Do you know where your fundraising plan is?

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.

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.

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.

If they could see what I see...

This past Tuesday, I spent the morning in court listening to child abuse and neglect cases. One of the groups that I work with is a CASA chapter (Court Appointed Special Advocates). A CASA volunteer acts as an advocate for the child as they maneuver through the court system. These kids need as many people as possible to stand up for them.

As I sat through case after case, I kept thinking that if everyone had this same experience, they would become a huge supporter of CASA. How could you not be moved by the plight of these children? If everyone could see what I am seeing, every child in the court system would have a CASA volunteer.

Later that day, I went to SOAR Youth Ministries in the Lonsdale community. I love this place. It feels so inviting and fun. There is always some activity going on- kids dancing, laughing and chatting up a storm. I caught myself thinking the same thing: if we could get everyone in the door, they would fall in these kids and support this great organization.

It may not be possible to get everyone into a courtroom or a community center, but you can take these stories and experiences out to everyone. Although it may not have the same impact, invoking an emotional response from current and potential donors is a sure way to increase their connection to your organization.

Telling stories in your newsletter, posting video on your website, including photos in your mailings and sharing powerful testimonials are ways to get potential donors to see what you see.

Questioning your existence

I've been working with a couple of small nonprofits on creating a case for support. It is an essential piece of the puzzle for every fundraising plan. A case for support makes the argument for why someone should give your organization money. Pretty important, right?

Some of the questions that must be addressed to make a strong case for support are not easy to answer. They might even make people uncomfortable. If staff, board and volunteers can't answer these questions, then how in the world can they make a strong case for a gift of any amount?

Here are some of the questions you need to ask yourself when working on a case for support.

1. Why does your organization exist?
2. Who benefits from your organization's services?
3. What effect does your organization have on its clients? On the community? On the world?
4. What makes your organization different from other organizations that serve the same cause?
5. What would happen if your organization didn't exist?
6. What is the recognized social need your organization serves? What proof do you have to show the social need must be addressed?
7. Why should someone give to your organization?

Tough questions, huh? Well, they should be. This process isn't something to do over lunch or during a single staff meeting. It is meant to really expose the urgent needs and value of your organization. Everyone should be involved, from staff and board members to key volunteers and select donors. Yeah, it is THAT important.

Some groups go through the process only to learn that no one is on the same page. Imagine getting five different answers for each question. What then? Obviously, there needs to be a realignment and reevaluation of the mission, and quick. You can see how valuable this process can be.

I would like to encourage each of you to take a look at your website, membership brochures, donor appeal letters, grant proposals, and all other external materials, and see if the questions above are answered in those materials.

If not, then it is time to begin the long, rewarding process of creating a case for support. Good luck!

**Check out "Developing your case for support" by Timothy L. Seiler for a step-by-step guide to creating your case for support. It is one of my favorite books on the topic.

Put the shoe on the other foot

I love working with volunteers. I love being a volunteer even more. If you rely on volunteers for your special events, fundraising, office support or anything else in your organization, then you must take the time to experience what they experience. You must volunteer your time and services.

I spent last Saturday working with a great group of television producers and filmmakers during the Marble City 10-hour Film Festival. This is no small event. Thirty teams had 10 hours to write, shoot and edit a 3-minute short film in a selected genre and incorporating secret items into their film (this year's items were a dozen eggs, string of pearls and a compass).

I had an amazing time and met the coolest people on earth that share my passion for film making. Plus, I felt like I made a difference and really helped the event go more smoothly. Most importantly, I have already committed to helping out again next year.

So, what did I learn from sacrificing my Saturday for someone elses event that I wish every volunteer coordinator understood?

1. Volunteers are there to have fun. These folks are giving up their precious time, energy and talents to help you out. This isn't a parole sentence. This is a chance to get involved and have fun with people who have the same interests, cares and passions.

2. Volunteers want to feel needed, empowered, important...and wanted. I know it is hard sometimes to work with volunteers when it seems it would be easier to just do it yourself. But that defeats the whole purpose of utilizing volunteers. Studies have shown that people that volunteer for an organization are more likely to donate to the organization. So take a few minutes before each event to create job descriptions, responsibilities and expectations so every volunteer knows what they are doing throughout the event and what to do if they have questions or something goes wrong. Mostly, though, volunteers just want to feel like they aren't in the way and wasting their time. They choose your organization to donate their time. Don't make them wonder if they made a wrong decision.

3. Volunteers want to meet new people and expand their networks. It can be nerve-racking to volunteer with a group for the first time, especially if you don't know anyone else with the group. We all envision making new friends or meeting someone who can help in our search for a new job or clients. Provide your volunteers an opportunity to interact with other volunteers; to make new friends and enjoy themselves while working hard for the organization. Volunteers who feel like part of a team and that they "belong" are more likely to volunteer again.

4. Volunteers want others to know they volunteer. I can't tell you how many people I told about the Marble City 10-hour Film Festival. I had such a good time that I wrote about it on Facebook, tweeted about the event all day long and have gushed about the outcome for the past three days. Provide a volunteer an unforgettable experience and you will have the best promoter for your event and organization.

5. Volunteers want to be thanked. And thanked. And thanked again.

I have had many volunteer experiences that were not so good and there are organizations that I will never volunteer with again. Every volunteer experience is a chance for me to learn how I like to be treated and to talk to other volunteers about why they volunteer and how they want to be supported. I also get to learn from the event planners and volunteer coordinators without sacrificing my own events. I have gained invaluable experience by learning from the mistakes of others.

Every time I volunteer, I become better at my job, have fun, meet new people and help the community. I can't think of a better way to spend my "spare" time. So, put the shoe on the other foot and volunteer your time for a cause you admire. I promise you won't regret it.

This message has no content

I have to admit that I am completely addicted to my iPhone. First, it's the coolest thing I own. Second, I love playing all the games I've downloaded, especially Whack'em All. I'm a geek, I know.

One of the best features of the phone is the ability to check emails. I was out of the office all day yesterday and just quickly scanned my inbox when I came across an email from a company I didn't recognize. The body of the email said it all:

This message has no content.

I guess my iPhone wasn't able to download the entire email, but I thought, "how fitting."

How many of your messages have "no content" or even worse, the wrong content? What are you trying to say and what do you want to accomplish when you send out an email, newsletter, direct mail piece or grant application? Are you getting the response you expected? Do you even know what response you want? Why are you sending this message and do the recipients really want to read what you have to say?

One of my favorite fundraising books is "How to Write Successful Fundraising Letters" by Mal Warwick. He offers several questions you should answer before writing an appeal letter. I have used his checklist for newsletters, emails, renewal letters, acquisition letters, grants and even emails to the board of directors.

Here are a few of the questions from the book you should answer before you even think about writing the first paragraph.

What is the purpose of this letter?

What do you know about the feelings of the people you’re writing to?

What’s the relationship of these people to your organization? What do they know about you, your organization, or the issue or problem you are addressing? What don’t they know? What do they want to know?

Consider the typical recipient of your letter. What experiences, feelings, and thoughts is that person likely to have that would help her understand the issue or problem you’re addressing?

What leads you to believe that the typical person you’re writing to will respond favorably?

What is it exactly that you want recipients to do?

What is the minimum amount of money/action taken that you hope to receive from each recipient?

Is there anything else you want recipients to do right now?

I'd like to add a few more.

Who are you talking to?
What level of education, issue awareness and organizational interaction do they have?
Is this the best way to reach them?
How will you know if you have been successful in your efforts?
Will they care about what you have to say?
What do you want them to do with the information you are sending them?
Really, is this the best way to reach them (I know I already asked, but stop and think, "Would it be better to call instead of email?" or "would a conference call be more efficient than a town hall meeting?")

Stop and think about how many emails, letters, phone calls, action alerts, tweets, blog posts, news stories and commercials you receive every day. Does your letter have real content that furthers your cause or is it just another empty message?