Good Works Grapevine

Today I participated in a great discussion on NTEN.org with Sue Cline about non-profit communications and whether its better to look like you need the money or have a more professional image. This is a question that I get asked a lot and is often the topic of much discussion among our board. There are two viewpoints that I see.

1) If you look too professional, potential donors may not want to donate because you don’t look like you need the money or worse - they wonder where the money is going.

2) If you look too “mom & pop”, donors may not take your organization seriously or worse - they wonder where the money is going (or in this case - how is it being managed).

I went to a Best Friends conference several years ago where this topic was discussed as it pertained to animal welfare organizations. Best Friends has a full-color, VERY slick magazine, a professional website, multiple print fundraising drives - you get the picture. As an organization, they made the decision to spend the money to give their org a professional, clean image. Ironically, there was very little fallout and they are one of the most well-funded animal welfare organizations in the country.

GoodDogz.org has been a grassroots organization for five years, yet we’ve always been able to convey a professional image while not spending loads of money. Here are a few tips that may help your organization make the most of your resources:

• Recruit volunteers that have the skills you need. If you need a new website, find a web designer that is interested in your cause. If you need print materials, find a graphic designer that can help you create a template for your print collateral.
• Work with the business community. Seek out members of the local community that can donate or cut you a deal on printing, legal services, accounting, PR help, etc. If they like your message, its likely they will help. It never hurts to ask and I’ve been told NO many times. But that should never stop you from asking.
• Look for cheap online resources. We paid an arm and a leg for our first business cards by using a local business that didn’t want to help us out. By searching online, we’ve been able to find great deals on printing, promotional materials, etc. Also check out Craigslist for high ticket items like trade show booths, computers, etc.
• Find sponsors. If you need a new website or printed materials, look for a sponsor that will pay for the service in return for promotional considerations. I built GoodDogz.org on sponsorships. Not only do you get what you need, but you also make valuable relationships with business owners.
• Most important - execution is key. It doesn’t matter how nice your newsletter looks - if your organization doesn’t present itself in a professional manner, you will not be taken seriously. It seems so simple, but I see so many non-profits fall apart on execution. Return phone calls and emails promptly. Take the time to ensure that your message is clear and is part of everything you distribute. If you host events, be sure that volunteers, participants, sponsors and exhibitors are well taken care of. Go that extra mile. In the long run, people (and potential donors) remember how they were treated by your organization before they recall the color of your website.