OCTOBER, 2013
How to Avoid Blowing Nonprofit-Corporate Partnerships
ARE YOU ANNOYING YOUR NONPROFIT CUSTOMERS? 3 TIPS ON NONPROFIT CUSTOMER SERVICE
A word from the Editor...
Even though the world is changing more rapidly today than ever, there are still some constants that we must hold and treasure. Especially in the nonprofit sector, the one steadfast commonality is caring. Caring is what brings nonprofit workers to their jobs every day. It’s what entices people to lend a hand and volunteer.
branding, and customer orientation, my sentiments have not changed. Both Allen and I care deeply what happens to our clients, colleagues, and friends.
The superlative outcome in external customer service is when customers have such a memorable brand experience, they return to buy again and then rave to others.
The relationships we have nurtured are important to us. It gives us a good feeling when we can work with like-minded people who have passion for their missions.
Let’s assume that the same thing holds true in the nonprofit world. Ensuring that nonprofit customers have consistent brand experiences and that a customer-centric mindset is woven into the fiber of the organization, can bring donors, volunteers, members, clients, and supporters back again and again.
After all, many nonprofits and smaller businesses have a lot in common. They want to succeed and do what they love. They both help
It’s why professionals join associations as members of their industries or professions. And, it’s what ultimately attracts people to make gifts to noble causes. On many occasions, while speaking to nonprofit audiences, I recount my time working on the “inside.” I tell them that no matter how badly my day could be, I knew that I was moving the mission forward a baby step. And, that helped some of the typical frustrations fade away. You know the ones I mean. Never having enough staff or money to do what really needs doing to fulfill the mission. But, somehow, we plodded along. And, why? Because we cared. Now that I have my own business focused on helping nonprofits and businesses succeed through marketing
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Serve with your heart.
Caring about all nonprofit customers turns them into brand champions, raving about your organization and attracting more support. And, that, is what the cover story is about, and why we have such passion for this topic. So, serve with your heart - for all your nonprofit customers! Best regards,
others even though one may generate a profit for business owners, while the other reinvests in the cause. One thing that both share is the need to provide exemplary brand experiences to their internal and external customers. Studies show that engaged employees are more productive, have a willingness to see their companies succeed, have a lower turnover rate, are more satisfied at work, and contribute to better financial returns for the companies to which they are employed.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
Elaine Fogel President and CMO
Integrated Marketing Solutions for Nonprofits and Businesses ABOUT | SERVICES NONPROFIT MARKETING SOLUTIONS
SOLUTIONS SPOTLIGHT Published by: Solutions Marketing & Consulting LLC 14001 N. 50th St. Scottsdale, AZ 85254 602-380-7230 866-658-9933 Copyright Š 2013 Solutions Marketing & Consulting LLC Some rights reserved. This newsletter may be shared in its entirety through its direct URL. No part of the content may be copied in any way without our permission... or else. We publish this newsletter for the benefit of our clients, colleagues, and others interested in nonprofit marketing. Heck, even uninterested people are welcome to read it! Opinions expressed here are our own, based on many years of slogging away at marketing and branding. The content is intended to inform and inspire those who work and volunteer for nonprofit organizations. And, of course, it also serves as a marketing vehicle for our company - to demonstrate our thought leadership, talents, available services, and passion for helping nonprofits succeed. Why else would we do it? If you have any beefs with the content, feel free to keep them to yourselves, or if you must, you can tell us by e-mailing: info@solutionsmc.net.
Content COVER STORY:
ARE YOU ANNOYING YOUR NONPROFIT CUSTOMERS? 3 Tips on Nonprofit Customer Service
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How to Avoid Blowing Nonprofit-Corporate Partnerships
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On the BLOG
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Other Resources Just for You
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Nonprofit Marketing Definition of the Month
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Specials, Discounts, & Deals on Promotional Products and Custom Printing
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Use Simple Fonts for Better Marketing Results
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@
Elaine_Fogel Elaine Fogel Professional Speaker
TOPICS: Branding Cause Marketing Content Marketing Copywriting Customer Service, Engagement, Retention Internal Marketing Marketing Communications Marketing Strategy Social Media Read the PRAISE for Elaine’s speaking presentations! SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER
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ARE YOU ANNOYING YOUR By Elaine Fogel Does your nonprofit ever annoy its customers? Have any of its donors, volunteers, clients, or members ever left in a huff because of something someone said or did? Or, maybe it was something that someone didn’t do? But then, how would you know if any of its customers have been annoyed? Unless customers share their poor brand experiences, it would be impossible to assume their reasons for being miffed. And, let’s face it. Unhappy customers often leave for other options. Your nonprofit can’t afford to lose any customers! Right? I recently facilitated a half-day customer service training workshop for a local nonprofit organization. I commend the organizations that inquire about this type of program because they recognize that their level of customer service extends past the receptionist and front-line staff. In fact, their adoption of a customer orientation can have a great bearing on their success. Although I have yet to find any customerrelated studies on this in the nonprofit sector, there are many in the for-profit world. 95% share bad experiences and 87% share good experiences with others. 74% of North American customers’ experiences impact their willingness to be loyal advocates. 50% of all U.S. respondents were “somewhat” to “very” likely to defect to a competitor after a single bad experience. 63% of consumers get frustrated when companies don’t deliver what they promised. 57% of consumers are likely to leave if companies don’t deliver on their promises. 81% of consumers are more likely to give a company repeat business after good service.
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
And, If these statistics are any indication, your organization may be at risk without adopting a customer mindset - putting customers at the center of everything it does. And that means, for both internal and external customers. With this my 3 tips customer
in mind, here are on nonprofit service:
NONPROFIT CUSTOMERS? 3 TIPS ON NONPROFIT CUSTOMER SERVICE 1.
Your organization’s level of customer service ties into its brand. And, since its brand relies on absolutely everyone who works or volunteers for the organization, it helps when all employees and volunteers have a solid understanding of branding and their role in living the brand. Customer service is at the heart of a customercentric brand. Serve with your heart.
2.
In order to provide exceptional customer service to your nonprofit’s customers, you first need to identify who they are. Make a list of all its external customers – those who receive a product or service, participate in a program, and/or support your nonprofit. Then, identify its internal customers – those with whom you work internally to do your job. And, lastly, list the organization’s referral sources – the individuals, agencies, or organizations responsible for referring customers to your nonprofit. Why do this? It helps segment your audiences, which in turn, helps you craft appropriate customer service standards and protocols according to their needs. Doing this should also be part of any nonprofit marketing strategy. Messaging and positioning to one audience may not necessarily be identical to another.
3.
Just like the for-profit sector, there are three kinds of customer service: lousy, satisfactory, and exceptional. People now expect awesome service in general, and your nonprofit is no exception. Their decision whether to support your organization, use its services, or become a brand ambassador depends on everyone providing exceptional service… ALWAYS.
READ THE BLOG POST AND COMMENT! Could your staff team benefit from developing a stronger customer orientation? Check out The Nonprofit Guide to Nonprofit Customer Service.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
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How to Avoid
BLOWING Nonprofit-Corporate Partnerships
Oh, no!
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
By Elaine Fogel
Corporate philanthropy in the U.S. represented 6% of total charitable giving in 2012, totaling about $19 billion. Cause marketing and sponsorship came to $1.68 billion. Even though these numbers represent a low percentage of all monies raised for charitable causes, it’s still welcome chump change for the nonprofit sector. Plus, it gives companies a way to engage their customers, increase brand loyalty, and boost sales. Many of the larger charities have embraced cause marketing partnerships with major-league corporations. Examples include: Denny’s and America’s Egg Farmers have partnered to help end childhood hunger in the U.S. Kia Motors America and DonorsChoose.org launched a Back-to-School giving campaign. CIBC (bank) in Canada has been the title sponsor of the Canadian Breast Cancer Foundation Run for the Cure for years. Smaller businesses and nonprofits have also benefited from partnering. Check your favorite retailers or service providers and you’re bound to find a variety of programs.
So, how do these relationships form? Typically, the charities approach select businesses to explore partnerships. There’s a right and wrong way o f doing this. Those that employ corporate relations professionals can fare quite well, while others do it very poorly. I remember when C. A. Howlett, the current president of US Airways Community Foundation, came to speak at a fundraising association luncheon I attended. He literally blasted the audience for their inconsiderate and unprofessional behavior in wooing and working with the airline. He shared a few horror stories that made my eyes roll. Then, I read Christy Duncan Anderson’s blog post entitled, “6 Tips on How to ‘Partner’ with a Corporation.” Anderson is executive director of The Safeway Foundation. Here’s an excerpt: Monday morning. An email (labeled with high importance) comes in from a nonprofit and a person I’ve never met: ‘Dear Ms. Duncan Anderson, we are (a very important charity) and we want to explore a partnership with you. My CEO would like to speak to you next Wednesday morning or Thursday afternoon. Please let us know which of these works better in your schedule.’ They want a ‘partnership’ with me?” Read the rest to get the picture. Anderson offers six tips on how to partner with a business. And, I’m going to offer one tip on how to avoid blowing it.
How to Avoid Blowing Nonprofit-Corporate Partnerships Lose the right of entitlement attitude. You may have the best cause, but so do millions of other nonprofits. No one owes your organization anything. Earn their support. Added value: Be humble. Do your homework. Be professional. Use your business head. And, don’t make assumptions.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
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On the
BLOG Preferred Terms for LGBT Customers It doesn’t matter whether you work for a business, nonprofit, or government agency, you’re likely to have LGBT customers (unless you live in Russia). It’s important to use their preferred terms when you refer, and market to, these communities.
Why 35 Million American Adults DON’T Use the Internet We are so spoiled in the U.S. that when we hear that 15% of the adult population over 18 do NOT use the Internet, we are shocked. That means roughly 35 million adults are not online.
Why is a Personal Brand Important? In my opinion, there’s no difference between a business brand and a personal one. It’s everything about a company, organization, product, service, or YOU!
OTHER RESOURCES JUST FOR YOU!
Stanford Social Innovation Review - Complimentary Webinar Getting the Most from #GivingTuesday Ideas and Tools for Nonprofits to Drive Giving Thursday, October 3, 2013 1:00-2:00 p.m. Pacific, 4:00-5:00 p.m. Eastern The second annual #GivingTuesday will take place on December 3. Do you have a plan for your organization to get the most benefit from this new national day of giving, just two months away? Register here. Also available online after October 3. 7- Step Non-Profit Plan to Attract and Keep Corporate Partners, Beth’s Blog GivingHope.TV gives nonprofit organizations the opportunity to tell their stories using the powerful impact of video. With dozens of new charities and hundreds of new videos being added over the next few months, GivingHope.TV is the place to be for your organization. Check it out!
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
NONPROFIT MARKETING DEFINITION of the month “Brand Loyalty”
Brand loyalty is the degree of stakeholder commitment to an organization’s brand expressed through repeat donations, membership renewals, volunteer efforts, support, etc. regardless of the marketing messages and influences of other organizational brands.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER
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Each month in our newsletters, we include a few specials from our promotional product and print suppliers. There are tens of thousands of product options in all price ranges. Trying to find the "right" promo product on your own can be a daunting task. There are so many online sites, how do you know which ones are credible? Besides, most online companies don't offer marketing consultation to share ideas, help you develop a creative campaign, or suggest ways to achieve your objectives. We do! If you like saving money, sign up to receive our separate Specials, Discounts, & Deals emails. We take advantage of our suppliers' discounts and closeouts and pass the savings onto you! (Available in the U.S.A.) As always, I’m here to assist you. Feel free to email or call me from anywhere in the country. Thanks!
Allen Fogel Vice President
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
REUSABLE SOFT LOOP HALLOWEEN BAGS Want to make an impression on Halloween night? Supply these bags to your employees, volunteers, and supporters for their kids and grandkids. Talk about raising awareness for your cause! Size: 10” W x 15” H / No Gusset Stock design on front. Imprint: 6” W x 6” H, one color, black only Minimum Quantity: 250 units 100% Recyclable, Low Density “GLOSSY” Polyethylene Plastic Bag
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
MINI JOTTER NOTEBOOK ORGANIZER Perfectly priced for conferences, meetings, and giveaways! With its bold color cover and silver spine accent, this mini jotter has a snap closure, large inside pocket, matching color spiral bound, and 70-lined page jotter pad inside. It also comes with a matching petit translucent color ballpoint pen. Size: 4¾" H x 5" W x ¾" Imprint: 1¼" H x 2¼" W, Price includes one color/one position silkscreen imprint. Colors: as shown Minimum Quantity: 100 units
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VISIT OUR ONLINE CATALOG FOR PRODUCT IDEAS. OR, SAVE TIME AND LET US RESEARCH FOR YOU!
STUFF YOU NEED TO KNOW... We've got access to thousands of closeouts and specials!! Tell us what your marketing objective and budget are and we'll make recommendations! Promotional product set-up fees are additional, unless otherwise stated. We always ship at the lowest possible cost unless you require speedier delivery. Taxes charged to Arizona deliveries only. All Specials, Discounts & Deals are available while supplies last. Act fast to take advantage of these amazing prices! We also carry regularly-priced promotional products and can do almost any type of custom printing. Just ask us for a quote. We also offer graphic design and direct mailing services.
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
USE SIMPLE FONTS FOR Better Marketing Results! Keep it simple! Haven’t w e heard that one before? Even thoug h scientific research demonstrates varying results, there’s some consensus on which font styles work better for print and electronic use.
Some Popular Sans-Serif Fonts
Since one study shows that people are highly sensitive to feelings of ease or difficulty, but are much less sensitive to w here these feelings com e from, we can assume that difficult font styles can make their comprehension harder. This may affect their ease and comfort level in making a gift, responding to an event invitation, volunteering, or reg istering for a program, simply based on the typography you use.
Arial Century Gothic Franklin Gothic Gill Sans Tahoma
So, what can this mean to your nonprofit marketing, fundraising, and membership efforts? Some Popular Serif Fonts
Bell MT Baskerville Old Face Bodoni MT Cambria Times
It’s safer to keep your font styles simple. If you stick with easy serif fonts for print body copy, and sans-serif fonts for digital content, you’ll make marketing messages easier for your audiences to read and take action.
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that may earn us a buck or two... It doesn’t add up to a meal a mon th, but we keep trying.
How to get more corporate sponsors FREE video
that gives you a time-tested strategy for getting more
sponsors. Follow this strategy and you’ll find yourself closing more sponsorship deals than ever before. Plus, it’s way more fun to approach sponsorships this way.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, OCTOBER 2013
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