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.
The Ronald McDonald House of New York, Inc. has a monthly giving program, the Get Well Club. The operation of the Get Well Club was outlined during a recent direct response fundraising conference.
Any organization wants to think of what its employees will do while they are on the job, but the fact is that all organizations, nonprofit as well as for-profit, must look ahead to the time when employees retire. With that in mind, retirement programs that will offer employees a nest egg when their working days have ended are essential both to attracting good employees and to retaining them once they are hired.
With new tax laws being passed on a routine basis, there are always changes of which an organization must be aware, but there are several standard programs that help employees provide for retirement security.
“I’m in finance, so why do I have to worry about technology, too? Technology, software, and even phone systems — what do these have to do with accounting?”
Database security becomes more complicated and more necessary each day.
Americans need more exercise. CARE needs more money to combat global poverty. An obvious match, right? OK, maybe not so obvious, but professional triathlete and author Eric Harr hopes to serve those two purposes with the “I Am Powerful Workout with Eric Harr.” It’s not exactly Hans and Franz, though.
A marketing or fundraising campaign can only get started with a big chunk of money to support it, right? Money doesn’t hurt, but at a recent national conference on nonprofit marketing, Dina Lewis, Allyson Kapin and Donna Wilkins offered suggestions on six ways to help a campaign, titled “Internet Marketing on a Shoestring Budget.”