. practical advice that anyone on
. Even if your organization is struggling.95 U. there is help in Joseph Barbato's easy-to-read and practical Attracting the Attention Your Cause Deserves.. $24. Barbato's book is simple and to the point.just quick. As a consultant.
. ask who else you might call. The reporter may not read the second. Barbato provides these tips for an effective pitch to a reporter:
Keep your pitch tight. It will annoy him. and to the point. bright. let each know you have pitched the other.
Just as important as what you should do with the media. even if they are not trained in PR. Don't call several reporters at one media outlet to pitch the same story. You're doing a newsperson a favor by offering a story that readers or viewers will want.your staff. Have your facts straight. Be confident. Here are a few of Barbato's pet peeves:
Don't call a reporter when you know he is on deadline. are the things you shouldn't do. If your key contact isn't interested. For example. Make your first sentence count. If you do pitch another reporter at the same place. can follow.
Don't make an unnewsworthy announcement because a board member has urged you to do so..
Don't call to ask whether a reporter received your press release. Attracting the Attention Your Cause Deserve is part of Emerson and Church's line of delightfully handy guides called. Never call him to say hi and chat.. The Mercifully Brief Real World Guide to. Don't treat a journalist like a good buddy. Don't tell a reporter he's making a big mistake by not covering your event. use the occasion to educate your board member (ever so diplomatically) on the meaning of news and the importance of acting like a professional with the media. Better to simply pitch your story and while doing so remind him of the release..
Barbato includes an appendix that contains a sample pitch letter and several useful checklists. and the text is surrounded by lots of space for your notes which you will want to make as you read. This guide is only ninety-four pages long plus a short appendix.
so make this one your next
Nonprofit/For-Profit Hybrid: Low-Profit Limited Liability Company (L3C)
A Hybrid Organization for Social Good
By Joanne Fritz.kohcf. Aid for the orphans and elderly.www.Such a light book is perfect for throwing into your bag and reading at the bus stop or on your coffee break.com Guide
See More About:
nonprofit l3c social entrepreneurship Ads Kingdom of HeavenNon-profit charitable organization. About.com/
. By now you may already have started a collection of these Real World Guides.
It is not tax-exempt. the L3C is run in a similar way to a for-profit company.HedgeSphere by InfonicFor Administrators.infonic. but it can seek investors and investments that are program related for funding.org/FO2012 Nonprofit Charitable Orgs Ads
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L3C organizations are a new way to fulfill a social mission. this hybird organization cannot
. A hybrid of a nonprofit and forprofit corporation. An L3C generates a profit but it isn't the sole priority. The IRS does restrict how much profit an L3C can make and property it can own. Fund of Fund Managers & Institutional Investorswww. but is like a nonprofit in that its mission is to do something for the social good. Also.net Fundraising Online 2012The world's best 100% online global fundraising conference!resource-alliance.
and theRoberts Enterprise Development Fund.
. Wyoming. visit theSocial Enterprise Alliance. Social Returns. For more information on this form of organization and other types of social enterprises. and many other states are considering it. TheFoundation Center also has great information on social enterprise. The organization must make clear that fulfilling a charitable goal is the primary reason it exists. while North Carolina and Maine are in the process of finalizing legislation recognizing it. and Utah. Michigan.engage in political work or lobbying. This new type of nonprofit organization is recognized by the states of Vermont. Illinois.