Shockvertising gets attention, but you need to get the right attention
It’s all very well using shock tactics to get attention for your cause, but some shock tactics miss the mark, can cause insult and end up doing your cause more harm than good.
This is a good post from Future Fundraising Now which looks at some outlandish (stupid) campaigns …
Stupid nonprofit ads deserve to die
Some causes are harder to raise funds for than others. One of the toughest assignments is raising funds to help people who are perceived to have got themselves into their problem in the first place.
Lung cancer is in that category. Because of decades of successful anti-smoking marketing, everyone knows about the correlation between smoking and lung cancer. Some people have the attitude that those who have lung cancer “brought it on themselves” by smoking. Which is ridiculous.
I’m giving you what I assume was the brief for a campaign by the Lung Cancer Alliance andnoonedeservestodie.org. The goal, I guess, was to encourage a more compassionate and sensible response toward lung cancer, which should lead to more financial support.
Let’s see how well it succeeds:
Click here for more on this story
Not-for-profit Fraud Survey
Having been around the non-profit sector for a number of years, I have seen some activity that has made my hair turn grey, and it’s good to see that BDO have released survey results on fraud in the sector.
Some interesting findings from the BDO Not-For-Profit Fraud Survey 2012 are summarised below:
HOW MUCH IS LOST TO FRAUD?
• 12% of organisations suffered fraud in the past two years
• Specifically, 75 organisations suffered 330 frauds in the past two years
• Fraud totalling $2,916,616 was reported, with the average fraud being $8,838
• Of the respondents who experienced fraud, 49% had suffered fraud previously
• Almost one in three organisations with turnover exceeding $10 million suffered a fraud
• 25% of respondents who experienced fraud believe the full value of the fraud was not discovered
• Main factors contributing to fraud occurring were breaches of trust and overriding of internal controls
• The most common type of fraud reported was cash theft (40%)
• The average online payment fraud was $370,000
• The average duration of each fraud was 14.5 months.
Who commits fraud and why?
The typical fraudster was a female aged in her forties and was a paid employee in a non-accounting role
• Only 9% of frauds were committed by volunteers
• Collusion was present in 20% of frauds reported, with a typical colluder being a female aged in her thirties or over fifty and a paid employee
• Respondents indicated that financial pressure and maintaining a lifestyle were the most common motivators for fraud.
Click here access the full survey results visit
BDO have also produced a policy and procedure toolkit, which has been receiving positive feedback to from those who attended the Fraud Workshops they did with the Charities Commission.
Don’t ignore the power of women
If you’re looking for support, looking for a group to help you grow, help you raise awareness and funds you can’t ignore the power of women.
This article from Reuters shows the power, the influence that women philanthropists have .. you can’t afford not to grow these connections.
(Reuters) – When feminist writer Courtney Martin wanted to raise money to fund research into the future of online feminism, it made sense to turn to other women for funding.
She called in Jacquelyn Zehner, chief executive of Women Moving Millions, a philanthropic organization made up primarily of women who have donated at least $1 million each to women’s causes. Zehner arranged for a conference call with a small group of wealthy women and Martin this spring.
“They responded immediately and enthusiastically,” said Martin. In a month, this audience raised $24,000 to fund the research. For Martin, it was a satisfying and natural extension of some of her earlier activities. In 2006, she created The Secret Society for Creative Philanthropy, an annual gathering that began with a gift of $100 each to 10 friends, with instructions to give it away and then tell how.
Welcome to the world of female philanthropy – it’s not your father’s United Way. “Women are taking ownership,” said Andrea Pactor, associate director of the Women’s Philanthropy Institute at Indiana University, which has found that female-headed households are more likely to give to charity than male-headed households; and that in nearly all income groups women give more than men.
Read the full story here – then think about your organization and how you might be able to connect with women to improve your needs.
Are you taping into the right people, how are you doing it – please share your thoughts/comments.
Should you be blogging?
In short – yes, your organization should be blogging.
But before you rush off and get started, lets look at when, how, why and what to blog.
First it’s a good idea to check blogs in the same field, sector, area of interest you have.
You’ll also want to spend some time thinking about who your audience is, there’s no point writing for the wrong audience. What can you offer that will be of interest to your reader?
Make yourself a promise before you read this – planning will go a long way towards making your blog the success you want, but don’t over plan – it will only slow you down.
OK. Here we go, here’s a few pointers.
1. Listen and research. What are others blogging, saying about you, your sector, then think about where what you want to blog about fits. There’s a range of tools you can use to help you work this out – start with Google Blog Search and Google Reader will help make it easier for you to keep tabs on what’s happening and it will also enable you to read and comment regularly. Don’t forget that Twitter Search will also help you find content that ‘talk’ about your field.
2. Do you know who you want to talk to with your blog? Not everyone you want to talk to, who you want to share stories, information with is interested in what blogs can offer – research who your audience could be, do this the same as you would with any facet of your organization’s communication strategy. It’s not a one size fits all.
3. Do you know who your ideal reader is?
Why would they want to read you’re sharing?
Are you offering anything they can’t, don’t get somewhere else?
4. Why are you blogging? There will be a range of reasons, and maybe you need need to convey your reasons by having different people, different ‘departments’ involved in your bog to cover they “whys”
Are you blogging to tell your story?
What do you want to achieve – understanding, support, supporters, money?
5. Can you write it all yourself, or are there other who can do it too – or better
Some people can do it all – but in reality, most can’t. You need people who are good at research, building a readership base, and who know when is the ideal time to blog – using outsider can help, but the time it take you to talk to them about your goals, the purpose of your blog is taking away time that you, or someone else in your organization could be doing some fabulous blogs.
If you can’t do it all yourself, and most likely you can’t – think about the qualities you want from someone who can do it. Do they like to write, do they know what your ‘story’ is, do they know who to write that conveys your message, your story? You need to ‘hire’ someone who might do blogs for you the same as you would for any other position in your organization.
6. Don’t do it all yourself, you want others to offer suggestion on what makes good content for you
Grab some people together, brainstorm ideas on what could make good content. Are you wanting to only use your blog posts to gain help, support, is it to gain comment on issues your organization is involved in, is it to share stories from the battle lines? A group will help you and take ‘content pressure’ off you.
7. When will you blog? It’s true that the more you you post blog content, the more you’ll be read.
But do your supporters, your subscribers want to hear from your everyday? Do you have the resources, the content to do it daily?
Post on a regular, once a week is good, 2 – 3 times a week is even better. But, weekly is better than nothing.
When thinking about your blog, your content and frequency – bare in mind that blogging isn’t only about the writing, it’s much more than that. You will also need to read, research and write. Maybe blogging is the new 3 Rs.
Whatever, whenever and how you blog, have a purpose, a team (at least to discuss content) and have a calendar.
So should you blog – HELL YES.
If you have other pointers on blogging please share them, what’s worked, what hasn’t – when is a good time to blog, when isn’t? What should or shouldn’t you blog about?
Money isn’t everything
Make it easy for people to see you’re registered
Potential supporters have many organizations to choose from, and when researching who to support people will visit your website, is the information you have on it easy to follow; are your contact details easily accessible (and up to date)?
Chances are your contact information is clear and easy to find – but what about your charity status, can people see that you’re a registered charity?
In looking at a number of charity websites recently, many of which have only recently been update, there’s no reference to charitable status.
A potential supporter wants to know that you are registered, that you’re a bona fide charity; if you are – show it.
Supporters have enough to ‘research’ when it comes to their charitable giving, don’t make searching whether you’re registered another thing they have to do.
Show your charitable status with your other contact information, and in your FAQs too.
Don’t forget to include it on your letterhead and in your email signature too.
Wear your registration number with pride.
Make $$$ and embrace philanthropy
Always good to see how business can connect and assist in the community – this article that featured in the February (2012) issue of NZ Management – has some insights that need further exploring by both business and the those working in the non-profit/charity sectors.
How can you use what this article covers to help you in your work?
NZ Management has great articles on business and other topics that have value for those working in the nonprofit/charity sector; if you haven’t seen a recent copy – check out some of the articles on NZ Management.
Reproduced with permission of NZ Management
It’s simple really – Try a little kindness
It’s simple really …