Hearts (Not Heads) and Identity Motivate Voters — and Donors

I read an interesting political article in Newsweek yesterday called “When It’s Head versus Heart, the Heart Wins” that has tons of parallels for nonprofit marketing. All of the campaign gurus agree — people are drawn to candidates who “assuage fear, inspire hope, instill pride or bring some other emotional dividend.” It’s more important what…

How to Get Reporters Interested in You: Cut the Bull

Claire Meyerhoff Last month, Claire Meyerhoff called to interview me about nonprofit storytelling for some articles she is working on, and we ended up having an hour-and-a-half chat about how hard it is for so many nonprofits to get press coverage, even though they have such great stories to tell. We shared all kinds of…

How Would You Market the Importance of Art Education?

Melissa Eckes, a senior at the Milwaukee Institute of Art & Design in Wisconsin, sent me a message this week asking for ideas on how a local public awareness campaign could increase support for funding arts education in public schools. She’s writing her thesis on the importance of art education and wanted my advice, and…

Nonprofit Marketing as Gift Giving: Which Gifter Are You?

One the biggest challenges organizations face when trying to improve their nonprofit marketing programs is to stop thinking about themselves and to focus on their audience instead. One analogy I use in my nonprofit training courses is gift giving. With the holidays still in our short-term memories, you’ll recognize some of the five types of…

Nonprofit Taglines: So Few Words, So Much Angst

Nonprofit tagline writing can be a tough business. It’s a bit easier for short-term campaigns, but when you are picking the handful of words that will be next to your logo for years on end, it’s a rather daunting task. Before I spout off about a few nonprofit taglines that grabbed my attention recently, I…

Don’t Pass Go Until Three Marketing Tasks Are Complete

Before you launch all of your spectacular new initiatives for 2008, please, please, please all nonprofit marketing professionals, make sure that the organizations you are involved with as staff, volunteers, and board members have taken care of these three items. I admit, they are personal pet peeves, but they are all very basic marketing elements…

Forget MySpace and Facebook and Try Sites for Boomers?

If the boomers have all the money and time for nonprofits, it seems like getting on social networking sites like TeeBeeDee, Multiply, and Eons would be a much better investment of time for nonprofits seeking new donors through social networks than creating MySpace and Facebook pages. This New York Times article describes several recent rounds…

Anatomy of a Direct Mail Makeover: Lessons from Cal

This is the fifth in a five-post series on a direct mail make-over currently being tested by the University of California at Berkeley (Cal). Read Part 1 | Part 2 | Part 3 | Part 4 This week I have chronicled the story of how Cal’s fundraisers took a new approach to turning alumni into…

Anatomy of a Direct Mail Makeover: Connect with Donors

This is the fourth in a five-post series on a direct mail make-over currently being tested by the University of California at Berkeley (Cal). Read Part 1 | Part 2 | Part 3 | This is Part 4 | Part 5 The direct mail makeover by Cal fundraisers highlights the cultural contributions of alumni and…

Anatomy of a Direct Mail Makeover: Knead Until It Shines

This is the second in a five-post series on a direct mail make-over currently being tested by the University of California at Berkeley (Cal). Read Part 1 | This is Part 2 | Part 3 | Part 4 | Part 5 The fundraisers at Cal have decided to break away from their standard business letter…

Anatomy of a Direct Mail Makeover: The Value in Listening

This is the first in a five-post series on a direct mail make-over currently being tested by the University of California at Berkeley (Cal), my alma mater. Read Part 2 | Part 3 | Part 4 | Part 5 The fundraisers at Cal had a problem: they needed to raise more money from alumni to…