ReelAbilities ATL Film Festival

“Hi,” my friend said. “Do you have any extra time? I could really use some PR help promoting our upcoming film festival, ReelAbilities ATL. The only problem is that the film festival is in three weeks!”

Well, believe it or not, we met the challenge. A small but dedicated staff and a real commitment to get the message out lead to a successful launch.

Although I would never advocate waiting so late to promote an event, it happens. So, here’s my suggestion on how to proceed:

Brainstorm, brainstorm, brainstorm

• Bring new voices to the table.
• Explore new ways to engage partners.
• Identify possible ways to distribute the message and outlets to approach.
• Look for the story within the story. 

Make sure that the event website is functioning properly.

• Ask someone who doesn’t know how it is supposed to function to navigate the site.
• Is it easy to navigate?
•  Do all the links work?
•  Are the messages clear?
•  Do the links make it easy to buy tickets to the film festival and/or make a donation?
•  Is it easy to find contact information?

Launch a Facebook page.

• Send messages to all your personal friends to “Like” the page.
• Invite your organizational partners to Like and share the site.
• Keep the posts fresh with photos from films, updated press releases, new volunteer opportunities, etc.

Use a news distribution service with social media capabilities.

• Send a link of your html press release to all your partners and ask that they in turn distribute to their media contacts.
•  Be sure to send a link, not a PDF copy of the release.
• Make sure that your news distribution has the capability to add Social Media Links such as Facebook, LinkedIn and Twitter to your release.
• Confirm that the service enhances your release by Tweeting and/or blogging about your festival.

Send personalized email to your media contacts

• Paste the release to the body of the email.
• Send a link to PDF and JPEG files housed on your website instead of sending attachments.
• Make personal phone calls to media contacts.

Monitor Your Progress

• Set up a Google Search. I used ReelAbilities ATL + news.
• Be sure and share the results with your leadership and team.
• Track mentions about the film festival in your social media sites

It is never too late to promote your events. If you would like a copy of my film festival PR template, please contact me at deborah@creative-si.com.

Cheers! Now enjoy the film festival.

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Pascha

A few weeks ago, I was having coffee with social media marketing diva Toby Bloomberg. Toby is my friend, mentor and inspiration. Without Toby’s guidance I’m pretty certain that I would not have launched this blog.

I always seem to find a way to interject Pascha and Black Olive into my conversations and Toby is very understanding.

I’m sure by now that all my readers know I have a passion for horses. What you might not know is that my riding and working with nonprofits intersects. Whenever I have a chance to be involved with an event that revolves around horses and supports a meaningful cause I jump at it – no pun intended!  My most meaningful gigs involved raising money for nonprofits through horse-related events such as grand prix and polo classics.

One area of many where Toby excels is her interviews. When conducting interviews with nonprofits Toby stays true to her commitment to help people understand social media. Each nonprofit shares their social media experiences and lessons learned.

I always look forward to those blog posts. Each nonprofit’s story is different. And each describes ways in which they incorporate social media to increase the good they do in the world.

So, imagine how excited I was when Toby asked me if I had ever heard of a horse named Barbaro* and proceeded to tell me about an upcoming post with Alex Brown, author of Greatness and Goodness: Barbaro and his Legacy.

Well, I wasn’t disappointed. Whether you’re a horse person or not, I hope you read the posts.

Here are some of the lessons I learned about using social media to help support your cause:

1. Create an on-line community to support your cause.
2. Develop a marketing plan that includes conventional as well as social media.
3. Establish analytics so you can gauge the effects of each medium.
4. Make a commitment to stay abreast of the issues that touch your community and communicate, communicate, communicate.
5. Be prepared to always learn and expand your reach.
6. Once you’ve developed your website and your community is comfortable with how it works, stay the course.
7. Find a way to develop a community of action to raise awareness and funds for your cause.
8. Engage moderators for the community to help keep the conversation on target.
9. Make sure to update all your media sources including Facebook, Twitter, YouTube, and  website
10. Let your passion show and color all your initiatives to promote social good.

 Please join me and share your social media ideas for supporting your cause!

 *I first met Barbaro’s trainer Michael Matz at the 1996 Olympic Games when Michael was a member of the US Equestrian Team. Then I started following his new career as a thoroughbred trainer when I was involved with thoroughbred yearlings, who were hopefully going to start careers as race horses.

I watched with horror and tears in my eyes when Barbaro had his accident at the Preakness. Toby’s interview with Alex Brown has reignited my commitment to horse welfare, and to making the world a better place.

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“Getting to know your supporters, volunteers, clients and other participants in your mission is easy, if you build that listening and learning into your everyday work.” Kivi Leroux Miller

I know a lot of people think ‘putting together the puzzle pieces’ is a hackneyed term. Beyond the fact that our logo is constructed around a puzzle piece, I think it is apropos to organizations trying to get above the noise in the marketplace to build awareness and raise funds.

What do I mean putting together the puzzle pieces? Reaching out and building better relationships by understanding and knowing your target audiences.

There is no question that knowing your target audiences is the most essential aspect of your nonprofit’s marketing communications and fundraising. Nonprofit marketing guru Kivi Leroux Miller goes so far as to call knowing your target audience the Number 1 Rule in Nonprofit Marketing.

And, I agree.

That said, Kivi also provided some easy to do suggestions on how to know your audience. These appeared in her Nonprofit Marketing Tips on July 12, 2011:

• Be curious, all the time
• Formalize that curiosity
• Convene Informal Focus Groups
• Conduct an Online Survey

I would like to add to Kivi’s suggestions:

• Create a CRM database and really use it. Take notes on what you learn. Be sure and qualify how you received a gift, e.g., direct mail, social media posting, personalized letters or special events.
• Invite board members, key donors and volunteers to sit around the table and discuss your mission, programs and services. Ask what they see as important to each of them.
• Take that information to craft messages to reach out to current donors, sponsors and prospects.
• Provide “Invite a Friend” programs to your members. Ask each to invite their friends and family to join them to support you. Be sure and provide meaningful information about what you do and how you touch the community.
• Consider reaching out to the business community and elected officials to show how you make an impact. Be sure and figure the economic impact of your programs. Gauge their interest and learn how they like to receive information.

Be sure and use this knowledge as you build your marketing communications program. I’ve created a template based on my experiences. There are some excellent templates that can be accessed through a key word search.

The key is to personalize to your organization and keep the plan updated as you learn more and more about your target audiences.

If you’d like a copy of my strategic communications template, please contact me at deborah@creative-si.com.

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“If you don’t know where you’re going it doesn’t matter which way you go!”

While putting together my PowerPoint slides for an upcoming marketing session at GCN’s Nonprofit University, I had an ‘aha’ moment. I clearly saw that positioning was key to virtually everything we were going to discuss in the session.

A positioning statement is a tight, focused description of the core target audience to whom a brand is directed, and it provides a compelling picture of how the nonprofit wants its targeted audiences to view them. A well-constructed positioning statement brings focus and clarity to the development of a marketing strategy and tactics. Note: Brandeo is an online marketing resource and provides an excellent description of positioning and what is needed to craft a positioning statement.

I truly believe that the only way to be heard above the noise, and to create and sustain what your audiences think about your organization is to position it correctly.

A couple years ago, I worked with a dynamite team on AMA Atlanta’s pro bono project. The Team conducted a SWOT analysis, reviewed and critiqued all written materials provided by the nonprofit client and the website, and conducted audience discovery calls.

The audience discovery consisted of 11 interviews from members, funders, sponsors, partners and a legislator.  Looking at the interviews by audience segment, it became clear that their Funders found the message and purpose of the organization to be clear and concise, and felt that they were valued partners. However, its sponsors/members/partners and the legislator believed the client needed a clearer message statement. They wanted more involvement with the organization to feel included as a valued stakeholder. The organization had an opportunity to gain additional funding through its members/sponsors/partners by having a clear message and involvement with this core group.  There was also much to gain on the advocacy front with these segments knowing the defined mission, vision and services.

After analyzing the results of the SWOT and Audience Discovery calls, the team decided to create a Vision Statement, two positioning statements [The client separated its advocacy and program/services into separate units] and to provide a list of marketing communications opportunities in the short term.

If you would like more information on positioning and audience discovery calls please contact me at deborah@creative-si.com.

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Your special event is planned. Now, the critical question is - how do you  increase your attendance?

Everyone points to the benefits of social media to drive your attendance. Social media is a vehicleyou use to enact your strategy. You can increase the value of your special event by integrating social media into your marketing strategy.

But, before you develop your strategy, ask yourself these questions developed by Stacey Ruth, a marketing consultant with Atlanta-based Actio Marketing :

1. Are your attendees active in any of the social media (e.g., Twitter, Facebook, LinkedIn, YouTube or blogs/forums)?
2. Do you have an awareness problem, and are you trying to reach large number of attendees quickly (and perhaps inexpensively)?
3. Do you have someone on your team with enough time on their hands to populate a social media site effectively? (That means building content that can be pushed out every day in most cases.)
4. Do you have knowledge (or access to someone with knowledge) of best practices for the social media platform you want to apply? Social media is not an “if you build it, they will come” scenario. There is a definite approach to each social network that is uniquely effective — and any number of approaches that are equally ineffective!
5. Would you like to build an extended life to your event and create a community around it? 

If you answered yes to more than one of the above questions, social media including Facebook, LinkedIn, YouTube and Twitter, is worth integrating into your event marketing strategy. However, don’t overlook the value of tried-and-true ‘social media’ platforms including Word Of Mouth marketing or WOMM.

Word-of-mouth marketing (WOMM), is an unpaid form of oral or written promotion—in which satisfied “customers” or your organization’s ambassadors tell other people how much they like your nonprofit and invite them to participate in your event. Word-of-mouth is one of the most credible forms of advertising because people who don’t stand to gain personally by promoting something put their reputations on the line every time they make a recommendation, according to Entrepreneur.

Bottom line – know your audiences before you invest the time and energy as part of your event marketing strategy. Use your social media strategy as a way to involve your board and volunteers.

Any questions about specific social media vehicles to use for your event? Be sure and contact me at deborah@creative-si.com.

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I’ve written a lot about sponsorships. Sponsorships are about building effective partnerships that enhance both an organization’s mission and the sponsoring company’s business goals. They are fundamental to your organization’s survival.

Special events are the main key to acquiring corporate sponsorships. And, they lead to other sponsorship opportunities beyond events, such as long-term strategic alliances, and cause-related marketing.

Marketers learned that programs that combine loyalty with value equal profits. Your relationships with your clients, volunteers and community provide that loyalty and help ensure the audience that your corporate partners want. While many marketing verticals are flat, sponsorships continue to grow and provide positive results.

Pat Kahnert, PBK & Associates Inc., is a Marketing Public Relations Effectiveness Consultant. He is committed to ‘Helping Business Leaders and Their Teams Build Better Communities’. Pat’s excellent checklist for designing sponsorships with confidence is a great tool when venturing into sponsorships:

Objectives -

1. I know how to help sponsors connect with community through our event.
2. I focus on desired outcomes and event audience needs and benefits.
3. I ask key influencers to help me reach the right business contacts.
4. I have done extensive research to determine preferences of sponsors.
5. I have a personal contact plan in place for getting to know a prospect.
6. I will focus first on friend raising and then embark on fund raising.
7. I have allowed ample time for establishing a strong strategic”fit” with a sponsor.
8. I understand my prospect’s business goals and primary audiences.
9. All sponsorship partners are clear about objectives, roles and expectations.
10. The contract has been signed with plenty of time to deliver on all promises made.

Implementation -

1. We have developed a customer-centric sponsorship policy with our sponsor’s input.
2. We have developed an integrated project map process to fulfill all obligations.
3. My sponsor has agreed to serve on our event organizing committee.
4. We have organized advisory councils (volunteers, sponsor employees, community)
5. We have secured media sponsors to help raise profile and promotion.
6. Sponsor logo recognition was approved and applied to our sponsors’ satisfaction.
7. We follow a clearly defined risk management policy, with back-ups to everything.
8. We proactively look for ways to leverage sponsor’s name and association.
9. We stress professionalism, and give sponsors regular updates against plan.
10. We facilitate personal introductions of sponsors to others involved.

Measurement -

1. We measured what matters most to sponsors and their key stakeholders.
2. We explained to our event audience what our sponsor’s role meant to their enjoyment.
3. We often asked sponsors if they were pleased with value received so far.
4. We thanked the sponsor publicly and one-to-one for making a difference for our event.
5. We produced a summary of benefits (media, audience, logo recognition, value-added)
6. We optimized promotional investment and publicity effort, keeping within budget.
7. We appreciated the value of our sponsor’s total contribution (money, time and more).
8. We shared feedback from audience, volunteers, employees and customers.
9. We celebrated success and recognized important personal and team contributions.
10. Our sponsor is delighted with results generated and will return next year.

If you have any questions, please contact me at deborah@creative-si.com. I’ll gladly share my Timeline for Sponsorship Efforts with you.

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2010 DeKalb Public Safety Champion Awards

“Who is your Pubic Safety Champion?”

The DeKalb Police Alliance was trying to find a way to increase awareness and funding through their upcoming special event. They knew they needed that something special to tell their story and brand their event.

The 2010 DeKalb Public Safety Champion Awards filled the bill! The awards competition became the story, increasing interest in the organization and the upcoming Police Officers Ball. And, it became the linchpin that pulled together all the elements of the event.

The awards honored men and women in public safety and the community who went above and beyond the call of duty to keep everyone safe. An eye-catching nomination form highlighting the Champion Award statuette was key to all promotional activities, including presentations, press releases, social media initiatives and articles. An on-line nomination form gained the most nominations. All people and organizations nominated were recognized as Champion Honorees; the winners were recognized and saluted at the event.

Here are some hints on how you can create an awards program to better tell your story:

1. Brainstorm – Invite board members and stakeholders to the table. Explore what type of awards program works best with your mission. With the police alliance it made sense to honor people committed to public safety. Look in your arena for best fits.
2. Make sure you have buy-in from your board– This is key to your success.
3. Check the Calendar – make sure no other organization is having a similar awards program around the same time as yours.
4. Be creative and consistent with your messaging and graphic design – Be sure that you take full advantage of the program’s potential by weaving powerful messages and graphics throughout your event.
5. Find an awards sponsor – Write your proposal to show the awards program benefits to sponsors.
6. Publicize, publicize, publicize – Create a dynamic program using traditional and social media. Benchmark your successes and analyze responses to see what segment of your market you’re missing.
7. Use the event wrap-up to position next year’s award program. Start building anticipation. Invite this year’s winners to reach out into their communities to nominate.

Your awards program will unearth many meaningful stories and help ensure your success. If you want guidelines for event management and sponsorships, please contact me directly – deborah@creative-si.com.

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Erica Nicole dedicates song to police officers

No one doubts how important it is to have a celebrity at their nonprofit event. Celebrities add immeasurably to nonprofit special events. They add excitement, attract media attention, increase ticket sales, and help secure sponsors.

Imagine how exciting it was to have Erica Nicole  volunteer her time and incredible talent at the Police Officers Ball.

So, how can you make this happen for your nonprofit event?

As simple as it sounds, the best way to identify that special someone is to ask friends and family. I promise that everyone knows someone and/or knows someone who knows someone with that special talent.

Start with your board. I promise you’ll be pleasantly surprised.

Okay, so now you have a list of names. What next? How do you motivate that someone special to join your cause and participate in your special event?

Rita Tateel, founder of the Celebrity Source offers five ‘secret’ tips for recruiting celebrities:

1. Put yourself in a star’s shoes and ask, “What’s in it for me?” – Before you ask a celebrity to participate in a special event, ask yourself this question as though you were that celebrity: “What’s in it for me; why should I do this?”

2. Make a list of everything the celebrity might want to know. – Once a celebrity has agreed to participate, make a list of absolutely everything he or she might want to know and do — every question this personality might have — from arrival to departure. Then list all of your answers. The best way to help make celebrities (and their representatives) feel secure is to demonstrate that you have considered every little detail and have anticipated their every question.

3. Respect their time. – Time is a celebrity’s most valuable commodity; don’t waste it. The bigger the celebrity, the less time he or she has. There are so many people wanting a piece of the celebrity’s time, celebrities have to ensure that the time they do have to make an appearance is time well spent.

4. Keep briefings brief. – When a celebrity briefing session is necessary, determine whether it must be in person or if it can be handled by phone or e-mail. Of course, we all would rather meet celebrities in person. But, remember my Tip No. 3 — that time is their most valuable commodity.

5. Don’t make any promises you can’t keep, and keep all of the promises you make. – This business is so much about relationships. The quickest way to ruin a relationship with a celebrity or his or her representative is to not come through with something that was promised.

Adding talent to your nonprofit event takes a lot of planning. Every detail is important. But, the benefits far outweigh all of the work!

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“In the complicated world of nonprofit organizations, it can seem like everything goes wrong at once.”

Barbara Kibbe and Fred Setterberg, Succeeding with Consultants

I know when I take on a new assignment I am going to step on some toes. After all, I am usually hired to work with nonprofits facing challenges – a struggling board, a scheduled special event without implementation plans, an organization without a strategic plan or a rainmaker founding board member who decides to leave, but won’t let go.

Many times, the stressors are external – loss of funding, harsh political climate or a lack of buy-in from donors on signature projects.

Be sure and conduct a thorough situation analysis to begin. Identify challenges to focus your work. Here are 10 key questions to guide the process:

1)      Does the organization have a fundraising plan that identifies different sources and funding activities?

2)      Do all the board members contribute money?

3)      Is there a donor management program in place?

4)      Is there consensus about the organization’s vision and mission?

5)      When is the last time the bylaws were updated?

6)      Are marketing and development programs based on services and programs instead of the mission?

7)      Does the community know the nonprofit?

8)      Is the IT infrastructure adequate?

9)      Is there an updated strategic plan and is it followed?

10)   Does the organization have published ethical guidelines for governance and fundraising? Are they followed?

So, be prepared to ruffle some feathers. And, be prepared to read the warning signs when it is time to go.

But, before you leave, be sure and share the nonprofit’s successes that were accomplished while you were there.

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It All Starts With Thank You!

“Silent gratitude isn’t much use to anyone.” GB Stern

Sounds like a no-brainer, doesn’t it? Well, it is unfortunate how many nonprofits do not fully thank their donors.

Of course we thank them, you say.

But, are you sure?

I don’t believe for a second that the lapse is intentional. Now that I’m back on the other side of the fence responsible for implementation, I know how easy it is to inadvertently mess up.

The DeKalb Police Alliance like many organizations does not have a contact management database. All work to this point is done off of spreadsheets. So tracking is all but impossible.

This is not an unusual problem Most CRM databases are expensive. With donations down it is hard to justify the cost, especially when licenses and training on the system are not transferable from one staff person to another.

Then a colleague  suggested I check out Salesforce.com for the Alliance. I knew I didn’t have the budget and could not justify even a seemingly inexpensive CRM program.

Imagine my surprise and delight to learn that Salesforce.com has a Foundation.

“Salesforce.com set out to change the way companies think about philanthropy ten years ago, and today more than ever it continues to define us as a company.” Suzanne DiBianca, Executive Director Salesforce.com Foundation.

The Salesforce.com Foundation is based on a simple idea: Donate 1% of salesforce.com’s resources to support organizations that are working to make our world a better place.

I strongly suggest you check it out –www.salesforce.com/foundation.

Thank you for all you do for your community. And, thank you for following my blog.

 Now, if you’ll excuse me I need to get back to thanking our donors.

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