Sharing Entries For Awards-Part Four, The Fundraising Video

We continue sharing the Greater St. Louis Area Council, Boy Scouts of America’s entries in the National President’s Marketing Awards, a marketing and communications contest held by the National Council of the BSA.

The Friends of Scouting campaign video is submitted in the Finance Support Material category.  (Friends of Scouting is the council’s annual fundraising campaign.) If we are recognized with an award, it goes to Marc Tenholder, a Development Director at the council, and Chuck Voss, a veteran Scouter in Cape Girardeau, Mo., who works in the creative services department at KFVS.

Objectives
The Friends of Scouting campaign video is produced to accomplish a number of objectives:
• Explain how Scouting influences the lives of thousands of young people throughout our council
• Show families of Cub Scouts that more fun and adventure await them if they remain in the program
• Explain how the council is funded
• Show Scouts and volunteers enjoying the program and talking about its value and outcomes
• Ask prospective donors to make a Friends of Scouting contribution

The video is primarily created for use during Friends of Scouting presentations at banquets and other unit gatherings where families will be asked to contribute. The video is posted on the council’s YouTube site so it can be accessed from other websites and e-mail solicitations.

The video was produced in 2011 for use during the 2012 campaign.

Planning
We received positive feedback from the previous year’s video that featured youth members in all levels of the program. We wanted to improve this year’s video by including more ethnic diversity, featuring all council camps and properties, and showing all levels of the Scouting program.

Council staff members used FlipCameras to record interviews and activities taking place at our council camps during the fall. The raw video was cataloged. A script was developed and a rough outline was produced. A member of the council’s marketing committee, who also is a video producer at a television station in the council, reviewed the video, the script and the outline. He performed the editing, sound mixing, and recruited the professional announcer from his television station to perform the voice over.

More than 150 DVDs were produced and distributed to volunteers throughout the council’s 15 geographic districts. The video also was played during the council’s Friends of Scouting kickoff dinner and Executive Board meeting.

Impact
This campaign raises approximately $750,000 each year. To date in 2012, the campaign raised $324,450, which is tracking approximately 5 percent ahead of 2011.

Lessons Learned
Scheduling the editing and production of the video needs particular attention during an election year as our producer communicated to us that his workload will be quite heavy between July and November. We also plan to get more video of Cub Scout day camps and Boy Scout summer camps to better showcase the wide variety of programs and activities made available by Friends of Scouting donations.

We also received some negative feedback on the professional announcer reading the script. Instead of the more polished approach, some believe the script should be read by an articulate older Boy Scout or Venturer.

How Planning, Collaboration Yielded A 430-Percent Return On Investment

Join us for the March Community Service Public Relations Council luncheon and a presentation on how planning and collaboration led to a 430-percent ROI (return on investment.)

Tuesday, March 8, 2011
11:30 a.m. to noon: registration and networking
Noon to 1:15 p.m.: lunch and program
Meeting Fees: members: $25; non-members: $35; students: $20
Meeting Location: Sheraton Clayton Plaza Hotel, 7730 Bonhomme Ave., St. Louis, MO 63105
(Complimentary parking is available in the hotel garage. Make reservations no later than noon on Friday, March 4th. Walk-ins may not be able to be accommodated. Cancellations must be made at least 24 hours in advance; no-shows will be billed.)

 

Photo by photobunny

The Regional Arts Council dared to ask arts organizations to share one of their most important assets–their mailing lists. They also requested transaction information and developed a strategic and collective marketing tool. The Database of the Arts (DART) allows St. Louis cultural organizations to:

• Collaborate on marketing by sharing information about culture customers
• Target mailings to the best possible prospects
• Grow St. Louis audiences rather than compete for the same patrons
• Increases sales of season subscriptions, individual performance tickets and institutional memberships using the “six dirty little secrets” of the for-profit catalog world.

In the first year of using the shared database, there was a 430-percent return on investment.

Arts and cultural institutions suffered the greatest losses of all non-profit organizations during the last two or more years. However, DART is proving to be critical key in developing constituencies and increasing the return on marketing investments.

John Elliott of the Elliott Marketing Group (EMG), the lead architect in designing the DART program with the Regional Arts Council, will share what you need to know about creating productive partnerships and stretching resources. He will share the keys to developing an innovative direct marketing program using database tools like DART and show how non-profit organizations can succeed when they collaborate.

CLICK HERE TO MAKE A RESERVATION

Make reservations no later than noon on Friday, March 4th. Walk-ins may not be able to be accommodated. Cancellations must be made at least 24 hours in advance; no-shows will be billed.

Save The Date: Spectrum Conference On May 10

Photo by Sean Dreilinger

The Community Service Public Relations Council’s annual Spectrum Conference will be on Tuesday, May 10, 2011, at the Holiday Inn Southwest-Viking Conference Center (Watson Rd. and Lindbergh Blvd. in Sunset Hills, Mo.) The theme for this year’s conference is, “Bright Futures.”

Spectrum is the only one-day conference in the St. Louis metropolitan area that’s designed exclusively for nonprofit organizations. Spectrum offers four program tracks and explore topics of special interest for,

• executive directors and board members,
• marketing and communications professionals and volunteers,
• development staff,
• newcomers to the nonprofit world,
• and those who are in a new role at a nonprofit and need to gain skills in various areas.

Conference attendees can follow one track throughout the day or attend other sessions.

Conference registration isn’t open yet, but if you would like to be added to the invitation list, please send an e-mail to info@csprc.org or call (314) 416-2237.

Melinda Gates suggests nonprofits follow 3 of Coca-Cola’s strategies to better serve people

Here’s a juxtaposition. Someone who gained incredible wealth from a ubiquitous software platform is advocating the ubiquitous nature of Coca-Cola to improve the work of nonprofits.

Melinda French Gates, wife of Microsoft founder Bill Gates, gave a TED Talk in October, “What nonprofits can learn from Coca-Cola.” (See link below.)

Melinda Gates

Mrs. Gates dedicated her life to improving living conditions throughout the world through the Bill and Melinda Gates Foundation. She has travelled the world and witnessed extreme poverty. But everywhere she goes, there’s Coca-Cola.

Coke is ubiquitous. Clean water, wholesome food and adequate medical care may be nowhere in sight, but you can get a Coke in these far-flung places. If Coke can be produced, delivered, marketed and sold in these third-world nations, she believes nonprofits can help people live better lives there as well. She believes nonprofits must continually learn from innovators throughout the world and develop Coke-like strategies to save lives and make the world a better place to live.

Mrs. Gates earned her undergraduate and MBA from Duke University. With that educational background, she studied Coke and stated how nonprofits should adopt three of Coke’s strategies to improve effectiveness:

1. Take real-time data and immediately use it to improve.
2. Tap into local entrepreneurial talent.
3. Great marketing.

Most successful nonprofits in the United States utilize some of these strategies. But there’s great insight into narrowing the focus to these three elements. Here’s a few thoughts and some elaboration:

1. Mrs. Gates evaluates the work of many nonprofits that were assisted by the Gates Foundation. She criticizes nonprofits for analyzing data at the end of the project instead of throughout execution. She recalls a description of this type of evaluation as ”bowling in the dark.” You roll the ball, hear the pins fall, turn on the lights and then look to see what happened. But real-time data helps ”turn on the lights.” The problem with most nonprofits is that they’re so focussed on executing, many directors and boards may think continual evaluation of data might detract from completing the project. Plus, evaluating outcomes will continue to be a weakness of many nonprofits organizations.
2. Nonprofits need to continually recruit the talented staff, boards and volunteers. They must be allowed to take risks, but too often are punished for failing. Nonprofits can never have too many passionate people who are strategic thinkers and action-oriented leaders.
3. Marketing in this sense is much more than television commercials. It is every aspect of a nonprofit’s image and brand. Mrs. Gates states that most nonprofits make an incorrect assumption that if someone needs something–vaccinations, clean water or medicine–nonprofits don’t have to make them want it. She talks about how all people seek a “deep happiness.” Nonprofits need to show people how they will find “deep happiness” by receiving assistance from that organization.

So, I’ll be thinking about the three Coca-Cola traits as I write my communications plan for 2011–using Microsoft software.

Where I Read ‘Ice Age’ To Describe Philanthropic Climate

A  number of people gasped Wednesday afternoon when I made a comment at the joint meeting of the Community Service Public Relations Council and the International Association of Business Communicators.

During the panel discussion, it was clear that corporate giving in St. Louis might never return to what it once was. Furthermore, businesses and corporations across the nation are more focused on survival than their philanthropic role or image as a corporate citizen.

I made a comment at the end of the discussion that nonprofits should be looking to businesses to engage their employees as volunteers and begin the process of cultivating them as donors because corporate philanthropy appears to be heading for an ice age.

I read that term in a Nov. 9, 2010, article on the Washington Post website: Nonprofits struggle to survive and maintain services. Here’s the paragraph that caught my attention:

Since the economy began to plummet, Chuck Bean, executive director of an association of local charities, the Nonprofit Roundtable of Greater Washington, has pushed organizations to make lasting changes such as shedding nonessential duties, sharing back-office functions, reducing staff size and in some cases merging with other groups. His core message, he said, was this: “If you think this is a storm, or you can batten down the hatches, maybe tap into your reserves and the storm will pass and things will go back to normal, then you’re wrong. I think of this as less of a storm and more like an ice age.

I sincerely hope that businesses and corporations will maintain or enhance levels of philanthropic giving in St. Louis and throughout the nation. But nonprofits cannot rely on previous levels. And nonprofit communicators will be critical to help organizations develop communications strategies that will increase volunteers and advocates and convert them to donors.

Americans Trust Nonprofits To Solve Problems

Kenneth I. Chenault

After all of the nasty political rhetoric that preceded this week’s mid-term elections, it wasn’t too surprising to find a story that people trust nonprofits more than government to solve society’s problems. The survey was part of a multi-million dollar contribution that was announced at a nonprofit leadership conference.

The article on the Chronicle of  Philanthropy website, “Americans’ Faith in Nonprofits Is Strong, Survey Finds,” quoted a study by American Express. On Wednesday, American Express Chairman and Chief Executive Officer Kenneth I. Chenault announced a $25 million funding commitment to develop leaders in the nonprofit sector. The announcement was made during the fifth annual American Express Leadership Conference in New York. The conference is a nationwide training program to develop the next generation of leaders in the nonprofit sector.

The survey also found that nearly nine out of 10 Americans say that nonprofit groups face financial problems of their own and that getting sufficient money is one of the biggest concerns for charities. Four out of five Americans agree that nonprofit groups don’t have “the resources to invest in the growth and development of their employees.”

A couple of themes and questions emerge when reviewing the research.

• If Americans trust nonprofits more than the government, will they increase their donations to provide more help to nonprofits?
• How does this trust level compare with the increased scrutiny of nonprofits? It doesn’t seem like a week goes by without a story being published on questionable nonprofit financial practices, fundraising through telemarketers and or exorbitant salaries of executive directors.
• Nonprofits will have to increase their marketing and communications to take advantage of this level of trust. They must be prepared to communicate their successes, needs and vision to the general public. If not, they will continue to struggle to raise money.
• Will this motivate nonprofits to take more risks and be more innovative to solve more problems?
• If people trust your nonprofit, will they be more trusting if you’re collaborating with other trusted nonprofits?

The survey also found that among those interested in working for a nonprofit organization, 67 percent said such work could be more rewarding than other kinds of employment and 41 percent said it would mean earning lower pay. This wasn’t too surprising. Many in the corporate world yearn to have their efforts contribute to making the world a better place. However, many people working in nonprofits are highly dissatisfied with their working environments. These employees often are dismayed with the lack of alignment between the organization’s mission and the spirit and values displayed by managers, board members, volunteers and fellow workers. Nonprofit leaders must always be aware of the culture throughout their organization because it could interfere with mission fulfillment.

Great leaders are in short supply throughout all sectors of our country. Training and education are key elements in developing leadership skills. But leaders must be skillful in communicating, organizing, motivating, evaluating and recognizing those who follow them. More importantly, they must lead by example. Their character, integrity and values will speak louder than any words they use.

Corporate Giving, Community Collaborations To Be Discussed At CSPRC November Luncheon

Bill Gates speaks to staff at Department for International Development in the United Kingdom. Photo by DFID - UK Department for International Development

Nonprofit and charitable organizations are continuing to struggle to fulfill their missions and serve their clients and communities. Corporations must focus on making a profit.

Both groups are continuing to struggle as the recession comes to an end. But where is the middle ground where nonprofits and corporations will and can meet to help serve those in their communities that need assistance?

This will be the topic during the next Community Service Public Relations Council monthly luncheon. It will be a join meeting with the International Association of Business Communicators (IABC). The panelists:

• Kasey Bergh, Community Relations Manager, Nestle Purina Foundation
• Mary McMurtrey, President, Gateway Center for Giving
• Lucie Springmeyer, Senior Vice President, Forest Park Forever

The panel will discuss the current state of corporate giving and opportunities for community collaboration in the St. Louis area, plus provide some solid takeaways. Marketing and communications directors are encouraged to invite their President/Executive Director to attend.

When: Tuesday, November 9, 2010
11:30 a.m. to noon: Registration and Networking
Noon to 1:15 p.m.: Lunch and Program
Where: Sheraton Clayton Plaza Hotel, 7730 Bonhomme Ave., St. Louis, MO 63105
Complimentary parking is available in the hotel garage.
Cost: Members: $25; Non-Members: $35; Students: $20
Please note: Make reservations no later than noon on Friday, November 5th. Walk-ins may not be able to be accommodated. Cancellations must be made at least 24 hours in advance; no-shows will be billed.

CLICK HERE TO REGISTER ONLINE

Slides From UMSL Continuing Education Course: Developing A Marketing Plan For Your Nonprofit

There were great conversations, questions and interactions during a University of Missouri-St. Louis Continuing Education class on developing a marketing and communications plan for your nonprofit organization on Wednesday, Oct. 20, 2010.

More than 25 people attended on Wednesday and there were some great questions and conversations.

I failed to include a link to one of the templates I used in the presentation. The four quadrants of developing a marketing and communications plan and committee can be downloaded by clicking here (PDF).

Here’s a link to my deck of slides:

Dan Buck To Speak At Tuesday’s Community Service Public Relations Council Luncheon

Dan Buck

The board of the Community Service Public Relations Council didn’t know it at the time when he was confirmed to speak, but Dan Buck will be making one of his last public appearances as the executive director of St. Patrick’s Center during Tuesday’s monthly luncheon. Buck will become the executive director of the Cardinal Glennon Children’s Hospital Foundation on Nov. 8. 

Board members should be your nonprofit organization’s best advocates and communicators. However, that’s not always the case. Buck will speak on ways to orient and utilize board members to be effective communicators for your nonprofit organization.

Tuesday, October 12, 2010
11:30 a.m. to noon – Registration and Networking
Noon to 1:15 p.m. – Lunch and Program

Meeting Fees
Members: $25
Non-Members: $35
Students: $20

Sheraton Clayton Plaza Hotel
7730 Bonhomme Ave.
St. Louis, MO 63105
Complimentary parking is available in the hotel garage.

CLICK HERE TO REGISTER ONLINE

Buck is one of the most visible executive directors in the St. Louis nonprofit community. He also may be the most humble and honest in that group. In an Oct. 1 article in the St. Louis Post-Dispatch, Buck was quoted as saying St. Patrick’s Center, “need(s) an operations guy, and that’s not my strong suit.”

Few executive directors would admit that. Fewer would have the humility to step aside when they realize their organizations need someone with skills, talents or abilities they don’t possess. However, the St. Patrick’s Center team doubled their operating budget in the last eight years under Buck’s leadership.

Buck is proof that a communicator with passion, leadership and vision can succeed when moving from media or public relations into the role of an executive director of chief executive officer.

Join Me For 2-Hour Course On Developing Your NPO’s Communications Plan

Many people who find themselves responsible for their nonprofit organization’s communications fall into one of two categories.

One, their organization doesn’t have a viable communications plan and they’ve been delegated that responsibility.

Or, two, their organization has a communications plan and they have no training or experience in communications.

If you fall into one of these categories, or if you would like to learn how to develop an effective communications plan for your nonprofit organization, you’re welcome to join me for a two-hour non-credit course at the University of Missouri-St. Louis Nonprofit Management and Leadership Program.

Developing an Effective Communication Plan for Your Nonprofit Organization
Wednesday, October 20, 3-5 p.m.
J.C. Penney Conference Center
University of Missouri-St. Louis
$30

Click Here To Register Online

Download A Printable Flyer (PDF)

Course Description: Nonprofit organizations are faced with an increasing demand for their services and a more challenging fundraising environment. Perhaps more than ever before, success or failure is determined by how successfully NPOs commuicate their mission and services. Whether you’re an executive director, board or staff member, plan to join us as we help you develop an integrated communication plan and strategy for your organization. We’ll look at ways to measure success and help you define and develop marketing and communication channels.

We’ll look at integrating traditional communications channels as well as social media into a plans for orgainzations of all sizes. We’ll also review some fundamental elements that must be in place for any communications plan to succeed in a nonprofit organization.

My goal is that every person who attends this course will leave with at least one or two strategies–if not an entire plan–that will help their organization achieve a mission-based goal.

See you then!