Not for Profit Communicator
Not for profits face the continuous challenge of sustainability. The business of providing a product and or service that meets the needs of their constituents alone will not secure your business longevity. Not for profits have to develop business strategies that surpass that of profit making companies. Utilizing online resources to sell or market your product is one of the most cost effective methods in today's world of competitive marketing. But you have to have a well thought out goal or mission. Going into internet fundraising, marketing or advertising haphazardly will ultimately destroy your credibility and scare off potential partners/collaborators. Here are some questions not-for profits have to ask before venturing into any campaign whether it be for visibility or funding.
What is your goal?
Is it to make money, solicit new partnerships or attract clients or something else? Know up front where you need to be at the end of the campaign. Ex: We need to build a shelter for homeless women and the cost will be $1.2 million dollars.
Who else provides this same or similar service?
Are there any other not for profits or organizations within your geographic area offering these services?
What is your story?
Why would someone want to donate to your cause? Is your cause compelling enough to move someone to open their wallet? Have statistics , preferably national numbers as well as local to highlight and illustrate the need for your plight. What will be the outcome of your clients if their needs are not met? Many times explaining what happens as a result of not giving is even more inspiring than telling the story of success if they give.
Who is in a position to support your mission and give?
Have you done a wealth search or screening to find where potential donors may exist? Does your organization have the resources to have a wealth search conducted? Do you have a complete and updated list of past donors and even past clients who utilized the services of your organization? Do not underestimate the power of the penny. The March of Dimes Campaign, one of the most successful fundraising engines in this country, built its power house on asking regular citizens to donate a dime to help fight polio in the late 50's.
Final thoughts and questions
Even more questions must be answered around timeline, alternative approaches and imposing precautions for derailment. Did you know that 88 percent of not for profit organizations develop their own online marketing and communications material in house, according to Jay Wilkinson, CEO with Firespring, an online marketing firm, specializing in working with not for profits.
But how successful are they? Yes, creative graphic design teams can build an attractive website that anyone would comment was appealing and tastefully done. And if your impulse to buy was connected to your visual approval that would be great. But getting someone to open their wallet will take more than that. Websites or online marketing materials must be professional, capturing the right image to tell your story. Further, the narrative should be pointed and yet appeal to a large audience. Lastly, an I must say one of the most amazing pieces of information to share is that the "ask" is usually buried in the text or content of the material, often the last sentence. In some cases the "ask" or appeal is unclear or not well defined.
Not for Profit Communicator is an internet website devoted to communicating ideas and best practices in the not for profit arena especially as it relates to utilizing online technology.
By Judith D. Thomas-Vance, Freelance Not for Profit Communications Specialist
Former Editor of the Mattapan Reporter and the Hyde Park Gazette. Former Studio Manager for BNN, Boston Neighborhood Network television station. Graduate of Emerson College with a BA in Broadcast Journalism.
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UPDATE: February 2011 Michael Vance re-appointed by the Mayor of Boston and confirmed by the City Council to a new 2 year term as director on the BIDFA Board. BIDFA provides much needed low interest bond financing to companies trying to build or expand businesses in the city of Boston.
BIO
Michael A. Vance
Vice President of Field Operations
Action for Boston Community Development, Inc.
Michael A. Vance holds the position of Vice President for Field Operations at Action for Boston Community Development (ABCD). ABCD is the largest non-profit organization serving low-income residents in
In 2009, Mr. Vance was responsible for developing and implementing a city wide strategy for the expenditure of 9 million dollars from the Federal Government’s American Recovery and Reinvestment Act.
Mr. Vance is responsible for oversight of 15 neighborhood centers providing social services to the city’s diverse communities, including housing, food pantry, Head Start programs, fuel assistance, job readiness and other programs designed for stabilization of individuals and families. In addition, Mr. Vance supervises and supports the Housing and Homelessness Department and the Legislative Liaison.
A recognized community leader, Mr. Vance has spent 17 years in non-profit management with ABCD beginning as the Deputy Director of Mattapan’s
Prior to his work in the non-profit arena, Mr. Vance was a retail executive for several large food chains.
Mr. Vance is an active contributor to the development of the
Mr. Vance holds a Bachelor’s Degree in Psychology from
Mr. Vance serves on several boards throughout Boston, including the Yawkey Club of Roxbury (formerly known as the Roxbury Boys and Girls Club of Boston), The Roxbury YMCA, A trustee of the Urban College of Boston, Noble and Greenough School Alumni Council and current trustee, Bedford High School Site Council, Bedford METCO Parent Advisory Board and two HUD 202 Elderly Housing Boards. Recently he was appointed to the Boston Industrial Development Financing Authority, (BIDFA), as well as the Boston Loan and Development Corporation (BLDC) board by Mayor Thomas Menino.
Mr. Vance is a member of Omega Psi Phi Fraternity, and IAABO 27 basketball officials.
Mr. Vance resides in
Mike Vance
February 2011
While you were sleeping America went to war against its most vulnerable citizens, the poor. It started with President Obama in his 2011 State of the Union Address where he said he intended to cut his friends at Community Action by half and put the remaining funding out to bid in the States. Essentially putting all Community Action Agencies out of business, that have the infastrucure and staff on the ground serving the nation's poor.
Meanwhile the Republican led Congress has proposed and subsequently passed a budget for this this current year that slashes billions of dollars worth of programing for America's poor. On March 4th 536 people (Congressmen, senators and the President) who all have over $200 thousand worth of income and benefits will vote and decide on the fate of millions of Americans that try and survive at or below the Federal Poverty guidelines.
Please visit www.capworks.org and join the thousands of people who have signed the online petition asking the President to stand up for poor people and save CSBG funding.