Want Your Social Impact Website to Look Good? Start Here.

It takes about 50 MILLISECONDS (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.

- SWEOR

Ummmmm….ok, that’s FAST (and scary!) That means your website needs to pack a visual punch in a hurry. So, let me ask you, how does your website look?

Does your nonprofit or social enterprise website look like it’s worthy of the dollars you’re asking people for, or does it look like you’re still trying to get your act together?

As a copywriter, obviously, I believe that the words on your site matter a great deal—and they do. But the first thing people will notice is the design.

And once you’ve made it past the hurdle of having a well-designed website that people stick around for, there’s something else you should consider that I see overlooked all the time, especially on DIY websites.

If you want your website to look good, you need to think about the consistency of your visual identity, or visual brand:

• It needs to be unmistakeable.

• It needs to be cohesive.

• And it needs to reflect your organization’s mission and personality.

A simple tool that will help you get there is a style guide, or brand guide. With it, your nonprofit, social enterprise, or social impact company can look like a million bucks (even if you aren’t). Without it, your organization can unknowingly communicate that you’re an amateur.

Let’s talk about how you can create your own style guide, even if you don’t have a designer on staff.

Let me give you two caveats before we jump in:

1. I think, whenever possible, you should work with a professional graphic designer or brand agency. I regularly get compliments on my logo, website, and branding, and that’s because I went to the pros. Even as a marketing consultant, I couldn’t have done this on my own. They set me up for success. And certain colors make people feel a certain way, so depending on your area of work, there may be colors they can advise you to run toward, or run away from. (It’s not always just based on what you personally like.)

2. If you weren’t aware by now, I’m not a graphic designer. I can Canva the heck out of a project, and I’ve art directed many times over the years, but it’s not my main focus. However, I keep coming across this problem with clients and friends, and felt the need to address it here on the blog.

Why DoES YouR Nonprofit or Social Enterprise NEED A STYLE GUIDE or brand guide?

Let’s do a quick refresher on what a “brand” is, in case you’re unfamiliar with the term, but nod along in a crowd like you understand, or in case someone made the mistake of telling you that a brand was a logo.

First of all, a brand is not a logo!

My designer friends really want you to know that.

This misunderstanding is where many organizations go wrong from the beginning.

In simple terms, think about your organization like a person. A person is made up of lots of characteristics, like what they look like and how they make you feel. A brand is similar. It’s all the little details, physical, emotional, and more, that make them who they are. So, it’s way more than just a logo.

Now that we’re on the same page, let’s talk about the importance of a style guide, also sometimes known as a brand guide. (I’ll distinguish the two of them for you below.)

A style guide, or brand guide, can be your best friend when you’re designing something new. This might be a website, social media posts, printed materials, or anything else that has a visual component.

Having a style guide (or brand guide) is important because it helps ensure that everything you design looks consistent and cohesive. It makes you look professional, and maybe even like you’re a bigger organization than your actual head count.

“The more cohesive and consistent you branding, the easier it will be for your audience to recognize you. Constantly switching up fonts, colors, and photography styles seems exciting, but it can actually cause you and your brand to get lost in the crowd.”

- Madison Beaulieu of Mad + Dusty

WHAT DOES A STYLE, OR BRAND, GUIDE DO FOR YOUR SOCIAL IMPACT ORGANIZATION?

Let’s think beyond social impact organizations for a moment.

• Do you have a favorite sports team? I bet you can tell me what their colors are immediately.

• FedEx and UPS? You can probably tell me their colors, too.

• The Disney font? Yep, you can see it in your mind.

• The Apple and Windows logos? They might be in front of you as you read this post!

• The shape underneath the word Amazon? You’ve seen that curved arrow a million times.

See what I mean? When you think about brands that you know and love, you can instantly recall their logo, colors, fonts, and more. Their visual identity is the same no matter where it shows up.

What if you went to the UPS website and saw neon green everywhere? It would stop you in your tracks, and you’d probably wonder if someone hacked their site.

This is why you need to think about creating a style guide for your nonprofit or social enterprise. You want people to have the same, thoughtful experience with your brand.

You should think about a website, social media posts, and collateral as all part of the same family. The design, look, and feel should be intentional and made to go together.

Brands with a consistent visual identity look more professional and trustworthy.

Don’t unintentionally send up red flags to your donors and customers with a brand that looks haphazard and amateur. You’ve worked too hard for that—even if you’re just starting your nonprofit.

Plus, it can be hard enough to keep your brand consistent when it’s just you, but add team members into the mix, and it can get out-of-hand quickly. This is especially true because, if you don’t have any guidelines, people may choose what they personally like best, whether you’d consider it in-line with your brand on not.

“Brand guidelines are so important. You need more than just a logo, you also need a guide to using your branding across both print and digital media. Stick with the same colors, fonts, and photography styles. I know it can feel boring to you after a while, but it’s not to your customers! You're in it every day, whereas your customers or donors may only interact with you once or twice a month, or even just a few times per year.”

- Madison Beaulieu of Mad + Dusty

TWO EXAMPLES OF WHAT CAN HAPPEN WHEN YOU DON’T HAVE A STYLE GUIDE

As I mentioned above, having an inconsistent visual identity often shows up in DIY websites. And why wouldn’t it? That probably means that the site is usually create by someone who is not a professional designer, so it makes perfect sense that they wouldn’t know better.

However, it can happen even when you hire someone to design your website. Let me give you two examples:

Client #1:

One of my clients is a nonprofit who has been around for over 15 years. They do incredible work overseas, but like many nonprofits, they bootstrapped, utilized volunteers, and called in favors when it came to their website design.

I started working with them on what I think was the third iteration of their website. I was asked to audit their marketing and communications before they launched their brand new website to their donors and stakeholders.

What I immediately noticed was that their brand lacked cohesion. A lot of the same colors were used in the design, thanks to a WordPress template, but the colors in the photos were all across the board. So, they didn’t have a look and feel that I could easily identify as theirs.

In fact, in 15 years and three websites, I was the first person to suggest that they use a cohesive color scheme or color palette! They really liked the idea, but had never heard it before.

Now, they have a color palette that they intentionally chose, and use it as a guide for anything new that they create. And it’s helped them look more polished, which is a better reflection for their years of experience.

Client #2:

Another client is a for-profit social impact company, who also works on a global scale. He’s been in business for about 10 years, and is currently in the process of launching his company’s second website.

The same graphic design agency who built his first website is completing the rebrand. Not long ago, he and I sat down to discuss the changes that should be made before the site goes live.

In clicking through the pages and links, he stopped on one page in particular, which had caught his eye for a very good reason!

He said, “I don’t like the photo at the top. It just doesn’t feel right.”

And he was correct. The stock photo on this page was completely off-brand. His colors are bright blue, red, and gray, for the most part. This photo was pastel. So, he couldn’t articulate why “one of these things was not like the other,” but he knew something was wrong.

This example goes to show you that even professionals can make a mistake. And it again reinforces the importance of having a style guide. If he had been given a style guide, or if the designers had been working with one, they would have immediately been able to see that the photo didn’t make sense.

how to diy a STYLE GUIDE OR visual brand guide

When we’re talking solely about design, I prefer the term style guide. If we’re talking about the brand as a whole, down to the brand message and brand voice, I like the term brand guide. But I wanted you to be aware of both because they’re frequently used interchangeably.

So, whether you DIY’d your website and need to create a style guide, or your graphic designer didn’t provide you with one, let’s talk about how you can create your own.

Basics to Include in Your Style Guide

Here are the nonnegotiables you should include in a style guide:

• Logo colors and usage: What are the correct proportions of your logo, and what colors should it only appear in?

• Brand mark colors and usage: Do you have only a portion of your logo that gets used from time-to-time? If you look at your website tabs above, you’ll see that mine is just the lightbulb part of my logo. (This section of your style guide can also include icons that you frequently use.)

• Brand color palette: You’ll likely have two to four main colors that should be front-and-center at all times. Then you should have another two to four-ish that get used only as accent colors. As an example, my primary colors are red, yellow, and light gray. My accent colors are a teal, dark gray, and two other green-ish colors. Of course, they all have fancy names, but this gives you an idea.

• Typography: What are your fonts? You probably have a primary font and one or two secondary fonts. My primary font is Raleway and my secondary is Arvo. This gives me a sans serif font and a serif font to play with.

“Let your branding be a reflection of your values. Design trends come and go, but values rarely change. Personal values (honesty, courage, kindness) spill into your business. It's a great place to start when thinking about how you'd like to translate your business to the visual space.”

- Madison Beaulieu of Mad + Dusty

other ideas IN CASE you want to go the extra mile:

• Mood board to give examples of colors, photos, and textures

• Basic details about your organization that might affect the visual design, such as values

• Key messages to keep in mind and reinforce when sharing in different formats such as a website or social media

• Contact info in case there are any questions or decisions to be made

Want to include the entire kitchen sink?

Create a brand guide that encompasses the A to Z of your organization. One of my clients has a brand guide that’s 100 pages—no joke! But you don’t have to go that far.

Here are additional components for your brand guide:

• Examples of what was done well in the past

• Market research or details about your target audience, including words and emotions that represent them and what they’re looking for from your organization

• Goals and objectives for different mediums, such as how specific stories should be used or what is considered a win

• Brand message and brand voice, including words and sentiments that should and shouldn’t be used

Which is right for you?

I think just starting with a basic style guide is a terrific idea, especially if you’re a small nonprofit, social enterprise, or social impact company. If you’re a little larger, or frequently utilize contractors and freelancers, I think you should expand your guide to ensure that your brand stays tight, even as it grows.

SIGNIFY’S Brand Guide As An Example

Want to see what a brand guide looks like? Here’s mine!

Click the image below to see the full, nine-page PDF.

3 PRO TIPS to Help You Keep Your Brand Consistent

1) Pinterest

What do you do if you don’t have a graphic designer handy, don’t know what your colors are outside of “green” and “blue", or don’t consider yourself a style guru?

You turn to Pinterest!

And you thought it was only for recipes and hair styles . . .

Head on over to Pinterest, and type in some variation of “color scheme", such as “light green color scheme”, for example. There are thousands of color palettes already put together by professional designers that you can use!

Just type in one or two colors plus “color scheme” or “color palette” and you’ll be amazed at what you see. This is exactly what I suggested to my nonprofit client above, and they quickly found one that worked for them.

2) Canva

I can’t believe how many people still don’t know about Canva! This amazing (and free) website lets anyone become a competent graphic designer. There are hundreds of templates for social media posts, presentations, flyers, and much more. You can even pre-set a couple of your main brand colors so that they’re always handy.

But use responsibly!

Just because you have so many templates at your disposal doesn’t mean you have to use them all! The idea is to create consistency, right? Find a template that can be used over and over again for social media posts, brochures, flyers, presentations, and more.

My Canva account is set up for my social media posts, Pinterest posts, and more. So, when I or my interns log in to create new ones, all we have to do is make a copy of a previous design. This keeps the same look and feel intact each and every time. Remember, you want a brand that is recognizable.

3) Professional Photography

Of course, we can’t talk about a style guide or brand identity and leave out photography. But if you don’t have a photographer on staff or aren’t planning a photo shoot anytime soon, you want to find photos that both look good and also fit within your color scheme.

For this purpose, I like Unsplash. But other great options include Pexels, Pixabay, and Pikwizard. These are all royalty-free sites, meaning you don’t have to pay to use the photos. Choose whichever site has the best options for your brand.

In Unsplash, I have an account so that I can earmark photos that work well for my brand as I come across them. Because I post on this blog twice per month, I’m always searching for new photos, or looking to see what I’ve already saved. This not only makes them easy to find in the future, but again, my interns can choose from photos I’ve already approved.

Before I go, let me reiterate: I still suggest working with a professional designer whenever possible. They can help you set up colors and templates to use on your own when you can’t afford them, or are capable of creating something in-house. I never would have achieved the consistency that I have no without help from the pros in the beginning.

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PIN THIS POST FOR LATER:

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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Want to Grow Your Business? You Need Help.

Quick note: During the summer, we'll only be publishing one blog post per month as we focus on some new activities and allow you some down time without falling behind on content.

Here's one thing I know about you: You want your business to grow. 

Not everyone does. In fact, some people are quite content for their small business to stay small, which is totally fine. They're just looking for some extra money, and a side gig or a "professional hobby" will do. But I know you want to grow your business because it's not just about you. It's about your cause.

Whether you're a nonprofit or a for-profit with a social mission, you want to increase your organization's capacity and influence because you're fighting for something. You may not have a desire to become the next TOMS or Habitat for Humanity, but you do have a desire to help more people. You want to have a bigger impact. You want to do more good.

So, how do you grow your small business?

There's one simple way that I recommend you start thinking about today: Get help. Yes, it may be simple, but I realize it's not easy.

It's not easy to decide to spend the money. It's not easy to allocate your resources differently. It's not easy to bring someone new into your process. But I believe this one decision can make all the difference. 

It has for me, and I think it can do the same for you. And guess what? It may not even require hiring more staff.

First of all, I realize it's a bit of a Catch-22. You'd be happy to spend the money to get more help...if you could only make more money in order to do so!

I've been stuck on that hamster wheel myself, and some days, honestly, I still am. But there is also something to be said for the old adage, "You have to spend money to make money." And I believe that's true. Maybe deep down, you do too.

But, like I said, there's also plenty of good news! It may not require hiring more staff to get your organization to the next level. It may just require some creative, out-of-the-box thinking. Or some networking. Or some short-term effort. Regardless, though, it will require help.

Why? You can only do so much at your current level—even if you already have a small staff. 

The Facts About Small Business (Which Includes Nonprofits)

• The Small Business & Entrepreneurship Council states that 89.4% of small businesses have less than 20 staffers. 

• The Small Business Administration notes that about half of all small businesses make it to the five-year mark, with approximately one third seeing their 10-year anniversary.

• When looking at just women-owned businesses, Small Business Labs tell us that 41% of my #girlboss peers only have between two and four employees, while 51% are solopreneurs!

• Speaking of, women are opening an average of 849 new businesses each day, yet are still falling behind in revenue due to lack of resources, educational opportunities, and funding.

• Finally, this report by Babson College tells us that 70% of the small business owners they polled found it difficult to hire qualified employees.

Besides throwing a lot of numbers at you, what am I trying to say? First, growing a business is hard, but I don't have to tell you that! Second, there is another way to get the help you need and grow your business without necessarily growing your staff, at least in the early stages when bootstrapping is the name of the game.

So, how do you grow your business without hiring more staff?  Keep reading.

Getting to the Next Stage of Business

Check out an awesome article from Todd Herman on the "Five Stages of Business Growth." In it, he shows you exactly what you should be focusing on for each stage, which is incredibly helpful. I'm in Todd's program, and I can say that he is an very smart guy. Learning from him has been definitely benefitted my business.

If you want to make it to that five or ten year mark, you need help. If you want to make a bigger impact, you need help. And if you want to avoid burnout for yourself or your staff, you need help.

What does this look like? I think it looks like finding interns, learning from mentors, bartering for services, and/or hiring independent contractors. It could even mean a combination of all of those things—it has for me.

You only know so much. You only have so much time. Why not fill those gaps with people who are there to assist you or are better suited for those tasks? Be the leader who sees the forest, not just the trees.

As I talked about last summer, work ON your business, not IN your business.

Why Is Getting Help for Your Organization So Important?

Right about now, you may be asking yourself why you should be hiring interns, consultants, or indepdendent contractors, especially if it's going to cost you hard-earned money. I mean, what's the big deal? You can just look up a few more articles or take a few courses and figure out everything you need to know, right? Anything you need to learn is just a Google search away.

Yes, that's pretty much true, and I'm guilty of the same thoughts and questions. But there are some INVALUABLE assets that come with these roles. And I’d like to explain by telling you how I've utilized consultants/interns/contractors in the past, both personally and professionally.

• They provide a set of fresh eyes. We can often lose perspective as we work on our own projects day in and out. Allowing someone to see them objectively can provide insight we couldn't gain otherwise.

• They cost you less than you might think. While the initial investment may seem significant, especially if this process is new to you, remember that these people do not cost you insurance or other full-time employee perks. You also don’t have to take taxes from their payments.

• They don't have to stick around long-term. Sometimes you just have a short-term need, or a season that requires an additional set of hands. These people rally around you when you need it, and not when you don't.

• They can relieve stress from you and your employees. Often small organizations rely on a limited number of people to do a wide variety of tasks. Sometimes, however, these tasks are not suited to their skills. Consultants and third-party contractors who specialize in certain areas can be invaluable to helping you reach your goals, while taking the pressure off your team. This will either allow them room to breathe, catch up on their primary tasks, or take on new assignments within their wheelhouse.

• They allow you to focus. Just because you can do something, doesn't mean you should. You need to be working on the tasks and goals that specifically require your time and attention. If you have the ability to outsource beyond that, do it. Focus on the things no one else can do for your business.

• They can provide expansion. These folks allow you to “go beyond” what you’ve already been doing. You can dream bigger, cast your net wider, and experience results you could not have had before at your current pace. But the ROI (return on investment) may be significant. Yes, it's important to consider the cost, but if you make more sales and donations than you would have without their help, it will be worth it!

Where Do You Find These Magical Creatures?

Well, of course, if you're looking for someone to help you with your writing, marketing, or communications needs, I'd be remiss not to mention that I can help you with those tasks. Whether you hate doing those kinds of things, or just need to focus on something else that's more deserving of your attention, I'm here. 

I launched Signify almost two years ago to help nonprofits, social enterprises, and other for-profits with a social mission with their marketing and communications. It’s been a crazy adventure! But I love being able to fill the gap for these types of organizations, especially the small ones that need my kind of help, but can’t afford a staffer or an agency.

Most of the people I work with just need help for a short period of time, so I have the ability to pop in and out, as needed. And, during that time, I can help move their mission forward. My goal is to make cause-focused organizations look and sound more professional so they can build a larger audience, increase sales or donations, and do more good.

But here are a few, other resources:

• Looking for an intern? Read this post.

• Want a mentor? Check this out.

• Need an accountability partner or someone to barter with? Try this post.

• I've also listed a bunch of friends that are incredibly talented and offer services that I don't. I trust them to take good care of you.

When in doubt, ask around. We all have our own networks, and most people are happy to suggest someone or something that might be able to help you. I also love asking in Facebook Groups because they're already built around tribes.

The point, though, is to not just sit and wonder. It's time to take action.

Hiring Tips From The Pros

I asked a few friends in these roles to share some advice with you. Keep these tips in mind when you hire independent contractors, freelancers, and consultants, so that you can make the best decision possible.

When hiring a graphic designer...

"The first step is to make sure you (and most importantly, your audience) enjoy their overall style. They don't need to have an exact portfolio example of what you're looking for, but the general tone should feel right. Second, I'd look to see if they've worked with similar organizations or have experience in your field. If you're a nonprofit, for example, it can be so helpful to work with a designer who already understands the nonprofit language. Third, consider the energy: the design process requires a lot of honest and open communication. It requires vulnerability on both sides. I think it's important that you feel comfortable with your designer and would enjoy meeting with them! So, ask for a discovery call or meeting to see if the right energy flows!

Your budget may require you to work with a less experienced designer, or a designer who doesn't have a distinct style yet. I wouldn't rule them out for those two reasons, but the energy has to be there."

- Madison Beaulieu, graphic designer and co-founder of Mad + Dusty

 When hiring a web designer...

"If you’re ready for your online presence to capture the essence of your brand, and work to attract clients, you’re ready to hire a web designer.

Before reaching out to an expert, spend time on their website and consider how it resonates with you. If it makes a great first impression, is engaging, and leads you to a clear call to action, you know they can do that for you. Having a beautiful website is one thing, but having one that works is another. My tip for you is to know that you need both!"

- Alison Chandler, website and visual brand identity specialist

When hiring an event planner...

"I think that a lot of people are naïve when it comes to the budget for any event. Many clients don’t know how much it costs to hire a good photographer, caterer, etc. so, they’ll spend money on little things and before they know it, they’re way over budget.

My advice: choose your top three Items and spend the bulk of your money there. My top three are always food, music, and alcohol. I like invitations, but they aren’t the most important item to me. Now, if you’re a graphic designer or your company sells paper, the invitations are probably really important to you and that’s ok. Make invitations one of your top three. The important thing is to focus on what’s most important to you, and then build the rest of your budget from there."

- Kristi Collins, certified wedding and event planner at CoCo Red Events

When hiring voice talent...

"It’s often easier to grab the admin assistant with the great phone voice, or the singing maintenance man for a quick 'read through' of your outgoing message, but resist the urge. It’s not enough to have a nice voice. A quality voice talent must be able to tap into the audience your trying to reach with the feelings you want to convey, so that anyone who hears it will want to take action.

Your message is too important for it to sound like it’s being read from a handwritten notebook. With intentional script writing and the right voice, you’ll move beyond your customer or donor’s heads and into their hearts."

- Jennifer Wilder, voice talent

When hiring any freelancer/contractor/consultant...

"When you hire an expert to help you in a certain area of your business—listen to them. Trust them. You hired them for a reason, so let them do the job they were hired for. Sometimes that means taking a leap of faith and doing something different than you're used to. Sometimes it means trying something new that you're not entirely sure of. Experimentation is what business is all about—trying something new to take your business to a new level."

- Kristen Miller, Sales Funnel Strategist | Social Media Manager | Digital Marketing

I echo all of these ladies, and many of the same principles apply to copywriters as well!

If not now, then when?

You may be stuck thinking that you don't have the money or time to find and hire contractors/consultants/freelancers/interns. I get it, and I've been there too. Plenty of times.

And I'm not discounting those statements. They're valid concerns. But here's what I will ask you, "If not now, then when?"

Make a plan to begin your search or interviews. Make a plan to save the money. Make a plan to ask for help. Otherwise, time will continue to fly by, and you'll be no better off in six months than you are today. After all, where were you six months ago, having these same exact thoughts?

I don't want that for you. Your mission is too important. I want you to grow, have a bigger impact, and do more good. 

You've got a cause that you're fighting for. It's time to fight just a little harder.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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10 Tools to Make Your Small Business Look More Professional (Most Are Free!)

I wrote last week that my business just celebrated its first birthday. That was a milestone many of you are eagerly awaiting, or remember fondly, as well. And for those of us who work solo or with only a small team, it's extra special because you not only don a party hat for yourself, but also for the dozens of hats you wear on a daily basis.

I'm not sure it will ever get a lot easier, because I don't really know anyone, anywhere, at any size company who wishes they had more to do. But when you have a larger team, you at least have more of a division of responsibility. So, it can be challenging to look like a larger organization when it's just you at a desk in your guest bedroom, or just you and a few friends who decided to jump in and solve one of the world's problems over coffee one afternoon. However, looking more professional, like a large business would, can often mean more sales or donations, more support, sponsors, and more attention. 

So, how do you make that happen? I still have a lot to learn myself, but here are just a few of the tools that help my one-woman show look a wee bit bigger and more professional.

1. Unsplash

It's more important than ever to utilize images in your content. In fact, did you know that Facebook will show your posts to more people if you include images? Yep, true story. Additionally, blog posts with images are more engaging to look at, and it's also easier to share them on sites like Pinterest. But if you aren't a photographer, or can't continually pay for stock images, you may feel a little stuck. Well, Unsplash is one answer. They have beautiful stock photography completely free of charge. You don't even have to credit the source, if you don't want to. Unsplash is my go-to, but there are oodles of other options if you Google "free stock photography." (It may take a bit of searching to find a site with the kind of photography that matches your brand.) Oh, and here are a few other sites, including a few that have video.

2. Canva

Having a designer on staff isn't something that all of us can afford. Heck, we can't even hire a designer for every little thing we need on a weekly basis like blog posts, newsletters, email blasts, reports, flyers, or social media prompts. So, we need a workaround. Enter Canva. It's not perfect, but it is pretty user-friendly, and allows you to make pretty graphics without the use of a designer. One of the best features is the pre-built templates that make it quick and easy to get started. They have templates for social media, presentations, eBooks, infographics, flyers, brochures, postcards, ads, and much more. You can also buy additional templates, photos, and illustrations for just $1. I currently use the free version. 

3. Bitly

Space on social media is limited and valuable. So, why take up half the allotted real estate with a hideously long link? Bitly is a terrific, free service that shortens links to usually around 15 characters. Now you can actually say what you need to say on Twitter, and leave room for sharing and hashtags too. Plus, it gives the indication that you actually know how to use social media. A number of companies also use Bitly, but have branded URL's that make them look extra spiffy. I'm going to try and learn about this soon, and if I do, I'll be sure to let you know on this blog. Until then, the free version is a great option.

4. Hootsuite / Buffer

I recommend these two services to small business owners and employees a lot, but I think they scare those who don't feel technologically inclined. I get it. When your To Do list is already piling up, it's hard to think about sitting down and learning new programs or software. However, most of these same small business owners know they need to be more consistent and present on social media, but struggle to do so. That's where these two gems come into play. By taking 30 minutes or an hour to schedule your social media ahead of time, you can knock it out all at once, and just return to it on a weekly, bi-weekly, or monthly basis without letting time continually pass you by as you do nothing or let it remain sporadic. I use the free version of both of these because the free versions have limits to the number of accounts you can link. I use Hootsuite for LinkedIn and Twitter, and Buffer for my Facebook Group. (Side note: these two also have their own capabilities to shorten links.)

UPDATE: Check out this post where I compare 13 social media scheduling tools! 

5. Contracts and Such

Freelancers, entrepreneurs, and small businesses of all kinds tend to fly by the seat of their pants. Behind-the-scenes, there's some duct tape, hopes, and prayers holding things together. So, one not always easy, but simple thing you can do—and need to do—is protect yourself legally. All my clients, including friends, sign a letter of agreement when I start a project with them, which explains everything clearly so we are on the same page. And one thing I put off for too long, but have since rectified, is adding terms and conditions to my website. No matter if you're a nonprofit, or for-profit, you need to make sure you're up-to-speed legally. And The Contract Shop has helped me do that.

Most of my friend Christina's clients are in the creative and wedding industries, but there are also multiple offerings for the rest of us including terms/conditions/privacy disclosures for websites, affiliate agreement, collaboration contract, coaching contract, graphic design contract, independent contractor template, LLC operating agreement, no disclosure agreement, conference speaker contract, and much more. These templates are incredibly easy to use! I had my terms, conditions, and privacy policy on my website in less than 15 minutes!

6. HelloSign

Should you ever need to have people outside your organization sign legal documents, HelloSign is a great route to take. And you get three free documents per month. This is how I facilitate my client contracts and letters of agreement. It's also a much better option than emailing Word docs, having parties sign them, scan them, and email them back. Once all parties have signed electronically, each get a notification, and can download a signed PDF. Voila!

7. Google Voice

For years, way back before it was popular, I've only had a cell phone. No home phone, and now, no outside office to host a phone anyway. But there are certain times, like on a public website or business documents, that I don't want to give out my cell. Google Voice is the perfect, free alternative. When someone calls my Google Voice number, it still rings my cell phone. It works a bit like call forwarding in that way. And you can also get voicemails transcribed and emailed to you. You can even select your phone number to make sure it's geographically close to you, or has a particular set of numbers that you'd like to use. 

8. PO Box

I work from home, except when I'm at a coffee shop. So, much like the Google Voice, there are times when I don't want to list my home address on public or professional documents. So, I use a PO Box instead. I have the smallest box available at $38 for six months, which was the cheapest price in my research. And, the good ol' USPS has now gotten on par with other PO Box providers by allowing you to use a street address in case you don't want to list a PO Box. 

9. Squarespace

A decent looking website is non-negotiable these days. No one will take you seriously otherwise. So, the two most affordable and popular default options are Wordpress and Squarespace. I choose the latter for this site and am really happy with it. Both make it pretty easy to DIY a site if you can't afford a designer (or to update it after its been designed), but I prefer the options, security, and customer service that come with Squarespace. (And should you need a designer, I recommend Mad+Dusty.) Regardless, pick something that works well for you, and invest the time into making it look good.

10. G Suite

If you're running an organization of any size, I'd really love to tell you to stop using something like yourname@gmail.com. I think if people are donating to you, or buying your products, you need to kick it up a notch. They should feel safe in giving you money, and having your own branded email address gives a sense of comfort and professionalism. I pay just $5 per month for this service and it's well worth it. G Suite comes with other features as well, but the branded email is my fave. 

What have I missed? What helps your small business look more professional?

(Note that some links are referral links.)

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Branding and Design

Each month, I'm inviting guest contributors to speak about additional timely, relevant and sought-after topics that are important for cause-focused organizations to be aware of as they grow. First up, we have my friends, Madison and Dusty Beaulieu, who expertly designed my branding and website!

Q. What are the latest trends in your industry?

A. There’s definitely been a leaning toward illustration and texture. (YAY!) Flat design is huge, but now designers are taking that minimalism and giving it over to the artists. The desire for perfection in design is being replaced with a need for history and personality. We want to see the human hand in design now. Watercolor, paint, printmaking, hand lettering . . . the arts are showing up in a big way through design, and we love it.

Q. What is the biggest mistake you see people making in terms of their brand?

A. People give logos more credit than they deserve! Your brand is your tool box. Your logo, type, colors and patterns will help show your customers who you are in the same way that the clothes you’re wearing tell others a bit about who you are. Think of your logo as an accessory. If your purpose and brand values are not clear, appealing, and meaningful, an amazing logo won’t be able to fix that. Purpose and values are the foundation for your brand, and a good designer will help you clarify them before jumping into the logo design. Design that comes from the core of your business will work no matter what’s trending.

Q. What is your best piece of advice for people during branding and design, especially for those who are new to, or overwhelmed by, the process?

A. Be sure you understand the investment and what it will mean for your business. The branding process is not something to jump into half-heartedly. (We would make How to Style Your Brand by Fiona Humberstone required reading if we could.) The first six months of any business are unpredictable at best. I recommend that you quick-design a temporary logo using a template from Canva or another app, and build a one page site on Squarespace. After six months, sit down with a designer and discuss taking your business to the next level with an original brand. The branding process should feel like a celebration of your hard work and hustle. It’s an exciting time!

Also, find a designer that you trust and enjoy working with, even if you technically don’t need one now. It’s kind of like finding the right doctor. When something comes up, it will be good to know who you’d turn to.

Additionally, don’t be afraid to talk honestly about your budget. If a designer is passionate about what you do, they may be willing to find an agreement that works for both of you.

And, finally, not all design is branding design. We work with several clients for 5-10 hours per month on designing emails, social graphics, and those random little items that come up. We love partnering with them, and they love delegating those would-be headaches.

Q. What is one thing readers can do this week to improve their brand presence, either online or in print?

A. Make sure you’re using all the same fonts on documents. (No more than three different fonts.) It’s the smallest thing, but it will instantly give your brand a sense of cohesiveness. Typography works very subconsciously. Make sure it’s working for you!

Q. Anything else we should keep in mind for our brand, website or graphics?

A. Be true to your values. Be consistent with your community. Be honest about your capacity. Simple, purposeful things done consistently make a brand shine.

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Mad & Dusty is a creative team for nonprofits and purpose-driven brands. Starting in 2015, Madison and Dusty Beaulieu have worked with over 40 purpose driven organizations to tell important stories through art and design.

Find them online at www.madanddusty.com.

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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