Announcing new initiatives

June 18, 2014       The NonProfit Times      

Whether it’s to draw new supporters or energize existing ones, organizations occasionally need to start new initiatives. That means they need to do the best they can to publicize those initiatives.

In their book “Perfect Phrases for Writing Company Announcements,” Linda Eve Diamond and Harriet Diamond wrote that getting the most from the announcement of a new initiative means having the right mindset for the announcement.

They emphasize the following:

  • Maintain existing customers or donors by building on loyalty and satisfaction.
  • Remember that although satisfaction is often hard to measure in concrete terms of return on investment (ROI). It should never be undervalued.
  • Be clear about what the organization can afford to offer and what it can’t afford not to offer.
  • Be savvy in creating new constituent service initiatives. Understand changing markets and monitor competitor initiatives. Learns what it takes to stand out.
  • Study needs through advisory boards, focus groups, feedback sessions and questionnaires.
  • Remember the regular base when creating promotions to attract new customers.
  • Focus on customer needs and wants.
  • Finding ways to offer something for nothing will bring traffic, word-of-mouth referrals, good will and customers who not only feel as though they’re getting additional value but also feel valued by the organization.