A Good Presenter…

It is imperative that like employees of for-profit organizations, those of non-profits learn the art of presentation giving. It is not enough to simply have a good topic or even great things to say. Presenters must learn to romance and engage an audience, for their presentations to be successful.

I recently sat in on a presentation given about one of my favorite topics. Sadly, I was bored to tears. This boredom wasn’t for lack of technology since the presenter sat before a late model computer, rather it was because the presenter brought neither enthusiasm nor energy to the presentation. The presenter sat in a chair, lazily clicked the keyboard, made no eye contact, barely looked at the audience and seemed bored to be giving the presentation. While she may have been shy and this was her coping mechanism, as an audience member it was quite annoying for me to be forced to sit through a lackluster presentation for half an hour.

Since the presentation is important selling tool, it is crazy to me that so many people who should know better have yet to invest the time or skill necessary to learn how to give a good presentation. It is not enough to simply have a good cause or a good message. Presentation is key to framing, and to generating and to holding on to attention. Content is paramount it must be stressed that outside a classroom situation (and often even then) simply throwing up a screen of prose for your audience will cause their minds to shift elsewhere and as a presenter that is the last thing you want.

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“Not For Profit” Doesn’t Mean “No One Profits”

It is  sad and unfortunate  when a non-profit organization folds.  Often, these institutions are created with high-minded, altruistic motives – to aid the poor, tho feed the hungry, to jettison health research, to provide vital educational support or to facilitate personal growth and development.

The great thing about effective non-profits, is that through the sheer strength of their endeavors they develop close relationships of dependence based on  mutual trust with their beneficiaries.    It is therefore at the very least jarring and at the worst tragic  and life altering when these organizations are inefficiently and inexpertly run and are forced to cease operations.    Often this trust is broken and it has serious ramifications.

In times where collapse  is unavoidable it is advisable that organizations pause long enough to clearly and effectively communicate their recognition of what the cessation of their services means and how their demise will affect the people or communities concerned.

Clearly, it is not feasible for NGOs to always communicate with their target audiences when organizational failure occurs.   It is imperative however, that NGOs which aim to be responsible must always strive to ensure that if they cannot decisively do good, they should at the very least minimize the harm they do.

Creativity and Non-Profit Marketing

There’s no question that securing my interest and engaging me at 12 years old was a simpler matter for marketers then than it is for them to grab the interest of 12 year olds today. Marketers have become more creative, there’s no doubt about it. Earlier this month two marketers scared half of Boston because they shone a “finger waving moon man” in lights across the city. Yet another marketing company thought it would be interesting to emit the smell of freshly baked cookies from a cookie picture they put at a bus stop. The New York Times had an interesting article today, that introduced the concept of “video game theater”. Here young people in countries such as Canada, Germany and Spain spend a few dollars to gather to play their favorite video games in booming surround sound, complete with special effects and popcorn. It’s just one more way to market the movie theater experience.

As it read about these things I wonder just what marketers will think of next. In fact I am constantly pondering this question. So my key question here is whether social movement organizations taking aggressive steps to harness their own creativity in getting their messages across. Since creativity is a resource that people from all walks possess – there is definitely room for non-profits to become more daring about how they present themselves and connect with their target audiences.

While there are some innovative non-profits endeavors such as Livestrong, ONE or (RED), there are others that are stagnated by tried and true methods that people expect to work every time. Non-Profit communications professionals can take their cues from general marketers focus on what will bring success, rather than what has worked in the past.

Non-Profit Issues as a Salient Feature of Celibrity Today

One of the many fantastic moments of the 79th Annual Academy Awards Last night was to see  Sherry Lansing honored for her life’s work in the film industry was the fact that she was happily skipping towards the pursuance of her non-profit endeavors.   Truth be told, it has become standard practice for celebrities to align themselves with causes, whether out of sincere interest or in order to boost their image through public relations.    When we chronicle the achievements of Sherry Lansing however, we immediately realize  that she is a lifetime devotee to the support of non-profit initiatives.   She has pursued these activities as assiduously as she has pursued her career throughout the years.

In her decision to retire at this stage of her career she presents to everyone who wishes they could pursue or who do pursue non-profit endeavors, a clear position:   You can make money and make a difference.  Be proud of what you do but if you don’t feel fulfilled, you can always find your light by diverging from your chosen path.

Thanks Sherry.

Non-profits, Personal Blogs & Professional Duty

I was most curiously drawn to the story of Jan Pronk, who essentially by being too vocal in his personal blog was booted of Sudan and lost his post as the Special Representative of the Secretary General of the UN in Sudan. Because of its
focus on negotiations and peace-keeping issues in Sudan, his blog had been becoming more relevant as time passed. This was a time where the rallying cries grass roots organization and celebrities, campaigning to the West to intervene to stop the cultural strife and rampant violence in Darfur, had began to swell and more and more, people were taking notice. Considering the precarious nature of the current dynamics of war, culture and politcs in Darfur today, I was actually
quite shocked to learn that Mr. Pronk not only had a blog, but that he spoke his mind freely about issues directly connected to his post.

The UN removed Pronk from his post and maintained that he did not make it clear that the opinion’s presented in his blog were his alone.

In mid-October, upon discovering that in his blog that Pronk questioned their ommitment to changing the state of affairs in Darfur, the Sudanese governmentdemanded that he leave the country immediately.

This story is interesting because blogging from the “front lines” of non-profit activity is becoming more commonplace everyday. In light of the fact that most non-profits spout some form of ideology people are generally applauded, respected and even expected, to have opinions that go in tandem with those of their respective organizations.

This serves as a fascinating lesson, bringing to bear the question of the role of personal opinions in the mandate of non-governmental duties.

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It takes more than a target audience…

Even when organizations understand their target audiences many drop the ball when it comes to putting together a cohesive communications campaign that is less constrained by the available communications mediums and more focused on how people receive and respond to communications.

In this age of heightened communications awareness many people are professed “experts” in the practice thereof. It is easy for organizations eager to send targeted messages to believe in marketers who spout the wonders of the internet or demonstrate wondrous feats they can work with websites, blogs, viral video etc.

One key thing for all organizations to keep in mind however is that while so much of the world is becoming computer literate at light speed, there is a majority of the world at large and of “worlds” within worlds, that have little or no interaction with these machines.

A snazzy internet campaign may sound like a lovely idea but if people don’t have a habit of responding to communications through this medium then efforts can easily be wasted.

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The Non-Profit “Post Purchase” Experience

Just like for-profit organizations that seek to develop a relationship with their customers non-profit organizations too seek to develop relationships with their donors. Non profits depend on donations to keep things going and this requires
not only strategic fundraising techniques, but also communications geared toward developing relationships with their donors.  This tale illustrates for me, the value of the follow up piece.

I recently received a direct mail solicitation from a non profit dedicated to a kid’s health issue. I was having a great day so I thought, What the hell? and I sent them some money. Considering that I have no affiliation with them whatsoever, when I responded I neglected to process the fact that I would now be developing a relationship with this organization by virtue of my little donation.

Soon enough they sent me a thank-you note essentially saying how fantastic I am and detailing how my donation would be spent. I was actually touched by the fact that they had not only followed up with a letter, but that wanted to make me comfortable with the work they did with the monies they received.

As I sifted through the literature that accompanied the letter I had to laugh at myself because I found another form asking if I would like to make an “additional wonderful donation”. I had given them an opening, and they had smartly began to make use of it. They may have had their eyes closed when they released their arrow by sending me a piece of direct mail but whether it was a lucky shot or not… they had nailed me the first time and they were ready to go at it again.

My “post donation” experience with the organization was positive. I had received a letter geared towards making me feel good about my first donation. Furthermore it was worded in such a way that it made me consider not only making a second donation, but also the possibility of “adopting” their organization in my charitable efforts. Sure they wanted my money, but they let me know it was appreciated in a way that both demonstrated their gratitude and stimulated my need to feel good about myself through the act of giving.

Hopefully this is not a novel concept for too many organizations that depend on fundraising to survive.

Regarding this organization however, I think this might be the start of a beautiful relationship.

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The Tipping Point of Paying It Forward

I have recently been reading a great deal about open source, about buzz marketing and about how people are more than willing to contribute to initiatives without the promise of a reward, but rather simply for the sake of making a difference and of being a part of something larger than themselves or their small worlds.  Then I remembered the screenplay “Pay It Forward”.

So many people give everyday, whether it’s their time or their resources.  When something catastrophic occurs people often stretch themselves in order to help others.   Could there be a way to create an “open” forum for giving… one which requires that people not commit large amounts of time or resources in order to make a difference but rather just a bit at a time – just what they can afford as long as it is meaningful to the receiver.  Certainly some of this already occurs through timed donations, timed volunteering and such — but what if there was an even easier way to get people involved, one that would also allow them to contribute, to easily get others involved and to measure and track the results of their contributions?

Malcolm Gladwell in his bestseller The Tipping Point argues that three characteristics of a “tipping point” where a practice moves from mere frequency to fashion are “… contatiousness; the fact that little causes can have big efects; and that change happens not gradually but at one dramatic moment.”

In 2006 Oprah Winfery gave each member her audience $1000 and a video camera, instructing them to use the money to do something good for another person and to request that the receiver person pass on the good deed.   It’s possible that like many viewers, her studio audience was baffled and puzzled about how they would go about doing achieving this.  Soon enough however, many found their footing.  When Oprah finally presented a few of the many good deeds that were commited through her project it was was a humbling and tear-filled show and a great deal of “good” was done.   To say this show is a tipping point would be an overstatement.  It does however highlight the fact that there are many people in this world who want to make a difference, who want to find a way to give back and who don’t believe they have the means or creativity to do so.

Could a Tipping Point possibly emerge from these efforts?  One major theme in the feedback of the audience members who “paid it forward” was the contagious feeling of gratitude which always transferred to the receiver — they immediately wanted to pass the good deed on.  Another idea that emerged, was that the size of the deed didn’t matter, what did was the act of giving, the recognition that someone cared which in turn affected the receivers.   The snowball nature of paying it forward all but gurantees that small actions can have “big effects”.   The final criteria that the change must be swift, is a bit more challenging to achieve.

There is already a Pay it Forward Foundation which has been in existence since 2000 and they have several success stories.   Paying it forward is also a practice often adopted by teachers for student volunteer projects.   It would be great if we could create network to identify and catalogue similar efforts throughout the globe.  Rather than a center or a core regulatory body, there could be open contribution from different persons or groups as they strive to become a part of this global network of altruism.  Providing they follow the the guidelines of giving “something” that means a great deal to another person and that the receiver pass it on.  It could be a universal badge of honor.

If we did manage to find a way to achieve this and truly harness the power of this “viral” giving a Tipping Point could yet occur with regard to paying it forward.

Naturally, this all sounds hokey and idealistic and the SETI@home project may just find a few aliens first.   Still… some of us can dream can’t we?

Valentine’s Day and “Safe Sex” Communications.

As St. Valentine’s Day is upon us, many people take the time to celebrate their intimate relationships.   This has traditionally been an opportune time for health activists to create awareness by giving free condoms and the like to all who will take them.  This year, it is no different.  In fact, I actually received quite a few freebies within the last few days… right up until this morning.  Each had different messages – some were humorous, some were serious and some were informational.

Obviously, there is great merit in supplying people with materials that are potentially life saving.  While some of the printed messages are funny and inspired, I do wonder if people are actually swayed by them or whether they are simply entertaining.  I was certainly compelled to chuckle at a quote on one that said “It is illegal to have sex with a virgin under any circumstances in Washington DC”.  I am curious though, to know how many persons actually read the packaging of these items on Valentine’s day as they are en route to using them and actually take the bigger message (Practice safe sex) seriously.

It could be argued that the impact of the message lies in the usage of the condoms themselves and that is certainly valid. What happens to the message however, if people decide to hang on to them as souvenirs because they are so entertaining? If someone is given one or two condoms by a non-profit or market representative with a funny message printed on the package, does the meta message usually impact their behavior – especially without additional collateral such as pamphlets or even a supporting event?  While we’d love to assume that everyone knows why the use of these items are important, there are many members of our society who for various reasons refuse to use them.  For these people, the message is vital and must be clearly communicated.  Maybe the condoms being dispersed on Valentine’s day don’t need to come in interesting packages with witty and hilarious comments but rather with concrete information about the health risks of not using them.

Of course, V-day should be about love, fun, laughter & celebration so these inscriptions may simply add to the ambiance. Still, what better way to say I love you than ensuring that one’s self and one’s partner are safe and protected?

I hope everyone takes the time out to laugh but also to remember the message behind the freebie: Practice safe sex.

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Custom Advertising: A Social Experiment

Louise Story recently wrote an interesting article in the New York Times discussing the advent of customized advertising. Essentially a themed stock of different advertising clips, pictures, graphics and voice recordings related to an advertiser, are stored by a media company which is then able to mix and match according to the attributes of the advertiser’s target audience at a given time. She provides Wendy’s advertising as an example. They are now able to regulate their ad messages according to the weather patterns of certain regions so if it’s hot outside the ad pieced together might include a frosty rather than chili.

Story’s article highlighted companies such as Visible World and Spot Runner as pioneers in this emerging approach to media planning. I decided to contact Visable World to see whether they have made a foray into the world of social issues marketing. I spoke with Maurice Riley, an account manager with Visible results who enthusiastically stated me that “there are tremendous applications in custom advertising for the non-profit marketing world.” He informed me that Visible Results has already been involved in working with non-profit messaging. Although he coundn’t give specific details or examples, he noted hat where non-profits have the greatest opportunity is in the “tailoring different messages for their constituents” versus “building brand awareness in those who are not constituents” during advocacy campaigns. He also noted that non-profits can benefit from custom ads because they allow for “geographical relevance” whereas more traditional media often has less effect since it cannot adjust for higher or lower concentrations of differences in their target audiences across demographies.

This method certainly represents a boon for marketing companies. It’s cheaper than it normally would be for companies to create a new advertising message every time from scratch and it ensures that their messages are geared towards the needs, moods, situations of their target audiences. Non-profits will definitely benefit from a more cost effective means of distributing their messages. The possibilities opened by the introduction are unknown but they cloud be largely positive. We must however, keep our eyes open since this type of messaging does raise questions regarding selective targeting such as what the different messages will look like for neighborhoods of different incomes or with different races and age groups.

Soon enough these commercials will be telltale of not only the products being advertised but also of how the advertising world and possibly corporate America perceive certain segments of the population. This could in fact, turn out to be interesting social experiment.