So much of what we do as nonprofit marketers is focused on the high-tech: the use of sophisticated targeting, analysis made possible by electronic media, adoption of the latest and greatest applications. I urge clients to utilize every high-tech tool
Read more →Today’s blog post marries the old show-biz adage “timing is everything” and the cliched saying “patience is a virtue.” When some amazing piece of news regarding your organization develops, human nature tells us to shout it from the rooftops. Draft a press
Read more →Back in my youth, I worked in periodical publishing. One phrase that was always heard ringing down the halls was “ad/edit ratio.” In order to mail on a periodical permit, magazines must maintain a particular ratio of advertising to editorial
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Many nonprofit marketers take a passive role in social media, only following other organizations online after those organizations have followed them. A more proactive strategy will jump start your organization’s presence and reach on social media. On Facebook, it’s not
Read more →I’ve repeated it again and again on this blog: your social media presence is a two-way conversation. Yet, many organizations are communicating in one direction only – broadcasting a message to their followers, without engaging with the content provided by
Read more →I’m the only social media consultant in the world who will give you the following advice: don’t outsource your social media operations. Your organization’s presence on social media is the most visible and vital reflection of your brand. With very
Read more →There is nothing more dangerous than a poorly conceived discount strategy. Every week, I see organizations offer discounts that might provide a short-term boost in sales, but will hurt them in the long run. The origins of these discounts are
Read more →When advertising professionals begin talking about branding, their clients’ eyes start to glaze over. What is your organization’s brand, after all? Is it your logo? Is it your Mission Statement? Is it the very special PMS color you’ve chosen for
Read more →There’s a small theatre company in my town that’s run by a charming 70 year old man. He is the face of the brand, introducing every performance and interacting with patrons at every turn. It’s impossible to think of that
Read more →Facebook’s EdgeRank makes it increasingly difficult for your content to be seen. The key to maximizing content? Make it as relevant as possible, and constantly vary the type of content you post We’ll talk about relevance in a future post,
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