Making Your Message Matter

Wednesday, January 21, at 1 p.m., U.S. Eastern time

Gail S. Bower is a marketing consultant in Philadelphia. Her clients have included nonprofit organizations as diverse as the University of Pennsylvania, New Orleans Jazz & Heritage Foundation, Lutheran Settlement House, and the Women's Community Revitalization Project.

Amy K. Harbison is director of communications for the Meyer Foundation in Washington, where she oversees the organization's Web site, printed materials, and media-relations activities. She previously worked as associate director of communications for the Clarice Smith Performing Arts Center at the University of Maryland. She has also over twenty years of experience in nonprofit marketing/communications in large and small nonprofits.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Hello and welcome to today's live discussion on marketing for nonprofits. These are tough times for many groups -- and as the economy scuffles, many of the people you are communicating with are facing equally difficult circumstances. Today's discussion will talk about how to deliver your message in these conditions. And it will offer you the opportunity to get answers from two experts in the field of nonprofit communications.

Peter Panepento (Moderator):
    To ask a question or share an idea, please click on the "ask a question" link on this page and type away. Our experts will answer your queries as quickly as possible during the next hour.

Peter Panepento (Moderator):
    Now, let's get started.

Gail S. Bower:
    While it seems counterintuitive, one of the most important ways you will stand out and make your message matter is to take a leadership role. Be bold; don't recoil. Instill confidence in your community, constituents, staff, and donors. Guide them through these times; support them as they navigate their lives; be a bright spot and a source of comfort through your communications. First, you may need to pause and take a look around. Your strategy likely needs to be updated. Have you considered today's internal and external factors, plus their impact on your organization's role in your community? Have you considered the new needs of your constituents? How will you address the questions and concerns your donors and funders may have? My firm, Bower & Co. Consulting LLC (http://www.GailBower.com), specializes in raising the visibility, revenue, and impact of nonprofit organizations. I work with clients to help them improve the effectiveness and results of their marketing initiatives, events and corporate sponsorship programs. I am honored to be with you today, thank The Chronicle of Philanthropy, and look forward to answering your questions.

Question from Laura Geist, YWCA of Greater Flint, Michigan:
    Our organization is located downtown, within three blocks of ten other non-profits, including a YMCA right across the street. Our services (for domestic violence and sexual assault survivors) are unique in our county; however, people see so many non-profits that we all blur together. What suggestions do you have to help us stand out from the crowd?

Amy K. Harbison:
    Laura, it's important to cut through the clutter and be as clear and visible as possible about your nonprofit's uniqueness. Scrub the language you are using on your website, your e-newsletter. Use an economy of words to really zero in on your work and tell your story more clearly. Make your uniqueness immediately evident on your website's homepage. Who would go unserved with your your work and what expertise do you bring? Explore media opportunities that would help highlight the work. Why not use the proximity of these other nonprofits to advantage: collaborate on referrals or create a one-pager/bookmark that's on each organization's front desk itemizing the different nonprofit specialities in your short geographic radius, with contact info.

Question from Kelli, The Change Project SF:
    Since all organizations that rely on contributions are facing the same source of financial challenge, how do you recommend that organizations scope their message in order to stand out from the clutter of the "reduced contributions effect impact" message?

Gail S. Bower:
    Kelli, your goal is to help donors understand the impact of these trying times on the constituents you serve, the value you offer, your success stories, and why, even in these dismal times, an investment in your organization's mission is more important now than ever. If you are connecting with donors who are passionate about your mission, they need to hear from you with this urgent message.

Question from Sandy, The J9 Foundation:
    As fund raising efforts need to be stepped up, I'm deeply concerned about losing the personal, heart-felt approach of reaching new donors. How can we best avoid the "disconnect" (or loss of personal touch) that can take place as we target a larger donor base?

Amy K. Harbison:
    Sandy, creating donor loyalty is critical. The Obama campaign offered lots of lessons on engaging with smaller donors. 1) Check in regularly. 2) Communicate the progress you are making and how important their support is to your success. 3) Personal touch goes a long way, on whatever scale is possible: personal visits, personal phone calls, and personal letters go a long way to build loyalty. 4) Seek their advice – a monthly coffee might provide invaluable feedback for you while keeping them engaged. Think creatively--analyze that donor list with fresh eyes, perhaps target them differently. Use social media to build a sense of community, i.e. Facebook causes, to tout your work and special events.

Question from Joyce Waller, Star Foundation Inc.:
    How can I get information out to consumers concerning our summer camp with no advertisement budget?

Gail S. Bower:
    Here are a couple ideas for you, Joyce. Develop strong alliances with your local school district and conduct ongoing outreach to teachers, principals, and the parents so they know about and refer your camp. Build a strong email database of prospective parents making decisions about their children's summer camp and send them regular messages with photos of happy kids doing fun things and with testimonials from kids and parents. Participate in camp fairs. And host a series of open house events at the camp so kids/parents can take a "test drive."

Question from Ann Mintz, University City District:
    The organization for which I work has a stable base of support from the members of its board of directors, which provides roughly 50% of the operating budget. Although we raise or earn the other 50%, there is a perception that we don't need any more money. Grants and sponsorships provide 31% of our budget. How can we communicate this more clearly than we presently do?

Amy K. Harbison:
    Ann, I'd start by being very clear in all communications, including speeches, about what isn't being covered by that other 50%. Put a face to that work so people know how critical it is. Make sure your board has talking points about what work might not happen without this critical funding. You might think of a creative campaign strategy about half the story not being the whole story and that you you need full funding to have full impact. Use your media contacts to show where the greatest need is.

Comment from Alison, Boston nonprofit:
    Peter, could you introduce our panelists? - thanks.

Peter Panepento (Moderator):
    Sure. Sorry I neglected to do that at the beginning. We have two panelists today: Gail S. Bower is a marketing consultant, author, and speaker in Philadelphia. Her clients have included nonprofit organizations as diverse as the University of Pennsylvania, New Orleans Jazz & Heritage Foundation, Lutheran Settlement House, and the Women's Community Revitalization Project. Amy K. Harbison serves as the director of communications for the Meyer Foundation, providing strategic direction on areas such as major initiatives, printed materials, Web site, and media relations efforts. She has more than 20 years' experience working in strategic communications, media relations, marketing, branding, creative direction, and copy writing in the nonprofit sector, primarily in arts and health areas.

Question from Sandy, The J9 Foundation:
    What are one or two of the most effective marketing approaches for small nonprofits in this age of social media?

Gail S. Bower:
    Social media and nonprofits naturally go hand-in-hand, Sandy. Ideally, nonprofits build a community of donors, constituents, volunteers, and others passionate about a particular issue. Social media support that community building.

The key is to be consistent and regular with your use of social media. Don't try everything, but try one or maybe two tools and do a great job with it before adding something else. So, if you choose to have a blog, really be consistent about posting and building a body of work with a consistent message.

Question from Georgann, WI Conservatory of Music:
    What are the biggest TO DO or NOT TO DO's in marketing an annual campaign right now?

Gail S. Bower:
    I think, as in any campaign, you must focus on communicating the strengths of your work, cultivating your donors, managing your lists strategically. Do not: spam your donors and vips with too many emails, too many messages. Be thoughtful and careful in your communications to engage but not to overload.

Question from Maxwell, small but growing non-profit:
    My organization operates in 4 metro areas and is hoping to expand to three more in the next two to three years. I am new on staff and have been hired as the director of marketing. Up until this point, marketing efforts have been disconnected and messages/proof points not as consistent/strong as they need to be. I am working to establish measurable marketing objectives for the year, but really have no idea where to start given that this org has had little marketing activity to date. Do you have suggestions for which audiences to prioritize and ways to reach them?

Amy K. Harbison:
    There are great marketing resources available to nonprofits. You might want to look into MarketingProfs.com, and other websites and blogs about marketing. There are also great nonprofit resources. First, be clear about what you are, who your key audiences are. Your mission will dictate your audiences for you.

Peter Panepento (Moderator):
    Here's another good blog on the topic of nonprofit communications: http://www.nonprofitmarketingguide.com/blog/

Peter Panepento (Moderator):
    We also spotlight a lot of nonprofit marketing efforts on our Give & Take blog: http://philanthropy.com/giveandtake

Question from Denise, small nonprofit:
    A while ago, our organization was able to get its message out through an email newsletter service. With so many other organizations now turning to such emails, how can we make sure our email newsletters stand out from the pack?

Gail S. Bower:
    You're right, Denise, that many organizations offer email newsletters, and indeed each of us is bombarded with marketing and communications message daily. Here are three suggestions for making sure your newsletter stands out. First, be clear who your audience is for your newsletter. Why do they want to hear from you? What is of value to them? Then, make sure your content is compelling and offers them value. Finally, let each story in your newsletter tell some aspect of your organization and its success and/or invite readers to engage. If you focus on your reader and provide value to them, especially if your database comprises individuals devoted to the issues your organization addresses, you'll be leap years ahead of the pack.

Question from regional nonprofit:
    We are a nonprofit that has been around for forty years, mostly funded by government and state contracts. Obviously, during these times, we have been forced to look at other marketing options. Any suggestions as to how to get started?

Amy K. Harbison:
    It would be helpful to know what kind of nonprofit work you do. Have you created an e-newsletter? Are you doing any press work that will help build audience understanding of your work? Are their interested parties who know of you work and can help you build your own database for funding? What kind of relationships have you built with business? Think about your own networks in new ways. Who do you know through LinkedIn, other sources that you might tap into?

Question from Robin Mohr, CA non-profit:
    Is there any hope of raising money for marketing and communications in the current economic climate?

Gail S. Bower:
    While fundraising is not my area of expertise, Robin, many clients of mine have been successful in including marketing/communications as a small portion of an overall programmatic grant and for receiving grant money for capacity building. Also, I know there are some foundations focusing on operational functions, so you may do some researching there. Finally, when I work with clients on corporate sponsorship development, I always encourage looking at the marketing/communications wish list to see what could be incorporated into a proposal with a potential or existing partner.

Question from Jennifer, Prevent Child Abuse New York:
    We are trying to build a more effective brand by developing a positioning statement, tagline and set of program- and issue-specific key messages. My question is about process. We do not have money for a consultant or in-depth audience research. I have presented drafts to both staff and board and they seem to want to go in different directions. Any suggestions about how I should proceed?

Amy K. Harbison:
    Nancy Schwartz has a great blog and has written an e-book about taglines. I recommend you look at her blog, nancyschwartz.com and read her tagline book. Great online nonprofit resources abound.

Peter Panepento (Moderator):
    Hi Jennifer. Nancy Schwartz actually joined us as the guest for a live discussion in 2008 on that very topic. Tons of great information related to your question in the transcript: http://philanthropy.com/live/2008/10/marketing_messages/

Question from Cindy, HHFI:
    Our nonprofit provides myriad services in economically depressed communities, including early childhood eduction, affordable housing and transporation (to name a few). With such a disparate menu of programs, it's often difficult to verbalize who we are and what we do. What are your recommendations for communicating who we are and what we do?

Amy K. Harbison:
    Tell a story. The best way for people to understand and care what you do is to find someone who has benefitted from your work and show how your work has made a difference. Creating and "banking" good stories is critical. If you can use a staff person, communications intern, to bank and videotape or document in other ways, you'll have a good deal of success in getting your message across.

Peter Panepento (Moderator):
    We're about halfway through today's discussion and I wanted to take this opportunity to remind our audience that there is still time to ask questions of our guests. To do so, simply click on the "ask a question" link on this page.

Peter Panepento (Moderator):
    We have received a number of questions related to fund raising today. I wanted to let folks know that our guests today are experts in marketing and communications and don't work specifically in fund raising. I am, however, taking note of these questions as grist for future discussion topics. And I invite you to check out our library of past discussions and read the transcripts of our myriad discussions on fund raising topics. You can find our full, free library at http://philanthropy.com/live. Thanks.

Question from Angie, large non-profit, Metro West MA:
    We are currently in the planning stages of "an image make-over" and are looking at all our options for improving it. Our biggest obstacle is "selling ourselves" back to our own geographic constituents who firmly believe that there are already "too many" social service agencies concentrated here (even though the populations we serve are also concentrated here). What strategis approaches would you take to help overcome this and really force an "attitude adjustment" among the locals?

Amy K. Harbison:
    Angie, I think you must again go back to your mission and see what it is you are doing that differs from the other social service agencies in your area. The idea of showing how this map of many agencies creates a safety net for your community is important. The "attitude adjustment" needs to start with you more clearly defining who you are, how you fit into the mesh of nonprofits in your region, and how your services are critical to the fabric of your community. Good luck.

Question from Jodi, TN Holocaust Commission:
    We have always relied on govt. funding and now we are seeking new revenue sources. We are in the midst of a strategic plan but what are some things we could be doing now to position ourselves to begin raising money?

Gail S. Bower:
    Three sources come to mind, depending on the nature and strategy of your organization, Jodi. One is individual giving, another is earned income, and third is corporate sponsorship. Obviously all three require clear strategic decision-pursue to pursue. In the meantime, if I were you, I'd spend time understanding whether individuals and corporations are aware of your organization, what their perceptions are, and how you might make connections and build influence with them.

Comment from Michelle, small nonprofit:
    We currently do not have an individual donor program. Recently, we've seen a surge in individual donations to the organization, which has made us consider starting an individual donor program. What do you think we should consider as we make our decision and what are some keys to beginning such a program?

Peter Panepento (Moderator):
    Hi Michelle. That's a great question -- but I'm not sure our experts can answer that one. Contact me directly at peter.panepento@philanthropy.com and I'll try to find someone who can give you advice offline. Thanks.

Question from Naomi Leapheart, Philadelphia, PA:
    Hi Ladies: I work in development at a mid-sized nonprofit in Philadelphia. Because I'm also interested in communications, I've been doing some of our work around branding and messaging as well. I'm having a hard time making the case to my CEO that the organization must invest (from a personnel and budgetary standpoint) in communications and that this investment has a direct impact on our fundraising bottom line. Any suggestions for how I can make this argument to her. Or, better, what are some low-cost ways to slowly begin to make our communications efforts productive? Thanks!

Amy K. Harbison:
    Unfortunately, communications and marketing are often seen as after thoughts. Yet strong communications and marketing helps you pitch better to your donors, helps you have clarity about your mission and helps you communicate better to your constituencies. An e-newsletter is one of the most effective ways to keep in touch, share your work, and tell personal stories. There are many e-marketing platforms for e-newsletters that are easy to use and not very expensive. SPIN Project (spinproject.org) has lots of great resources online.

Question from Patricia Peal, Penikese Island School:
    We have donors and customers. I want to make sure that our communications can overlap successfully without missing the mark for either. How can I best reach them both without watering down the message to either?

Amy K. Harbison:
    Not being clear what you do for donors and customers it's harder to answer this. I think as long as you are communicating your value, what your specialty is and how you make a difference, you will be fine. Donors and customers both need engagement and want to feel valued.

Question from Tammie, student @ the University of Michigan Ross School of Business:
    How can nonprofits best navigate the world of social media? What are some of the best practices in this space? How can we capitalize upon these opportunities in light of the current crisis?

Gail S. Bower:
    Tammie, social media, just like events, brochures, advertisements, are tools or vehicles for promoting our organizations. First, you must have a clear strategy and set of tactics in support of your communications goals and to reach your audiences. Then decide if and which social media outlet is the best way to reach your target audiences and with what message. To me, strategy always comes first as a best practice, along with being consistent and clear in communicating your message. Do something well; don't just jump on the social media bandwagon because it's trendy.

Question from Michael Gallego, CAAF:
    How should a mid-sized foundation go about ordering all the different ways people can contribute to their cause, without cluttering? There are several ways someone can contribute to our organization, on our website for example, but I don't want all of these ways to overwhelm.

Amy K. Harbison:
    One way is to be clear to know your audience and target the audience with the right vehicle for donation. Perhaps younger givers would like to give through Facebook Cause. People like to know they have options and if the options are clear and easy to understand, they can choose the one that works for them.

Question from Maia Goss, Regional Association of Grantmakers:
    We have recently chosen a new name and visual identity for our association, and are in the process of redoing all of our stationary, our website, etc. We are wondering if, for a time, we need to put something on all of our materials that says "formerly NYRAG" (which is our current name). We don't want people to not know who we are! Is there a best practice around this issue? Thanks!

Amy K. Harbison:
    Maia, it's critical for your organization's identity that you continue to use your previous name for a while. Make sure that it's clear in all of your materials, make sure that search engines are updated with your new name. Most organizations that I have worked with that have changed their names have kept the previous name still visible for around a year through the transition.

Question from Colleen Vadala, National Center for Children Exposed to Violence:
    It seems like there are so many options out there for getting your message out, particularly with the internet. Any suggestions on how to find the right outreach mechanism that works best for your organization and population you are trying to connect with?

Gail S. Bower:
    You are exactly right, Colleen. Not every vehicle is appropriate for every audience. As I've mentioned in other posts, start with your strategy and determine what you want particular audiences to understand or do as a result of your communications. Who are the audiences? What are the best ways to reach them? Do they actively use computers and the internet? Do you want people to interact or just have access to information? Is confidentiality a factor? These questions help determine whether an email newsletter, for example, would be better than a blog. You'll have best success selecting vehicles that best match your goals AND your audiences' needs.

Question from Lois Davidson, NOCC:
    With very tight HIPPA rules, how do we get the message out to survivors of ovarian cancer that we are there for them.

Amy K. Harbison:
    Not sure I understand this question, Lois, and I'm not familiar with HIPPA rules.

Question from Natasha Koss, Superior Watershed Partnership:
    It is my understanding that nonprofits right now in this economic climate should focus more on the donors we already have rather than trying to recruit new. Would you say this is true?

Gail S. Bower:
    Natasha, I would say that your donors are part of a larger community, and in terms of communications, focusing on building your community over the long-term should a primary focus. You never know how someone will want to engage with you, whom they know, and what they may be interested in contributing now or when things turn around. Your fundraising strategy may be different, but in terms of communications, I'd always focus on building community.

Question from Emily, university program :
    My organization raises money to fund endowed chairs at a university so the chairs can do research on violence against women related topics. The research then gets translated to the practice field where we hope it will improve the lives of women who have suffered from violence and help prevention programs stop violence. How do we make this chain of events more understandable?

Amy K. Harbison:
    Again, I'd work on storytelling. Can you feature one of the chairs who is doing research and make a connection from his work to some of the issues of the field? Can you tell the story of a victim of violence and let your donors know that current research might help others be victims?

Question from Koula Callas, Cleveland Sight Center:
    "Stretching your resources" was referenced in the introduction to Making Your Message Matter, please offer some suggestions regarding this topic. Thank you.

Gail S. Bower:
    I've had many experiences in my career working with very small and very large budgets. So to me "stretching your resources" is always a great challenge, and I hope, Koula, that you will look at it that way too. First, make sure you have a clear strategy so you can easily decide how to invest the resources. Second, how can materials or events serve more than one function? Talk to your colleagues to find out what their communications needs may be so you produce one piece, for example, that works for more of you. Third, make sure you use a consistent graphic look. Don't waste money reinventing the wheel and undermining your efforts. Build on your successes and be consistent.

Question from Jill Niehuser, REDF:
    How do you decide how much staff time and effort to put into blogging and other social media? How important is this in a marketing/communication strategy, and how do you calculate the success?

Amy K. Harbison:
    Great question, Jill. There's no one answer. Blogging does require either one person consistently having a voice and having something to say, or there needs to be a coordinator who helps line up guest bloggers so that there is a regular conversation going on online. I think there are other exciting social media, like Twitter, that allow you to "microblog" and say things in shorter bites but can still drive interest and make statements. If you are short on staff time, or a real point of view for online, I'd look at other social media like Twitter or Facebook that wouldn't be as time consuming. I'd urge use of interns who would be delighted to be doing this kind of work if well supervised.

Question from smal liberal arts college:
    You mentioned there are foundations interested in operational funding. I know you indicated fundraising is not your area of expertise, but do you happen to know the names of any of these foundations?

Amy K. Harbison:
    There are many more foundations that are supporting operational funding because they recognize the ongoing needs of nonprofits to stay afloat and that flexible dollars are very important. You might want to check with your regional area fundraising organization to get more details on that; I'm not sure where you are located.

Comment from Jennifer Tislerics, Gift of Life Michigan:
    I'd like to respond to Lois from NOCC:

Work with your hospital partners: nurses, social workers, administrators, support groups. Go speak to those groups, let them know what services you have to offer. Leave them with flyers or brochures they can provide to their cancer patients. Talk to newspaper reporters, see if they'll do a story about the services you offered to one (or a small group of) cancer survivor(s), and ask them to include a sidebar with your contact info so other cancer survivors can reach you. Talk to your local United Way, make sure you are listed in their 211 resource list. Work with other cancer organizations, who may not be able to offer the same services you do, to network your patients/clientelle.

Question from Alison, education nonprofit:
    We are at work on our Annual Report. It will of course include specific highlights and accomplishments for the year. Any other items that are a "must" to include? Any absolute "don'ts"?

Amy K. Harbison:
    Musts -- think about your accomplishments in numbers, in stories. Don't talk about internal operations; talk about your work in terms of the impact you've made. Personal profiles can help you do a good job of illustrating what you've done well. Use testimonials from third parties to talk about what you've done. Be clear about the audience you write to -- stay away from jargon and "inside baseball" talk about your accomplishments. How many people served, how many dollars saved, etc.

Peter Panepento (Moderator):
    Hi Alison. Another drop-in from your moderator. You should check out the transcript of our recent discussion on writing annual reports: http://philanthropy.com/live/2008/09/annual_report/ Lots of great annual report tips there.

Question from Jennifer Hart, Creative Arts (Art, Music & Theatre School):
    I'm worried about the arts in general. People feel they are not curing cancer or saving lives and they have to prioritize. How do we, in the arts community, reach out? We have really expanded our outreach programs but fear we will need to cut them back. Tuition does not cover our general expenses and definitely doesn't cover outreach. We are also faced with the challenge of not being in a under-privileged community. Yet requests for financial assistance continue to rise and many people are simply just not re-enrolling. Any thoughts?

Gail S. Bower:
    Jennifer, I'd suggest building a very big-picture case about the role your organization fills. Schools have cut back on arts education, so kids know less about music, art, theater, etc. However, that does not diminish the importance of the arts in our culture. There are studies that show the positive impact on art, music, theater, etc. on the quality of our lives, of our communities, and on developing the creative and critical thinking skills we need to come up with ideas and solutions to future problems. Align your message with a bigger picture like this and invite people to participate. Also, you may need to consider some programmatic options that considers people's new needs in this economy--one day workshops vs. longer-term classes.

Question from Jennifer Tislerics, Gift of Life Michigan:
    I've been learning about social media/networking over the past year, and have seen a lot of non-profits lose control of their "branding" by well-meaning supporters who use a name, signature event, cause identity or corporate image in unregulated ways, without approval of the non-profit organization. What can we do, as non-profits, to take or maintain ownership of our organizations in this new frontier? How should we respond when we see someone has created a MySpace or Facebook page using our organization's name, especially if they are someone who has been personally touched by our mission and believes they are helping us?

Amy K. Harbison:
    That's a great question. I'm not an attorney and not clear on some of the legal ramifications of social media. I think this is a question for an attorney who works in this area.

Question from Martha Capwell Fox, Center for Humanistic Change, small nonprofit:
    We are a prevention education/life skills training provider that works entirely on-site in schools and at other community agencies. Consequently, most people who take our programs think it is being provided by their school or agency. How do we raise our visibility?

Gail S. Bower:
    Martha, you're not alone in this challenge! Work with your partner (the school/agency) to secure their agreement to co-promote your organization. Then with great subtlety weave your message and image into materials. For example, forms and informational materials should use your logo and a message about your programs. Issue press releases with quotes by your ED and the school/agency ED. Develop other direct communications materials with constituents and influencers that builds your reputation and image, including events and important research findings, so you are of value.

Question from Lori, ASC:
    Almost all of our individual dollars come through workplace campaigns, so we don't have personal email or street addresses. This makes cultivation extremely difficult. Any suggestions?

Gail S. Bower:
    Lori, sometimes we have to start where we are. You and your staff members and board members could compile a list of people you know. Ask everyone you come in contact with if you may include them on your database. Encourage people to join your list on your web site--by providing something of value. Have an email list "book" at your front desk, at public events, etc. And always ask the folks on your list to forward materials to a friend and/or provide names to you.

Question from Christina, Girls Inc. :
    Part of our communication effort is to speak to more of our donors via email. While we are not new to emailing our donors/supporters, this is the first year we have done multiple e-solicitations. We are trying to learn more about effect subject lines. Can you suggest resources for us to learn more about this effective subject lines?

Amy K. Harbison:
    Even though you have donors email addresses, you must see each communication as kind of a permission slip to talk to them. I'd be very careful with multiple e-solicitations to really think about frequency, and to make sure they are timely. Put an action in your subject line - a sense of urgency. I'd look at Twitter for great examples of short lines that can get attention. Make your subject line convey a sense of urgency, action. And keep subject lines varied so there's continued interest. Good luck.

Question from Natasha Koss, Superior Watershed Partnership:
    When you speak of social media can you give some concrete examples that would be beneficial to smaller nonprofits?

Gail S. Bower:
    As I mentioned earlier, Natasha, of course it all depends on the strategy. But social media outlets include those electronic vehicles that encourage 2 way participation--blogs; social media sites like LinkedIn, Facebook, My Space, Flikr; wikis; Twitter; Squidoo.

Question from Jaime Gazes, Junior Achievement of New York:
    With everyone feeling the pinch of the current economic climate, do you view adding incentive programs to a donor's ROI as having a benefit or taking away from the message of an organization?

Gail S. Bower:
    Jaime, it depends what the incentive program is. Personally, I think tote bags, address labels, coffee mugs, etc. are a waste. As a donor, I don't want it. I want to know my money is going to a good cause and will be well spent. But I think incentives can work in the context of corporate sponsorship and cause marketing.

Question from Cheryl, small arts organization:
    Our organization is very small--in fact, I'm the only full-time staff member and work with one part-time colleague. I'm responsible for marketing and PR, communications, fundraising, program development and implementation, volunteer coordination, Board relations, toilet-scrubbing--you name it. What should my top priorities be in marketing and PR, and how can I fit them in with my other major responsibilities?

Amy K. Harbison:
    You sound like many nonprofit staffers -- wearing a ton of hats. Because you have alot of work with people, i.e. the board, your volunteers, funders -- you probably have many stories from many perspectives of what makes your organization special. Get a graduate communications student to come for an internship and have them help you document some of these stories for use on your website for use in your pitches to donors. Make a list of three communications priorities for the next year and one or two tactics to get there.

Question from Rene, Solar Cookers International:
    We are headquartered in Sacramento Ca with an office in Kenya. We have a great group of advocates around the world. We need to get an international presence though, like Oxfam. Any ideas on how a small non-profit can make a big slash with out the big $$$.

Amy K. Harbison:
    Rene, social media, like a blog, for example, is a great way to build a community across borders. Also developing an email database through your advocates will help build your networks.

Question from Jill Niehuser, REDF:
    We recently relaunched our website and are now asking for people to register when they download a publication, tool, or job description. It is a great way to gather information and expand our network, but we have received 4 or 5 complaints over the last few months. The registration is free, and minimal (name, email address, and interests)and we have had many registrations (1,500+). Is asking visitors to register on a website sending a wrong message, or putting up too many barriers?

Gail S. Bower:
    Jill, 4-5 complaints out of 1500 is statistically unremarkable. If you're providing great value and all you want in exchange is basic info, I don't think it's sending the wrong message or putting up barriers. People may need to just get to know you first. Always allow people to unsubscribe; provide other ways for them to gain info w/o having to register; and keep the amount of info you're asking for to a minimum--just email or first name and email. Sounds like it's working well!

Question from Ann, small non-profit:
    Do you have any suggestions of how to pitch the media in order to get coverage for the non-profit organization, especially if past attempts were not as successful as desired?

Amy K. Harbison:
    Tie your work to what is happening in the news. Tie your coverage to times of the year that make sense. If you are a school-based group, the fall and spring are prime time for school-based stories. Cultivate relationships BEFORE you need them. Get to know local media. Have them do a walk-through, meet folks who have benefitted from your services. The more you cultivate, the more chance you have for placement later. Send a letter to the editor from your organization on an important issue you are involved with.

Question from Mike, CAAF:
    What is the best way to market a small merchandise campaign that is completely web-based? We already have it on our website, but what are some other ways to help with visibility?

Gail S. Bower:
    Mike, it's always great to use the internet and real life in tandem. So, how can you introduce or incorporate your merchandise at your events, out in public, through the offices/outlets of your stakeholders? Also, how can you use traditional media--postcards, paper newsletters, etc.--to promote merchandise on the internet?

Question from Kathy Katella:
    I am an independent editorial consultant and have enjoyed being able to help at least two small nonprofits with annual reports, newsletters and other materials. I think I've made a difference for them writing copy about their clients and where the money goes. Do you think other nonprofits would be looking for these services and be able to pay for them in this economy?

Amy K. Harbison:
    Kathy, I'm jumping in here because I work with many nonprofits who are very eager to find help with their communications work. In our region, the Greater Washington, DC region, we work with many grantees who are have small staffs and need that assistance. I think flexibility with fees, and honesty upfront about fee structure is important, and understanding and sensitivity of nonprofits and the limited time staff has to help oversee these kind of projects is also important.

Question from Kim Hale, Columbia College Chicago:
    I am from a college library, and would like suggestions on how to market to students and also their parents. How can we make ourselves noticeable and memorable?

Gail S. Bower:
    Kim, first consider a few questions: what is memorable, noteworthy, exciting about your library? What do you offer that no one else can? What value do you offer a preponderance of people? Why would that be important to them? The answers are more than just about the documents/manuscripts--what are the expertise of your staff? How is the staff especially helpful and knowledgeable? How are the facilities? What makes people want to go there? What ways can people engage--events, book readings, etc.? Assess these ideas first, then communicate that to people.

Question from Wendy, Midwestern film festival:
    Our film festival in the Midwest has approximately 14,000 constituents in our eTapestry database. Many were added before the current advancement staff came on board, so we don't really know who the majority are. We currently are trying to more carefully target our marketing messages (in part to reduce printing and mailing costs and also to improve our results), but we are struggling with how to streamline our mailing lists for various marketing initiatives. Only a relatively small number of those 14,000 constituents are active donors. Do you have any suggestions for strategies to narrow our mailing lists without excluding someone who could be a donor? I had suggested including a response card with the next mailing for recipients to return to us if they wish to continue receiving communications from us, but my colleagues are concerned that this won't be successful. I appreciate any advice you'd like to share!

Gail S. Bower:
    Wendy, I'd try to think more expansively about that list because besides being donors, those folks on your list may be volunteers, audiences, and future donors. I'd suggest getting to know them--and being honest about that. Survey Monkey is a free and paid surveying tool. You could develop a series of simple surveys that allow those folks to share more about themselves, why they value being part of your community, and how you may serve them best.

Question from Angela , The Eye Institute:
    Gail, my organization provides patient care and conducts vision research. NIH funding has flatlined the last 3 years and private investment in research is vital to scientific progress. But with all that is going on in the world, this message doesn't seem to resonate. We're not saving lives, but working on saving sight. How do we get people to see the value of scientific progress 10 years from now?

Gail S. Bower:
    Angela, through great story telling, visuals (no pun intended), translating science to laymen's terms (science literacy has sorely declined), and painting a picture of a bright future--along with why their contribution will help make that future happen. Be consistent and repetitive.

Peter Panepento (Moderator):
    Our time is up. Thanks, everyone, for logging on today for what I hope was a useful conversation. I'd like to thank both Amy Harbison and Gail Bower for taking the time to answer your questions today. If you'd like to refer to today's chat in the future, please note that we post full transcripts of all of our discussions at http://philanthropy.com/live. We post them free of charge.

I also wanted to invite you to come back at our regular time -- next Tuesday at noon, Eastern time -- for a live conversation with one of America's top donors. The discussion coincides with the release of our annual Philanthropy 50 list next week.

Hope to see you then.

Gail S. Bower:
    Thank you, everyone. If I may answer additional questions or clarify a previous answer, please feel free to email me directly: Gail@GailBower.com.

Amy K. Harbison:
    In a challenging time such as this, it's critical that your marketing and communications not take a back seat to your other work. Strong, focused messages, understanding of your key audiences, solid stories, and compelling examples of impact will help you promote yourselves more effectively to donors, to civic and business leaders, and others. Good luck, and know there are many resources out there to help you. You're not alone!