WIN A MARKETING AUDIT AND STRATEGY SESSION!

GIVE YOURSELF THE GIFT OF BETTER MARKETING!

LET'S CELEBRATE THE HOLIDAYS WITH A BIG GIVEAWAY!

There are a lot of things that make the holidays the most wonderful time of the year—including presents!

Signify is marking the occasion by giving away a Marketing Audit and Strategy Session, valued at $1,000!

MARKETING AUDIT AND STRATEGY SESSION

LOOK GOOD FROM EVERY ANGLE

$1,000

Perhaps you have a marketing plan in place, but it needs some help. Or maybe you don't have a clue what you're supposed to be doing, but are eager to start.

Does your brand message stand out? Is your website working for you? What is your social media actually saying to your customers and donors?

I can help you answer these questions and more. This is an opportunity for you to get—or get back—on the right track. Once you put a strategy in place, you'll have a framework to filter all your business communications and marketing decisions.

Starts with a 60-minute introductory session. Then I'll take what we talked about and evaluate your current efforts (ex: website, social media, primary print/online assets), brainstorm new ideas, and give feedback on relevant systems. I'll also provide priority recommendations for moving forward. We'll finish with a final 60-minute session two weeks later to make sure you understand your new strategy.

STARBUCKS GIFT CARD

$10

A gift card just to say thanks. Consider it an extra "perk." ;)

You can even sip on your complimentary java while we chat about your communications plan.

Free + free = twice as nice!

To enter: You must completely fill out the easy-to-answer, one-page survey below. It should take you less than 10 minutes—especially because the first few questions are your name and email!

I'm doing my best to provide helpful, high-quality content on my newsletter, blog, and social media, but I need your help to make sure I'm still addressing what's most relevant to you. I want to help your nonprofit, social enterprise, or social impact company get noticed and grow through effective marketing and communications, and that means hearing directly from you! My one-on-one clients provide me with terrific feedback, but I'd love your input as well.

The fine-ish print: You must lead or work at a nonprofit or "do good" for-profit organization. Additionally, all questions on the survey must be completed for contest entry. You may take the survey anytime between December 1 and 31, 2022, at 11:59 p.m. ET. The winner will be randomly drawn and notified the first week of January. Marketing Audit and Strategy Session must be redeemed by March 31, 2023. By filling out the survey, you agree to receiving emails from Signify, but of course, you may unsubscribe anytime.

HAPPY HOLIDAYS!

HERE’S WHAT LAST YEAR’S WINNER HAD TO SAY:

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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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4 Tips for Turning Your Customers and Donors into Passionate Fans

If you haven’t heard of Change the World By How You Shop, you’re in for a real treat! LeeAnne McCoy has been a member of the Signify community since the early days, and I can testify that she and her ethical shopping guide are dedicated to helping people find products that they’ll not only love, but allow them to make a difference.

And in the course of researching brands to include in her guide, LeeAnne has had dozens of conversations with makers and founders, and has unique insight into why some brands can turn their customers and donors into passionate fans while others simply sell their goods.

I’ve asked her to share those differences with you in the hopes that you can also make the leap from store to sensation. Because when you can successfully turn customers into advocates, you’ll be able to take your mission to a whole new level and make a bigger impact.

A few months ago, one of Mercy House Global’s homes for teenage moms in Kenya burned to the ground. And in a passionate response to the tragedy, I watched the bars quickly fill up on their online fundraising campaign. Within a matter of hours, they raised thousands of dollars—enough to replace all the items lost in the fire including clothes, beds, and more for the young moms and their little ones.

And recently, Shelley, founder of Papillon, was visiting Haiti. She shared with her Facebook followers some of the medical needs of the artisans who work for her. Before she got on her flight home the next morning, she was able to tell her employees that people they had never met had donated enough to cover all their medical expenses. 

These kinds of stories are actually common for these two nonprofits. Not only do they quickly raise funds for their needs, but they also frequently sell out of newly released fair trade products. Why? 

They both have a very loyal following of customers and donors who are as passionate about their mission as they are. 

So, how can you turn your customers and donors into fans as loyal as those who follow Mercy House Global and Papillon? Below are four ways nonprofits and social enterprises turn followers into passionate fans.

1. Be Real

Lauren, owner of the small ethical online boutique Naupaka, is not afraid to admit her mistakes. As a one-woman-show, she sometimes sends out newsletters twice or sale notices on the wrong day and then sends a funny apology email with the correction.

Her transparency makes shopping from her online store feel like shopping at your local brick and mortar.

Shelley from Papillon is also very transparent about her challenges in running a nonprofit, as well as her relationships with her employees. She recently posted a live cell phone video on Facebook of the Papillon workshop in Haiti. Watching the banter, the smiles, and even those who ducked down because they were too shy to be on camera was like being there in person. This did far more to inspire support for Papillon than any professionally recorded video could have done.

Your supporters are inundated constantly with advertisements and requests for donations, but a sense of authenticity can make your requests stand out from the crowd. 

2. Be Personal

Because of the pandemic, connecting in person with your followers may not always be possible, but there are numerous ways to personally connect from a distance.

A handwritten note goes a long way. I treasure the many handwritten notes I have received from various social enterprises and artisans I support through Change the World by How You Shop. A personal email can have the same impact.

Facebook offers some great opportunities for connecting personally with your followers. Shop with a Mission has had to close the doors of their fair trade store in California all year because of COVID-19. However, they started weekly Facebook live shows where they laugh, tell jokes, host giveaways, and show off products. By watching the live shows, both local and out-of-state followers get to connect personally with the owners and employees.

Several other fair trade shops have utilized Facebook to introduce international artisans via live video. Others, like Mercy House Global, have created an “insiders” group which invites a small group of their fans to be a special part of their mission. Shelley from Papillon goes one step further and “friends” customers and donors on her personal Facebook page.

People are more likely to support organizations they have a personal connection to. Thus, the common joke about “Mom is my biggest fan.” Whatever method you employ, keep looking for ways to help your followers feel like they are personally invested in you and your mission. 

3. Be Specific

Recently, I purchased a basket from Eternal Threads, a nonprofit fair trade organization. Beautiful as the handwoven basket is, I bought it not just for its beauty or because I wanted to support a generic cause such as fighting poverty in Africa. I bought it because it was Rosemary’s basket. From following Eternal Threads, I had learned Rosemary’s story, how she lost both her parents and was raising her younger siblings and selling baskets to pay their school fees. I bought her basket to remind me to pray for Rosemary and because she inspires me. 

Even when you cannot share names or pictures, you can still be specific: 

Likewise, Papillon recently shared that one of their employees’ sons was HIV positive. Because of the stigma around HIV, they could not share names or pictures, but they shared enough details of the story to inspire many to donate.  

And when Mercy House Global started their fundraising campaign after the fire, they raised funds for specific needs, one at a time, such as mosquito nets, beds, and toddler clothes. Each individual need they posted was quickly provided for by donors who understood their mission, what was being asked of them, and what the result would be from their contribution.

4. Follow Up

Giving frequent updates on your supporters’ impact will strengthen their commitment to your mission. Papillon sends frequent updates to the donors who contributed to their employees’ medical needs. And Mercy House continues to send updates on the teen moms who lost their homes in the fire and the new homes they hope to purchase for them.

Eternal Threads, who sells Rosemary’s baskets, continues to share her story. Recently, her little brother was robbed and beaten on the way to work and his cell phone and bicycle were stolen. When they shared the need for donations to cover his medical care, it was simply one more chance to be part of an ongoing story.  The update and personal thank you from Rosemary they forwarded to donors ensured they would be quick to participate in the future as well.

Every little step you take towards having authentic, personal, specific, and ongoing communication with your followers will help build their relationship with you. And nurturing those relationships over time will turn customers and donors from occasional supporters into passionate fans who will be vital partners in accomplishing your mission.

It’s certainly worked for the organizations above. How will you make it work for you?

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LeeAnne McCoy is a mother of six young children and a piano teacher in Washington State. In her "spare time," she is also the creator of Change the World by the How You Shop, an online ethical shopping guide which makes it easy to find products from brands that go beyond ethical and fair trade to change lives around the world. Her mission is to support those brands by helping more people discover their products.

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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.

GivingTuesday: The Resources You Need to Succeed

Head’s up: GivingTuesday is just weeks away! Isn’t it funny how the holiday season happens at the same time each year, yet it always seems to sneak up on us?

Consider this your warning: It’s all going down on Tuesday, December 1st.

Around since 2012, GivingTuesday is a national day of philanthropy for nonprofits far and wide, large and small, and for every cause under the sun. It follows Black Friday, Small Business Saturday, Shop for Good Sunday, and Cyber Monday.

Yep. People will shop . . . drop . . . and then give back. (Even in 2020!)

Every year, more and more nonprofits are joining the fun. Yes, it can be a little intimidating for first-timers, but it can also payoff big time (if it’s done right). In fact, in 2019, over $500 million dollars were raised!

If you’re still on the fence, need some advice, want a marketing toolkit, or need to see some examples, I’ve got you covered. Keep reading to make your #GivingTuesday dreams come true!

If you only choose to look at one website, be sure it’s the official Giving Tuesday website. There you’ll find out how to participate, a toolkit and other resources, statistics, and stories of impact.

GivingTuesday: Should You Participate or Not?

• Pursuant laid out a short list of the pros and cons of #GivingTuesday participation for your nonprofit.

• Nonprofit Expert gives you five reasons to participate, including the fact that it helps you build trust.

• Need a specific reason to say yes or no? CauseVox will give you four scenarios to consider.

• While they may be a little biased, GivingTuesday can help persuade you, and also remind you that each year’s campaign doesn’t have to be completely new and fresh.

• Funraise presents some pretty compelling reasons to jump in with both feet, especially during the chaos of 2020.

• Red Start Creative shares their perspective, and #1 alone is worth the read.

#GivingTuesday Best Practices and Advice

• Nonprofit Hub has a terrific article about prioritizing relationships over tactics when it comes to your nonprofit’s fundraising efforts.

• GivingTuesdaySpark will help you inspire young people ages 6-21 to take action for your cause.

• One Cause has seven best practices that you should pay attention to. I particularly like #2.

• “Thank Your Donors” is just one tip that The Modern Nonprofit gives you. It’s a simple one, but should never be overlooked!

• The Chronicle of Philanthropy has compiled all their best articles and advice for you. I recommend taking a look at 6 Things Data Tells Us About Giving Tuesday.

• Have you jumped on the video bandwagon yet? If not, Wild Apricot may just convince you to press record.

• Are you a little technologically challenged? Soapbox Engage will guide you through some of the finer points.

• Keela has three tips to help you make the most of your #GivingTuesday campaign, and you should definitely take a gander at #2.

Resources and Toolkits for #GivingTuesday Campaign Success

• My friends at Funraise have put together a super helpful GivingTuesday Toolkit, including a step-by-step calendar and pre-written emails and social media posts.

• CauseVox has outlined a simple campaign timeline, and it’s a great place to start for some general guidance.

• While not exciting to look at, what I like about the Smithsonian’s toolkit is that it has options for starter, experienced, and advanced campaigns, as well as examples.

• Download Qgiv’s Ultimate #GivingTuesday Guide for messaging templates, promotion templates, and even a post card for your donors.

• Blackbaud has their own toolkit for you, and includes some items you won’t see from others such as webinars and podcasts.

• Wordpress’ nonprofit resource, GiveWP, created a whole workbook that you can download. It’ll walk you through campaign ideas, public relations and corporate partner options, and email templates.

• Be sure to check out your own state’s #GivingTuesday resources. Here in Georgia, we have GAgives.

• Kindful has curated a very comprehensive list of resources, and you’ll find ideas, examples, communications and marketing advice, and virtual fundraising suggestions.

• Want someone to walk you through a GivingTuesday strategy? Give Lively has you covered with an on demand webinar.

• Classy has a full resource center for you with a planning checklist, email templates, a webinar series, example campaigns, and more.

• The Whole Whale is priming you with 31 ideas for the big day, and you probably haven’t thought of some of these!

Examples for Your GivingTuesday Campaign

• You know storytelling is important in fundraising, and GoFundMe gives you five examples to learn from.

• Snowball Fundraising will show you nine of their favorite campaigns, and a template for your donation page.

• Campaign Monitor gives you four email examples to scrutinize—one for each prominent email of your campaign.

• Neon One is giving you a peak behind the curtains with four of their clients, and highlights examples for nonprofits both large and small.

• Donorbox explains the fundraising process in 10 steps . . . and gives you an example to go with each one.

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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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The Ultimate Guide to Social Impact Websites

Outside of your people, your website is your nonprofit or social enterprise’s greatest marketing asset. It’s also one of the most important tools you have to help you make a bigger social impact. In fact, it’s so important that we’re going to look at it from just about every angle.

From what you should do before you create or update your website, to writing and designing it, to how to promote it after going live, this is your ultimate guide to social impact websites.

It’s time to build and engage a larger audience, increase your sales or donations, and do more good. This is one tool to help you do just that.

Programming note: Because this is such an important topic, we’ll be talking about social enterprise and nonprofit websites for the next couple of months. As the blog gets updated, this post will be expanded as well.

Below you’ll find some of our favorite topics to think about when it comes to social impact websites. Whether you’re starting from scratch or updating your site, this information will help you take the next, right step.

Before You Begin Working on Your Social Impact Website

Why Your Social Impact Mission Isn't Enough

For your mission to not only engage the right people, but compel them to act, you need to ensure that you have a clearly defined brand message and brand voice. You may think of your “brand” as only part of your marketing, but your brand informs what you say, how you say it, and what your mission looks like visually. It’s essential to every aspect of your organization.

Read the post . . .

Benefits of a Nonprofit Brand Voice Guide

Wouldn’t it be great if your donors gave you more money? And new donors were easier to attract and engage? There will certainly be times when donors change their giving priorities, don’t connect with the mission, or the timing is just off, but there are other times when it’s possible that we confuse them with our message or don’t give them a clear plan to act. So, what’s the best way to help donors understand and respond to your needs?

Read the post . . .

Know Your Audience

Knowing your audience determines how you communicate your message. Whether you’re talking about your website overall, or individual pages, it’s important to think about the reader first. Consider both the “who” and the “how”.

Read the post . . .

3 Exercises for Evaluating Your Brand Story

Your brand story is the narrative that you use to describe your organization and how it came to be, who you serve and how you serve them, goals for the future, what you stand for, and even the emotions that your mission makes people feel. Your brand story is what helps people decide if they want to take the next step with you.

Read the post . . .

WEBSITE PLATFORM ADVICE

Squarespace: The Pros and Cons

No website platform is perfect, but I’ve been very happy with Squarespace. Madison Beaulieu, half of the dynamic duo that created Signify’s website, breaks down the most important things you need to know about this option.

Read the post . . .

WordPress: The Pros and Cons

Alison Chandler is one of my go-to designers. In this post, she highlights why about 30% of the websites in world are hosted on Wordpress, and why it may be a good option for you.

Read the post . . .

OVERALL TWEAKS For Your Nonprofit website

The Small Nonprofit Podcast: 10 Steps to Upgrading Your Website

Listen to my friend, Cindy Wagman, and I discuss the importance of nonprofit websites, how they contribute to your nonprofit’s marketing, and some tweaks you can make to improve your site quickly and efficiently.

Listen in . . .

DESIGN AND VISUAL BRANDING

Ask the Experts: Design and Branding for Social Impact Organizations

As a copywriter, I love talking words. But, in order to serve you well, I can’t ignore the visual side of your marketing and communications. So, when it comes to design and branding for social impact organizations, I can dish out some pretty good advice, but my secret weapon is the company I keep—including Jaci Lund of Treebird Branding.

Read the post . . .

Ask the Experts: Branding and Design for Nonprofits and Social Enterprises

I get complements on my website and visual branding all the time, and that’s thanks to Madison and Dusty Beaulieu. Madison wrote this post, and I love how she breaks down some important design topics that often trip people up.

Read the post . . .

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

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? Let’s talk about a simple tool that will help you look like a million bucks (even if you aren’t). Without it, your organization can unknowingly communicate that you’re an amateur.

Read the post . . .

Copywriting FOR NONPROFITS AND SOCIAL ENTERPRISES

4 Tips for How to Become a Better Writer

As a copywriter with almost two decades of experience, one of the questions I get asked a lot is how to become a better writer. From grant proposals to product descriptions to blog posts to websites and more, you have a lot to say, and it needs to be said well in order to gain more support for your nonprofit or social enterprise. Learning how to convince and compel with the written word is not just an essential skill, but one that stands the test of time.

Read the post . . .

Advice From The Editors: Avoid These Writing Mistakes

I asked a few of my favorite editors to explain some common writing mistakes, which will allow you to spot any weaknesses you may have, and improve them. (Basically, here's how you can up your writing game in just a few minutes!) Any corrections you can catch now may cause you to not only improve your marketing, but retain customers and donors in the future.

Read the post . . .

7 Tips You Need to Know to Write a Better Website

Designing and writing content for your website can seem challenging, but my former intern, Megan Westbrook, is going to walk you through the most important, and sometimes overlooked, aspects that will make your website effective, navigable, and memorable.

Read the post . . .

How to Rewrite Your Website in One Week

In this guest post for Candid (formerly Foundation Center and Grantspace), I outlined a simple process for rewriting your website in one week. Though written to nonprofits, anyone can make good use of this process. It’s an audacious goal, I know, but if you’re short on time and highly determined, you can make it happen!

Read the post . . .

Why The Words On Your Site Matter As Much As the Design

In this guest post, I emphasize why you should not only consider the look of your website, but what it says. I also give you a few tips on how to make the copy (<— the words on your site) even better. And, yes, there are some budget-friendly options!

Read the post . . .

Marketing Must-Haves

8 Creative Ways to Gain More Email Subscribers

Between all the blogs, online shops, and websites, all of our inboxes are already crowded with marketing emails asking for sales and donations, and the old classic “Sign up for my newsletter!” call to action just isn’t cutting it anymore. Here are eight creative alternative ways to get new email subscribers and not get sent to spam.

Read the post . . .

NONPROFIT CONTENT MUST-HAVES

5 Donor Communication Essentials

No matter what type of donor you are talking to, nonprofits need to consistently communicate with donors, while at the same time targeting the specific message that prompted the donor to initially become engaged. Keeping everyone informed may very well graduate them from one level of supporter to another. Thanks to Amy Crowell for this post!

Read the post . . .

BLOGGING FOR SOCIAL IMPACT ORGANIZATIONS

4 Ways to Help Donors and Customers Find Your Social Impact Mission on Google

Now that the initial excitement of your nonprofit or social enterprise launch has worn off, your website isn't getting as many clicks as you’d like and it seems that all your marketing efforts are falling flat. You know that you have the power to change lives, but people just aren’t finding you. What if I told you there’s a way to help more people find your amazing cause online?

Read the post . . .

5+ Reasons Why No One is Reading Your Blog

Does this sound familiar: Someone lands on your little labor of love, maybe skims a little, and then promptly leaves. Here you find yourself with a blog post that took precious time and energy, but didn't actually get the job done. It's finished, but it's not effective. Here are a few blog writing tips that will help ensure your post gets read, and better yet, acted on. 

Read the post . . .

How to Generate and Organize Content for Your Blog

Blogging is the “meat and potatoes” of the internet right now and, if it’s not already, it should be an important tool in your content marketing tool belt. Blogging builds your audience, brand image, and increases your visibility on the internet. It’s also a very easy and practical way to show off your expertise. Check out this advice from former intern, Michael Banks, on how to revamp your organization’s blog, and make it a regular part of your social enterprise or nonprofit marketing strategy.

Read the post . . .

Should Your Nonprofit Have a Blog?

Blogs seem to be a particular pain point for nonprofits. There is either pressure to create the content (and resentment when it doesn’t happen), or so much overwhelm with regular responsibilities that a blog never gets off the ground. So, what are you to do?

Read the post . . .

12 Questions That Inspire Content Creation

You know you should be reaching out to your audience on a regular basis, but you’re just not sure what to say. It’s a common problem, and one I get asked about a lot. Coming up with a constant stream of topics can be daunting, especially with everything else on your plate. So, where can you find inspiration at any given moment—especially when you’re not feeling it?

Read the post . . .

Outsourcing Your Website COPYWRITING OR DESIGN

Should You Invest in a Copywriter For Your Nonprofit Website?

Do you actually need a copywriter for your nonprofit website? If you’re creating your first site, or relaunching a new one, this question may have already popped into your head. And just because I’m a copywriter that specializes in nonprofits, social enterprises, and social impact companies, my answer is not going to be an automatic, “Yes.”

Read the post . . .

Why Free Help Isn't Always the Best Option

Just because someone offers to help you write or design your website for free doesn’t mean you should take them up on the offer. Let me explain why.

Read the post . . .

Want to Grow Your Nonprofit or Social Enterprise? You Need Help.

It's not easy to decide to spend the money, allocate your resources differently, or bring someone new into your process. But I believe this one decision can make all the difference. And guess what? It may not even require hiring more staff.

Read the post . . .

Legal Considerations For Your Website

2 Simple Ways to Keep Your Website and Work Protected

While this may not be the most exciting topic to discuss, it’s super important! You need to protect the time, money, and effort you’ve put into your website. Besides, you have your mission to think about, not to mention the secret sauce of the way you work. There’s also any proprietary photography and other assets. It’s all those details that add up to your beautiful and unique brand. Let attorney Christina Scalera explain why you shouldn’t leave your website unprotected.

Read the post . . .

Promoting Your New Social Impact Website

Signify’s Launch Marketing Checklist

Having a beautiful, new website isn’t the final step. At the end of the process, you should promote the gorgeous thing to your donors, customers, and key stakeholders. This checklist has pages of marketing ideas for exactly how you can share your big news.

Get the checklist . . .

How to Make Time for Marketing

Need to promote your new website, but always find that something else takes priority? Here are four of my favorite ways to make your marketing actually happen.

Read the post . . .

Get Found on Google

My friend, Meg Casebolt, can teach your nonprofit or social impact company how to get found on Google through SEO (Search Engine Optimization). Though SEO can get pretty complicated, Meg is a patient and caring teacher, and shows beginners how to become pros through simple and strategic steps. I want you to have a terrific website, but I also want your website to get found by the right customers and donors.

Learn about Attract & Activate . . .

We’ll be posting a lot more about nonprofit, social enterprise, and social impact websites over the next few months, and will update this post along the way. Stay tuned!

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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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