I can't believe tomorrow is September 1. Where has the year gone? Just four more months of 2009. Are you ready for the year to end?
When was the last time you looked at your fundraising plan? How are you doing on your goals? Is it time to panic?
Take a few minutes this week to reconnect with your plan, figure out how you are doing and how you are going to make this the best year ever.
Do you need to step it up a notch? Are things slipping through the cracks? What needs to happen to meet your goals?
Is there an area that as exceeded expectations? Look at all you have accomplished so far this year and pat yourself on the back. Be proud of all that you have done and the amazing difference you are making in your community.
Let's make these last four months the best yet.
Monday, August 31, 2009
Thursday, August 20, 2009
Excellent Customer Service for Nonprofits
I wanted to publish an online newsletter. In order to save money, I decided to use a free online marketing service. I started this process in May. After three long, frustrating months, I decided to bite the bullet and use a paid online marketing service. Boy, am I glad I did.
What does this have to do with customer service? Well, not two hours after I signed up for the free trial, I received a phone call from an account representative thanking me for choosing them and asking if I had any questions. He also emailed me all of his contact information. I was so stunned to hear from him that I rambled on about how much I love their service and how much easier it was to use than the free service. I hung up the phone feeling so impressed and thrilled about my decision, even though I have to pay (and I am a cheapskate).
Now, how can nonprofit organizations use this example to improve "customer" service.
Imagine how special a donor would feel if they received a call simply thanking them for their support.
I used to call every donor that contributed $100 or more to my organization. I usually got an answering machine, but, on occasion, I would talk to the donor. What a joy it was to hear their surprise and gratitude for my taking the time to personally thank them. I would also gain valuable information, like why they support the organization and how they heard about us (if they are a new donor). I had a chance to learn more about their personal history, like if they have children, where they live or work and what they like to do. I kept track of all of this information and made sure to incorporate those details in the written thank-you note or in future conversations.
Imagine how impressed a donor would be to receive an immediate response from your organization.
The golden rule of donations is to "thank before you bank." I made it a goal to send than-you notes within 24 hours of receiving a gift. That wasn't always easy, but I made it a priority. There really is nothing more frustrating for a donor than to wonder if the check has been received, or, even worse, if their hard-earned gift was needed or appreciated. Now, imagine how special your donor will feel to get a thank-you letter with a special, personalized note on it. That is great customer service.
This goes for phone calls, as well. When a donor takes the time to call you with a question, suggestion, observation or complaint, they want to be a part of your organization. Not returning a call or waiting days to respond shows them they are not that important to you. And neither is their money.
Imagine how honored a donor would feel to be a part of your accomplishments and successes.
Think about how many times a year you talk to your donors and what you are saying to them. Do you only contact them to ask for money? Are your newsletters full of fluff, wants and needs? Is each contact impersonal and generic? How do you think that makes your donors feel?
Let them in and give them a sense of pride in what you have accomplished. Let them know how their donation made a difference for the organization and the community. Give them an inside scoop as to what is going on in your organization.
I remember an organization I had donated to for many years, and even volunteered with often, launched a huge new program that received lots of media attention. I had friends ask me about it because they knew how much I loved this organization. I felt somewhat disappointed that I wasn't aware of the big news and frustrated that everyone else was learning about the program at the same time.
Silly? Maybe. But imagine how special I would have felt to get a quick email outlining the new program and asking to join in the celebration of the launch. I could have forwarded the email to my friends asking them to donate money to support the program or made sure my media contacts were on the lookout for the big news. Instead, I felt left in the cold and unimportant.
How much of a role does great customer service play in your organization? By imagining how your donors feel and finding simple ways to make them feel special, you can strengthen your connection with current and potential donors and maybe even create ambassadors for your cause.
What does this have to do with customer service? Well, not two hours after I signed up for the free trial, I received a phone call from an account representative thanking me for choosing them and asking if I had any questions. He also emailed me all of his contact information. I was so stunned to hear from him that I rambled on about how much I love their service and how much easier it was to use than the free service. I hung up the phone feeling so impressed and thrilled about my decision, even though I have to pay (and I am a cheapskate).
Now, how can nonprofit organizations use this example to improve "customer" service.
Imagine how special a donor would feel if they received a call simply thanking them for their support.
I used to call every donor that contributed $100 or more to my organization. I usually got an answering machine, but, on occasion, I would talk to the donor. What a joy it was to hear their surprise and gratitude for my taking the time to personally thank them. I would also gain valuable information, like why they support the organization and how they heard about us (if they are a new donor). I had a chance to learn more about their personal history, like if they have children, where they live or work and what they like to do. I kept track of all of this information and made sure to incorporate those details in the written thank-you note or in future conversations.
Imagine how impressed a donor would be to receive an immediate response from your organization.
The golden rule of donations is to "thank before you bank." I made it a goal to send than-you notes within 24 hours of receiving a gift. That wasn't always easy, but I made it a priority. There really is nothing more frustrating for a donor than to wonder if the check has been received, or, even worse, if their hard-earned gift was needed or appreciated. Now, imagine how special your donor will feel to get a thank-you letter with a special, personalized note on it. That is great customer service.
This goes for phone calls, as well. When a donor takes the time to call you with a question, suggestion, observation or complaint, they want to be a part of your organization. Not returning a call or waiting days to respond shows them they are not that important to you. And neither is their money.
Imagine how honored a donor would feel to be a part of your accomplishments and successes.
Think about how many times a year you talk to your donors and what you are saying to them. Do you only contact them to ask for money? Are your newsletters full of fluff, wants and needs? Is each contact impersonal and generic? How do you think that makes your donors feel?
Let them in and give them a sense of pride in what you have accomplished. Let them know how their donation made a difference for the organization and the community. Give them an inside scoop as to what is going on in your organization.
I remember an organization I had donated to for many years, and even volunteered with often, launched a huge new program that received lots of media attention. I had friends ask me about it because they knew how much I loved this organization. I felt somewhat disappointed that I wasn't aware of the big news and frustrated that everyone else was learning about the program at the same time.
Silly? Maybe. But imagine how special I would have felt to get a quick email outlining the new program and asking to join in the celebration of the launch. I could have forwarded the email to my friends asking them to donate money to support the program or made sure my media contacts were on the lookout for the big news. Instead, I felt left in the cold and unimportant.
How much of a role does great customer service play in your organization? By imagining how your donors feel and finding simple ways to make them feel special, you can strengthen your connection with current and potential donors and maybe even create ambassadors for your cause.
Wednesday, August 5, 2009
Cultivating the Media
I had an interesting conversion recently with an owner of a new radio station here in Knoxville. She told me something that, frankly, shocked me to the core. She said she pays more attention to press releases that are faxed to her with a nice introductory note.
Wow. I don’t think I have faxed a press release in years. But I understand her reasoning. News directors, reporters and editors receive hundreds of press releases by e-mail each day. A majority of those are poorly written and, let’s be honest, not really interesting or newsworthy.
So, here are a few tips to getting the most from the media for your organization.
1. Know what the media can do for you and what it cannot.
Newspapers, radio stations, television news programs and blogs are great vehicles for showcasing your mission, needs, services and successes. Educating the public on what you are doing and how they can help is an invaluable way to bring attention to your cause. The downside is you can’t control what is written and when (or if) it is published. Know that a good journalist will get a response from the other side, and you may not like what is said.
2. Media outlets are not nonprofit organizations. They are businesses.
Each second of air time and every inch of print space means money for these news outlets. Yes, they want to promote your mission and event, but they have to make a profit.
3. Treat reporters and editors as you would major donors and funders.
Learn about the media outlet. Be respectful of their time. Find the correct person to send your release. At television news stations, it would be the assignment editor. At radio stations, it would be the news director. At newspapers, make sure to send the info to the correct department- it could be the Local, Lifestyles, Entertainment or Business editor.
4. You think you’re busy, try being a journalist.
Almost all newsroom have faced extensive cutbacks and staff reductions- fewer reporters covering more ground with less resources. Those who can provide high-quality photographs, B-roll, sound bites, access to experts and well-written releases are more of an asset to an overworked and underpaid reporter.
5. Know the difference between a public service announcement, advertising and news.
Public services announcements generally aim to raise awareness or change behaviors about a certain issue. PSAs are donated media time. Advertisements are paid media time and are more controllable. Typically, advertisements are used to promote an event or product. News is just that, something that has already happened or is currently happening that the audience needs to know about.
6. Want a guarantee you will be in the news, then buy advertising.
If you must have a quarter-page spot with sponsor mentions in the local section of the newspaper on the Sunday before your event, then buy the advertising space. It is the only way to control what will be printed and/or aired. Most news articles will not mention sponsors, so be careful when promising sponsorship benefits.
Getting media attention isn’t as simple as sending out a mass press release to hundreds of reporters. You wouldn’t blindly send a direct mail appeal that way and expect success, would you? Take the time to cultivate media sources and you’ll see the results pay off with stronger relationships and great media coverage.
Wow. I don’t think I have faxed a press release in years. But I understand her reasoning. News directors, reporters and editors receive hundreds of press releases by e-mail each day. A majority of those are poorly written and, let’s be honest, not really interesting or newsworthy.
So, here are a few tips to getting the most from the media for your organization.
1. Know what the media can do for you and what it cannot.
Newspapers, radio stations, television news programs and blogs are great vehicles for showcasing your mission, needs, services and successes. Educating the public on what you are doing and how they can help is an invaluable way to bring attention to your cause. The downside is you can’t control what is written and when (or if) it is published. Know that a good journalist will get a response from the other side, and you may not like what is said.
2. Media outlets are not nonprofit organizations. They are businesses.
Each second of air time and every inch of print space means money for these news outlets. Yes, they want to promote your mission and event, but they have to make a profit.
3. Treat reporters and editors as you would major donors and funders.
Learn about the media outlet. Be respectful of their time. Find the correct person to send your release. At television news stations, it would be the assignment editor. At radio stations, it would be the news director. At newspapers, make sure to send the info to the correct department- it could be the Local, Lifestyles, Entertainment or Business editor.
4. You think you’re busy, try being a journalist.
Almost all newsroom have faced extensive cutbacks and staff reductions- fewer reporters covering more ground with less resources. Those who can provide high-quality photographs, B-roll, sound bites, access to experts and well-written releases are more of an asset to an overworked and underpaid reporter.
5. Know the difference between a public service announcement, advertising and news.
Public services announcements generally aim to raise awareness or change behaviors about a certain issue. PSAs are donated media time. Advertisements are paid media time and are more controllable. Typically, advertisements are used to promote an event or product. News is just that, something that has already happened or is currently happening that the audience needs to know about.
6. Want a guarantee you will be in the news, then buy advertising.
If you must have a quarter-page spot with sponsor mentions in the local section of the newspaper on the Sunday before your event, then buy the advertising space. It is the only way to control what will be printed and/or aired. Most news articles will not mention sponsors, so be careful when promising sponsorship benefits.
Getting media attention isn’t as simple as sending out a mass press release to hundreds of reporters. You wouldn’t blindly send a direct mail appeal that way and expect success, would you? Take the time to cultivate media sources and you’ll see the results pay off with stronger relationships and great media coverage.
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