Here it is then, my difinitive guide to getting the humans to wake up and sort out what you want. They are in no particular order because all humans are different and respond to different stimuli in varying ways.

1: Keep scratching at the cat flap when it is locked.

2: Use the best sofa as a scratching post – try to make a good ripping sound.

3: Back against the vegetable rack and lift your tail.

4: Cough and wretch like mad; as if you have a fur ball.

5: Refuse to eat your food, even when you are starving.

6: Sit at the top of the stairs and howl like a banshy (preferably all night).

7: Find somewhere secluded to hide and don’t appear until midnight.

8: Climb onto a roof or up a tree and refuse to come down.

9: Take a tinkle somewhere amusing like in your daddy’s shoes, on the kitchen floor (don’t do it on the bed or you might be banned).

10: Keep licking your paw.

Hope that helps. If you have any more ideas let me know and I will post them (Ollieandlottie@googlemail.com).

Nancy Schwartz from the Getting Attention blog undertook a survey about non-profit taglines and as part of that, ran a contest to find the best of the best. The survey included over 1,900 non-profit communicators.

Nancy believes, and I agree, that every non-profit should have a tagline as it has the power to convey the organization’s unique value and impact—reinforcing the brand. Non-profits without a tagline are missing an opportunity.

I asked Nancy if there was anything that surprised her in the results of her study. She stated, “What did surprise, and frankly dismay me, was the fact that of the nonprofits that don’t have/use a tagline, a high percentage of them (over 30%) cited ‘never thought of it’ as the reason why.”

That is surprising, especially considering the fact that the names of many non-profits don’t reveal much, if anything, about what the organizations do. Having a tagline can help you to define your cause in the public’s mind. It’s your chance to make an immediate impression.

Key findings from the study include:

Nonprofit taglines that work generally fall into one of four categories, those describing an organization’s focus of work; impact or value; core values or spirit; or strategic approach.
An effective nonprofit tagline:

• Relates to an organization’s name, without repeating it
• Must be easily accessible, memorable and repeatable
• Is specific to that organization
• Runs eight words or less
• Features verbs

The report is a valuable read for any non-profit planning to create or re-vamp its tagline as it provides a list of musts as well as what to avoid. It will likely also be an eye-opener to some non-profits with taglines that could use improvement.  The report also provides a sample of over 1000 taglines and highlights the winner of the contest. See Nancy’s post announcement and/or the report to find out who it is. Nancy proclaims that the contest will be an annual event.

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Tuesday, April 15, 2008

When I arrive on your website I don’t want to know what you do. I’m not interested in who you are and I certainly don’t want to be told how long you’ve been in business or what you’re selling.

If I’ve landed on your website as the result of a search I’m looking for something – I want information about something, or I want to know if you can solve my problem. The first thing I want to know is ‘have I come to the right place?’

This means that you need to know what people are likely to be looking for when they are searching for the service or products you deliver. Then you need to make sure that the headline and the copy on your home page tells them what they want to know so NOT:

We’re the fastest delivery company in Utopia

but

If you want a fast delivery call us

It’s a subtle difference and one which very few companies understand. The secret is the difference between the word ‘we’ and the word ‘you’. If you keep talking about yourself (we, us, our) you won’t engage with me. I want to know what I get so talk about me!

There may be little difference in meaning between ‘We can give you … ‘ and ‘You’ll get …’, but it makes me feel different. Don’t tell your website visitor what you want them to know, tell them what they want to read.

At first it seems difficult, but with a little practice you’ll soon get the hang of it!

For the Non-Profit Blog Exchange’s 8th Virtual Event, top bloggers in social marketing and non-profit communications are writing posts about each other’s blogs and posts. This is SocialButterfly’s inaugural debut in the Non-Profit Blog Exchange, so insightful feedback is always appreciated.

My blog in focus is Nancy E. Schwartz’ blog Getting Attention. Operating since May 2007, the blog acts ‘as a resource of ideas, tactics and tips for nonprofit communicators.’

Ms. Schwartz is founder of Nancy Schwartz & Company, a marketing and communications firm for non-profits and foundation clients. She also manages her blog Getting Attention and Getting Attention’s e-newsletter.

I had come across Ms. Schwartz’ blog previously when she participated in a round of the Carnival for Non Profit Consultants on Dec. 3, 2007. To be transparent, I am a fan of her blog and the information it provides. The site is easy to navigate, is practical, insightful and offers a variety of content on various topics within the social marketing and non-profit communications world.

I’d like to respond to a specific post of Ms. Schwartz titled: Leverage Prez Hopefuls’ Understanding of Women to Increase Your Nonprofit Marketing Impact. Having just come from a seminar at the Sewall-Belmont House & Museum on Women in Politics, this topic is currently on my mind.

In her post, Ms. Schwartz analyzed the current political debate combined with a New York Times article about how gender influences politics to formulate some non-profit marketing insights on the female target.

Her insights are great and helpful. It’s the premises that catch my attention. Take the first premise: Women vote to protect their interests (men vote because they enjoy politics). However, I know lots of men who are concerned with protecting their interests and just as many women (such as those who gathered at the Women in Politics seminar tonight) who are passionate about politics.

Let’s look at another premise: Women network organically so they already have a network or two in place. One of tonight’s speakers, a Virginia state legislator veteran would also attest, that she learned how to fund raise and garner support from observing the ‘good old boys’ network.

Now don’t get me wrong, I agree and find Ms. Schwartz’ marketing insights on women helpful. I also admire how she took a very popular current event and made it relevant to us non-profiteers. I am just reflecting a lot on women, gender, politics and how they relate. My faithful readers will observe that I am big into concepts and terms and how they relate, . It’s the academic in me.

So, in closing, let me leave you with this New York Times article from Feb. 10, 2008 titled: When Women Rule. The author of this article poses the question: Can a woman leader be both liked and perceived as qualified and effective? According to this author and others, a woman leader can either be liked or perceived as competent…but not both. You can see how this ties into the article on female target marketing and women politics.

My thoughts on this were phrased well by Missouri Secretary of State Robin Carnahan tonight at the Sewall-Belmont seminar when Carnahan voiced, with enthusiasm and motivation (paraphrased from memory):

“Is running for a political office hard? Yes. Is it hard for anyone? Yes. Is it harder for women and minorities? Yes. Is it unfair? Yes. But let’s get to the ground running.”

Thus, using Ms. Schwartz’ demonstration of creating relevance from an important topic to us marketers and nonprofiteers….let’s hit the ground running with our social marketing and non-profit communication skills and talents all you fellow SocialButterflies!

…to change lives and the quality of life for all!