Canning SPAM Right Now

Although much of the recent legislation regarding email concerns for-profit businesses, nonprofits would do well to be aware of these regulations, as well as of other considerations.

Senny Boone, executive director of the Direct Marketing Association Nonprofit Federation, offers a checklist to follow for email communication:

• If you send a commercial email make sure to communicate that the email is an "offer" to the recipient.
• Provide a valid postal address.
• Provide an honest subject line.
• Provide an Internet-based removal system that is easy to use.
• If you are using a service provider, have a written procedure and a contract.
• If a recipient removes him/herself from a marketing list via an email service provider, that address does not have to be removed from all future campaigns.
• There should be no surreptitious acquisition of email addresses via automated mechanism without the consumer's awareness.
• The FROM line should not be ambiguous and should be a valid email return address.
• "Remove" means remove.
• Lists must not be sold or provided to unrelated third parties unless the owner of the list has provided notice and the ability to be removed.
• A commercial email should contain the sender's privacy policy, either within the email or via a link.

A strategy for adding a vital revenue stream

The Ronald McDonald House of New York, Inc. has a monthly giving program, the Get Well Club. The operation of the Get Well Club was outlined during a recent direct response fundraising conference.

The plan has eight basic elements:

• Strategy: Upgrade donors who give less than $100 and offer monthly contributions.
• Goal: Demonstrate that gifts are vital to the organization's mission.
• Package Format: A closed face 6 x 9 package; a personalized letter; a reply envelope; a personalized 8.5 x 11 form; a photo card of the family.
• The Offer: Connect with the cost to house a family for one night. The ask is to facilitate them in joining. The typical monthly giving offer starts in the $10-$15 range.
• Thank-you Gift: A successful technique is to offer a gift to new monthly donors. Recommended gifts include a Club pin and a personalized certificate of membership.
• Pledge Payment Options: Offer electronic funds transfer or credit card. Do not offer a choice of having their debit take place on the first or 15th of the month. McDonald House contracts with an outside firm to set up a monthly electronic transaction.
• Donor Segmentation: Divide the effort by new donors who have given a contribution of less than $100 and multi-giver donors who have given two or more gifts less than $100 during the past 18 months.
• Additional Communications: Quarterly communications, newsletters, a small premium product, and a yearly tax statement in January or February.

Planning Staff Retirements

Any organization wants to think of what its employees will do while they are on the job, but the fact is that all organizations, nonprofit as well as for-profit, must look ahead to the time when employees retire. With that in mind, retirement programs that will offer employees a nest egg when their working days have ended are essential both to attracting good employees and to retaining them once they are hired.
With new tax laws being passed on a routine basis, there are always changes of which an organization must be aware, but there are several standard programs that help employees provide for retirement security.

Among these:

• Tax-deferred retirement savings programs. These are IRA accounts, with contributions paid by the employee while working. With traditional IRA programs, employers are not allowed to match employee contributions.
• Defined benefit pension programs. These traditional pension plans are becoming more and more rare because they guarantee a set payout upon retirement.
• Defined contribution pension plans. These are set up by employers and funded by employees. Employers may provide matching amounts. These are the standard 401 accounts.
• Cash balance pension plans. Employers establish an account containing a percentage of a worker’s salary plus interest each year. Upon separation from the organization, employees receive either lump-sum or annuity payments.

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4 Tips For Considering New Technology

"I'm in finance, so why do I have to worry about technology, too? Technology, software, and even phone systems -- what do these have to do with accounting?"

Everyone knows that nonprofit professionals -- especially finance staff -- wear many hats. The executive director must spend a majority of time "facing out" from the organization, typically working closely with the board, donors, and program officers.

Therefore, management of daily operations usually falls to the finance/accounting folks, whether they like it or not. They are left to wrestle with accounting and investing, as well as running day-to-day operations, which often includes making technology decisions.

According to Liz Marenakos, product line manager, Financial and Business Solutions at Blackbaud, Inc. in Charleston, S.C., the big questions -- what to buy, how much to buy, which providers to work with -- need thoughtful, careful answers. It's easy to recall technology mistakes because they leave a lasting impression. For a nonprofit chief financial officer, one of the most difficult decisions is whether to make a significant investment in technology. But the reality is that an organization cannot achieve long-term financial growth without investing in technology, she said.

Here are four things Marenakos suggests:

1. If new technology for your organization requires more staff time than it saves, don't use it.
2. Training is critical to using technology effectively. Many nonprofits have powerful tools they can't use because of insufficient training.
3. Don't forget to evaluate the vendor's customer service and technical support services, which can set one vendor above the rest. Seek out the top experts -- not the "discounted" service. (Nobody talks about finding "the hospital's cheapest surgeon.")
4. Investigate how long the technology vendor has been in business. Many software suppliers don't stay in business for long. The longer the company has been in business, the better the odds it will still be around in 10 years.

Make sure your database is secure

Database security becomes more complicated and more necessary each day.

Tom Gaffny, executive vice president of fundraising and database firm Epsilon in Wakefield, Mass., suggests eight database security questions that those responsible for security in an organization should ask themselves.

They are:

• Are we only storing the data we need for our business use? Storing unnecessary data is both expensive and just one more potential security breach
• Do we have an ultimate data owner for each system we support? Having two or more people who share ownership for a database system invites chaos.
• Do we have documented audit trails surrounding our data access? Such a trail should specify who granted access to whom, for what data and at what level. It should also clearly specify who is allowed to do what with data.
• Have we developed a data classification scheme, and why? Classifying data helped in determining how long different types of data should be retained on backup tapes.
• Do we encrypt everything that leaves the secure data center? The most secure organizations encrypt everything, even laptops.
• Have we recently undergone a security audit by an independent authority. An independent party can help identify weaknesses that are overlooked.
• Do we back up our data often enough, and are encrypted files or tapes stored at a remote location? It's common sense.
• Have we kept our employees completely informed about policies and procedures they need to follow to protect our assets?

Burning Calories To End Hunger

Americans need more exercise. CARE needs more money to combat global poverty. An obvious match, right? OK, maybe not so obvious, but professional triathlete and author Eric Harr hopes to serve those two purposes with the "I Am Powerful Workout with Eric Harr." It's not exactly Hans and Franz, though.

The fitness expert at CBS network affiliate KPIX-TV near San Francisco has put up the initial $50,000 to match gifts to CARE through the workout, committing $1 million over the next five years.

People can raise money for CARE just by exercising. For each hour you work out, Harr will donate $5 to CARE (up to $50,000), donors also can raise money theough a personal Web page, and win prizes. For every $1 raised on a personal Web page, Harr will match it with $5 (up to $50,000). Those who log 100 hours of exercise get an "I Am Powerful" T-shirt. Those who tell their story online get a "Music to Empower Women" CD. Through the Web page, http://www.care.org/features/workout/index.asp, users also can log their workout hours and download Harr's customized training programs. - Mark Hrywna

Calendar

October

3-7 The Association for Healthcare Philanthropy will hold its annual conference in Philadelphia. Info: www.ahp.org

10-13 The National Committee on Planned Giving will hold its annual conference at the Gaylord Texan in Grapevine, Texas. Info: www.ncpg.org

12-13 The 2007 BoardSource Leadership Forum will be held at the Hyatt Regency San Francisco. Info: www.boardsource.org

13-18 The Direct Marketing Association will hold its annual conference and exposition in Chicago. Info: www.the-dma.org

21-23 Independant Sector will hold its annual conference in Los Angeles. Info: www.independentsector.org

24-26 The 2007 Risk Management & Finance Summit for Nonprofits, formerly known as the Nonprofit Risk Management Institutes, will be held in collaboration with the North Carolina Center for Nonprofits. Info: www.nonprofitrisk.org

November

2-5 The National Arts Marketing Project Conference 2007 will be held at the Hyatt Regency, Miami, Fla. Info: www.artsmarketingconference.org

7-10 The American Association of Grant Professionals will hold its annual conference at the Crystal Gateway Marriott in Arlington, Va. Info: www.grantprofessionals.org

15-17 The Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA) will hold its 36th annual conference at the Omni Hotel CNN Center in Atlanta. Info: www.arnova.org

January 2008

24-25 The Direct Marketing Association's Nonprofit Federation will hold its annual Washington, D.C., conference, "Stand & Deliver: Fundraising in a Changing World," at the JW Marriott Hotel. Info: www.nonprofitfederation.org

Web fundraising on a shoestring budget

A marketing or fundraising campaign can only get started with a big chunk of money to support it, right? Money doesn't hurt, but at a recent national conference on nonprofit marketing, Dina Lewis, Allyson Kapin and Donna Wilkins offered suggestions on six ways to help a campaign, titled "Internet Marketing on a Shoestring Budget."

The six ways they suggested are:

• Submit to article marketing sites. These include EzineArticles.com, GoArticles.com, ArticleDashboard.com, SearchWarp.com and ArticlesBase.com
• Create memorable URLs. URL names should be short, catchy and memorable. Beware of names that are too long or wonky sounding.
• Build your online media list. Build an online/media blog list consisting of media outlets related to your field (e.g. public health, environment, politics). A site such as www.Technorati.com has a search function offering lists of blogs that cover your issue. Also, track media and blog hits for free by setting up a Google email alert.
• Integrate off-line promotions. Include your Web site's URL in offline communications, such as press releases, direct mail, telemarketing, print advertising and radio advertising.
• Use viral marketing. Make it easy for visitors to sign a petition or pass a message along to a friend.
• Take advantage of social networking. Consider the following: www.myspace.com, www.facebook.com, www.digg.com, www.Twitter.com.

Marketing...Tips for your making your PSAs sing

One way a nonprofit organization can get free, although haphazard, publicity is the good, old public service announcement, or PSA, that appears on radio or television. This announcement can be written by the organization and submitted to the nearest media outlet for public distribution.

In his book The Public Relations Handbook for Nonprofits, Art Feinglass suggests PSAs as handy ways of maintaining visibility because radio and TV stations are required to provide a certain amount of airtime at no cost to serve the public interest.

With that in mind, Feinglass offers a few tips for getting maximum mileage out of PSAs:

• Usually, PSAs are 10- or 30- or 60-second spots. Know the time frame, and write a script for that time. Sometimes stations will specify the number of words they will accept, and they may rewrite your PSA.
• Prepare the PSA on a single sheet of paper, and be sure to include contact information. Organization letterhead can be good for this.
• Make the PSA warm, lively and conversational in tone and content.
• Keep the sentences short and easy to read. Try reading it aloud yourself. If you find yourself gasping for breath, the sentences are too long.
• Avoid words that are hard to pronounce or easily misunderstood.
• Grab the audience's attention right from the outset.
• If a station does run your PSA, send a thank-you letter.

Key Words For Donors To Find You On The Web

By Beth Kantor

The Pew Internet and American Life project Research studies in 2005 found that more than 60% of Internet users turned to search engines to find information on a daily basis. That number continues to increase and recent studies confirm the growth.

Internet users are heavily exploiting search engine functions to better navigate their way in finding their desired information. And, a majority of Internet users begin their search at Google.

In addition to the search results, Google runs short text ads on Google.com called Google Ad Words. When someone enters keywords (short phrases specifying a particular search query) into Google.com ads targeted to those keywords appear alongside the search results.

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New and Improved, NPT Jobs Is Ready To Work For You

There are many new and exciting things happening at NPT Jobs, the source for nonprofit employment services (job postings, job seekers, resume postings, email blasts, etc.). Effective immediately, you now have three ways to advertise your nonprofit job opening:

NPT Jobs eNewsletter – This bi-monthly publication is sent to over 100,000 executives within the nonprofit sector. You can post a single opening or if you have multiple positions available, you can sponsor the entire issue giving you both impact and exclusivity. To view a previous e-newsletter, click here.

NPTJobs.com – Our online job board attracts over 3,000 weekly visitors. This is THE place where talent comes to find great openings in the nonprofit world. To visit NPTJobs.com, click here.

The NonProfit Times – Our flagship publication includes a jobs marketplace in every issue. NPT is read by over 85,000 executives in the nonprofit sector 22 times a year. Choose between lineage or display advertising to get your message across most effectively. Click here to view the jobs marketplace. There are also a number of bulk rate and nonprofit discount packages available – contact us for specific pricing. We look forward to working with you to successfully fill all your employment needs with the best talent available. Feel free to contact Joyce@nptimes.com if you have any questions, comments, or suggestions regarding NPT Jobs.

Virtual Land Rush - Nonprofits, Stake Your Claim

The International Conservation Association formerly known as World Wildlife Fund, now WWF, launched the new Conservation Island in the virtual space Second Life (SL) this past August. With its size and notoriety, WWf in Washington, D.C., has the resources to stand on its own in the SL Meta-verse. But what about smaller nonprofits with less money, branding and support?

Offering an answer to the technological divide suffered by many in the third sector, nonprofit technology service provider TechSoup embarked on its own Second Life Venture - a nonprofits-only space called the Nonprofit Commons (NC).

"Larger organizations...don't need our help, because they have a huge staff and they've been in-world for a long time," said Susan Tenby, online community manager at San Francisco-based TechSoup. "Our goal... is to create a lower barrier of entry... into Second Life, and to create a kind of community for nonprofits." The NC, currently at capacity with 32 resident nonprofits, provides space free to qualifying organization.

According to Tenby, known in SL as the avatar "Glitteractica Cookie," the space provides a virtual venue for nonprofits to meet and collaborate, and foster outreach, education and fundraising. "This is more to help organizations get a foot in the door, figure out what they can do in Second Life, and have an already-existing community to step into and to get help."

Despite being situated on its own island, the American Cancer Society and other big-name nonprofits frequently partner with Techsoup, maintain satellite offices on the NC, and attend the weekly Friday meetings to discuss nonprofit-focused topics. Tenby said she wxpects the space to house 300 organizations within a couple of years.

The NC has a management team of seven people, and requires residents to sign an agreement committing at least three hours each week to SL.

"It's not only a great way to increase awareness for your organization, but also to enlist volunteers," said Tenby. "A lot of these (younger) people are so steeped in Myspace and social networking applications, that expecting them to read a newspaper to find a volunteer center, or even go (online) to volunteer match, those kind of days... they're getting fewer and farther between." - Marla E. Nobles

Hello? 'iPhoned' In A Donation - A Large Donation

Would you pay $100,000 for an iPhone? Would you give $100,000 to help get life-saving AIDS medicine to Africa? How about both for the same price?

Keep a Child Alive (KCA) marshaled its forces to "hijack the line" at Apple's SoHo store in New York City. Working in shifts, almost 60 volunteers stood first in line for more than 80 hours -- from 7 a.m., Tuesday, June 26 until the iPhone went on sale that Friday, June 29, at 6 p.m. The organiztion then turned around and put the item, which retails for $500, on sale on eBay. The $100,000 winning bid beat out 21 others.

Sure, the six-figure contribution isn't bad for a fledgling nonprofit that raised $3 million last year. But the exposure for the three-year-old Brooklyn charity is like those credit card commercials: priceless.

The media coverage of the KCA's iPhone campaign was estimated to be worth millions of dollars, said Senior Vice President Elizabeth Santiso, who's collected every piece, with more than 300 pages of press worldwide from as far away as Thailand.

"We try to keep things lighthearted because it's a serious issue," Santiso said. KCA aims to work directly with clinics in Africa, cutting through bureaucracy to get life-saving treatments to children and families with HIV/AIDS. "This type of guerilla marketing is essential for nonprofits that are working with something as timely as AIDS."

The iPhone will be awarded to the winning bidder at KCA's annual gala in October to honor U2 lead singer Bono. The event raises funds ($1.5 million last year) to cover operating costs so donations can go directly to programs.

KCA also gained attention with its "I Am African" ad campaign, which featured celebrities intraditional African paint or beads. Santiso said the organization doesn't shy from controversy "because it stirs conversation." - Mark Hrywna

Re-Gifting Goes From Tacky to Charitable

Social prudence says you can't trade in that hideous sweater Aunt Sally knitted for you last Christmas, but now donors can swap those unwanted gift cards that have been nesting in their "junk" drawer for months.

The National Prostate Cancer Center Coalition (NPCC) is among a growing number of nonprofit organizations tapping into a new program that allows donors to trade in or donate unwanted gift cards. "This program provides nonprofits a way to tap into the $5 to 10 billion in unused gift cards that accrue each year," says Michael A. Kelly, CEO of Swapagift.com, "turning them into cash for these organizations." With the recent launch of its Cards That Care program, the Internet company is attempting to put a philanthropic spin on the universal faux pas that is re-gifting.

And, okay, maybe you can swap the sweater or donate it to a charity, but do you really want that on your conscience?