Running and Developing a Nonprofit is a Continual Learning Process

I’m always checking out new resources to see how we can improve.  Today, let me share some new things I learned from a new fundraising guide produced by Network for Good.

25 STEPS TO FALL & HOLIDAY FUNDRAISING SUCCESS: Meet (and exceed!) Your Fundraising Goals offers a wealth of information and is free to download from Network for Good, as well as the Atlas Toolkit..

Here are a few interesting tidbits that caught my attention:

Did you know that nonprofits could be leaving as much as 10 percent of their online revenue on the table simply due to two website usability issues: content and design?  That’s a sizeable chunk!  Check the article for specific hints and tips to change up your online contributions.

Have you ever heard of “Jargon breath?” I learned today that it refers to a tendency by communicators, particularly in the nonprofit sector, to rely on a particular vernacular of terms to try to educate others about their mission and programs (”services,” “accessible,” “at risk,” etc.).  Time to check your jargon meter?

The article also offers some good self tests you can do to gauge your communication levels.  Some that attracted my attention include the “grandma test,” the “five second” test….and the “only-ness’ test.

“’Grandma-intern-or- significant-other’ test: Sit someone down in front of your website and watch them navigate around your site. Try to quiz them to find certain areas and probe them for feedback. Whether the person’s a web designer or a teen who spends an hour on Facebook every day, you’ll be sure to glean some important info.

When communicating via email, the recommendation is to “Give your campaign the five-second test. Once you’ve got your draft ready, send it to yourself. When it arrives, pop it open for five seconds and then close it. Then ask yourself: What was this email about?”

I especially enjoyed reading about the concept of ≈ “onliness” (only-ness): “If you can’t say you’re the ‘only,’ go back and start over.”   Stealing the phrase from the book Zag by Marty Neumeier, the recommended test is to:  Complete this phrase: “Our nonprofit is the only _____ that _____.” This gets right to the core of why your organization exists in the first place. What does your animal shelter do that no one else’s does? What niche is your nonprofit filling for human services? What populations are you serving that no one else does, and how are you doing it differently?