Bloom Metz Consulting

Why Endowments Now!

heidi — Fri, 24 Jun 2011 05:46:11 +0000

by Seth Bloom

Focusing on building – or establishing for the first time – your endowment fund is perhaps the best way to respond to the challenges presented by a strained economy.

Given the recent challenges nonprofit organizations have been facing, focusing now on strengthening – or perhaps establishing for the first time – your endowment fund, may seem antithetical to how most organizations have been responding: working harder to raise more money today, or cutting back on expenses. Both strategies are reasonable and even advisable, yet putting your future on hold by not focusing on your endowment today is the opposite action to take at a time when opportunities are abundant and being missed every day.

Endowment giving provides alternatives for your loyal donors: Especially at a time when the supporters who care most about your organization are reducing or at best maintaining their charitable donations through the traditional forms of giving to which they’re accustomed, continued financial support has become more difficult than ever as they struggle to make ends meet. Yet, these are the supporters most likely to include your organization in their estate plans if asked. After all, bequests, which are the most common form of planned giving, do not cost your donors anything in their lifetime. Educating your loyal donors about planned giving now will lead your supporters to consider alternative options and yes, relieve whatever guilt they may be feeling because they have not been able to continue their previous level of support.

Your prospect pool is right in front of you and prime for the conversation: As Baby Boomers continue to age, many are actively working with their personal advisors to help them maximize their estates, so now is the perfect time to inspire them to include your organization. Given the uncertainties of the economy and a natural tendency people have to be concerned about the future and their financial position, many of these individuals are the ones sleeping with their assets under a mattress – and they intend for it to stay there until needed. A little education about the simplicity of a bequest can go a long way. Talking about it – and highlighting others who are making bequests to your organization – will help you build for the future today.

If you’re not speaking with your donors, another organization will: There are many reasons why large institutions such hospitals and universities are spending more resources than ever on planned giving. One of the beauties of contributions through planned-giving vehicles such as simple bequests is that your friends can support all of the organizations that matter to them and they don’t have to pick and choose. So even if you’re feeling as if your organization is behind curve, why not join the conversation they may have already started with the other nonprofits they care about.

This list of reasons could continue for why now is the right time to focus on building – or creating – your endowment program. Of course there are many strategies to consider but perhaps the best advice of all is reflected in the familiar message suggested by Nike: “Just Do It.”

Seth Bloom is President of Bloom Metz Consulting Inc. Bloom Metz specializes in nonprofit fundraising, strategic planning, marketing and leadership development. www.BloomMetz.com

Twitter – Don't Be a Hater

jessica — Fri, 24 Jul 2009 14:25:31 +0000

This post was originally submitted on my blog, http://www.jesskupferman.com but I thought it would be appropriate to share here as well. \n\nLately I’e2’80’99ve seen many Facebook status updates and overheard conversations (yes, I’e2’80’99m an eavesdropper) where people just talk about how much they hate Twitter and how useless it is.\n\nSometimes this type of conversation makes me think of other things that people hated in the past ‘e2’80’93 because it was different, or because they didn’e2’80’99t know or understand what it was. I hesitate to use the ‘e2’80’9cR’e2’80uc0u157 word ‘e2’80’93 but I will say that as a minority in this country, I’e2’80’99ve been involved in enough conversations about race, religion and sex to know ‘e2’80’9chate is derived from ignorance and/or fear.’e2’80u157 And I think it’e2’80’99s true in Twitter’e2’80’99s case as well.\n\nMost people sign up for a Twitter account and then tweet something to the effect of ‘e2’80’9cJust trying out Twitter,’e2’80u157 or ‘e2’80’9cTweeting for the first time,’e2’80u157 or the slightly negative ‘e2’80’9cTrying to figure out this Twitter thing.’e2’80u157 \n\nAnd then, that’e2’80’99s the only thing they ever tweet.\n\nI wonder, have the Twitter haters ever made an effort to ‘e2’80’9cget to know’e2’80u157 Twitter? If they ever Googled ‘e2’80’9chow to use Twitter,’e2’80u157 they would know that you can get the best use out of Twitter in 2 major ways: as a research tool, and as an audience builder.\n\nFollowing people who are tweeting about subjects you are interested in. How do you find those people? Do a search under the search link at the bottom of the page, and search for that subject. In my case it was ‘e2’80’9cgraphic design’e2’80u157 or ‘e2’80’9cweb design’e2’80u157 although I’e2’80’99ve found some great people to follow just typing in where I live as well. There’e2’80’99s such a wealth of information out there about every single subject!\n\nTweeting links to interesting articles you read. This helps people who are interested in the subjects YOU are interested in find you, and follow you. Then you build an audience, and look like an expert in whatever you’e2’80’99re tweeting about.\n\nYes, it takes a little time to build a following, but it’e2’80’99s also fascinating to watch over time to see how fast it grows. Yes, at first it’e2’80’99s silly to tweet to’e2’80′a6well, no one, if your followers are few and far between. But most people find that the more people they follow, the more follow back! That and a compelling 1-line bio will attract you to thousands.\n\nThere are so, so many links and blogs and books out there about how to use Twitter and why it’e2’80’99s great, and this post isn’e2’80’99t meant to do that. It’e2’80’99s mainly a blast to tell the haters ‘e2’80’93 don’e2’80’99t hate what you don’e2’80’99t understand.

What can you learn from my daughter and the TV show The Philanthropist?

jeffmetz — Thu, 25 Jun 2009 21:58:30 +0000

I think about philanthropy every day. I am in the business of philanthropy, helping nonprofits raise money and fulfill their missions. I serve on nonprofits boards, I give to my religious institution, my children’e2’80’99s school, my alma mater, United Way, community organizations and national charitable organizations. However, despite the fact that I live and breathe philanthropy, somehow I missed it. I missed what my daughter was doing at the beginning of the summer.

Now don’e2’80’99t get me wrong, I have known that over the past year my 16 year old daughter has been working, babysitting and squirreling away every bit of her grandparent’e2’80’99s birthday gifts and left over lunch money to head to Peru for two weeks. She went on a great program (that she paid for ‘e2’80’93 I know I’e2’80’99m bragging but why not?) that included eight days of community service from 7 am to late afternoon each day. I knew every detail of the trip but I really missed it. I missed the real nature of the work she would be doing and the potential impact on the community, until last night.

Last night was the debut of the Philanthropist, the NBC drama about a billionaire wheeler dealer turned adventure activist, a kind of Indiana Jones meets Bill Gates. Not a bad show really, but that’e2’80’99s for another blog. What it did, is remind me of the power of doing. The impact of action.

For eight days, my daughter and eight other teenagers crafted mud bricks, built walls and covered them with clay shingles. No, they weren’e2’80’99t building houses they were building huts’e2’80′a6..for guinea pigs. Why you ask? Guinea pigs are served by families and restaurants throughout Peru, (yes, I am sure it tastes like chicken) and there is a need for more to be raised and sold in the cities. By providing for each family in this remote village an hour from Cuzco, their own hut fully stocked with a starter family of eight guinea pigs (7 female and 1 male), they essentially started a small business venture for each village family.

I know this model of micro lending/ micro economics is not new, but it was to her and forgotten by me. Now in Socma, Peru the efforts of my daughter and the other participants will have a long lasting positive impact on so many.

I know, I know ‘e2’80’93 it’e2’80’99s the basics’e2’80′a6teach them how to fish. It’e2’80’99s just so amazing when it’e2’80’99s your own daughter doing the teaching.

Client Genealogy – Donor Genealogy

susandetwiler — Mon, 01 Jun 2009 16:51:38 +0000

Have you ever figured out where your major donors come from? I call it Donor Genealogy, ‘c2 and it’s a private sector marketing technique that may be useful to your organization. It means working backwards through your donor list, to see the ultimate source of your major donors. It’s a great way to engage board members and past presidents with institutional memory in helping you focus your dollars and energy where they will be most productive. ‘c2 This article talks a bit about it; if you want to learn more, feel free to contact me or give me a call at Bloom Consulting!\nsdetwiler@bloomconsultinginc.com

Salisbury Zoo Cares for Endangered Species

susandetwiler — Thu, 28 May 2009 14:59:57 +0000

One of our clients, Salisbury Zoological Park, Salisbury, MD, is embarking on a capital campaign to “Renew the Zoo”. This gem of a free zoo in the heart of Wicomico County gets more than 5000 visitors each month. Taking care of and educating about the many endangered species housed at the zoo is a special mission of the skilled staff. Here’s an article that really tells you why this campaign is so important:\n\nBear under goes dental surgery\nhttp://tinyurl.com/p242pq

Why Hire an Interim Exec or Director?

susandetwiler — Tue, 19 May 2009 19:47:47 +0000

When your Executive Director resigns, the first impulse is to find a replacement as quickly as possible. But that’s not always the wisest course of action. Interim Executive Directors keep your organization going when your Executive Director leaves. Interim Development Executives can be temporary replacements for a vacancy, or can be engaged to set up a development function that will be implemented by future or existing staff.\n\nYour organization is unique. It needs someone at the helm who understands and is passionate about the mission, can navigate the many constraints on your services; can relate to all the different personalities involved, and can do it all within your financial realities. Staff is understandably unsettled, and may need some time to adjust to the loss of the status quo.\n\nFinding this person takes time, and the process shouldn’t be rushed. How do you keep the organization moving forward while a complete and thorough search is made? Many nonprofits turn to an Interim Executive Director.\n\nBenefits of an Interim Director\n\nThere are several advantages to having an Interim Executive Director:\n\n’c2′b7 Time: Although finding a full-time permanent Executive may take months, an Interim can be on board within a few weeks. This keeps the organization moving, takes the administrative details off the hands of the Board of Directors, and lets the Search Committee focus on finding the best person for the job.\n\n’c2′b7 Credibility: Hiring an Interim ED demonstrates to staff, supporters and public that you take the Executive search seriously, and will devote the needed time to fill the position. You show that you understand an Executive Director is necessary to the well-being of the organization, and the role should not be left open for an indeterminate amount of time.\n\n’c2′b7 Objectivity: An external Interim ED doesn’t want to be the full-time Executive. The Interim comes in with a fresh pair of eyes and a full complement of experience to apply to your organization, without worrying whether any one action or honest report to the Board will jeopardize a future hiring. Staff is aware that the Interim will not be aboard for long, and is usually more forthcoming with honest appraisals of the organization.\n\n’c2′b7 Staff Relations: Staff is frequently unsettled when you lose a long-time Executive Director. If the former ED was well liked, the Interim creates a buffer between old and new, allowing staff time to adjust to the idea that things won’t be done the same way. If there were unresolved issues with the former ED, an Interim can relieve anxieties and stress, draining away some of the problems before the newly hired ED is confronted with them.\n\n’c2′b7 Board Support: The Executive Director is the primary point of contact between staff and the Board of Directors, maintaining the momentum of board activities. During the months of the search, the Interim fulfills that role, addressing board concerns, representing staff in board meetings, and ensuring staff response to board requests. In addition, the Interim brings a new set of eyes to Board/Executive interaction, and can offer guidance on alternative ways of handling concerns.\n\n’c2′b7 Hiring Assistance: Including the Interim Executive Director in the hiring process provides the Board of Directors with on-the-ground expertise. By the time you receive resumes, the Interim has enough experience with daily operations to comment on a candidate’s qualifications. The Interim can arrange for staff interviews with the candidate, observe candidate-staff interactions, and report to the search committee. Having the Interim interview final candidates provides additional insight, particularly noting the kinds of questions the candidates ask of someone who is actively part of the organization.\n\nWhy not an Internal Interim?\n\nIt may be tempting to use an internal candidate to act as Interim, but be very cautious. If the internal candidate is also expected to do his or her own job, then both the Executive position and the candidate’s current position will be short-changed. It’s not fair to the internal candidate to then be judged on less than optimal results, when the external candidates don’t have that strike against them. In addition, if the internal candidate is not chosen for the promotion, you are faced with a de facto no confidence vote. By using an external Interim, an internal candidate who is not selected can better understand that there was a better candidate for the job, rather than experience it as a failure.\n\nIt’s always unsettling when your Executive Director leaves. Finding and transitioning to a new Executive Director is draining on all those involved. But you may have just been given the perfect opportunity to get a fresh perspective on your organization, expert advice, and the benefit of a wide range of experience. Consider an Interim.

Donor Recognition: 10 Ways to say ‘e2’80u157 Thank You’e2’80u157

sethbloom — Tue, 19 May 2009 19:40:10 +0000

Why is that 9 out of 10 times when we’e2’80’99re conducting a Feasibility Study or a Development Assessment and we ask the interviewee ‘e2’80’9chow important is donor recognition to you and how important do you think it is to others’e2’80uc0u157 they reply it’e2’80’99s not necessary for them but it’e2’80’99s critical for others.’e2’80u157 ‘c2 The truth is ‘e2’80’93 and the proof is ‘e2’80’93 recognizing individuals should be an active component of your fundraising program but it’e2’80’99s not always just about a plaque on a wall.’c2 Often, donors appreciate the simple acts of thoughtfulness, many which won’e2’80’99t cost the organization anything.\n\nRecognizing your donors is not only an effective way to let them know their support is appreciated, it’e2’80’99s a way to set an example for others. Think about the last time you went to a show where a program booklet was distributed ‘e2’80′a6 chances are you’e2’80’99re like most people and first looked for your name and then reviewed the other names, mentally checking-off in your mind who you knew and subconsciously reacting to their level of giving.’c2 If you found many of your peers in a higher category, you may increase your contribution next time you’e2’80’99re asked.’c2 For the person who didn’e2’80’99t contribute at all, your example may inspire them to participate the next time they’e2’80’99re solicited.\n\nHere are 10 ways to say ‘e2’80’9cthank you’e2’80u157 to your donors:\n\n1.’c2 ‘c2 ‘c2 ‘c2 Pick-up the phone:’c2 Before a thank you letter is sent, call the donor.’c2 For a major gift, it’e2’80’99s perfectly appropriate for the donor to hear from more than one person.’c2 For example, if a board member solicited the contribution, the board president and/or the executive director can call the donor to express gratitude.’c2 The solicitor can also call the donor the next day to say thank you again.\n\n2.’c2 ‘c2 ‘c2 ‘c2 Personalized Thank You Letters:’c2 Thank you letters should be mailed within one week of the contribution.’c2 Hand-written thank you notes demonstrate thoughtfulness.’c2 Again, more than 1 person can send a thank you letter.’c2 If it’e2’80’99s a type-written letter on the organization’e2’80’99s stationary, hand-writing a personal p.s. is a nice touch.’c2 Never send a return envelope with a thank you letter, unless of course the donor has requested it.’c2 Thank you letters should also be sent when a donor has paid a pledge.\n\n3.’c2 ‘c2 ‘c2 ‘c2 Regular Contact:’c2 Don’e2’80’99t wait until the next campaign to contact your donors.’c2 For major donors, personally invite them to a program your organization for a tour or to participate in a non-fundraising program. Volunteers and professionals can invite donors to lunch or breakfast just to discuss the latest and greatest at your organization.’c2 ‘c2 Sometimes just a phone call ‘e2’80’9cbecause I was thinking of you’e2’80u157 can be a great way to let your donors know they’e2’80’99re thought of more than just when it’e2’80’99s time to ask for money.\n\n4.’c2 ‘c2 ‘c2 ‘c2 ‘c2 ‘e2’80’9cThank-a-thons’e2’80u157 :’c2 Many organizations have become expert in organizing phoning sessions for fundraising purposes.’c2 Using the same model, consider scheduling ‘e2’80’9cThank-a-thons’e2’80u157 when the only purpose of the call is to thank donors for their support. Calling donors merely to thank them is generally a welcome surprise.’c2 Your callers also will appreciate the change of pace ‘e2’80′a6 perhaps start a phoning session by calling your current donors or reserve 30 minutes on your next board meeting agenda to have your board members simply call people to thank them.’c2 In our world of sound-bytes, create a fast one-liner that highlights something happening at your organization and be sure to emphasize it’e2’80’99s ‘e2’80’9cthanks to your support.’e2’80u157 \n\n5.’c2 ‘c2 ‘c2 ‘c2 Dedications:’c2 Dedication plaques are a tried-and-true method of donor recognition.’c2 Donor walls can be so much more than just a list of names and actually they don’e2’80’99t need even to be plaques on walls.’c2 More and more organizations are creating a donor recognition piece that is also a piece of art, such as a wall of mosaic tiles or a free-standing sculpture.\n\n6.’c2 ‘c2 ‘c2 ‘c2 Connect with Everyone:’c2 Understandably, organizations often will focus their donor recognition efforts on their major supporters but all donors should be nurtured.’c2 While it doesn’e2’80’99t present as much opportunity for personalization, adding a donor to your mailing list or an e-mail distribution list can help you convey the donor is a ‘e2’80’9cStakeholder’e2’80u157 of your organization.\n\n7.’c2 ‘c2 ‘c2 ‘c2 Loyal Supporters:’c2 For organizations that conduct annual campaigns, take a look at the number of years a donor has been contributing to your annual appeal.’c2 We all know the stories of the ‘e2’80’9clittle old lady’e2’80u157 who contributed modest amounts of money in their lifetime but left significant bequests to their favorite organizations when they died.’c2 Consider launching a recognition program based on the number of years a donor has contributed to your organization.\n\n8.’c2 ‘c2 ‘c2 ‘c2 Public Recognition:’c2 Many organizations are very good about recognizing donors in their internal publications such as newsletters, but many miss the opportunity to thank the donor in a more public forum such as a major event or annual meeting.’c2 Major donors should be asked for their permission for your organization to send a press release to the local press.\n\n9.’c2 ‘c2 ‘c2 ‘c2 Gifts : Gifts can be an effective way to let a donor know you appreciate the support but caution should be taken because donors don’e2’80’99t want to feel as if you’e2’80’99re spending ‘e2’80’9ctheir money’e2’80u157 inappropriately. An effective way to demonstrate your commitment to the service the donor contributed to is for gifts to be underwritten through a specific contribution and for this to be made very clear for the donors receiving your gift.\n\n10.’c2 ‘c2 ‘c2 ‘c2 Be creative:’c2 Chances are your major donors are being cultivated by many other organizations for their support so consider unique ways of thanking your donors that will demonstrate you really care.’c2 A great example of a creative way to recognize a donor that didn’e2’80’99t cost the organization too much money is the college who saluted their major donor in the stands at a basketball game by having the players salute their benefactor at the beginning of a game by coming on to the court wearing his signature bow-tie.

6 Steps to Developing a Strategic Marketing Plan That Works

marlacooper — Tue, 19 May 2009 19:34:16 +0000

Why is it that I’e2’80’99m often met with those glazed stares when I’e2’80’99m brought in as a Strategic Marketing Consultant and I ask to see an organization’e2’80’99s ‘e2’80’9cCommunications Plan’e2’80uc0u157 . This should be as basic to any organization as an Operating Budget and yet it seldom exists as a comprehensive, integrated and well thought out document. Why is this so often neglected by organizations when it is clearly so key to success in today’e2’80’99s competitive and dynamic marketplace? Possibly because there are many misconceptions about what a Strategic Marketing Plan is and what is should do.\n\nBefore exploring the steps to developing a Strategic Marketing Plan, let’e2’80’99s first determine exactly what it means. The term ‘e2’80’9cstrategy’e2’80u157 is rooted in military tradition. According to Webster’e2’80’99s Dictionary, a ‘e2’80’9cstrategy’e2’80u157 is defined as ‘e2’80’9cthe science and art of military command exercised to meet the enemy in combat under advantageous conditions’e2’80u157 . The Random House Dictionary of the English Language defines the same term as ‘e2’80’9cthe science or art of combining and employing the means of war in planning and directing large military movements and operations.’e2’80u157 ‘e2’80’9cMarketing’e2’80u157 is then defined by Webster’e2’80’99s as ‘e2’80’9cthe act of selling or purchasing in a market’e2’80u157 , while Random House explains marketing as ‘e2’80’9cthe act of buying or selling in a market.’e2’80u157 \n\nTherefore, if you combine both of these terms to explain ‘e2’80’9cStrategic Marketing’e2’80u157 you arrive at ‘e2’80’9cwaging war to sell in the market’e2’80u157 . It’e2’80’99s no wonder we have come to describe our marketing activities as ‘e2’80’9cCampaigns’e2’80u157 and engage in ‘e2’80’9cGuerilla Marketing’e2’80u157 !\n\nI like to take a more peaceful approach to Strategic Marketing which can be viewed more as the art of influencing people. In the world of Non-Profit Organizations, this ‘e2’80’9cinfluence’e2’80u157 takes the form of convincing potential donors and members to identify with your organization enough and align themselves with your mission to the extent that they will ‘e2’80’9cbuy in’e2’80u157 by giving money and/or paying for membership. If you are thinking, ‘e2’80’9cwe have a marketing program that does this’e2’80u157 , I would encourage you to ask these questions:\n\n1. Is your organization currently raising the funds it needs?\n2. If no, are those you solicit capable to providing these funds?\n3. If yes, why isn’e2’80’99t your organization reaching its goals?\n\nThe answers to these questions can be twofold. If your organization is aware of what potential donors and/or members want but you’e2’80’99re not able to currently offer it, your organization must enhance your offerings to address this need. If your organization isn’e2’80’99t quite sure what potential donors and/or members want, or you’e2’80’99re just not sure why your message isn’e2’80’99t compelling enough to get results, the solution is to know your audience better.\n\nTo both of these points, a Strategic Marketing Study and Plan is the way to address the situation. It may seem ominous if you’e2’80’99re not a Marketing Professional, but by following a series of disciplined of steps, your organization can develop a Strategic Marketing Road Map that can get you where you need to go.\n\nStep #1: Form a Marketing Committee\nYour organization most likely has some type of marketing or communications committee. Keep this committee small since the work and direction generated by this group needs to be clear, concise and on target. Marketing by consensus, while necessary at times, can provide for weak and confusing messages in your advertising and marketing activities that speak to internal perceptions instead of real needs in the marketplace.\n\nStep #2: Set the Goals of your Committee\nKeep this to a short list with a timeline to expand your goals based on how the marketing is going. Taking on too much at once can derail the entire process. A singular focus and mission to start with can give your committee cohesiveness and some early successes that will provide the momentum to go forward.\n\nStep #3: Do Your Research\nThe committee may think they know what current and potential donors and/or members feel about your organization and what motivates them. However, organization boards and leadership can become very insular without even realizing it. It is of the utmost importance to stay current and aware of what those less involved and connected to your organization perceive about your organization and what they value about their mission. The only true way to know this is to ask. This doesn’e2’80’99t need to be a long and involved or expensive process. It can be as simple as 5 committee members contacting 5 to 10 individuals each and asking a series of well thought out questions. It is important that those interviewed represent a cross section of all those that will be targeted by any marketing efforts. This step is very important since all that follows will be based on what is learned during this process. Take it seriously.\n\nIn addition, with the internet we have access to an abundance of good information and research done by others. Committee members need to take on the responsibility of researching information and data available regarding your competitors, your market, your industry, your target audience and current trends. Much can be learned from simply borrowing from others who have often spent a great deal of time and money to learn just want you want to know. Become adept at on-line research and you’e2’80’99ll be surprised at what’e2’80’99s out there if you just look!\n\nStep #4: Establish your Mission and Vision\nIf your organization has a Mission and Vision Statement it needs to be carefully reevaluated based on your learning from the research. If your organization does not currently have an approved Mission or Vision Statement go no further until this step is completed. Everything that your organization does or is should be reflected in these statements. It should guide every activity and every communication and be used in evaluating both professional staff and volunteers be they board members or not.\n\nA Vision Statement inspires by articulating the future of an organization. A Mission Statement controls and clarifies what an organization does right now. It’e2’80’99s important that neither of these be an “Alphabet Soup” of all the elements that all the key players think are important for an organization to be. It needs to be practical and reflect reality. Clear and concise Mission and Vision Statements should contain at most 3 to 5 elements that live within the organization and be the standard by which all initiatives and standards are evaluated. If it is too broad it will be meaningless and if it is too narrow it will not inspire.\n\nStep #5: Develop your Strategic Marketing Plan\nBased on the above steps, your committee should now have a clear understanding and direction and can develop a Strategic Marketing Plan that details the following:\n’e2’97u143 Who is your target audience: what population or individuals provide the best chance for your organization to reach its goals?\n’e2’97u143 What is your message: based on your Mission/Vision statement what do you want to communicate the target audience? What is it about you that is unique and compelling and allows you to deliver on your mission?\n’e2’97u143 How to communicate your message: based on your target audience what is the best way to reach them?\n\nStep #6: Execute your Strategic Marketing Plan\nHere are some helpful hints that will enhance your Marketing Plan and ensure it has the best chance of succeeding.\n’e2’97u143 Give specific responsibilities to committee members, staff and volunteers for specific elements of the Plan. Create ownership of the Plan among individuals so it’e2’80’99s not the ‘e2’80’9cCommittee’e2’80’99s Plan’e2’80u157 but individuals have a stake in it as well.\n’e2’97u143 Track your results. Every marketing or programming initiative or effort undertaken as a result of this plan should be tracked to know what is working and what is not.\n’e2’97u143 Make sure your organization can deliver on your message. If you are highlighting new programs or features of your organization in your marketing, be absolutely certain all aspects are ready and available before going with the communications. Remember, you never get a second chance to make a first impression! If someone is attracted to your organization because of something they saw or read and come to find out it’e2’80’99s not as they thought, you’e2’80’99ve lost a donor or member and will have an exceedingly difficult time getting them to reconsider.\n’e2’97u143 Build on your strengths and minimize your weaknesses. Make sure all marketing activities highlight what your organization does best and excels at.\n\nBe bold and provide leadership. In almost all cases, some form of marketing is better than none. Get your organization out there and make sure it has the exposure it needs. In closing, I’e2’80’99ll pay homage to the military origins of my profession as a Strategic Marketing Professional by urging you to ‘e2’80’9cGet out there and market them before they market you!’e2’80u157