In the words of TV’s lovable Norm from the hit series Cheers, “it’s a dog-eat-dog world out there, and I’m wearing Milk-Bone underwear.” Norm should be glad he didn’t work at a non-profit, where just about everybody’s donning Milk-Bone attire.
Utilizing social media may help charities competing for the same dollars.
So what can charities do in this economic downturn? Plenty. At the risk of stating the obvious, start with a plan that includes traditional media tactics, donor communications and ongoing fund-raising efforts. Then ask yourself the following:
* How much impact did that segment on a local TV show have?
* How do you know if people are reading your newsletter?
* Besides the amount of the check, what do you really know about your donors?
Are you satisfied with your answers? If not, consider going social to supplement your plan. At this point, many people will stop reading. That’s too bad because some of their competitors won’t – the ones vying for the same dollars you are.
Social media is just that – socializing. It’s about engaging people, building relationships, learning from others and listening to feedback, all of which can help you increase the results of your public relations efforts. And most social media tools are, in the most loved words of a true non-profit executive, free.
It’s a world of competition out there. What are you going to do about it?
Death hurts at the very core of survivors, regardless of the celebrity status of the deceased. In recent weeks, we’ve seen the loss of several high profile individuals from Ed McMahon to Farrah Fawcett to Michael Jackson. We couldn’t help but watch as millions of people mourned the passing of these and other famous people.
Dr. Jerri Nielsen was a true innovator in life and an unsung hero in death.
Yet there are millions of others who are grieving over the death of family, friends and loved ones who passed in recent weeks as well. Some examples that didn’t make the front page include:
- Dr. Tony Hockley, a 65-year-old British neurosurgeon who transformed the lives of thousands of children born with facial deformities.
- Lt. Brian Bradshaw, 24, of Steilacoom, WA, died in Afganistan of wounds suffered when an improvised explosive device detonated near his vehicle. Bradshaw was assigned to the 1st Battalion, 501st Parachute Infantry Regiment, 4th Airborne Brigade Combat Team, 25th Infantry Division in Fort Richardson, AK.
- Dr. Jerri Nielsen, South Pole Breast Cancer Survivor, activist and cancer fundraiser loses her battle at age 57.
- Rev. Chad Miller, Associate Pastor of Westminster Presbyterian Church and faith-based social activist in Wilmington, DE, died at the early age of 34 years old in a kayaking accident.
- Oscar G. Mayer, third generation, retired chairman of Oscar Mayer Foods, died at age 95.
These and thousands of other individuals have died in recent weeks, yet their obituary is just about the only thing you’ll see publicized about it. Their passing just reminds us that heroes and heroines don’t have to be famous to be an inspiration to others.
What do Chick-fil-A, Publix Supermarkets and Cracker Barrel have in common? Simple: a good product, appropriate price points and excellent customer service. At the end of the recession day and all other things being equal, these and other companies like them have a much greater chance of survival because of their attention to these common qualities.
Keys to survival: Right prices, good products, excellent customer service
Chick-fil-A enjoyed unprecedented sales in 2008, its 41st consecutive year of system-wide sales gains. Publix, a Southeastern chain founded in 1930, opened more stores last year – 79 – than ever before. And for the 18th consecutive year, an independent poll by Restaurants & Institutions named Cracker Barrel “Best Family Dining Restaurant”.
Author Fred Reichheld of “The Ultimate Question: Driving Good Profits and True Growth” says an unhappy customer can hurt the company’s reputation by telling 6-10 people about the experience. Today, that number can quickly reach hundreds of thousands, thanks to the Internet. Per Reichheld, just a 5% increase in customer retention will yield a 25-100% improvement in profits.
I recently called our insurance company to check on two claims. Once I reached a person named Patti, she said there was no record of the claims and to re-send via fax. I tried unsuccessfully to send. Two days later at 8:02 a.m., the phone rang. It was Patti. She wanted to know if anything was wrong as she hadn’t received the fax. She also said further research on the claims showed that I should receive reimbursement by the end of the week. I did. If Patti and her co-workers provide that kind of customer service every day, the company will have a much better chance of survival and customer loyalty.
