Why Associations Should be Afraid, Very Afraid

A few weeks ago, I blogged about how free flowing content exchange on the Internet -- both video and written --  is striking a blow at the heart of what trade and non-profit associations have offered members for so long: industry-specific information, straight from experts. 

Today, I find out that the Internet also is attacking another major association strength: networking with peers.

When I signed on to LinkedIn this morning, I had an invitation from Citi® to join "Connect" their "premiere network for professional women." In the words of the "invitation," Citi® and LinkedIn are teaming up to bring you a premier group experience designed specifically for professional women that provides career advice and networking opportunities.

How much does that sound like a typical "Join our association" pitch? Except for one thing: it's free.

So, really, why wouldn't I accept this invitation? It could have some benefits. And it costs me nothing to find out.

I hadn't envisioned Citi® partnering with LinkedIn, which goes to show that the CMO at Citi is a lot smarter than I am and tells me that big players (like banks and financial institutions) will continue to refine social media marketing -- using it, in this case, to bypass traditional "associations" and involve themselves directly in the networking and social activities of prospective clients (women).

So how might this work? One dimension of the Citi/LinkedIn effort assists the formation of geographically aligned "small groups," to wit: Network in Your Neighborhood. Does anybody care to network in their neighborhood? Apparently, yes, says their pitch. "A number of you have expressed interest in meeting up with women from Connect who live near you ... If you want to start a group or are looking for one, use this discussion to let us know where you are!"

LinkedIn is a brilliant partner in this effort, of course, because it possesses a superior database of exactly the individuals Citi® wants to reach. Databases, of course, lie at the heart of all social media: Facebook, Twitter, LinkedIn, Pinterest, Flickr, StumbleUpon, ad nauseum.

Talk about effective direct marketing! Really, it doesn't get much better than this.

Expect more of the same ... much more.

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Copywriting <---- Still Great After All These Years

Lois Geller's March 22 post on AmEx Open Forum focuses on reasons why fundraisers in particular get such good results. Geller suggests that this group of copywriters has a “way with direct mail” that trumps commercial marketing copy. 

Her article had produced 46 comments when I checked this morning. That’s pretty good and definitely worth a point-to from Marketing Brillo. Here are some of the tried-and-true copywriting rules that Geller says many fundraisers follow:

• Use enevelopes rather than postcards

• Apply simple, easy-to-read layouts that feature lots of white space and large type.

• Make letters very personal in terms of a relevant storytelling style.

• Always include a premium.

• Keep letter copy as long as it needs to be.

• Feature testimonials.

• Write from one human being to another.

Commenters were enthusiastic; for example this power-packed gem from Michael McCormick built on Geller's theme. “Write a great brief with plenty of background info. Figure out your marketing allowable. Get a pro to do the creative. Spend most of your time on lists and offer. Test, track, fine tune and roll out. It’s like having your own a key to the mint."

Mike Taubleb added, “I hope all the email marketing whizzes will consider the lessons of direct mail can still apply, whether it's testing, testimonials, multiple calls to action, writing in a human voice and not relying on the lowest common denominator. I'm much more likely to open physical mail these days, because I get less than in the past. When I do physical mailings to prospects and clients, I've experienced very high response for the same reason. I have much less patience with emails.

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Four Must-Dos To Raise Money When There's Less Of It

In this shrinking economy, successful fundraisers are re-emphasizing four smooth moves to wrench donations from tight-fisted corporations.

In the July 1 NonProfit Times, marketing/communications/fundraising expert Rob Blizard confirms that fundraising today is a tougher more thoughtful sell. But Blizard makes the case that nonprofits can still attract scarce corporate dollars ... IF they can figure out – and explain – exactly where the corporate and nonprofit objectives intersect. What Blizard is talking about are efforts like Home Depot’s focused attention on Habit for Humanity … or Ben and Jerry’s new flavor, “Imagine Whirled Peace,” launched in partnership with Peace One Day.

Blizard's article boils down to FOUR the tactics being employed by successful fundraisers to secure donations in 2009’s tough economy:

1) Study the business objectives of a potential corporate client;
2) Determine where the nonprofit's goals intersect the company’s goals;
3) Demonstrate the corporation/nonprofit synergy strategy to the client;
4) Be willing to offer as much information about the nonprofit as the client demands, because at the end of the day, transparency wins the fundraising bid.

Study strategically, think creatively, demonstrate clearly, be transparent .. the four must-dos for all of us persuaders, whether in fundraising, marketing, PR, or social media.

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