10 Ways To …
We see these “10 Ways to … and 5
Ways to …” lists in the media all the
time, but how do they get there?
They are called tip sheets and are
often sent to the media by businesses
in the form of news releases.
Some tips for writing tip sheets:
• Use a numeral in the headline.
• Don’t offer more than 10 tips or
fewer than five.
• Don’t bother with an introductory
sentence, just jump to the first tip.
• Provide useful information, not
advertising for your organization.
• Include ways to contact you or your
organization for more information.
Key Event Planning Issues
When planning any type of event, be
sure everyone involved is on the same
page by answering these key questions:
1. What is the event’s primary
purpose?
2. What secondary purpose(s) should
the event accomplish?
3. Whom and how many attendees
do we hope to attract?
4. Will the event be repeated?
5. What should attendees gain
from the event?
6. What budget limitations exist?
7. What characteristics should most
distinguish the event from others?
Check Your Layout
Before printing a brochure that’s been
laid out in-house, fold it to its
specifications first to be sure
everything appears as it should. It’s
not uncommon to end up with a
graphic turned around or upside down
because this simple proofing exercise
wasn’t followed.
Public Speaking Tip
Get nervous about public speaking?
Recognize that your audience wants you
to succeed. All audiences want speakers
to be interesting, stimulating,
informative and entertaining. They’re
rooting for you. So face your audience
knowing they stand behind you, too.
8 Nonprofit Communications Report © 2019 View this newsletter online at wileyonlinelibrary.com
Professional Opinion
Weigh the Pros and Cons of Google Advertising
Q. Why do you take out Google ads, and what have the results been to date?
“The $10,000 grant is great on paper, but every marketer I’ve spoken with has told me
it’s very difficult to get the 5 percent click-through rate (CTR) Google requires you to
have. You also must complete an action at least once a month on the account. I’ve
instituted the grant in three organizations. One had the account canceled because we
weren’t aware of the activity requirements and had to reapply with a completely
different e-mail. The others rarely achieved the 5 percent CTR, and ads weren’t
getting much traction. Google provides support to ad marketers who pay, so they get
higher CTR success. I only received this service because I mistakenly set up my
account to be paid at my current organization. It would be so helpful if they offered
that service to nonprofits as well if they really want us to use the full $10,000.”
— Gineyda Diaz, Executive Director,
My Money Workshop, New York, NY.
Phone (518) 598-9808. E-mail: Gineyda@mymoneyworkshop.org.
Website: www.mymoneyworkshop.org
“We started using Google Ad Grants back in 2014. A few years before, I had built
our website. Soon after, I either heard or read about Google’s free ad program for
nonprofits and looked into the steps for getting started. The reason we use Google
Ads is because it is free advertising. We had to go through the process of getting
approved and then set up the ads, but now I just let it do its work. I have several ads
up and running, and when necessary, I’ve made changes to ensure they are still
working properly. We’ve run ads for upcoming events, ads for job openings and ads
geared toward our two units: subsidized housing and Basic Care (similar to assisted
living). I’ve found we get a decent amount of impressions, but not so many clicks.
It’s really hard to express exactly what the direct results have been. There isn’t an
explanation within the account that specifies: ‘This ad led to this result.’” 
— Sister Christina M. Neumann,
St. Anne’s Living Center, Grand Forks, ND.
E-mail: stannesguesthome@gmail.com. Website: www.stannesguesthome.org
“Why would you keep putting energy into a Google Adwords grant? Well, it’s worth
up to $329 per day! For a few years, I experimented freely, and it brought a stream of
website visitors to our nonprofit meditation center. When Google introduced stricter
criteria — which you need to meet for each campaign, per month, or they’ll pause
your account — I had to dial it back because I couldn’t keep up. I’d try something
new, and then the account would get paused. Now I understand better what I need to
do. Plus, instead of trying to advertise our programs, we’ve focused on creating a
steady flow of blog content that I edit for readability and keywords. As of this week,
one well-aimed blog is using up two-thirds of the daily grant budget.”
— Andy Rogers, Content Writer and Ad Grant Manager, Calgary, Alberta, Canada.
Phone (250) 421-2020. E-mail: andydesu@gmail.com
Website. www.phoenixwords.com, www.clearskycenter.org
When You’re The Interviewee
Being Interviewed? Get to Know Your Audience
Do you have an upcoming television or radio interview? If so, do your homework to find
out who your audience will be. Different shows and stations require different approaches.
Is your audience mainly women in their 30s to 50s such as those who follow
Oprah? Then tailor your answers to fit the interests of that group of people, such as
teenage child rearing, relationships and personal fulfillment.
Watch or listen to the show on which you’ll be interviewed. Look at who is in
the audience or listen to who calls in to the station.
Go to the show or station’s website and look at its sponsors. Who are they
trying to reach? That’s the same group of people to whom you’ll want to relate.
DOI: 10.1002/NPCR