As nonprofits approach the end of a fiscal year and gear up to begin a new one, fundraising campaigns are top of mind. This is the time of year when capital campaigns are launched and invitations to gala events are sent to loyal supporters.
A recent study, titled The Next Generation of American Giving, cites that the majority of fundraising targets older, more mature donors, but this segment of the population is quickly shrinking. Nonprofits are going to be forced to attract a new generation of donors. Generation Y, or the Millenniums, is a growing segment of the population with more than 71 million people compared to the 41 million Generation Xers before them.
The study also reports that matures give, on average, $1,066 per year to 6.3 charities, while baby boomers give $901 per year to 5.2 charities. Generation X gives $796 on average to 4.2 charities, and Generation Y gives $341 to 3.6 charities.
So the question is, how do we persuade Generation Y to give more? Consider the following recommendations to help attract young donors:
1) Host events that appeal to younger audiences. Each year, Allied Arts hosts their “ARTini” fundraiser, an event inspired by dedicated young professionals in the Oklahoma City metro area. This year, the event raised more than $20,000 to support arts programs in central Oklahoma.
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For most people, there is a standard checklist when preparing for an interview. It goes something like this:
- Update resume, and research job hunting tips for your industry.
- Update profiles in LinkedIn, and make sure there is no inappropriate content on Twitter or Facebook.
- Search for jobs in your industry (in our industry, places like PRSA in Oklahoma City or Tulsa).
- Write terrific cover letter that is customized for the position.
- Wait for an interview.
- Practice answering the tough questions.
- Interview for the position.
- Follow up with a handwritten thank you note.
From the perspective of someone who interviews candidates frequently, there is a major item on the checklist that is often overlooked: preparing questions that you, the candidate, should ask the employer during an interview.
If you accept a position with a company, and you know you will be spending the majority of your time every day at that company, don’t you want to make sure it is a good fit for you? Most people are so concerned with getting the job, they don’t stop to ask questions that will ultimately determine their future happiness.
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I consider myself a “social butterfly,” so networking comes naturally to me. My parents never met a stranger, and I’ve inherited that trait. Prior to joining the Saxum team, I worked for the Tulsa Metro Chamber. I mention this because chambers are seen as the “kings” of networking. They’re always bringing businesses together and providing opportunities to network. During my career, I’ve picked up some networking tips I thought may prove to be helpful for those just starting their careers.
Make a good first impression. Exude confidence, be friendly, offer a firm handshake and smile. Relax and let the conversation flow. Practice the art of “small talk.” It pays to just chat and take the time to get to know the other person better. Ask them about their business, where they are from, etc. Expressing a genuine interest in another person and their life helps makes them feel comfortable in a new environment. How else are you going to connect with that person? And isn’t that what networking is all about? Hint: people like doing business with people they like.
It’s not all about you and your business. You need to be genuine and interested in what others have to say. Ask questions, listen to their responses and find ways you can help them out. Then, deliver. When they need your service, they’ll remember your favor. The absolute worst “networkers” – and I use that term loosely – are those who seem hungry for your card and then make a dash for the door. While they may become a topic of conversation for others at the event, it’s highly unlikely they’re going to walk away with any new business.
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After reporting to a public relations office five days a week for the past six years (three of those years at Saxum PR), last year I ventured to a new office space – in my home. Making the switch from an agency account lead to a do-it-yourself freelancer is not uncommon in the PR industry, but it is an adjustment.
Here are a few lessons I’ve learned along the way
Establish a routine- As humans, we thrive on routine. Think of the fussy toddler who missed his usual daytime nap. Adults are no different – except that we may not roll around, kicking and screaming, on the floor as much.
In an April 1 interview with National Public Radio, Tina Brown said, “When my magazine Talk folded, it was very hard for me to get readjusted to not flying out the door in the morning and having my little routine: stopping at that coffee shop on the corner, picking up the paper. You think of them as chores, but actually when you’re not doing them you feel somewhat at a loss.”
For me, the biggest loss that you have to regain as soon as you start working from home is a routine.
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As a self-proclaimed intern junkie, I know the value of a high-quality internship. Prior to graduation, I had held three internship positions, including one at Saxum. I worked in health care, corporate and finally, agency. Had it not been for these three diverse experiences, I may not have known exactly what area of public relations was right for me.
I have managed Saxum’s internship program for the past three years and take great pride in seeing it grow and succeed. Since its inception in 2005, we have had nearly 40 interns go through our program. Of our current staff of 22, four were once interns. We treat our internship like an extended job interview. Interns have three to four months to show us exactly why they should be hired. At the end of their internship, if we are looking for an entry-level candidate, nine times out of 10 we will look to our intern candidate pool for applicants. It’s a win-win for the intern and for us.
So what does all this mean?
For the intern, I offer this advice:
- From day one, make yourself indispensable. Show your employer the value you bring to the table so when the time comes, they have no choice but to make you a full-time employment offer.
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Finding employment can be a daunting process. Since graduating from the University of Oklahoma more than two years ago, I have been fortunate to have accepted three fantastic positions in the public relations industry, and I can tell you from experience that the key to landing your dream job is recognizing what makes you unique and promoting your individuality. Keep reading to learn the tricks I have up my sleeve.
Let’s start with a few seemingly obvious job interview tips, like making sure you don’t have leftovers stuck in your smile. It’s important that you dress to impress. I suggest wearing a suit; heels for women, ties for men. Women should avoid heavy make up, limit items of jewelry and avoid open-toed shoes and bare legs (wear hosiery if you choose to wear a skirt). Men should be clean-shaven and sport a tame head of hair.
When preparing for an interview, organize a comprehensive, professional-looking portfolio of relevant work, if applicable to the position. Be sure to take plenty professional hard copy resumes and references, even if you have already provided electronic copies.
Mentally preparing for the interview is essential, too. Know their business – future employers love when you can tell them what you know about their company. Know answers to tough questions like, “What are your strengths and weaknesses?” and “Why are you a fit for our company?” You may also want to have a few questions of your own in your back pocket to give you a sense of the working environment, such as “What do you like best about your job?”
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Thinking back to my days as a student at Gaylord College, I remember an encounter with an executive of a Fortune 500 company.
He asked me what I like most about public relations. I quickly answered, “Working with nonprofits.” He looked at me, puzzled, and said, “Why? There’s no money in nonprofits!” My interest in helping nonprofits with public relations has nothing to do with monetary reward, but with the reward of helping a cause larger than myself.
Many nonprofits do operate on a limited marketing budget, so working in the industry often requires inexpensive, creative solutions to meet objectives. Here are some recommendations on inexpensive ways to market your nonprofit without blowing your budget.
- Establish a social media presence. Social media channels like Facebook, Twitter and You Tube are free to join and can increase your nonprofit’s visibility in the community. These sites can also improve your search engine optimization.
- Develop corporate and community partnerships that make sense. The Made in Oklahoma Coalition (client), a group of Oklahoma food manufacturers who work to promote local Oklahoma products, has established a successful partnership with local food banks. A portion of proceeds from the sale of MIO paper towels and cookbooks benefit the Community Food Bank of Eastern Oklahoma and the Regional Food Bank of Oklahoma Food 4 Kids program.
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I recently heard an NPR story on my morning drive about an increasing number of customers switching from large national banks to small community banks because of the recent bailouts and bonuses. As people make decisions on where to keep their money, financial institutions everywhere are utilizing social media as a new way to reach out to their existing customers and gather new ones.
The Financial Brand, an interesting Web site that offers information about just that – financial brands – offers an extensive 80-page report about how financial institutions can “harness the power of Twitter.” Granted, you may not have the time to review such an extensive report, but it’s interesting to know that the research is out there. Highlights include:
- Promote new products and offers
- Share personal finance tips
- Express their brand and reveal their personalities
- Build community outreach programs
- Provide information about community events and activities
- Increase exposure for their charitable and philanthropic efforts
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As one of the resident editors at Saxum Public Relations, I’m often asked how I find answers to all the grammar, style, spelling and punctuation questions I’m confronted with on a daily basis. I wish the answer were simple, but my knowledge comes from a variety of sources, most of which are situated between bookends on my desk or bookmarked in my favorites.
With so many books, search engines and other resources available for solving writing riddles, it’s helpful to find a few tried-and-true options to keep in your back pocket.
Here are a few of the best resources (print and online) that I’ve found for improving writing skills:
AP Stylebook- An oldie, but a goodie. I don’t mean to be sacrilegious, but this book was my bible in college. Determined to be the best editor in my class, I tagged popular entries in my book with post-its, circled, highlighted and otherwise mauled my once-pristine copy. I used to read it for fun. That’s how nerdy I was/am. Since then, I’ve graduated to an online subscription, which allows for quick searches for stylebook entries.
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This has been an interesting past 12 months. It has been nearly a year since Saxum launched our Speak Up campaign – seven simple tips that speak to your business during the national recession. Since Federal Reserve Chairman Ben Bernanke said the recession is “very likely over” in remarks last week, I thought I’d review our tips and give examples of how we used them during the past 12 months.
We launched the Saxum Speak Up campaign in October 2008 with a memo to our clients about how to communicate more effectively during the recession.
The tips:
1. Build customer and client relationships
Our team has focused on advising clients to become irreplaceable to their clients and customers by getting creative about relationships. The key has been an investment in time.
To date, Saxum has lost revenue from only a handful of clients and not one client laid us off because of the recession. Some have actually increased their budget. Our team approach and partner philosophy has made us a valued part of our client’s teams. We have weathered (and continue to weather) the storm together.
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