By Mark Hrywna
Staying ahead of the game is essential for maximizing one’s potential for success in any career. There are a number of methods those in the nonprofit sector should keep in mind to achieve a successful and rewarding career.
In a “tail” unlike any other, when philanthropist and dog lover Ileen Kaufman wanted a one-of-a-kind way to celebrate the “woman’s best friend” in her life and benefit charity, the Boca Raton, Fla., resident led with her palate.
Annual giving is a series of small, targeted, focused campaigns that run throughout the year. Or, as consultant Jill A. Pranger told attendees at an international conference on nonprofits, annual giving is about doing it well over and over and over again.
In addition to its other advantages, the online environment provides many possibilities for volunteer recruitment and management. In her chapter “Volunteer Recruitment and Management” in the book Nonprofit Internet Strategies, Alison Li presents some of the online options that have become available to nonprofits regarding their volunteers:
By Don McNamara
By Bob Finley
Careful design of an organization’s Web site is an important consideration.
In his chapter “Inspiring Donors Online” in the book Nonprofit Internet Strategies, Todd Baker offers his Baker’s Dozen of ideas:
- Establish an overarching goal for your organization’s Web site. Usually it’s raising money.
- Make an impression. People will remember how you made them feel.
- Write to connect on an emotional level. Embrace clarity, engage the reader and encounter the heart.
- Select the most interesting perspective from which to tell your story.
- Find your organization’s voice: a unique blend of charisma, courage, and concern.
- Be persuasive by first making clear the specific action you want the reader to take.
- Be human; don’t be an organization. Show the donor that you’re people who support a worthy cause and you’re looking for folks just like you.
- Illustrate your mission through images and pictures.
- Present a virtual tour of your mission.
- Write in an active and conversational style.
- Stop spending 90 percent of your organization’s resources on technology and only 10 percent on the message.
- Give your headlines soul. Headlines that work seize the reader’s attention, affect the reader on an emotional level and spark curiosity.
- Understand online human behavior. People who are online read differently than they would with a printed text. Make a good first impression, do not think of a book-reading atmosphere and make each page of the site have an objective with the reader in mind.
Op-Eds, the opinion pieces that appear on the editorial pages of newspapers, can be effective communication tools for nonprofits. Sandra L. Beckwith, in her book Publicity for Nonprofits, advises anyone considering submitting an op-ed piece to have a clear topic in mind, as well as a clear goal. It is also a good idea to contact the publication to assess its interest in the piece beforehand.
Although much of the recent legislation regarding email concerns for-profit businesses, nonprofits would do well to be aware of these regulations, as well as of other considerations.
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