I sometimes hear nonprofits lament that summertime is so “slow.” Nothing is happening. Most donors and prospective donors are out of town on vacation, they tell me. But in my experience, summertime is a busy time for development.
I have discovered quite a few grant deadlines occur during the summer and that requires attention. I have also found some donors actually have a bit more time to spend on their favorite nonprofit projects during the summer. Brainstorming meetings, planning for the fall, “asking” for support, database house cleaning and expansion, research, case statement drafting and year-end fundraising campaign development are all things I have done during the summer months. Don’t forget, many corporations budget late summer for social good projects they will underwrite next year. Summer is a great time to visit with your favorite corporate sponsors.
Earlier this year, I was asked to help the Port Aransas Art Center part-time. As you may know, Hurricane Harvey battered Port Aransas last year, but as the Instagram photo above from Coffee Waves suggests, the community is back on track and working hard to recover. It is well on its way.
As for me, I am helping to establish a new development program, I have been modernizing the website, enhancing social media, creating new e-newsletters so that we have regular monthly e-communication with constituents, securing a GuideStar gold seal and more. It has taken a lot of time, but when you work with a dedicated group of volunteers and staff, your work is enjoyable and inspiring.
I added a new section in the margin of Carolyn’s Nonprofit Blog for “Quick Updates” with handy links. Please peruse my article on social media stewardship for the Association of Donor Relations Professionals’ monthly newsletter, The Hub. You might also enjoy reviewing the slide decks for my webinar and public presentations this year.
I have always been a “hands-on” learner and I readily adopt new technologies that enable me to become even more self-sufficient. Still today, I do most all work myself. This, plus years of experience in major gift fundraising make me a good teacher for those new to the fundraising profession, for startups with big ambitions, and for nonprofits that are perhaps a bit, “overweight” that need to streamline.
Another new section of my Carolyn’s Nonprofit Blog is called, “A Brief Account: Short Stories.” There I share personal experiences with leading philanthropists. Some of my stories are humorous, some heart warming, but always, I try to be insightful and to share what it takes to work successfully in the field of nonprofit fundraising. Fundraising – especially major gifts – scares some nonprofit professionals. I came to the field via volunteering and a Master’s Degree in Art History. Ultimately, I hope by sharing my stories that fear will be lessened, and more interested professionals will enter our field.
Have a good summer. And now for me it is time to get, “back to work.”
Don’t forget to “refresh” your browser now and again while reading Carolyn’s Nonprofit Blog. I have added a new series of photo “headers” from my work over the past several years.
It is hard to imagine, but across the United States there are still many who have no idea how to use a computer. And while most people own mobile phones, access to wireless remains a constant challenge.
I don’t know about you, but I am highly cognizant of how most job applications are only available online today. Not knowing how to use email, Microsoft Word and the Internet (or simply not to have ready access to a wireless “hot spot”), prevents some from applying for jobs, pays bills, submitting inquiries for essential information, completing medical forms and the like. Even if “computer skills” are not part of the job description, to apply for them one must have access to a computer of some type. Time sheets, product inventories and cash registers are all connected to complex corporate networks, and they require employees to be competent – at least in a basic fashion – with using technology.
Austin Free-Net is working to address these now-essential needs. I have enjoyed doing a bit of supportive grant research and writing for Austin Free-Net this year, and I am impressed with its work. Executive Director Juanita Budd notes,
“When citizens cannot find work and families cannot support themselves, the repercussions echo throughout the community. Less people working means less tax revenue, while simultaneously there is an increased pressure on social services providers. A family might need an older child to quit school and go to work, which means the cycle of low-paying jobs continues for another generation. Improving the education and technical acumen of our residents will draw more businesses to Austin, increasing tax revenue and reducing unemployment. In short, a computer literate population makes a city stronger economically and makes us more attractive to new industry.”
During the event, Robert F. Smith of Vista Equity Partners spoke with Kristin Nimsger, CEO of Social Solutions. Part of the discussion is found below in my Facebook Live video (3 minutes). Robert discusses the need for effective use of data, the increasing digitization of business globally, and how everyone is struggling to keep up! This is certainly true for those who find themselves in low income and underserved communities.
“In making this film I really began to understand the depths of the issue and the fact that there are over a million classrooms in this country that don’t have adequate broadband, a huge number of kids who don’t have access to computers, and the reality that 77 percent of jobs are going to require technology education and background by the year 2020.”
“As inclusive as the Web can seem, it’s not yet an equal playing field. More than half the world is still without it; emerging economies and marginalized communities are often the last to gain access. Far fewer women are using the Internet than men. And without diversity among its creators, the Web itself will reflect unconscious biases, while personalizing algorithms can reinforce our own.”
I urge you to find the organizations in your community working to alleviate the “digital divide” and support them today. People of every generation and nation need to be included, and the time to start is now!
For years, I immersed myself in nonprofit fundraising, paying relatively little attention to attracting the media to my projects. There never seemed to be enough time to do anything other than organize my campaigns, identify and solicit donors.
But as time moves forward, I have come to appreciate how media can help nonprofit organizations attract public attention to their good work, and lend credibility to their causes. Media coverage is something nonprofits can brag about. But one must consider how best to go about obtaining it.
When I moved to San Antonio in 2010, I became a regular attendee of Social Media Breakfast. There I met people from all walks of life attempting innovative approaches to advertising and to gaining media attention using social media. Everyone involved believed heartily that media attention was integral to the success of their ventures. And I learned a great deal (thank you, Jennifer Navarrete).
When it comes to pitching your organization to the media you are at a distinct advantage because everyone, including the media, loves a good story. That’s where nonprofits shine; they are never at a loss for powerful stories. The challenge, however, comes in getting a reporter’s attention for a story that often is not breaking news. In today’s competitive media market with fewer reporters to target that is becoming increasingly difficult.
Although media responsibilities are frequently outsourced to an agency or consultant(s), that’s not a must. …If possible, it’s best for a staff person to develop relationships with key media contacts. You and your colleagues are the subject experts and must be prepared to work directly with the press to ensure powerful, accurate coverage.
Nancy also provides helpful information you will want to read about crafting press releases.
The traditional press release has been eclipsed in the modern news cycle. Instead, we want to make it as easy as possible for journalists to see the news potential of your piece, and give a head start on writing the story you hope they will write. Include the following key items to make it easier for a reporter or blogger to develop your story into a feature, and increase the likelihood of it getting picked up.
Those items include direct quotes from “in the know” sources, original quotes that make your story read like news, and photos. “Great photos can help ensure your story gets picked up.”
Here in Austin, I have enjoyed attending a few gatherings of PR Over Coffee, a Meetup that focuses on how to gain the attention of media in an increasingly crowded and competitive market. Guest speakers include veterans of the media who disclose how they work (and they are not all alike, mind you), what they prefer in terms of communication, and other helpful tips for gaining attention.
A sometimes troublesome issue for nonprofits is the increasingly visual nature of communications combined with the failure of the email servers of the media outlets (barraged with email), to accept large image files as email attachments. One of the best ideas I have heard comes from Jan Buchholz of the Austin Business Journal: upload your images to a cloud storage platform, and provide a link to the image files in your email inquiry. Yes, reporters respond to visual imagery. Many of them are also confounded about how to develop meaningful stories without strong visual imagery.
Help A Reporter Out is a free online database that pairs media representatives with people who have information to share. I urge nonprofits to sign-up to become “subject matter experts.”
Help a Reporter Out (HARO) is the most popular sourcing service in the English-speaking world, connecting journalists with relevant expert sources to meet journalists’ demanding deadlines and enable brands to tell their stories. HARO distributes more than 50,000 journalist queries from highly respected media outlets each year.
I am on the HARO list and I have shared requests for information with my nonprofit colleagues, when I spot a reporter in need of an expertise the nonprofit can provide. I do hope the nonprofit sector as a whole will become more engaged with the media via the impressive HARO platform.
Think you can’t connect with the Oscars? Let’s look at the issues explored in this year’s nominees: The Big Short -Financial reform; Bridge of Spies – Right to fair trial; Brooklyn – Immigration; Mad Max: Fury Road – Women’s rights (click to read for more ideas)
Yes, I have been known to “newsjack” for a good cause. You might consider polite “newsjacking” for other highly visible events with a strong online presence.
Before closing, here are a few thoughts about what I call “media stewardship.”
When you secure media coverage, do you thank the reporter by contacting them directly, and by following them on social media? Why not create a separate media coverage page on your website where you can thank the media for its attention to your good work, and list links to their individual stories – whether they be video interviews or write-ups – so your nonprofit website is linked to theirs, and they are recognized for their coverage. To create your media page and manage it over time, consider creating your own Google news alert. You will sometimes discover news stories have appeared, but the staff of your nonprofit may be unaware of them. The regular alerts help you keep track, so you never miss another one!