NOVEMBER, 2013
TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Nonprofit’s Brand
ON THE BLOG: Why Nonprofits Continue to Struggle with Donor Retention
DIG INTO THE CUSTOMER EXPERIENCE BEFORE LAUNCHING NEW PRODUCTS, SERVICES, and PROGRAMS
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
Published by: Solutions Marketing & Consulting LLC 14001 N. 50th St. Scottsdale, AZ 85254 602-380-7230 866-658-9933 Elaine Fogel, Editor Copyright © 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, branding, and customer orientation. 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?
COVER STORY: 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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Dig Into the Customer Experience
Top 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Nonprofit’s Brand Specials, Discounts, & Deals on Promotional Products and Custom Printing 7 Myths About Email Marketing
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Professional Speaker
Read the PRAISE for Elaine’s speaking presentations!
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. SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
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DIG INTO THE CUSTOMER EXPERIENCE
Before launching NEW products, services, and programs By Elaine Fogel
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
I’ll bet that many nonprofits launch new products, services, and programs without ever digging into the expected customer or user experience. They may or may not do the due diligence by researching their market’s reactions to names, descriptions, and visuals. But, how many consider the customer’s journey - in making a purchase decision, and subsequently, using the product, service, or program. What your organization can discover could save a ton of money and aggravation. Some marketers call this “Experience Mapping,” while others c all it “Cu sto mer Jour ney Mapping.” Either way, here’s a good definition from Her Majesty’s Government and Oxford Strategic Marketing, found in Customer Journey Mapping – Guide for Practitioners:
current offerings can give you valuable insight you may not have previously known. It is this research that can help guide you with the next round of products, services, and programs, as well as help improve existing ones. There are no standardized templates for customer journey mapping. Each consultant firm and organization typically develops its own. However, the aforementioned guide can be a valuable beginning point in developing one that fits your organization. Here is some of the information you should collect: •
What each audience’s goals are. What are they trying to accomplish? For example, job preparation program clients will want to have a wellwritten and presentable résumé at the end of the
Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to their experiences. Used well, it can reveal opportunities for improvement and innovation in that experience, acting as a strategic tool to ensure every interaction with the customer is as positive as it can be.”
You may wonder why I am recommending journey mapping for products, services, and programs that haven’t launched yet. And, that would be a good question. Typically, you would evaluate the customer experience after they are up and running, but, by then, it may be too late. The answer lies in your existing programs. Taking the time to go through the exercise with your
or research your Web site? What customer experiences did they have along their paths? How did they feel at every touchpoint? Who did they encounter and how helpful were they? •
How long did each step and interaction take? How do they compare to the ideal estimated time?
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Did the organization deliver on its brand promise? If not, where were the gaps?
Going through this exercise for each audience and/or program and service will give your organization the necessary information to fill gaps, fix processes, and amend protocols so the customer experience exceeds expectations every time. In addition to evaluating the need and demand for any new products, services, and programs, as well as their ideal features and benefits to meet the demand, customer journey mapping can certainly reduce the organization’s risk. It may not be a common practice in the nonprofit sector, but it surely can be a time and cost saver.
program, with tips on job searching, where the current opportunities lie, and how to interview. •
How many and what steps do these clients take to achieve their goals? Which touchpoints do they interact with and in which channels? Did they call your organization, discover the program through social media,
CUSTOMER EXPERIENCE
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
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Why Nonprofits Continue to Struggle with Donor Retention Donor retention numbers are poor. Between 2011 and 2012, nonprofits lost 105 donors per 100 new and recovered ones. Not encouraging at all, is it? Learn how to overcome this dilemma.
10 Free Graphic Sites for Your Marketing Materials I am always on the lookout for high quality photos, Vector images, icons, and other graphics. I have bookmarked a lot of them and keep a special folder of those that are 100% free or have some free graphics.
Make ‘Em Laugh in Advertising Messages I had always suspected that funny advertising messages would get the best response from target audiences. When I worked with the late comic actor, Leslie Nielsen, producing humorous TV and radio spots for a nonprofit disability organization, people thought I was nuts.
OTHER RESOURCES JUST FOR YOU!
Smush.it™is a FREE YAHOO tool that reduces the size of images for electronic use. You upload your images, reduce them, and then download a version that’s smaller in size, but not in quality. One of my marketing buds is Jennifer Maher, the former vice president marketing and corporate relations for Make-A-Wish Foundation of America. She just came out with a compilation of short stories and cartoons with wonderful learnings and tips for ‘managing the crazy’ of working in the nonprofit industry. We can all relate, I’m sure. Check it out. Click the book cover to find out more.
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
“Customer Motivation”
Customer motivation represents the needs and wants of customers (members, donors, clients, etc.) that lead or inspire them to choose their organizations of choice. The motivation may be emotionally, psychologically, physically or environmentally driven.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
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TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Nonprofit’s Brand By Elaine Fogel The holidays are the perfect time to show your appreciation, build brand awareness, and share in the holiday spirit! Let's be honest... most of us enjoy receiving greetings and gifts at this time of year! But, do you wonder whether your organization should spend money on cards and gifts? Of course, I’m biased, but for good reason! Yes, we market customized holiday cards and gifts for many nonprofits and businesses. But, even if we didn’t, the numbers don’t lie. According to an npEngage article entitled, “Acquisition Trends and New Donor Stewardship” by Chuck Longfield, “Retention rates of newly acquired donors have been declining in almost every industry. And, it
wasn’t great to begin with! Ten years ago, the average retention rate of a newly acquired donor was around 33%. Today it is 27%, and in some industries, even lower. That translates into a loss of 3 out of every 4 newly acquired donors.” So, think about it. A small gesture like sending a branded holiday card to donors and volunteers is an inexpensive way to send a strong message that you care, you appreciate their commitment to your organization, and you want to wish them the best of the season.
reinforces the brand. Buy a product that they can use - something that’s visible to others - and tell them they’ll show support every time they use it. When you send something tasteful with gratitude, the odds of retaining donors and supporters improve.
Oh, and one more thing... Try to resist including a solicitation inside! Just say thanks with NO strings attached. For major gifts and substantial supporters, sending a gift with your nonprofit’s logo on it,
Check out our 2013 Custom Holiday Cards and Gifts! You’d better hurry - the order deadline is November 22!
TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Nonprofit’s Brand 1. Touches base and reconnects with the people who have lapsed or lost touch. 2. Shows appreciation to the customers (donors, volunteers, members, funders) who have contributed to your success in the past year. 3. Shows appreciation to employees, without whom, your nonprofit couldn't do what it does. 4. Stays top of mind with the donors/members/volunteers you'd like to retain and grow. 5. It's expected. Don’t you notice when you don't hear from certain people? 6. Shares your enthusiasm for the spirit of the season. 7. Sets your organization apart from its competition. 8. Builds your brand. What a great way to make a positive brand impression, especially when you customize your cards and gifts with your organization's logo and brand messaging. 9. Reaches out to prospects to demonstrate your interest in them. 10. Makes your organization memorable when you send something funny, meaningful, or different.
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
The holidays will be here before we know it, so don’t wait! Take care of your custom holiday cards and gifts now and reduce your stress! May as well take advantage of some of these Specials, Discounts & Deals and save a few bucks! Or, visit our site to review our holiday cards and gifts catalogs. Just keep in mind that our cut-off date for orders is Friday, November 22! As always, I’m here to assist you. Feel free to email or call me from anywhere in the country. Thanks!
Show your appreciation to supporters this holiday season!
Allen Fogel Vice President
BONDED LEATHER FLIP OPEN JOTTER What a classy and affordable gift! And, it’s real leather! Includes: 30-page 3" x 4" unlined pad, elastic pen loop, and two inside pockets Size: 3 ½" W x 5" H Colors: As shown Imprint: Silk-Screen: 2½" W x 1½" H; Debossed: 2½" W x 1¼" H Minimum Quantity: 100 units Optional: Pen; Laser Engraving
REGULAR PRICE: @$3.59 - $5.26 (depending on quantity)
NOW ONLY: @$2.26!
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
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OWL® 51% RECYCLED MESSENGER BAG With this deal, they’ll think you splurged! Made from 51% post-consumer recycled material, this bag has a main compartment and organizer under its front flap, a front-zippered pocket, two side mesh accessory pockets, a rear Velcro pocket, and adjustable shoulder strap. Holds up to 40 pounds. Size: 12" H x 17" W x 3½" L Imprint: Price includes one color in one location Color: as shown Minimum Quantity: Only 12 units!
PRICE WAS: @19.99
NOW ONLY: @$6.98!!
VISIT OUR ONLINE HOLIDAY CATALOGS FOR PRODUCT IDEAS. OR, SAVE TIME AND LET US RESEARCH FOR YOU! BUT, HURRY! TIME IS RUNNING OUT.
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!
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Promotional product set-up fees are additional, unless otherwise stated.
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We always ship at the lowest possible cost unless you require speedier delivery.
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Taxes charged to Arizona deliveries only.
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All Specials, Discounts & Deals are available while supplies last. Act fast to take advantage of these amazing prices!
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We also carry regularly-priced promotional products and can do almost any type of custom printing. Just ask us for a quote.
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We also offer graphic design and direct mailing services.
SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
7 Myths About
Email Marketing
Email marketing is critically important in the nonprofit world. Along with a multichannel marketing mix, it is an inexpensive and measurable c o m m u n i c a t i o n s channel. Yet, myths abound about it. So, let’s challenge them! Thanks to Marketing Pilgrim and Alchemy Worx, check out the excellent post and infographic on the subject. Here’s Myth #6 to give you an idea. Click on the image to see the rest.
that may earn us a buck or two... It doesn’t add up to a meal a month, but we keep trying.
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SOLUTIONS SPOTLIGHT, NONPROFIT EDITION, NOVEMBER 2013
Integrated Marketing Solutions for Nonprofits and Businesses ABOUT | SERVICES NONPROFIT MARKETING SOLUTIONS solutionsmc.net info@solutionsmc.net In Phoenix: 602-380-7230 Toll-free: 866-658-9933 (Mountain Standard Time, GMT -7)