How to Write Stronger Nonprofit Marketing Messages

Getting Attention

To make your organization’s voice stand out in today’s overwhelming chorus of messages, you need a coherent and compelling “message platform,” comprised of concepts, words and phrases that communicate your nonprofit’s value or impact across communications channels. Your messages are one of the most powerful marketing strategies you have ! That's why I'm making a special effort in 2010 to help nonprofits like yours craft stronger messages.

Reward Your Supporters with Your Messaging

Kivi's Nonprofit Communications Blog

Content Marketing Messages and Tag Lines Nonprofit Communications We''ve Moved! Update your Reader Now. This feed has moved to: [link] Update your reader now with this changed subscription address to get your latest updates from us. We''ve Moved! Update your Reader Now.

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Get Your Nonprofit Content Read, Digested & Acted On—6 Steps

Getting Attention

P.S. Get more in-depth case studies, templates and tools, and guidance for nonprofit marketing success in the twice-monthly Getting Attention e-update. Content Marketing content marketing message development messaging nonprofit branding Nonprofit Communications nonprofit marketing

Blizzard Mania Sparks Right-Things, Right-Now Marketing (2 Case Studies)

Getting Attention

Take newsjacking one step further—to integrate what’s going on inside of your peoples’ heads—as well as in the world around them and you, to focus your marketing messages, format, channel and delivery time. Both of these messages promised future relief.

How to Make Your Messaging More Relevant

Kivi's Nonprofit Communications Blog

question by making your messaging as relevant as possible to the people you are communicating with. You can create relevant messaging in lots of different ways, but here are my six favorites. The Six R’s of Relevant Messaging. to convey those core messages.

CauseTalk Radio Ep55: How Short Videos Can Have a Big Impact for Nonprofits

Selfish Giving

CauseTalk Radio Podcast cause marketing message promotion micro-documentaries video vine Today on CauseTalk Radio, Megan and I talk to Natasha Deganello Giraudie , the CEO of Micro-Documentaries.

7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing


Deliver planned gift marketing messages with a spoon full of sugar (use non-death-related packaging). The post 7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing appeared first on MarketSmart.

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Nonprofit Content Strategy: It’s Not About You

Kivi's Nonprofit Communications Blog

We recently started working with a healthcare nonprofit that wanted to take a fresh approach to its communications and marketing content. This well-meaning nonprofit had all of the right tools to successfully market its programs and solicit donations.

How planned giving marketing is like selling new cars.


Planned giving marketing is a lot like selling new cars. Car companies spend billions of dollars each year to market their goods. So marketing messages for automobiles must be ubiquitous (everywhere) in order to build awareness.

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[FNAME] Never Works

The Agitator

Axciom is certainly one of the top bananas when it comes to database marketing. So I was struck by a short post by David Baker, Axciom’s VP of Digital Product Solutions, in which he actually warns against going overboard with respect to personalizing marketing messages. These folks breathe data.

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Join Me for a Free Webinar -- 3 Steps to Stronger Nonprofit Web Content (Deadline, COB Wed, 12/16)

Getting Attention

Your messages are one of the most powerful marketing strategies you have ! That's why I'm making a special effort in 2010 to help nonprofits like yours craft stronger messages. Help us help you craft more effective marketing messages by taking five minutes of your time today to complete this brief survey. BTW, thanks so much to all of you who already responded to our marketing messages survey.

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Video Fundraising: Meet Chuna

The Agitator

Online video viewing steadily grows, with consumers increasing grouchy and disinterested when marketers don’t provide video support for their marketing messages. Do you think those expectations are any different with fundraising messages?

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The 3 types of planned giving prospects


Leads – They will raise their hands in response to your marketing to show interest but most will not want to be bothered with a phone call or a visit. They may engage a lot with your marketing (and that should be tracked carefully).

Secret Decoder Ring Cause Marketing

Cause Related Marketing

There’s some swell cause marketing messaging on many packaged goods products these days, but after the messaging gets in the home, then what? In other words a cause marketing message could be in the pantry for days, months, or years.

Marketing Goals vs. Organizational Goals— A Critical Disctinction

Getting Attention

Spend some time here, even if you think you’ve got this down—this distinction is crucial to setting goals that move your marketing forward in the right direction. Marketing goals are the best ways to focus your marketing (message development, audience research, e.g. the whole enchilada, not just the communications part) to achieve those organization goals. Marketing Goals (to activate influencers such as attorneys, judges and support teams ).

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Declining Email Read Rates

The Agitator

Some data points: Across all sectors, only 17% of email marketing messages were read. Subscribers read 27% of the messages they received from the top 100 retailers in Q4-2012.

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Ep200: How Values & Culture Impact CSR Efforts

Selfish Giving

Today on CauseTalk Radio , Megan and I talk to Jessica Li , Assistant Professor of Marketing at the University of Kansas , about a new article that explores how corporate social responsibility efforts are perceived by different cultures.

Why You Should Ask Colleagues to Vote

Getting Attention

She was ramping up to develop new messages for her organization and, as part of that process, asked her colleagues to vote for the best taglines in the 2012 Getting Attention Nonprofit Tagline Awards. ( [link] ).

Vote For Best Nonprofit Tagline

The Agitator

It’s the anchor for an organization’s brand and, next to its name, the marketing message most heard and repeated. Tags: Don't Miss these Posts branding charities communications creativity direct marketing nonprofit management nonprofits

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Ask Me Your Nonprofit Marketing Questions -- Free Online Discussion, Tues. Nov 17, noon ET

Getting Attention

You also must step up your efforts to market your ideas and causes. Join me for a free online discussion hosted by the Chronicle of Philanthropy, about how your organization can create more effective marketing messages -- Tuesday, November 17th at noon ET. This one-hour live event offers you the opportunity to get the marketing answers you need to move your org’s marketing forward. Tags: Branding and Messages Nonprofit Communications Taglines

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Why People Ignore Your Marketing and What to Do About It

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People have a Physiological Ability to Ignore your Marketing, but there is something you can do about it, try a little Guerrilla marketing. The human brain has a coping mechanism that helps people filter out unwanted communication and if you are not careful, the brains of the people you want to reach with your marketing will automatically edit you out of your prospect's minds before they even have a chance to think about responding to you.

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Think Before You Speak: Messages Matter

Getting Attention

However, its marketing messages are off time and time again, which makes us question the strength of its operation. This crazy message sloppiness just doesn't make sense to us, and frankly, at a time when money is tight and giving is limited, makes us questions whether we'll give at all. Think before your speak, and test your messages with folks outside your organization. Tags: Branding and Messages Fundraising: Innovations & Research Nonprofit Communications

Some Smart (and Hard!) Nonprofit Marketing Questions

Kivi's Nonprofit Communications Blog

Today the Chronicle of Philanthropy hosted an online chat on getting started in nonprofit marketing , based on my free e-book “ The First 100 Days of Your New Nonprofit Marketing Job.&# What is the best way to craft a marketing message in this hyper competitive market?

The planned giving marathon is all about engagement.


Then we wouldn’t need to market planned gifts. In fact, if that’s how the world worked, we wouldn’t have to market anything. Planned giving marketing should inspire people to seek out more information. Once someone raises their hand, if you don’t engage with them personally or with marketing tools because they aren’t definitely ready to leave a gift… then shame on you. Planned giving marketing is a marathon, not a sprint.

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Ending the Problem

A Small Change

It is an incredible marketing message but wouldn’t it be more practical to ask what we could do to have a lasting and permanent impact on these problems, to provide higher quality and lower cost food to those that currently live in our communities? This may sound a little bit pessimistic so if I upset you with this post, please leave a comment or send me an email. This is a bit of a follow-up post to yesterday’s Endowment Giving post.

The State of the Nonprofit Message (Part One)

Getting Attention

who responded to our marketing messages survey. Many of you are absolutely message-focused (terrific!); some of you want to be, but can’t; and a few of you question the primacy of messaging in the marketing mix. But no matter where you stand, most of you share frustration with your organization’s messaging – seeing the opportunities for improvement but never quite being able to get there. Thanks to all (nearly 1,000!)

2009 Guide Shows Nonprofits Top Tagline Approaches for Stronger Messaging

Get Fully Funded

Nancy says “a powerful tagline is a must for any nonprofit intent on delivering its message in our overcrowded world of 24/7 content.” . Over 2,500 Nonprofit Tagline Examples to put to work for marketing brainstorming. . “A A nonprofit organization’s tagline is, next to its name, the marketing message most frequently heard, and the easiest and most effective way to convey its brand.

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FREE Webinar for You Today at 1:00ET - Register Now to Learn How to Tell Your Nonprofit's Story

Marketing for Nonprofits

You are tired of watching your cause DROWN in the flood of marketing messages that surround us. Join 1,000 of your nonprofit colleagues and make the best use of your lunch break today by registering now for Winning the Story Wars: Why those who tell - and live - the best stories will rule the future at 1:00pm (ET). You need to register now if: You are looking for a better way to tell your organization's story.

Estimates of Intelligence

Mission Paradox Blog

How would your marketing change if you assumed the audience is smarter then you are? Think about how smart/skeptical you are about marketing messages.   The truth is a powerful marketing message. -. Marketing Marketing StrategyYou see the commercials linking light beer to sex and good times and you laugh. You see an artist raving about how the work is "the best thing she has ever done" and you think it's all BS.

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Resource Roundup: Pumpkin Canoeing, Peer-to-Peer Philanthropy, Online Giving Marketplaces, Etc.

Fundraising Breakthroughs

Say it fast five times: Making Marketing Messages That Matter. A ray of hope?: Charitable giving might not melt down. Keep on keepin’ on: New research says consumers expect companies to keep giving in hard times. Ready for your close up?: Nonprofit groups to face more scrutiny.

Read this post or the puppy gets it

Sea Change Strategies

The latest research says we experience 5,000 marketing messages on a typical day. Yes I stole that from National Lampoon. But there’s a point to be made. Getting and holding your audience’s attention is harder than ever. That’s 5,000 taps on the shoulder demanding your focus. Your brain is a miracle of mental filtration. Faster than Mitt Romney can say “Obamacare” we cast 99.9% of those shoulder taps into cognitive oblivion. They never happened.

The Boomer Brain

The Agitator

They’re also less likely to fall for alarming messages like ‘last chance to buy’ As a Boomer myself, I find I’m more receptive to marketing messages after a stiff bourbon. Here via Ad Age are some tips from the neuroscientists at Nielsen Neurofocus on communicating to Boomers … you know, the people with 70% of the net worth in America.

Christmas Cause Marketing on TV

Cause Related Marketing

I started my cause marketing career back when gasoline cost about $1.15 And yet cheap as prices were back in 1992 do you think any sponsor would spring for even one national cause marketing ad on TV? Cause-Related Marketing does a world of good.

Boomers: Bummed, Overcast, Sickly

The Agitator

Noting their preoccupation with immediate stresses, the Boomer Project advises: "Boomers will respond to pragmatic marketing messages, not overly optimistic ones." The Boomer Project recently compiled some studies on the attitudes and outlook of the Boomer generation … you know, the ones you’re counting on for all that money in your fundraising plan. Unfortunately, the data suggest that Boomers aren’t in a very upbeat state of mind.

How to Stand Out with Email

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On average, regular email users receive about 140 messages a day in their inbox. These include personal messages from friends and family, marketing efforts from retailers and restaurants, and, of course, day-to-day work-related information. How can your nonprofit's message stand out from the other 139 so people will read what you send to them? Once your reader has opened the email and is looking through your message, what do you want her to do next?

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Marketers from Mars

The Agitator

I just read this report from ExactTarget — Marketers from Mars — which underscored for me how marketers, including fundraisers, can get too far out in front of their audiences. The report makes many comparisons about marketers’ use of social media versus consumers. For example … 90% of marketers own smartphones; only 51% of consumers do. 86% of marketers have ‘liked’ at least one brand or company; 58% of consumers have.

“Open Community” and Nonprofit Marketing

Kivi's Nonprofit Communications Blog

Maddie and Lindy were kind enough to answer a few questions on how the concepts in the book relate to nonprofit marketing. Kivi: How does Open Community tie into nonprofit marketing and communications? Lindy: I see marketing and communications as two sides of a coin.

The Terrifying Freedom of a Blank Sheet of Paper

The Agitator

It’s a yearly exercise – take what you did for your direct marketing program last year, replace some controls with the tests that beat them, and set up your tests and tweaks for the next year. Direct marketing is a treadmill with each new donor being slightly less likely than the one before it to give again. Over time, you will also tend to design your strategies, tactics, and messages toward the mass middle.

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Meet the Story Wars author and get tips on improving your stories

Nonprofit Marketing Blog

Tired of watching your cause drown in the flood of marketing messages? Nike is a master of empowerment marketing. Are you looking for a better way to tell your organization’s story?

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Test To Impress

The Agitator

There’s heaps of advice floating around, especially in the commercial space, for how to improve response to email marketing messages. With so much in email marketing that could be tested, where do you begin? How about: who is the message from? communications copywriting Don't Miss these Posts email marketing online fundraising