Public relations practitioners working for nonprofit organizations are facing new challenges in the fundraising arena because raising money through traditional techniques is no longer as effective as it used to be. Those techniques are mostly impacted by dwindling response rates, lower returns on investments, and a shift toward more online transactions. However, nonprofit organizations should not be quick to completely dismiss their offline methods just yet. Instead, they should begin integrating online fundraising with their offline programs to achieve the best results. The combined approach will allow nonprofits to transition along with the changes in donor behavior and giving trends, ensuring that they reach as many constituents as possible.
The Suite Life
A colleague of mine recently indicated that she refuses to associate herself with social networking sites like Facebook and MySpace because she is concerned that they can adversely affect her career and chances of ever getting a seat at the executive table. She cited Simon Dumenco and his article, “Facebook: Too Creepy, Childish for the Workplace” to support her apprehension.
Dumenco asserts that Bill Gates gave up his affiliation to Facebook because he was being bombarded by friend requests and finding too many “weird fan sites about him.” That argument is null and void because a man like Bill Gates will likely never be able to participate in normal activities, including those on social networks sites. He is too susceptible to fanaticism and criticism because of his status in the world.
Online Strategy Report: Round Rock ISD
The Round Rock Independent School District is a highly-rated public school district headquartered in Round Rock, Texas, a suburb just north of Austin. Several high-tech companies have offices in Round Rock and the Greater Austin Area. They include major players like Dell, Samsung, CSC, and Apple.
In 2003, Round Rock district officials realized that the Internet was increasingly becoming a main point of contact with its residents and prospective citizens. The prevalence and ease of access to the Internet throughout the district increased reliance on the web as a source of information on the district’s programs, services, and activities. That meant the district needed to ensure that its site was a timely and relevant communication tool.
The school district hired two coordinators, also known as webmasters, in early 2004 to work collaboratively with Information Services and Community Relations to provide overall management of the main Round Rock ISD site. Information Services managed the web server and technical aspects of the site and Community Relations provided the direction for the message, design and function of the site. The two coordinators also worked with a web services vendor to build the site and implement a content management system.
Book Review: Groundswell
The social media movement is almost palpable. Everywhere we turn we are bombarded by messages about or from this phenomenon. As public relations professionals we are being inundated by imperatives to embrace the movement that surrounds us and threatens to set our organizations asunder. So we scour the virtual bookshelves at Amazon.com and find an infinite volume of books on social media technologies like blogs, wikis, podcasts, and their ilk.
Many of us are familiar with the technologies, but learning about social media and implementing the technologies can be an overwhelming endeavor. Some of us have become reluctant to delve into the realms that lay beyond our web domains because of one simple question: Where do I begin?
The answer is a fundamental precept of public relations and strategic planning. But in case you can’t remember what that is, pick up a copy of Groundswell by Charlene Li and Josh Bernoff
Li and Bernoff, two top analysts at Forrester Research, have written an excellent guide to social media without overwhelming or condescending to the reader. They write:
With all the books and articles about blogging, communities, and wikis, it’s hard for company strategists to know where to start. We wanted to give our clients, and the world, a clear perspective on the whole trend, not just pieces of it, with a clear set of strategic recommendations.
Paris Is Burning
The John McCain campaign needs to learn to pick its battles.
The McCain campaign probably single-handedly alienated the entire MTV generation when he compared Barack Obama to celebrities like Britney Spears and Paris Hilton, suggesting that to be a celebrity like them is a bad thing. When asked about the ad, Paris Hilton’s mom wasn’t pleased to learn that the money she and her husband donated to John McCain was used to produce an ad that insulted their daughter.
And now, Paris Hilton herself has something to say about it, too. The heiress has just released a video to take on the candidates, namely McCain.
My friends started commenting on the video almost immediately after I posted it to my Facebook profile. Less than 12 hours later, I’m seeing the video make its rounds on the news. This video will surely go viral.
The video is very funny, but even more embarrassing to the McCain campaign. Seth Grahame-Smith of the HuffingtonPost.com explains:
In less than two minutes, [Paris Hilton] accomplished not one — but FIVE things McCain himself has been unable to do in two years of campaigning:
1) Come off as intelligent and self-effacing.
2) Present a well-reasoned energy policy.
3) Generate excitement on the internet.
4) Win over a new block of supporters.
5) Say the word “Hilton” without the preface “Hanoi.”
I have to thank Paris Hilton, not only for producing an entertaining video, but for re-energizing some interest in the campaign. I have been feeling very burned out on the lackluster presidential campaign, and now I can’t wait to see what happens next.
The McCain camp, however, should think very carefully about its next steps. They have now engaged themselves in a dialogue with Paris Hilton. Let’s face it, with her money and celebrity status, she can afford to go a few rounds with a “wrinkly white-haired guy.”
Caduceus Rising
My background is steeped in communication and health care. The two disciplines would eventually come to meld in a meaningful and unexpected way.
Google Brain
There was a time when I used to write long letters, draft fictional vignettes, and pen the occasional poem. Of course I was young then and filled with angst and yearning. Still, I can’t help but feel that something other than jaded maturity has taken hold of me. Then by some strange confluence of events, it occurred to me: I think too much. And technology is to blame.
Communication Plan for Associations
Let’s begin with a little humor. Here’s a plan a coworker recently shared with me. It answers everything you need to know to survive in the world of nonprofit organizations.
- Underestimate expenses by 25 percent
- Overestimate revenues by 25-50 percent
- Freak out completely when revenues don’t reach ridiculous estimates
- Freak out some more when expenses reach normal levels (beyond budget)
- Blame registration manager for the low revenues and logistics manager for high expenditures
- Spend a gazillion dollars to do last-minute advertising and printing pieces in hopes of bringing revenues up to make the project look passable on paper
- Repeat the cycle the following year
Author: Uknown
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