Choosing the right email provider

Here's a helpful blog post from Heather Rast at Insights & Ingenuity about how to go about choosing the right bulk email provider when you are running a small or medium-sized shop. She also includes a list of helpful articles and resources for email marketing providers that should be very helpful for anyone looking to do email marketing for the first time.

Advice on Planning a Charity Auction

I ran across this how-to on planning a charity auction on CharityNetUSA. It's a good intro to the nuts and bolts... http://charitynetusa.com/blog/?p=103

For my part, I think auctions can be a great source of revenue, but they require creativity, persistence, and a dedicated staff person or volunteer to do it "right."

Consider doing a themed auction- targeted to the audience you are trying to draw, or something that will bring home your mission. Be thoughtful while making solicitations for gifts. What can the donor get out of it? How does their product or service play into the theme of the event, or appeal to the audience?

Approach items it with the eye of a marketer. Can you group related donations to create a package that is more valuable than the sum of its parts? Package together theatre tickets with a limo ride and a dinner downtown and promote it as a killer date night! Can you provide an experience that the bidders could never put together for themselves? If you have access to important or famous people, see if you can get them to donate their time doing something fun or valuable with the winning bidder. Get a famous golfer to donate a round of golf for the winner and two of their friends. Or get and influential business or civic leader to donate a business lunch and see how much people will pay to bend his or her ear! Your celebrity's time doesn't have a fair market value, so bidders can deduct the cost of their bid above whatever expenses are involved, making it a more attractive way to give.

And just like all fundraising, in-person solicitations work better than more passive forms of asks. Many folks throw together a silent auction to augment their galas, and just stick the auction items in a corner for people to bid on in a rather passive manner. This doesn't give donors the visibility they could get for their donation, and really isn't optimizing the value of what is donated. So consider getting a professional auctioneer to do a live auction. It will put the fundraising activity front and center and since it's a public event, a good auctioneer can play on the peer pressure and competition to raise the bids.

I thought this was a particularly apt article from Marketing Profs about marketing in a recession.

Basically, if you can maintain or amp up your advertising when tough times convince your competitors to cut back on their messaging, you're sure reap major benefits that will far outlast the recession.

Be sure to read the original New Yorker article that inspired the Marketing Prof's comments:

Giving it away for free

These days, almost everything you need to run a great organization is basically out there for the taking. I've put together a list of free or cheap online resources on the web that can help you put together some great fundraising campaigns.

Check it out: www.maustinfuller.com/resources.html

Sound advice on planning your social media strategy

Lori Laurent Smith at Mediameme outlines sound advice on how to outline a media strategy that works for you "in five days".

"To get started, building a social media strategy requires focused thinking sustained over a few days. Not the multi-tasking mayhem that most managers find their daily lives to be, but the kind of focused thinking done in preparation for a major test or when writing a thesis."

Then she offers ten points to keep the process focused:

1. Keep your objectives tight and reasonable.
2. Make the social media strategy EASY
3. Create the perfect storm
4. Clearly state your business objective.
5. Get engaged with your customers and target audience.
6. Be trustworthy.
7. Go extreme.
8. Fail to plan = plan to fail.
9. Don’t change your strategy.
10. Review, rinse, repeat.

See the points explained in the full text here.