Resources
A weekly, one-hour radio show that airs on WXEL-90.7FM Sundays at 7pm. Hosted by by Dr. Stephen Goldstein.
30 Days to Successful Fundraising is a comprehensive, step-by-step program designed to show you how to get the money you ask for. Written by Dr. Stephen Goldstein.
Dr. Stephen Goldstein's fundraising blog.
Dr. Stephen Goldstein's fundraising blog - in Spanish
Ellen Schulman's PR Tips
Marry your public relations with your fund raising activities.
The two should work hand-in-hand to get the word out about the good deeds and successes of your organization. I've seen countless examples of newspaper or newsletter articles that have led to direct donations. But, I've seen just as many organizations that put the fund raising office on one end of the building and the public relations office on another and the two never talk-that's a missed opportunity. PR and fundraising must work together.
Pick a success story of the month to promote.
Local newspapers, your donors, your friends, your staff all love to hear about heart-warming stories. Each month, find a new and fresh personal story about someone whose life has been touched by the good works of your organization. Send out a news release, put an article in your newsletter, post it on the website, make a poster, talk about it at board meetings. Communicate about your specific successes on a regular basis. It makes people want to open up their check books and support you.
Protect your brand.
When I worked for American Airlines, the chairman used to say that if a passenger saw a coffee stain on the chair back table, they would think the airplanes were not well maintained. He understood the importance of branding. From the consistent use of your logo to the way your staff dresses, your polished image is one of your most valuable assets. You don't have to spend a lot of money to make sure your materials are produced without typos, your office is neat and organized, and your organization?s name and logo are used with strict graphic standards. Pay attention to the details, because your potential donors are paying attention to you.
Have a plan.
Local newspapers, your donors, your friends, your staff all love to hear about heart-warming stories. Each month, find a new and fresh personal story about someone whose life has been touched by the good works of your organization. Send out a news release, put an article in your newsletter, post it on the website, make a poster, talk about it at board meetings. Communicate about your specific successes on a regular basis. It makes people want to open up their check books and support you.
Develop key messages.
When I help prepare executives for interviews with the media, we write down the three most important messages we want the reporter to take away. The same practice is valuable for any nonprofit as well. Create three simple, clear messages you want to communicate to your most important audiences. Commit them to memory and share them with your staff, board members, and volunteers - all your important ambassadors in the community at large.
Communicate internally; turn staff into ambassadors.
So often in our rush to get our long lists of tasks accomplished, we forget that our most important tools for effective communications are right under our noses. Your staff members, when happy and informed, can be your most effective messengers. If you engage them in the marketing process, keep them informed and make them feel like valuable members of your team, you'll be surprised how well they will spread your message to their family, friends and neighbors. Who knows? Maybe your assistant's hair stylist is the link to an important donor.
Be responsive to the media in a crisis.
If a crisis unfortunately hits your organization, don't run from the media. Instead, be as open and responsive to them as you can. They are only doing their jobs when they are covering your story. Therefore, you are most likely to get the best possible coverage if you make their jobs easier. Even if the news is bad, call reporters back right away and answer their questions completely, sincerely and openly. The painful coverage will not last as long if you get the facts out in the open quickly. Remember, ALWAYS tell the unvarnished truth. Trying to spin a story will only land you in a deeper hole.
Be a resource to the media
Reporters are always looking for knowledgeable, responsive people to provide input and background on stories. If you have someone on your staff or on your board who is an expert in a particular topic, let the appropriate local reporters know they are available. Then, when a story on that topic is planned, that reporter just may call your person for a quote. Just make sure you?ve thoroughly researched the publication and the reporter and are confident that your 'resource' will be of interest.
Understand the media and their unwritten rules.
Before sending out a news release, take the time to research the media outlet. Who is their audience? Are they writing for parents, seniors or the fashion forward crowd? If it's a magazine, make sure you know the deadlines. Monthlies often require a six-week or more lead time. Never call a reporter or hold a press event late in the afternoon. Newspapers are on deadline and television stations are preparing for the evening news. Be sensitive to the world of reporting and the reporters may be more sensitive to you.
