The book “Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications,” by Sarah Durham, offers nonprofit organizations strategies to communicate more effectively using limited resources — which has become an even greater challenge for many nonprofits, large and small, in today's struggling economy.
President Obama is a stellar communicator, something even most people who disagree with his policies will admit. It goes beyond his abilities as a speechmaker. His campaign featured a message of change. And the message never wavered over two years, beyond that shift from the primary (“Change you can believe in”) to the general election (“The change you need”). The focus was always on “you,” his audience — supporters, potential supporters and even rivals.
Yesterday, the mother of a sick child Googled the name of a devastating disease. She got thousands of results, but the ones that interested her the most were links to your organization’s Web site; two stories from the national media; a handful of online support groups for patients and their families; a general health Web site with online communities dedicated to the disease; and one site focused exclusively on a heartsick father’s negative experience with an operator on your organization’s support line.
For fundraisers, the first quarter of the year is as much a time to look back as ahead. It’s a time to find out how year-end appeals tallied up, to assess how winter events performed and perhaps to report back to the board on what it all means.
For fundraisers, 2008 was a year of change and challenge. Plummeting endowments, budget cuts and other lows added pressure to bring in new money while spending even less than before.
PACKAGE OF THE YEAR Gold: Habitat for Humanity International Special Development Appeal (Craver, Mathews, Smith & Co.) Silver: Rhode Island Community Food Bank Annual Review Brochure (DaVinci Direct) Bronze (Tie): Tuskegee Airmen — Charles McGee Campaign (Fundraising Strategies) CARE November/December World Report (Merkle) ACQUISITION (50,000 OR MORE MAILED) Gold: Utah Food Bank 2007 Thanksgiving Donor Acquisition (L.W. Robbins) Silver: Wildlife Conservation Spring 2007 Acquisition (Schultz & Williams) Bronze: Mail Call Hurts (Gum Version) (Fundraising Strategies) ACQUISITION (FEWER THAN 50,000 MAILED) Gold: Tuskegee Airmen — Charles McGee (Fundraising Strategies) Silver: Bidawee “Welcome” (SCA DIrect) Bronze: Adaptive Clothing Gift Tag Package (Fundraising Strategies) RENEWAL (50,000