Nonprofit Expressions

The answer is not as simple as your check book might tell you. Because while a talented designer can whip something up in no time, it is important to remember that a logo will give a first and last impression of what you want your publics to think about you!

Does it reflect your purpose? Does it reflect your organization’s personality? Will it appeal to the characteristics of the specific target market you are appealing to, and your donor audiences?

I recently read an article titled, ‘Do you REALLY want a logo that only costs $100?’ by MarketingProfs. The article made the argument that “A good logo requires substantial effort: Research, brainstorming, sketches, four or five options and final tweaking. With a $100 budget, meanwhile, it’s likely the designer will produce something generic, and even resort to non-proprietary clip art that could easily appear in other logos.”

My immediate reaction was,’ Hey! We only charge $100.’ But it’s true! I couldn’t agree more with the article. You have to spend money in the beginning or pay for it, literally, down the line with redesign and rebranding - which also affects your audiences!

Although our company is not like a logo-mill who produces clip-artish logos that are pre-made and cookie-cutter, the point is that organizations need to make sure their logo is well thought through, researched, and includes more than one designer in the process.

My designer and I go through a process of brain storming ideas of the kind of designs that would motivate someone, or make a lasting impression - and certainly reflect an organization’s purpose. FREE International (Under Design Examples at http://www.nonprofit-expressions.com/portfolio.html), for example, was a logo that - yes - only cost $100, but my designer and I went through many drafts before we finally found something that truly reflected the characteristics needed: the innocence of young women involved in modern day slavery, while still portraying their captivity. By standing hand-in-hand we are given a sense of power and passion.

But FREE International is one organization who knows their audience. We went through detailed conversations with Director Mike Bartel in order to find a design that suited them. In cases where organizations need more research and and analysis to understand their target, I would suggest a Situation Analysis before even thinking about starting on a logo!

Of course there are other factors that might affect how much  you pay for a logo, like the size of your budget or the size of your audience. If you are a small food bank you might use something more cookie cutter, versus a corporation with plans to go public within the next year.

The long-term effects of consistent communications
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What’s the point of sending out email newsletters? It seems like a waste… having to write all the articles, paying someone to do the graphics design… making sure to follow all those laws… and for what?

We’ve come up with a few good reasons to conduct an email newsletter campaign, and a couple invaluable ones. First, let’s go over the logic:

1. Conducting Online Campaigns
The whole world is on the wide web. Why wouldn’t you do an online campaign? It is true that nothing replaces direct mail, personalized letters and Christmas cards… but when you get a 10 to 50 percent open rate on an email newsletter, versus an average 1 to 10 percent on a direct mail campaign, its kind of a no brainer.

2. Using Email Newsletters
If you are still reading, that means you have a brain. Of COURSE you do. You want to conduct and online campaign! You can ask your supporters to make donations online, volunteer, take action, forward information to friends, establish credibility, acknowledge partners, make announcements, and so on.

Email newsletters are the backbone of such a campaign. Why? Because consistency is critical. Potential supporters require contact with your organization at least 5 or 6 times before they recognize it. Give your organization top of mind awareness, keep current donors happy and grow your email list all at the same time!

3. Give Value to Your Supporters
Why should they donate to your organization? Your donors, volunteers and potential supporters need to know WHY. Tell your audiences about your endeavors, services, special needs, and provide advice and information that is valuable to them.

Now for the practical reasons:

1. Save Money
2. Save Time
3. Save Resources

Snail mail costs are rising. Printing costs are rising. Sure, you need someone who is computer literate to help you send out your email newsletter, but tell me that you won’t save money by not buying stamps? You can also reach your audience with almost no delay! You don’t have to wait for the printing turnaround or mailing cycle. PLUS your secretary will love you for not making her lick all those envelopes.

4. Greater flexibility
5. Better feedback
6. Detailed reporting and statistics

Today’s technology can tell you exactly WHO opened your emails and what links they clicked on. This data will help you understand their reader behavior so you know where to invest your time writing, creating tips and so on.

Email Newsletters and Churches
According to ChurchMarketingSucks.com, email newsletters may become a primary delivery vehicle for church announcements. This is a great way to cut down the clutter, save time and money, and engage church communities in online interaction (chats, forums, blog comments, etc).

Start Your Own Email Newsletter:
Nonprofit Expressions can create, write, send and analyze the consumer behavior around email newsletters. We can also do complete online campaigns! Contact us for details: info@nonprofit-expressions.com.

By Jennifer

Nonprofits today have a flood of choices when determining the best way to communicate with their donors and publics.Email advertising… Press Releases… Direct Mail Postcards… Radio ads?

Choosing the right option at the right time can be confusing and overwhelming. But worst of all - it can be ineffective. Combined correctly, however, they can become the ultimate communications campaign to increase donations, sell a product - or even get publicity (free media coverage!)

Integrated Marketing Campaigns are when an organization strategically unites all of the forms of communication so that messages and campaigns are consistent and more effective.

The Trend

Large companies often have two or three different communications branches: Marketing, Advertising and/or Public Relations. Let’s look at the differences:

Marketing:

Planning and implementing a mix of activities involved in the transfer of goods from the organization to the client. Examples: advertising, shipping, packaging, selling.

Advertising: A paid, public, non-personal, persuasive message by an organization to existing and potential clients. Examples: radio, television and pop-up ads.

Public Relations: The methods and activities used to establish and promote relationships with all of an organization’s publics. Publics include all the people who share a common interest with an organization, like customers, donors, employees, community leaders, the media, competitors, etc. Examples: donor development, media relations, crisis management.While the goal of Advertising and Marketing branches is to sell a product or service, Public Relations focuses mainly on relationships between the organization and those key publics and stakeholders. All of these branches play an important role in the growth of an organization.

The importance of integration (IMC)

With three branches going in all different directions, you can imagine how it would become difficult to have one goal. And with the branches not working together properly, a company’s relationship with its audience could be permanently damaged.

The solution? Integrated Marketing Campaigns.

Looking Out for Your Publics

Imagine your audience sitting in front of the television or surfing online—if they see your TV commercial or pass their mouse over a banner ad, no one stops to recognize the particular work of either the marketing, advertising or pubic relations department. What consumers recognize is limited to the company name, logo and basic idea. The best way to make the consumer’s connection with your company stronger is to keep everything consistent.

IMC and Your Nonprofit

You don’t have to hire an expensive company to conduct your IMC campaign. In fact, you don’t even have to major in communications to use this method! You can start with a few simple tools and a team dedicated to success.

Tool 1:

Media Planning Guide>The market strategy and planning worksheet available to our newsletter subscribers will take you through a six step method to outline your situation, strategy, identify your tactics and how to evaluate its effectiveness. Go to www.nonprofit-expressions.com/media-guide.html for your free copy.

Tool 2:

Putting It Together and Making It Work from Amazon.com>There are endless books on IMC and the method. Go to this Amazon.com book link for one example.

Tool 3

: Integrated Marketing White Paper>Integrated Online Marketing with Direct Mail Fundraising (Adding a New Communication and Donation Channel Increases Donations). Read the White Paper here.

Tool 4

: The Nonprofit Expressions Method of IMC>Nonprofit Expressions is not an advertising company. We are not a web design company. We are not a market research company. Nonprofit Expressions is in the business of communication. We want to make sure you know your audience and that your audience knows you, whether your target public is a businessman looking to support your ministry, or an internal support staff member. Nothing will happen without relationships and relationships are impossible without communication.For a free communications assessment or a complete list of resources, please contact the author at jennifer@nonprofit-expressions.com.