Author Archives: Teresa Coles

Teresa Coles

With a heart for social good and a brain for marketing strategy, Teresa combines the two to provide counsel to nonprofits around the country. She has been a lead strategist at RP since 1992.
posted by Teresa

Sep 28, 2011 @ 11:00am

CreateAthon 2011 Work: A Look at Literacy

We all have the opportunity to learn, and the inability to read only affects a few people in the community. It’s really not my issue.

Overcoming this all-too pervasive insight formed the basis of the brand strategy we developed for Kershaw County Literacy Association during CreateAthon. With a staggering 23% illiteracy rate in this area, KCLA needed to bring the issue to the attention of community leaders in a way that would allow them to understand the truth, consequences and imperatives for action behind illiteracy.

So we set about the time-driven task of creating a brand platform for KCLA that could help the organization speak to the impact of illiteracy in very clear and certain terms. Punctuated by a rallying cry targeting community leaders in local business, civic and faith-based organizations.

An important objective was to align KCLA with the strategic work being done in the Midlands through Literacy 2030. Our work is designed to connect KCLA to this regional initiative, while giving them the opportunity to tell their story in a way that is indigenous to Kershaw County.

After 24+ sleep-deprived hours, we joyfully presented a new identity, brand handbook, and presentation targeting community leaders to Paula Scarborough, chairman of the KCLA board.  While we felt great about the work our team presented, it was the first tear down her cheek that put a night’s worth of madness into perspective and reminded us of the Great CreateAthon Promise:

Good will come of this.

completed brand handbook

KCLA CreateAthon team: Allison Caldwell, Teresa Coles, Kelly Davis, George Fulton, Michael Powelson, Peyton Rowe.

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posted by Teresa

Aug 29, 2011 @ 2:44pm

CreateAthon: An idea that made it.

One of the few things in life I know for sure is this:

An idea is only worth something if it’s executed.

We’re in the idea business, where brainstorming and what-ifs reign supreme. It’s what makes this business fun, and it’s why I still love what I do. But there are two dynamics more powerful than the idea itself:

  1. Making the idea happen.
  2. Making it happen in a big way.

Consider CreateAthon. When Cathy Monetti and I came up with the idea in 1998 to pull an all-nighter for charity, we went straight to the obstacle closet and drug out every possible reason we could never make it happen. When we had beaten all the excuses we could muster into a bloody pulp, we looked at each other and said, “Let’s do it anyway.” So we decided to muscle our way through it, to invest some extra hours after work to see what might happen. To our surprise and delight, CreateAthon was born, thanks to a lot of willing souls who rallied around our crazy little idea.

the very first CreateAthon

While CreateAthon toddled happily along for several years as our firm’s branded community service project, we began to ask ourselves if we were limiting its potential. Should we share the idea with other agencies? With students?  With corporate marketers? What would happen if we (gasp) gave up some control of our idea?

But we did, and in 2002 we threw open the doors and started inviting others to join us in hosting CreateAthon events.  Almost 10 years later, we’ve seen CreateAthon land in more than 75 different agencies, universities, professional clubs, and corporate marketing departments across North America.

What if we had never invested those extra hours? What if we had kept the idea to ourselves? What if we fail to dream big dreams for CreateAthon in the future, and to act on those dreams?

The next time you have an idea, don’t sit on it. Build that idea. Then build it bigger.

 

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posted by Teresa

Aug 01, 2011 @ 2:16pm

The Social Enterprise: Building A Business Behind A Nonprofit

We all know why nonprofits have to start thinking more like entrepreneurs. But how do we make our nonprofit more business-like?

Consider the social enterprise. By definition, a social enterprise is an organization that applies capitalistic strategies to achieving philanthropic goals. In some cases, an organization may have been founded as a social enterprise, as was Goodwill in 1902. Edgar J. Helms had the idea to collect used household goods and train people who were disadvantaged to repair and resell them. Today, Goodwill is a $3.2 billion nonprofit organization that uses funds generated from its thrift stores to provide employment, training and rehabilitation programs for people with barriers to employment.

But what if your nonprofit wasn’t formed as a social enterprise from the beginning? Never fear. Nonprofits are rising to the challenge every day, putting creative and viable business strategies to work.

Take a look at TROSA (Triangle Residential Options for Substance Abusers) in Durham, NC. This nonprofit has not one, but seven businesses that support the nonprofit, most of which serve to train and rehabilitate substance abusers. Residents learn job skills while working for one of the businesses, which then generate revenue to support the program.

Here are some questions you might explore in considering a social enterprise strategy for your nonprofit:

Who does your nonprofit serve? Are there positive ways to engage this audience in a commercial activity? How would it benefit them?

What do your donors need? Is there an opportunity for a commercial product or service to meet this need? Can your organization deliver it to them?

Do your clients have an unmet social need? Could a new product or service address it in a new and relevant way? Is there a commercial market for it?

Granted, there’s a lot to think about when it comes to developing social enterprise strategies or any new form of revenue generation. Looking to successful brand marketers and their commercial endeavors can be the first step to getting outside of your fundraising box.

 

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posted by Teresa

Jul 21, 2011 @ 3:01pm

Know your supporter, not your cause

Why do people give to a cause? We’d like to think it’s because our nonprofit is tied to a worthy and noble mission, and that alone, is sufficient. But it’s just not the case.  Much of it depends on how people think the cause looks on them, much in the same way they consider how the choice of a consumer brand reflects their personal style, taste and values.

Nonprofit marketers have to get savvy with this. It’s not enough to know your cause and build an intellectual case for support. You have to dig down deep and form an emotional connection with your supporters.

How do you build that connection? It starts with taking the time to really understand your audience. I’m not talking about glossing over demographics, but spending some real time in their shoes. Listening to them. Identifying their habits. Knowing what motivates them in their everyday lives, outside of your cause.  That’s when you can really start to understand how they currently frame your issue in their minds. That’s when you can start developing a story that gets inside your supporters’ hearts, minds and lives.

 

Case in point: the Ad Council’s Unplug spot from their Discover the Forest campaign. It openly shows the all-too-common reality of a family that is connected to everything but the outdoors, then “kidnapped” by a group of animals and brought to the forest to rediscover it. The outrageousness of the vigilante wildlife recognizes that fact that enjoying nature is just not top of mind with most families, and in calling out that truth, we can see ourselves there. All told, this spot does something that is not seen enough in the nonprofit world: the cause shows demonstrates what it can do for you as opposed to what you can do for it.

 

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posted by Teresa

Jul 05, 2011 @ 2:05pm

Donor beware: research your nonprofit

Donating to a nonprofit and its cause can be a humbling and uplifting experience at best. At worst, it can be a nightmare should you discover your nonprofit of choice to be less than reputable.

Last Wednesday we learned the Coalition Against Breast Cancer, a charity that has raised more than $9 million dollars, is in fact a scam. In the past five years the CABC used less than 4% of their funding to fight the diseases that affects 1 out of 8 women.  A scam at this level would have been almost impossible to detect without governmental assistance, but you can make sure your money goes to the right place by heeding a few tips:

  • Don’t give cash: Cash can easily be lost or stolen and never make it to your charity. When you donate with a credit card the money can at least be traced. If you do give online, make sure the URL starts with  “https:” this means it’s a secured site.
  • Ask questions: They want your hard-earned money, so don’t be afraid to ask what it’s going toward and how it will be used. If they can’t give you the answers you need, think about finding another charity.
  • Check the spelling: Scammers will sometimes use a name similar to widely known nonprofits. They hope that you don’t realize that you are donating to a fake site.
  • Trust your gut: Scammers are sneaky; it’s their job to lie, cheat and steal. Chances are something is going to feel “off” about their pitch. Trust this feeling.

It’s sickening to think that some people would take advantage of the less fortunate in this way. Don’t let them deter you from supporting your cause. With a little research you can feel safe knowing your money is going to a good place. To find more tips on how to avoid charity scams, visit ftc.gov.

 

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posted by Teresa

Jun 20, 2011 @ 5:19pm

Nonprofit content: Tips versus Truth

How many times have you seen it? The nonprofit Facebook page chocked full of tips, factoids, data, etc. All great information about a great cause that someone spent a lot of time researching and posting.

And it just sits there. No likes, no comments, no nothing.

Because no one (other than professionals who get paid to spend their days immersed in your cause) has time to read all of that info.

What would happen if — instead of spending all that time digging into data and trying to convert us to their cause with all that information — nonprofits just showed us what their work is all about? What if we could see how they’re working, who they’re serving, and how they’re making an impact? Can’t that compel us to act?

If you doubt that it can, consider this video from charity: water, one of my favorite organizations. They are doing so many things right, from developing cause-related marketing strategies featuring celebrities who donate their birthdays to harnessing the power of free agents to pull off the first-ever Twestival.

The power of a story:

Kristen Bell visits Northern Ethiopia from charity: water (special donors) on Vimeo.

I could go on and on in homage to their brilliance, but I digress. The point of this video is that it shows what the cause is doing in a way that is simple, human and profound. For example, I was especially moved by Kristen Bell’s emotional response to the outpouring of donations made in her name. That’s real stuff there, and its power transcends any amount of intellectual case making you can develop and distribute. And by no means does it have to be hard to produce. It just has to be well considered.

The next time you’re tempted to distribute data as compelling evidence for your cause, think about what really moves you. I’m betting it won’t be a spreadsheet or bullet points.

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posted by Teresa

Jun 13, 2011 @ 3:07pm

Nonprofit Marketing Opportunity: the power of free agents

Let’s say you’re having an event for your nonprofit. Invitations are mailed, received and RSVPs are staring to trickle in. Then one day, you get 12 phone calls from people who did not get the invitation, but would like to come anyway. What on Earth happened?

Perhaps your nonprofit was the recipient of a social leg up: a Facebook status tagging your organization or event. Not only does someone like or plan to attend your event, she’s excited about it. So excited, she’s shared it with a thousand social connections.

According to The Networked Nonprofit by Beth Kanter and Allison Fine, this new socially minded benefactor is what’s called a free agent. If you’re familiar with the concept of free agents in sports, you’re close. These fine folks, however, are people who work from outside organizations or groups to organize, mobilize, raise funds or communicate to others about their chosen causes, passions and organizations. They have zero contractual obligation to support your nonprofit and may not even have a tangible link to your organization at all. But they may and will likely prove to be among your most valuable constituents.

In days gone by, these people had little clout or even the means to connect. But those days are past. The social mediasphere puts instant connections in the palm of your hand 24/7.

Networked nonprofits understand that free agents are not competition; they are allies. Free agent engagement can attract numbers of new people to your event, organization and cause. Work with free agents to spread the word and help them share the good work you’re doing. It’s one of the most effective, cost-efficient marketing opportunities we have as nonprofits today.

How does your organization engage with your free agents?

 

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posted by Teresa

May 11, 2011 @ 8:10pm

Generating profit in a nonprofit world.

Many people think nonprofits aren’t “allowed” to make a profit, but the reverse is true. Nonprofits can — and should  —embrace innovative revenue generating strategies that are appropriate to their mission. It’s really a two-part equation:

1. The way profits are handled: Profits made in the nonprofit sector must be handled differently than those made in the for-profit sector. Profits must go back to the organization and be used to fulfill its tax-exempt purpose. Profits cannot be distributed to staff (other than in the form of their regular pay), board members, or any individuals affiliated with the organization. Nonprofits can have no owner shareholders who benefit from surplus revenues.

2. How profits are generated: Now more than ever, nonprofits must get in the business of acting and operating like entrepreneurs. That means (a) refusing to rely on the old grant model and (b) moving beyond the event fundraiser bubble.

What’s left? Applying a social enterprise strategy to your nonprofit’s business model. It takes a bit of bravery and a lot of marketing prowess, but it doesn’t take long to find some great examples of how nonprofits can build capacity for their mission by being creative business people.

Food banks/soup kitchens: designing and selling chic and affordable line of kitchenware in conjunction with a local design school.

Environmental causes: creating a line of recyclable, fashionable gift bags to replace disposable paper bags and tissue paper.

Children’s advocacy issues: developing a children’s clothing line that hires single, at-risk mothers within the state to do the sewing.

What could be more fun than starting this kind of business endeavor? With the right kind of board and staff leadership, any nonprofit can get out of the fundraising funk.

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posted by Teresa

Mar 22, 2011 @ 9:37pm

The Millennial Donor: Let the sunshine in

Gone are the days of the lifelong donor, the person whose idea of philanthropy was choosing a familiar organization and cutting a check at the end of each fiscal year. The frenetic combination of the digital revolution, a new economy, and arrival of the Millenials means that all the rules have changed when it comes to attracting and retaining new donors.

Millennials — aka people born between 1978 and 1992 — represent a critical donor base which nonprofits must connect with now if they are to benefit from their support as this group matures in social influence and giving power.

Here are the basics to keep in mind when it comes to attracting Millenials as donors and supporters:

They are idealists. Millenials represent the first generation of students to be exposed to service learning curricula in middle school, high school and college. They approach adulthood with a much higher sensitivity to “giving back” than many of their forebears, and nonprofits can benefit greatly from this state of enlightenment.

They are connected. Millenials are totally immersed in social media, from the way they interact with friends, get their information, promote themselves, and conduct business. They expect this same level of social media fluency from their go-to causes.

They are seekers. Millenials grew up with a higher level of exposure to what’s possible in life than any prior generation. This translates to a higher sense of self-awareness and seemingly endless choices, which can cause them to jump from cause to cause rather than commit to a single organization for life.

They are watching. Millenials are much more likely to track the effectiveness of a nonprofit organization. Much of this is due to the same demands they have for instant access, immediate gratification, and high performance expectations when it comes to their relationships with for-profit brands.

They are willing. Millenials are willing to mobilize for a cause, freely and without solicitation, performing fundraising, friend raising, and organization through their many on- and offline channels. But they must be engaged on their level and given the ability to work on behalf of an organization in the ways that are most meaningful to them — not in ways the nonprofit may have solicited their support.

Millenials are eager to throw themselves behind causes that conduct themselves as modern brands: ones that excel at solving old problems in new ways, openly embrace the opinions of their customers, and perform well in the end.

In the end, it’s about opening the doors and welcoming millenials in, rather than cracking the door just wide enough to stick your hand out for a check.

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posted by Teresa

Mar 02, 2011 @ 3:03pm

Not every idea for nonprofits is profitable.

It sounds like such a downer, an inspirational party pooper. But how many times have you sat in a staff or board meeting and watched a seemingly endless match of what I like to call “tactical tennis”? Where someone pops up with what appears to be a great idea and commandeers the conversation around it — we’ve all been there. It can be exhausting, time consuming, and worst of all, takes the focus off the organization’s real objectives.

So how can you properly explore new ideas for your nonprofit? Rely on the Balanced Scorecard to keep your board agenda and topics for exploration in check.

Framework for balanced scorecard planning

For example, be sure to vet the ideas in your board committee or team structure before bringing the item to the full board. More importantly, make sure the ideas coming out of committee are fully framed within the three to five strategic initiatives at the top of your Balanced Scorecard. Does the idea under consideration support one of the strategic areas? If not, there’s very little reason for that idea to go forward to the board.

Asking yourself to fully consider the strategic implications of what appears to be a perfectly reasonable idea can help an organization maximize its resources.

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