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P u b l i s h e d b y MG I / S e r v i c e s a n d C o u n s e l i n f u n d - r a i s i n g a n d c ommun i c a t i o n s

Rising Above the ClutterBy John A. Martin, CFREWhen times are tough, integrated fund raising and communication strategies matter more than ever.Yet for many non-profit institutions, maximizing communications potential is a difficult task, often tak-ing a back seat to the more pressing issues of service, annual fund raising, and organizational goals.Combine that with the fact that many institutions are insular, with message planning happening fromthe inside-out rather than from a more effective outside-in market perspective, and cutting throughthe daily deluge of consumer information (it’s estimated the average adult receives up to 3,000 infor-mational messages each day) can be a daunting challenge.

ising above the clutter requires acompelling message that will notonly capture your audience’s atten-

tion, but be persuasive enough to hold on toit. Taking the time to craft such a message iskey. Rushing the process usually results in“me too,” internally focused, irrelevant com-munication, which is ultimately a waste ofmoney. Many times goals are set and mes-sages developed through wishful thinking andratified by a few senior staff and volunteers,when a marketplace perspective is what isrequired. Furthermore, companies often pro-ceed with creating a message without everconsidering: who will hear it, what theywant the recipient to do, or how the mes-sage will make the recipient feel about thevalue the organization delivers.

Your communications program should notbe about changing an attitude or a behavior,but about creating increased awareness,recognition, and support for your institutionand its important work.The goal is support and expansion of yourfund-raising effort – reaching your stake-holders with the information they need andwant; developing targeted and strategic com-munications and public relations activitiesthat build the relationships you need, todayand for the future, and creating messages thatinform, interest and activate.

In terms of timing, a communications pro-gram cannot start early enough.Communication helps support campaigngoals but it takes planning and resources togenerate positive awareness, attitudes, andenthusiasm, to build credibility, and to sur-mount obstacles. It takes more than anewsletter – more than a few press releases– more than a few on-air pitches. It requiresa strategic communication plan, and the cre-ativity and long-term view to carry it out. Itrequires the commitment from the institu-tional staff and volunteer leadership and thenecessary resources to do the job.

Here are some specific things toconsider as you develop your orga-nization’s communications program:

Institutions must strive to achieve“brand pinnacle.” If your campaign is to besuccessful, a concerted and deliberate com-munication effort will have to be carried out.A positive and aggressive program must bedevised whereby your institution expresses itsgoals through “branding” and a closer work-ing relationship with its key publics. First, youmust reach out to the “key opinion” leadersin the donor community and enlist their sup-port for your institution by educating them onthe “value” of your institution. Second, youmust build on the relationship with strategic

partners – preferably with a brand that has areputation for being “trustworthy.”Trustworthy brands are becoming the donor’sroadmap through a giant worldwide bazaarin which tens of millions of other sellers aretrying lure your donor away.

Special focus will be required in the casedocument and all literature must be specificwith regard to the program elements of thecampaign. A powerful worthiness basedcase is more important than ever today.Institutions must be prepared to addressthree critical case questions: Why this organ-ization? Why these projects? Why now? Withthese messages clearly articulated, communi-cating the importance of the mission and thecampaign to the donor community becomesthe primary task.

Positioning is the basis for all of yourcommunications. Too often institutionshave multiple themes and taglines that con-fuse the donor community. By having onemeaningful, targeted positioning statement asa guide for all communications, you will con-vey a consistent image and, most important, aconsistent message.

Identities create a brand image. Imagemeans personality. The personality of anorganization is an amalgam of many things.

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M G I / S e r v i c e s a n d C o u n s e l i n f u n d - r a i s i n g a n d c o m m u n i c a t i o n s

About the author…John Martin has more than 30 years experi-ence in the not-for profit field, on both theorganizational and consulting sides. Through hisconsulting work with clients seeking counsel formajor capital and endowment campaigns,Mr. Martin has earned a reputation as one ofNorth America's top strategists for the not-for-profit sector. His brash mix of social concern andaggressive business smarts has helped raisedhundreds of millions of dollars for colleges,hospitals, human service organizations and artsand cultural groups throughout North America.John Martin was chosen the 2007 ProfessionalFund Raiser. He can be reached via email:martinmgi@cs.com

MGI is a full service fund-raising and communica-tions consulting firm operating across North America.We consult throughout the United States and Canadafor a wide range of not-for-profit clients:

• Hospitals and Health Care Organizations• Social Service Organizations• Private Schools, Colleges, Universities andPost-Graduate Schools

• Cultural and Arts Organizations• Churches, Synagogues and Religious Organizations

The experience and resources of the firm have beenused by a variety of clients from well-establishednational not-for-profit organizations looking toprepare themselves for the 21st century to first timestart-up capital campaigns.

For more information about readiness studies, auditsand feasibility consultancy, please contact John at:martinmgi@cs.com or call our Toll Free Number:1-800-387-9840.

Publisher: John A.Martin, CFRE

Editor: Pamela Capriotti, CFRE

Contributing Editors:Elizabeth HamrickJohn Schwietz

Published by:MGI Fund RaisingConsulting, Inc.U.S.A.:2925 Dean Parkway – Suite 300Minneapolis, MN 55416Canada:120 Adelaide St.W. – Suite 2500Toronto, Ontario M5H 1T1

For information on our services,call toll-free 1.800.387.9840(U.S. or Canada)Visit our website:www.mgifundraising.com

Reproduction without permission isprohibited. Brief extracts may be madewith due acknowledgment. Additionalcopies are available free of charge bycontacting The Editor at ourSouth East office.

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Many marketing activities besides your insti-tution identity contribute to image. Theseinclude, among others, public relations,advertising, fund raising, special events, andcrisis management.

The Opportunity. Today’s environments aremultimedia, multi-channel, and multi-senso-ry and digital communications, transporta-tion, products, and services are becomingglobal. The consumer is bombarded withimages and messages. It is not enough just tofocus on your core competencies, quality,and customer value. To achieve campaigngoals it is imperative to develop a powerfulpoint of differentiation using branding to cre-ate positive overall stakeholder impressionsthat depict the multifaceted personality ofyour institution.

The Attributes of a Good Message. Yourmessage must grab your audience’s attentionand make them want to listen to and explorewhat you have to say. It is best if your messageconnects with the interests of your audience,and conveys in a clear, understandable man-ner what you want your audience to do. Asyou create your message, realize that mes-sages that inform are different than messagesthat intend to catalyze an action. Carefullyconsider your objective.

A good message is focused and succinct. Itspeaks to how you can solve your audience’sproblem, why they should trust you, and whythey should do business with you over andabove anyone else. It needs to be relevant andin language your market understands, notpeppered with technical jargon or industryterminology.

Generational Messaging. Your messagesneed to be crafted to address the generationalvalues of your stakeholders. That means youneed to know and understand the fiveAmerican Generations and where yourdonors fit.

Repetition, Proof Statements,Consistency. Your message needs to be car-ried out in everything you do – not just grabthe audience once, but re-enforce why theaudience should continue to pay attention.Include solid evidence which proves that

what you are saying is true. This lends credi-bility to your position, and will further holdyour audience’s attention. You might consid-er having different proof statements depend-ing on the interests of your target market tomake your message even more effective.

While your core messages do not need to berepeated word for word, the meaning behindthe messages need to be clearly articulated inevery communication. Different types of com-munication vehicles may lend themselves todifferent ways of paraphrasing your message.Therefore, think of your core message as aframework or map so that you do not strayfrom the points you want to make. DavidOgilvy, one of the architects of the advertisingindustry, was fond of saying: “Three tips forgetting your message out. Tip 1, repetition.Tip 2, repetition. Tip 3 repetition.”

Focus on One Goal. Trying to communicatetoo many things dilutes your message and willdiminish the probability that your audiencestays tuned to what you have to say.

Measure, Adjust, Evolve. Once you havedeveloped a compelling and relevant mes-sage, continually monitor and track it toensure your audience is listening to you andinterpreting what you are saying in the wayyou want. Consider regular surveys or focusgroups to make sure your message commu-nicates value and is compelling and relevantfor your audience.

It is especially important to evolve your mes-sage when the market landscape changes,when a key event such as a merger or acqui-sition occurs, when your institution movesinto a new market space or when you havegained traction in an existing market. Forsmaller institution it is essential to evolve themessage as the company grows, changingfrom a focus on acquiring investors to attract-ing customers.

Speak With One Voice. Once you have cre-ated your compelling message, make surethat you train the entire organization on it.Speaking from a single, unified voice is a verypowerful tool for putting your organizationon a path for growth.