How to Work Effectively with an Outside Consultant

As your nonprofit adapts to changing situations, strategic guidance from expert consultants can prove invaluable. Whether planning your strategy, revamping your brand, or rethinking your fundraising strategy — an outside consultant can bring much-needed insight to propel your organization forward.

But, you want to make that relationship effective and ensure that the outcome meets your needs. Based on my 25 years of experience working with nonprofits, I offer the following tips for working effectively with an outside consultant or agency.

The top goals for nonprofits are to acquire new donors, engage their communities, raise brand awareness, and retain donors, according to the Nonprofit Marketing Guide Trend Report. Social media can help achieve all of those goals … if it’s truly social.

Nonprofit social media is like a child: It must be nurtured, clothed, fed, kept out of trouble, and then let go with a single unshed tear. However, before nonprofit social media can reach the “letting go” phase, they must graduate from the nurture process.

Listen up, social media managers and communications fellows, this is a call to action!

Conduct a Competitive Review

Using a spreadsheet, conduct a social media competitive review of your organization and about four others in your field. Compare and make notes about their social activity in the past month, what types of social media accounts they have, see if those accounts are connected to their main website, what types of content they post, look for a visible mission statement or about, and pay attention to the cohesion of their website. At the end of the review, you’ll notice some best practices and glaring mistakes that include:

The Neglect of About Sections and Page Information

Filling out your “About” section or page information may seem so obvious that your eyes are involuntarily rolling back in your head, but many organizations — that shall not be named — do not take advantage of this. Think of the “about” sections on social media accounts as prime real estate. A completed “about” section means that Search Engine Optimization (SEO) and brand awareness can work. For Facebook, Twitter, Google +, and Tumblr, include a link to your nonprofit’s main website. Other popular social media channels, such as Instagram, Pinterest, and YouTube, have fields just for your main website link. Having links to your website in the “prime real estate” section on social media will make sure that your organization shows up in more search results.

When you conduct a Google search for your organization, do your social media pages show up as secondary results, does the sidebar show where your organization is located on the map, does it show contact information? A completed “about” section on Facebook can make a difference in Google search results for your organization. If done correctly, the search results will show when your nonprofit is open, contact information, where you are on the map, and improves your website’s SEO.

Lack of Content Curation

You cannot just post content and expect a favorable outcome, just as well-meaning parents don’t release their toddler out into the world and say “have a good day”. Content needs coddling; it needs hashtags, it needs to be posted at the right time, it needs variation, it needs consistency, and it needs to be interesting.

Let’s pretend that your nonprofit organization supports and serves people who are homebound. Your organization’s Facebook and Twitter pages are filled with event posts, flyers for the next donor gala, links from your blog posts, and programs. When organizations only post their own content, their social media success is limited. Nonprofit Tech For Good calls social media content curation a best practice. Curating content means that you are sharing and retweeting content from other nonprofits as well as sharing links that are related to your cause. This way, you create variety on your feed, engage with other nonprofits (and possibly create partnerships), and establish credibility in the nonprofit sector.

No Form of Engagement

Nonprofits often complain about a lack of engagement. These complaints range from “We are posting content, but with no results” to “what’s the point of posting when we don’t get a single like”. Social media engagement is a two-way street. If your followers are not engaging, engage them. Do this by asking questions, creating calls to action, starting a dialogue, saying “thank you” to people who follow you on Twitter, and writing people back to those who wrote to you. Do not wait for followers or subscribers to come to you. Going from no engagement to some engagement takes time, but reaching out is the first step.

Uniformity and Cohesion Need Work

It is quite sad when an organization does great work and has wonderful programs, but their social media pages are not uniform or cohesive. Let’s say your organization’s name is Sanford Coalition for Homebound Citizens, also known as SCHC. Your Facebook url ends with “sanfordchc”, your Twitter handle is “@sanfordcoalition”, and your other social media account names are just so all over the place that somewhere in the world a social media manager just got a headache.

Uniformity starts with the usernames. Facebook, Pinterest, Tumblr, LinkedIn, Google+, and YouTube allow for url changes for brand uniformity. While Twitter does not, it makes your handle your url. Sandford Coalition for Homebound Citizens is a long, fake nonprofit name, but it is a good example because many nonprofits have to deal with this on social media. Pick a nickname and stick with it across all channels.

Imagery on organization accounts can also be an issue. If the cover photos and profile pictures across channels are not uniform, you’ll make a bad impression. Websites, like YouTube, Facebook, and Twitter, have very specific parameters for cover photos and using the wrong one will make images blurry or stretched. You don’t want to be remembered as the organization with the horrifyingly stretched pictures on social media, do you?

Google+

Yes, Google+ gets its own heading because so many organizations do not realize that they have a Google+ page that they have left out in the cold. On Google+ some companies and organizations have a local page that shows their address and some have brand pages that are connected to their Google account. Once you go through the process of business verification and claim the page, you can merge these pages and upload organization information and content that then shows up when people do a Google search for your nonprofit.

Lack of Social Media Management

The communications director of our fake nonprofit, Sanford Coalition of Homebound Citizens, always posts content after her lunch break at 2 pm She finds this to be the most convenient posting time. Sure, she’s heard of post scheduling, but she came to the wild conclusion that she’s not into that. Because of her lackadaisical ways, her reach on Facebook was three and she didn’t get a single “like” for her infographic on Instagram.

It is a best practice to know your audience and what times you should be posting on social media. A Quick Sprout infographic stated that from 9 am to 7 pm is the best window to post on Facebook while best times on Twitter were 12 pm and then 5 pm to 6 pm. For Tumblr, everything happens after 7 pm. Many people aren’t in the office after 5 pm and this is where the post-scheduling programs come in.

The majority of communications professionals have heard about Hootsuite or Buffer for social media management, but often do not use them. Tumblr has post scheduling built in as does Facebook. Third-party social media scheduling apps like Tweetdeck for Twitter and Pingraphy for Pinterest are also options.

Managing your nonprofit organization’s social media is a lot of work; it puts you in those situations where you can sit down at 1 pm and then suddenly two hours have passed. Remember, a nonprofit’s social media presence is like a child, it is ever-changing, it needs to be cultivated, fed good content, and monitored like the grapes at wineries.

By Jade McCall,  Digital Strategist at Red Rooster Group.

Focus groups are an integral part of the discovery process, gleaning insights not accessible through other research techniques. With these benefits, however, come an array of obstacles that organizations must overcome to facilitate productive conversation.

These days marketing research seems to be an amalgam of keywords, Google analytics, cross-tabs, big data, and all sorts of quantitative hubble-bubble. Even for someone who thoroughly enjoys lengthy journal articles, the progression toward a steadfast dependence on numbers can be both frustrating and daunting. Quantitative data often paints an incomplete, even skeletal, picture of consumer wants and needs, and it can be daunting because, well, math.

Never fear! Qualitative research still has a place in marketing, especially in the nonprofit sector. In order to provide meaningful service, you need meaningful information. Numbers illustrate how many donors contributed gifts of $1,000 or more in 2014, but they can’t reveal what about your organization proves consequential and compelling for your donors. When you are building value for your organization, these stories are crucial to your nonprofit’s livelihood; numbers can’t do the trick alone.

The Catch: Group Dynamics

Many organizations rely on focus groups to get the full story and in-depth understanding of consumers’ inner thoughts. Ostensibly focus groups are great — you get a group of people talking about a product, a service, their opinions, perceptions, and understanding of what you have to offer as a nonprofit. But when it comes time to analyze, assuming that all of the information you gathered is reliable and honest might be a mistake.

Let me introduce you to a concept social scientists regard as the bane of all productive group activity: group dynamics. These “dynamics” each have their fair share of both overt and covert harm in a research setting. Focus groups are a breeding ground for such dynamics, so be on the lookout and do your best to mitigate their negative effects in order to glean raw, honest, unfiltered opinions from your participants.

1. Group cohesiveness, also known as “getting along with people in your group,” can be both a blessing and a curse. It’s great to make friends, and how wonderful — Sue, Megan, and Natalie really hit it off in your focus group because they’re all runners. In fact, they’re all running a 5k this weekend. You, as a caring and empathetic human being, are happy for their new-found friendship via your focus group. But, as a sharp and attentive researcher, you should be wary. Heightened cohesion within a group can lead discussion astray jeopardizing productivity of conversation. If the focus group gets off topic, it might be hard to reel it back, resulting in loss of important ideas.
2. Groupthink is another negative result of group cohesiveness. It occurs when the desire for group consensus overrides the desire to present alternatives, critique a position, or express an unpopular opinion. Sue feels very strongly that you already do enough outreach in the community; she says this is not an area you need to improve on and she doesn’t think it will increase funding. Megan is indifferent, and decides to side with Sue because she likes her and subsequently trusts her opinion. Natalie, on the other hand, completely disagrees. Your organization doesn’t run any events in her neighborhood, and she might’ve donated if you’d been a presence in her local area. But Sue was so vehement, and Megan agreed, and openly opposing their opinions would be uncomfortable. Natalie keeps quiet and, in that decision, an important insight is lost.
3. Group Polarization operates differently than Groupthink, but is just as problematic. Group polarization is a phenomenon wherein the decisions and opinions of people in a group setting become more extreme than their actual, privately held beliefs. Research shows, that in groups, people who’ve chosen a set opinion or side, tend to be more extreme in expressing that position.Main and Walker (1973) analyzed the decisions of Federal District Court judges sitting either alone or in groups of three to see if group discussions were a determining factor in the severity of verdicts. In the 1,500 cases where judges sat alone, they took an extreme course of action only 30% of the time. However, when sitting in a group of three, this figure more than doubled, to 65%. If well-trained, professional decision-makers are subject to the forces of group polarization, imagine what can happen to your focus group. Participants may overcompensate in order differentiate beliefs or opinions from what others think. Be aware of this dynamic in focus groups — varying beliefs and opinions is healthy, but mitigating polarization is crucial.

Now that you have the facts, here are a few quick tips to control these dynamics and facilitate smart, strategic, and truthful insights.

Ways to Prevent Group Dynamics

1. Monitor the emerging leader. Leaders are great, but in this context, they often speak early and strongly, discouraging other members from speaking their minds. Since, as the moderator of the focus group, you are another form of leader, take an opportunity to value the emerging leader’s opinion, but continue to move conversation along to other less vocal participants. By keeping the dominant leader under control, quieter participants may feel more comfortable speaking up and sharing their insights.
2. Prime critical thinking and openness. From the very beginning of the meeting, stress how important it is that everyone’s opinion be heard, regardless if matches group consensus. Although this seems intuitive, just putting the idea out there might encourage those who are reluctant to speak up.
3. Encourage participation. Some participants may begin to feel the forces of Groupthink and would rather stay silent. Call on these people, encourage them, and extract their thoughts carefully and thoughtfully. Make sure they know that whatever their opinion is, it is valid.
4. Appoint a devil’s advocate. The “devil’s advocate” you choose can be assigned to argue an opposing or alternative idea of your choice. Those who assume this role can avoid the social pressure that comes from rejecting the group’s dominant position because they have asked to do precisely that. According to the textbook Psychology by Peter O. Gray, the presence of even one nonconformist in a discussion can help pull the whole group away from polarization by reducing the social pressures that contribute to it. You may also try asking the group as a whole to consider or argue a different perspective. If the session is structured this way, participants can consider alternative ideas without taking ownership to them, increasing open-mindedness and versatility.
5. Avoid leading questions. Your job as the moderator is to facilitate discussion, not lead it. Avoid questions that insinuate your own personal opinion or imply an expected outcome.

If the necessary precautions are in place, focus groups are an excellent way to peer inside the minds of consumers. Upfront and personal, they allow organizations to measure reactions to products and services almost immediately. It’s often best to outsource this service; a well-trained moderator is skilled in controlling negative group dynamics– a must for acquiring honest, reliable data. Bringing in a professional neutral force may also allow participants to feel more comfortable expressing their unfiltered opinion about your company or organization. When done right, a focus group provides a broad range of detailed information, ideas, and perspective that can aide any organization in understanding how to better connect with its clients and customers.

By Katherine DiPlacito, Marketing Intern at Red Rooster Group

Illustrations can set designs apart. When used appropriately, hand-renderings speak a distinct stylistic and emotional language that grabs attention and communicates at a gut level.

Digital photography and stock websites make it easier than ever to access to commercial graphics. Broad access to a wealth of visual resources is valuable, but in a saturated creative environment, using custom illustrations is a great way to make marketing materials stand out from the crowd. Potential clients, customers, and donors are inundated with the soft glow of screens and pixels. A hand-drawn image is authentic and personal. It catches interest and motivates your audiences to learn more about your organization.

Whatever the tone of a piece—understated and elegant, vibrant and lively, classic, or modern—well-executed drawings can help you communicate with impact and style. Illustrations with treatments and subject matter tailored specifically to match an organization’s messaging will result in marketing materials that maintain a clear and consistent theme. At Red Rooster Group, we’ve used a variety of illustrated approaches to tell our clients’ stories.

A picture is worth 1,000 words

For Fairfield County Hospice House, a residential hospice now in development, we were tasked with designing a capital campaign brochure to raise funds. We created a human connection by telling hypothetical stories of people who might use the house. The still-life scenes we depict in illustrations augment each anecdote and create an inviting, personal atmosphere. Pen-and-ink drawings and custom drop-cap lettering provide a warmth and artistry usually reserved for books, imbuing the piece with a narrative, literary sensibility.

A suite of brochures for UMFS, a multi-dimensional social services agency devoted to empowering at-risk kids facing a broad variety of challenges, combines playful illustrations with bright photos. We created a vibrant visual language that’s playful—capturing the imagination and creativity that are crucial tools for young people to learn, grow, and heal. This treatment complements the brand’s messaging wonderfully, painting a clear picture of the agency as a collective of champions dedicated to helping kids thrive in any given environment.

The time, effort, and care required for illustrations are evident in a finished piece, and convey your organization’s dedication to quality. While custom illustration may not be right for every project, exploring every creative avenue is always the correct approach when developing marketing materials that are distinctive, grab attention, and speak loudly.

By David Sankey, Graphic Designer at Red Rooster Group.

A review of your brand or website can give you new and valuable insights that may improve your outreach and effectiveness. 

Nonprofits compete for people’s attention in an increasingly noisy marketplace. Updating your website and your marketing materials can make your organization’s voice heard above the din … and increase the impact it has.

1. Your website may be stale, hard to update, and even harder to navigate.

Like most everything, when using the same website every day, you may miss a few “blind spots” that someone with a fresh perspective can catch. A free website review can tell you if your nonprofit’s website has become text-heavy and outdated, whether it’s reaching key audiences or missing key features. For example, an organization that targets a younger audience may have a greater impact if its website is user-friendly on mobile devices. A free website review can help you determine if content is lively and engaging as well as if features have come along that will make it easier for people to engage with your organization.

2. Your nonprofit’s collateral may be harming your brand.

Unlike a website, printed materials are strategically sent out to people you want to engage with your organization or who are already engaged. If they’re not impressed with the way you present your organization, they will be deterred from taking the next step, whether it is donating or becoming a member or signing up for services. Can your nonprofit afford to lose donors, members, or volunteers? Definitely not. A  free brand review can help you find the weak spots, redundancies, and just plain ineffective elements of your printed outreach materials — brochures, newsletters, and annual reports. Just remember: A meal should look appetizing, an organization should look appealing.

3. Your nonprofit’s emails may be going straight to a donor’s junk box.

We’re all bombarded with emails every day, most of which we don’t read. How can your nonprofit’s emails stand out from those that go to someone’s junk box? A free brand review can help you determine specific communication efforts that work, and those that need some work, as well as give ideas for improvement.

4. Name, logo, & tagline are the trifecta of your nonprofit’s brand.

Your nonprofit’s name and tagline can either help or hold back your cause. A free brand review can determine if your name and tagline accurately convey what your organization is all about and if they align with your mission and vision. It can also help evaluate whether your logo depicts your brand well.

Adapting your nonprofit’s communications and design to the ever-changing needs of the market you serve will benefit you tremendously in the short and long run. Luckily for the winners, Red Rooster Group’s free reviews come with solid recommendations, so be sure to listen and learn from the experts.

For nonprofits, marketing research offers many options, including consumer panels, focus groups, surveys, observations, and more. Each method has its benefits, limitations, and costs. 

Knowing when to use each research option will not only save you time and resources, but also help you benefit from the true insights a technique offers. Surveys are a perfect method to understand your nonprofit’s audience.

Use a Survey When:

• The question you are asking is clear.
  Why? Surveys are great for presenting specific options and getting responders to choose among them.
  For example: Do you prefer one logo over another?

• You need a representative response.
  Why? Though response rates on surveys can be quite low (as low as 10%), if you have a large enough pool of candidates, the response will still reflect the broad population.

• You are testing more than one audience.
  Why? If you are serving more than one audience, you will want to know what the preferences of those different populations are.
  For example, populations with a higher education may have different responses and preferences than those who have a lower education.

A Survey is Not Your Best Bet When: 

• You are exploring options.
  Why? Because surveys mostly measure quantitative data. Asking for creative responses is difficult without a proper set up for context. Consumer panels or focus groups are better choices in this case.
  For example: What words best describes your organization?

• You are researching a narrow group.
  Why? Although today’s data on consumer habits can suggest a great deal about their demographics, drilling down to very specific groups is still challenging. In cases with small sample sizes, panels and focus groups are useful in gaining in-depth feedback.
  For example, parents of male children ages 7-8.

A Few Tips to Engage Your Audience:

When designing your survey, following best practices will help you reach the most accurate qualitative and quantitative measurements. Some suggestions:

• Get ‘em on Board: Letting your respondents know how their feedback will be used gives them a sense that their opinion matters. And if you can tell them in advance that you will share the results with them, even better.

• Set ‘em on Task: Retaining focus when taking a survey is very important in order to achieve reliable results. If certain questions do not pertain to all audiences to whom the survey is sent, use “skip logic.” This tool allows a respondent to identify a question that is not relevant and move on. The benefit is two-fold: the respondent does not waste energy, and the surveyor gets results that are not skewed.

• Keep ‘em Honest: Sometimes you will pose a close-ended question that allows respondents to choose a preference among given options. These types of questions require respondents to provide an intuitive response without analyzing their thought process. To uncover more, it’s best to follow up with an open-ended question, such as “Why?” A word of advice: Take the responses with a grain of salt. It is difficult to self-analyze one’s immediate reaction. With that being said, you may be able to gain very valuable insights.

By Gil Gilead, Marketing Associate at Red Rooster Group.

Don’t hug the Duchess! Knowing the cultural constraints of your audiences can make design better and marketing messages stronger.

I graduated from the University of Michigan with two degrees: Art & Design and Sociocultural Anthropology. As you can imagine, this decision has been met with great skepticism (my 94-year-old grandmother hitting the top of the list, with one of my favorite, heartwarming questions, “You take a lot of useless classes, don’t you?”) and comments, such as, “So you’re going to make art for long lost tribes?” and “Wow, that’s … different.” Or, a solid, “Cool!” in a way that makes me positive they have never heard the word, “anthropology” before.

Contrary to popular belief, I did not take anthropology in an effort to make my search for a job in 2014 more challenging. Anthropology, the study of humankind, can provide an interesting perspective on design. So, I’m going to give you my recently graduated, idealist advice, and set a few things straight about anthropology. Not just to prove to my grandmother that I didn’t take History of Hogwarts classes throughout college, but because there is so much to learn through a reflective understanding of our society in relation to marketing and design.

Understanding the Group to Reach the Individual

In marketing and branding, recognizing the cultural norms of each audience is critical, in ways you may not have considered. Symbols and icons can isolate you from your audience, you don’t have take group values into account.

Anthropology is understanding how we, as a group, interact with what we observe around us. Consciously or unconsciously, our perceptions and responses are affected by  cultural and regional ideals. Take the color pink. In Europe and most western countries, pink is inherently linked to love and femininity. In Japan, however, it is not a gendered color and, in Thailand, pink is the color associated with Tuesday. Anthropology recognizes and explores how people agree on how something is perceived,  based on the social platform laid out before them. As this platform changes with the environment, so does the way we interpret words, symbols, colors, and messages. I imagine that You, my dear reader, who wants to reach customers or donors, can see how this topic is relevant to design.

How Anthropology Began

Let’s start by throwing it all out on the table.

Anthropology used to be a terribly racist and distorted subject. It consisted of white, rich men making assumptions about African and South American tribes that other white, rich people read. This evolved into observing people’s actions and beliefs, not in the context of right and wrong, but rather, in the context of an implemented dominant discourse.

With social progress, anthropology also progressed (beginning with the realization that racism is bad), becoming much more reflective, critical, conceptual, and forward-thinking. Anthropologists study society and how we react to each other within particular communities, environments, and settings. It explains the social concepts behind the actions and thoughts people assume they make on their own but really make because of their social environment. Anthropology is the psychology of the group, which affects the decisions of the individual.

Knowing Your Place

Language is one of the most important indicators of social awareness. Formality, social expectations, and important conversational details can change with environment and social platform. How I am spoken to and how I speak to others, tell me my place in the world. The most basic example of this would be formalities among royalty. A king is glorified with the distancing term, Your Majesty, and spoken to with the utmost formal respect by subjects. In return, the king speaks to those below him essentially however he pleases. Connotations of position, which can shift with culture and region, also affect the actions deemed appropriate.  In the United States, celebrity is considered on the same tier as royalty and thus celebrities can speak and do as they wish. In England, this is not the case. Royalty is royalty, not celebrity. Recently, when the Duchess of Cambridge visited New York, she was caught off guard, and visibly uncomfortable, when a star basketball player put his arm around her, a major breach of English etiquette but quite acceptable in the U.S.

Market is a Cultural Undertaking

We all know the idea of catering to your audience as a marketing concept. Part of that requires us to analyze the ways a group as well. How our audiences interprets symbols, color, writing, and simplicity versus extravagance, goes beyond numbers and marketing tests. The public creates, and is manipulated by its own dominant discourse. Understanding this relationship can be extremely beneficial when trying to reach a specific group. So have a little more faith in this misunderstood major of mine. After all, how your audiences acts and thinks is based on a thick network of social and cultural subtleties that go far beyond quantifiable survey results.

By Callie Stewart, a graphic design intern at Red Rooster Group.

If people don’t know what your organization does and the impact it has, why should they give your money, join, volunteer, or use your services? Well, branding tells them why. It’s an investment in communicating value.

“For a small nonprofit working on a limited budget, every dollar spent on marketing equates to a dollar that isn’t spent on the organization’s core mission.”

Wrong!

Brand Visibility

That unfortunate paragraph was the start of a Pensacola News Journal story about the very generous donation to a nonprofit in Pensacola, FL. of $100,000 worth of branding work by idgroup.

The founder of Chain Reaction, the lucky nonprofit, expects the organization’s membership will triple over the coming years as a result of the branding effort. She also thinks her staff and volunteers will be able to devote more time to their overall goal.

How is that a loss to the organization’s core mission? Well, it’s not. The real lead should have been, “For a small nonprofit working on a limited budget, every dollar spent on targeted marketing can equate to multiple dollars to spend on the organization’s core mission.”

The services donated by idgroup allowed the nonprofit “to be more visible in the community, so that it can ultimately do more good for the community,” Kristin Fairchild, Chain Reaction’s founder, said.

The visibility was achieved through a new brand strategy and website as well as radio and TV ads, and billboards, among other things, all of which are important parts of getting your nonprofit’s message out and bringing in donations.

Brand Identity

But, based on other comments in the article, I’m willing to bet that the biggest value for Chain Reaction was establishing its brand identity, something that nonprofits often take for granted. As Fairchild said, determining your core mission sounds simple but putting it into words is difficult. With the guidance of professionals, it took Chain Reaction three months of talking with stakeholders to home in on its core mission: teen leadership.

Three months for an organization founded 11 years ago to determine its core mission. Not at all uncommon and one reason that nonprofits should take a serious and regular look at their missions, visions, values, and programs. Time, technology, funding, and demographics all change, subtly changing the way organizations operate and what they are achieving.

A brand review allows you to re-focus and, once focused, showcase your organization’s real strengths and value. Building awareness of those strengths and  of the value your organization has can inspire support of all kinds.

Now, how is that “money not spent on your organization’s core mission?”

Don’t be afraid of the numbers. They can show how well your organization stacks up against the competition.

No matter the scope or size of your organization, get people to talk about it! If you have data to verify your organization’s accomplishments, publicizing it will get them talking.

Statistics Increase Sponsorships

Many corporations today are seeking partnerships with nonprofits. It’s a mutually beneficial relationship: The corporation is perceived as socially responsible and the nonprofit can use the money to provide programs and services. If your organization helped increase a school’s literacy rate by 90%, brag about it! If your healthcare organization gave 1,000 free vaccinations, brag about it!

Flaunting your organization’s success will make it stand out when corporations look for partners. This will ultimately have a greater impact on your clients, grantees, and members. It’s a win-win situation for everyone.

Let Your Nonprofit’s Numbers Do the Talking

From a nonprofit’s perspective, posting evidence of success on your website — such as graphs, testimonials or statistics — bolsters your brand’s image and encourages donors to contribute. If donors are unsure about which competing nonprofit to support, favorable statistics on your website may sway their decision.

For example, the Jericho Project, which provides services to the homeless, has a visible “Facts and Figures” section showing its success in keeping its beneficiaries off the streets. Pratham USA also does a wonderful job of creating an effective mix of powerful images and strong statistical data to show its wide impact in India. Everyone understands numbers, so if you have the data, use it.

Prove You Don’t Waste Your Donor’s Dollars

As a new or existing donor, you want to see your money being spent wisely. Knowing an organization is utilizing its contributions efficiently makes donating to it even more attractive. Also, knowing your money isn’t being mismanaged may motivate you to increase your donation.

Reassure Your Recipients

From a recipient’s perspective, it’s reassuring to know that the nonprofit helping you is doing the best it can. After all, you are the reason it exists.

Numbers don’t lie. Proving your nonprofit’s positive impact will maximize your reach and potentially increase donations.

By Natalie Glaser, a marketing intern at Red Rooster Group, who works with clients on marketing strategies.

Does your nonprofit have an original name and tagline? Do you provide unique services? Is your website nicely formatted and user-friendly? Are you effectively interacting with your audience? To be a leading nonprofit, you must confidently check off all of these questions to ensure you are the go-to organization for your cause.

As a new marketing intern for Red Rooster Group, one of my tasks was to conduct a competitive analysis for a prospective client. For each organization, I put myself in the shoes of someone who would heavily rely on the site for information, services, and programs.  With this third-party perspective, I saw “blind spots” in marketing that the organization, donors, and partners missed. Below are the key points I observed.

Memorable Taglines Are a Must

Many of the organization’s names were similar and their taglines didn’t help to differentiate them. In our blog post, “How a Competitive Review Can Give Your Nonprofit an Edge,” we emphasize the importance of a catchy tagline. One, “Transforming Lives Today!” can relate to almost anything, so it’s imperative to include your organization’s cause and/or mission (along with an eye-catching logo).

Choose Quality Over Quantity

An organization that offers many services and programs may waste time and money by implementing them poorly. If donors feel that the nonprofit isn’t utilizing its resources well, they won’t donate to the organization again. In this case, no one benefits. I noticed that when an organization had one or two very helpful programs, it was more “successful” in my eyes than an organization that had many, less useful programs. Providing unique services in an efficient manner will help you stay ahead of your competition.

Websites Shouldn’t Be Mazes

Your website can make or break a person’s decision about using your organization as a resource or donating to it.  Every organization should be mindful of their viewer’s time, and make searching as easy as 1, 2, 3. It is extremely frustrating to feel like you’re trapped in a maze trying to navigate through a website. I felt as if I couldn’t rely on the organization, which is extremely detrimental to an organization that actually has the capacity to provide resources, time and information to people in need. Nonprofits whose websites are easy to navigate and up to date have a competitive advantage over others.

Bigger Doesn’t Always Mean Better

When researching our client’s competitors, one large organization stood out. However, the more research I did, I noticed that it was less engaged with its audience. In fact, almost everyone who had questions or comments for it were left unanswered. One smaller organization resonated with me because it responded to any questions or comments on its website and social media platforms in less than 24 hours, with helpful information and links to resources.

No matter the cause, all nonprofit organizations want to make the world a better place. Following these tips and knowing where your nonprofit fits is a huge short- and long-term advantage to the growth and sustainability of your organization.

By Natalie Glaser, a marketing intern at Red Rooster Group, working with clients on marketing strategies.