Your Story Matters: Achieve’s New Digital Strategist

Posted on September 16, 2011 by Isaac Pellerin

Your story matters. Let’s tell it like it does.
by Isaac Pellerin, Digital Strategist, Achieve.

I’m excited to have joined the Achieve team as a Digital Strategist and Consultant (yeah I’m figuring out what that means too). Since I’ve got some work to do in building my audience for this blog, this post will address the audience who’s going to care the most about its contents. Hi Mom!

So what is a digital strategist?

It’s an important question to wrestle with because technology can be an incredible distraction. Advances in communication technologies provide channels for organizations to tell their stories to a larger audience. The potential is there to keep people so engaged in a cause that they’re willing to give of their time, energy, and money to bring on the change the organization so desperately wants to see. But the key is in how you use those channels to tell your story…or better yet, how you use those channels to build a community of storytellers.

I like to think of myself as a digital storyteller. A great author understands how to appropriately use literary devices that will connect with the reader. Likewise, I strive to understand the role our websites, blogs, email, facebook pages, twitter feeds, direct mail, letters, and phone calls play in telling the story of great organizations. Technology can cloud our vision and keep us from understanding the purpose of telling a good story. We can be easily impressed with the technology used to tell a story, but I believe people would much rather be moved by the story being told.

Nonprofit organizations have some of the best stories to tell and there is a direct correlation between their ability to tell the story of their organization and their ability to generate long-term support for the cause they care so much about.

That’s where I come in. Your story matters! It’s the fuel that propels your organization forward.

So for my mom, here’s my (hopefully) generation-agnostic answer for what I do as a digital strategist:

I help organizations tell their story in compelling ways through the channels that are most affective in advancing their cause.

#SMindyNP: What a night!

Posted on September 14, 2011 by Hannah Staton

By Hannah Staton, Achieve Client and Social Media Associate

Last night was our second #SMindyNP, a “tweetup” for everyone in Indy interested in nonprofits and social media. Indy’s a plugged-in city when it comes to social media, and it’s our hope that #SMindyNP can intersect the nonprofit community with the social media community– and man, last night did not disappoint! So many wonderful people interested in taking nonprofit social media to the next level came out from both from nonprofits and companies.

A big thank you to everyone who came, had a beer, met some new people, and overall made the tweetup such a blast. I hope to see everyone again at the next tweetup, and I hope everyone spreads the word so it continues to grow.

If you missed the tweetup, feel free to follow the attendees using this Twitter list, and check out the #SMindyNP hashtag.

Nonprofit Logos: The Good, The Bad, and The Ugly

Posted on September 8, 2011 by Hannah Staton

By Hannah Staton, Achieve Social Media and Client Associate.

We have to talk about something important– something really important. Something your nonprofit uses every day, on practically every matter, large and small. You show it to donors, investors, partners and sponsors. You put it on your website, your business cards, even a polo shirt or a coffee mug. It’s your logo, and it might be time for an update.

Your organization relies on your logo to represent its mission, it’s vision, it’s personality, and even its level of success. That’s a lot to expect from a small icon, but good logos can do it all.

However, sometimes we rely on our logos so much that we stop thinking about them and therefore don’t realize when perhaps they need an update. Your logo may not be conveying what you want it to communicate any longer. Maybe your logo is looking flat and tired, or maybe now your organization has more of a budget for a polished look. Think of it like going in for an interview: If you’re wearing a dated-looking outfit from ten years ago that’s a bit shabby, even though at one time it fit your needs, you’ll make less of an impression than the person in the sharp, timeless suit.

Here’s are some examples of nonprofit organizations that decided it was time for a logo change. The old logo is on the left and the new logo is on the right:

This logo not only breathes new life into the idea of the ballet, but manages to look like New York City by being bold and modern.

The new GLAAD logo introduces new colors and a less boxy, more streamlined direction.

Similar to the GLAAD logo, Feeding America’s new logo is less boxy and more streamlined. It’s the keystone of the organization’s rebranding, from “Second Harvest” to “Feeding America.” The yellow and green recall agriculture, and the combined Is provides a design element that can be replicated in other materials for subtle coherence with the logo.

The new Darien Library logo evokes the concept of pages turning in a book, and like the GLAAD logo it introduces new colors.

Another rebranding keystone, the CRU logo is interesting because it reflects a change in the way the organization targets young adults. The top logo is very traditional and serious, whereas the new logo gives an impression of fun and excitement.

Let’s be honest. The first logo for Arts United is kind of…bad. It’s a blue box with a terrible novelty typeface. Their new logo proves that simple doesn’t have to be, well, a blue box with white words, and is instead very memorable and sophisticated. Notice how the combined “A” and “U” suggest the “United” in Arts United.

The new logo for the gallery keeps the simplicity, but makes a bolder statement.

All of these new, more improved logos have some characteristics in common. If you’re thinking of redesigning your logo or are already in the process of a redesign, consider these elements:

Good logo redesigns should simplify. The new logos above are bolder than their predecessors, but also contain fewer elements. They catch the eye immediately, eliminate unnecessary explanation, and use clean, compact lines. The Feeding America logo cut out several words and an entire graphic.
A good logo will expand opportunities for branding. It’s important to consider how your organization can use a logo effectively in a line of products and materials: business cards, letterhead, email designs, campaign materials, etc. All of these new logos provide your marketing and department or graphic designer more freedom to work with your logo. For instance, the Art Gallery of Alberta logo redesign introduced new colors and an “overlapping” theme that can be reproduced in materials.
Logo redesigns should consider the “feel” of an organization. Chances are your nonprofit has changed since your current logo was designed. Consider the changes to your nonprofit mission, accomplishments, and personality. Notice how the updated New York City Ballet logo evokes a sense of the city of New York itself. The Campus Crusade for Christ logo is appealing to young people with a fresher and less severe update.

The logo is the keystone of your branding. It’s your first and last impression. Maybe it’s time to evaluate your logo and determine if your nonprofit needs a refresh.

All images from http://www.logoreviews.org/.

Determining Donor Communication Levels: How Intimate Are Your Donor Communications?

Posted on September 6, 2011 by Derrick Feldmann

By Derrick Feldmann, CEO of Achieve

in·ti·ma·cy Noun/ˈintəməsē/

1. Close familiarity or friendship; closeness.

It’s been said before that convincing a donor to give is hard, but convincing a donor to continue to give is twice as difficult. At the risk of sounding like Dr. Phil, the basis of sustaining all relationships is communication. This includes your relationships with your donors. If your nonprofit wants to keep the donor relationship, it’s time to ask if your organization is communicating with donors in the way they expect and need.

Consider it this way: Giving to others is a personal act. When the giving is based on a relationship and passion for a cause, it could even be seen as an intimate act. In return, today’s donor expects a form of intimate communication with the organizations they support. As a nonprofit organization, do you understand what level of “communication intimacy” your donors need to keep the relationship alive?

With the variety of communication options out there, as well as the variety of donor preferences, it can really make your head spin. Does your nonprofit decide to communicate with new donors via Twitter and established donors with direct mail? Deciding how to navigate communication with donors when there are so many generational and personal preferences at play is a real challenge, so what does a nonprofit organization do?

Let’s begin by addressing what not do when communicating with donors:

Don’t assume one size fits all. You have unique donors and constituents. It will take a platform approach to understand the best way to interact with your audiences.
Don’t assume email is the answer. Choosing one communication as a sole means to create and engage relationships with donors will ultimately be your only way of communicating with donors.
Don’t assume development, communications, and marketing are in separate silos. This traditional mode of departmentalization does not work today. Influencing and encouraging interaction happens from all levels. To the donor, you are not marketing or PR or development. You are one organization working in sync together.

Now that we have covered what not to do, we need to map out our best methods of communication. A “Communication Intimacy Chart” is incredibly helpful in this situation because it helps you determine what levels of communication a donor expects, based on their needs. Take a look at the chart below:

After using the Communication Intimacy Chart to identify levels of communication, it’s time to create a communications plan.

Step 1: Create a Communication Preferences Campaign. Design a communication campaign that will allow your donors and constituents to define their personal preferences. Spell out the variable ways of communication you have and how to sign up. List the options selected from the Communication Intimacy Chart in a visual email that allows them to simply select the level of intimacy they want to have with you.
Step 2: Brand Your Communication Platform. Create a branded area within your website that allows donors and constituents to see how and where they can sign up for messaging with you. When sending out thank you letters for gifts, create a small printed piece that directs the donor to create their personal preferences when it comes to giving, news and information, volunteerism, etc.
Step 3: Define Communication Capabilities for Each Level. In each level of communication, give the reason for communicating with donors. For instance, “Follow us on Twitter for the latest updates on our organization” gives a reason for donors to choose that level.

Creating personal and intimate communications with each donor is the best way to invest in your donor relations. A good, customized communications plan will help your donors understand why and how you plan to engage them. Lastly, be ready to pick up the phone, send that email, and post that Facebook message when you know that someone on the other end wants to hear from you.

Image Credit.

So You Need To Write a Case Statement: A Helpful Outline to Stating Your Case

Posted on September 2, 2011 by Hannah Staton

By Hannah Staton, Client and Social Media Associate

A case statement is an important document, but it can be a daunting one to write. In four to six pages, you must be able to clearly communicate your various campaign themes concisely, explain why your nonprofit organization is important, and demonstrate how your nonprofit has been successful in the past.

To help, we have created a a common outline for case statements that can serve as an outline to guide your writing. To customize this outline to fit your needs, consider your audience and purpose and write with both in mind to keep your nonprofit case statement effective and focused.

Before we begin, let’s look at the major components within a case statement and the challenges within each component.

As you can see, a case statement must set up why your nonprofit is important. Then it must make your audience understand how your organization is important through community impact and accomplishments. After your nonprofit’s importance is both communicated and understood, the linked challenge is generating support for your campaign.

To begin, let’s start with introducing your nonprofit.

STEP 1: The Introduction

Like most documents, a case statement needs a strong introduction. But unlike a lot of documents that stick to the cut-and-dry (emphasis on dry!), the point is to be compelling and draw your reader in. Think about your own interest and passion in your nonprofit’s cause and what first kindled those feelings in you, and try to convey those feelings to your reader.

Who are we? Describe the make-up of the organization.
Do we have a beneficiary/client story that explains our work?

STEP 2: Your Vision

Here you want to talk about your organization’s strengths and how you will use them to move toward your future goals. Show the readers that you know the direction you’re moving in and what value this brings to the community.

Where are you going?
Why is it important? Why does the community need your vision?

STEP 3: The Campaign

Now that you’ve laid out for vision, describe the actionable steps your organization is going to take to accomplish the vision of the campaign. Tell the reader about the most important steps, and be sure to include what you will spend on each. Explain how each component relates to the overall vision.

What is our approach to solving this problem and issue?
How exactly will we work to solve this problem going forward?
How does this specific campaign solve this problem while carrying out the vision of the organization?

STEP 4: The Donor’s Role

Describe how the participation of potential donors will ensure the organization’s future. If your audience is potential donors, tell them how the organization will be improved by successful campaign. They will want to know what your organization look, feel, and act like after the campaign.

How can donor support help the organization? Show a financial model and give numbers.
What are some specific examples of donor support making a difference in this campaign or in solving this issue?

STEP 5: Reinforce With Facts + Enhance With Visuals

You’ve probably been working facts and figures into the document as you go. Take some time to go back and reinforce areas that might need it with supporting statements that contain proof of your organization’s accomplishments. Demonstrate your progress.

At the same time, go back and look for areas that can be reinforced with engaging visuals, whether they be images, graphics, videos, or charts. Visuals provide an emotional connection to content and can seal the entire case statement into an effective package.

Finally, here are some guiding tips to leave you with as you write your case statement:

Be Simple.
Be Definitive.
Use Stories.
Don’t Assume They Know You.
Use Strong Language.

Achieve Guidance Blog