Issue 11 - Sep-Oct 2011
Spitfire Strategies is always on the lookout for smart ideas and strategies our clients can use to reach their goals. Keep reading for tips on how to bolster your year-end fundraising efforts, create effective ads, and measure the impact of your social change efforts.
In the spirit of sharing resources that can help strengthen communications, Spitfire is also pleased to announce its latest report, From Big Ideas to Big Change: A Communications Guide for Grantmakers. This new resource and accompanying planning tool examine how foundations communicate with grantees about their change strategies. The report is chock full of tips and lessons from the field to actively engage grantees in foundations' efforts to create the change they want to make in the world. To download a free copy of the report or the planning tool, log on to www.bigideasbigchange.org.
The Spitfire Team
Inquiries or ideas about Spitfire Sparks? Please send us an email at
|Reach Out & Influence Someone: Six Tips for Fundraising Success|
|Good to Great: Living the Brand|
|Great Minds: Maximizing Your Impact with Paid Media Campaigns|
|Spitfire Recommends - Tracking Your Effectiveness|
Reach Out and Influence Someone
Tips to Spread Your Message
Six Tips for Fundraising Success
Have you noticed Santas, Menorahs and other seasonal holiday decorations popping up in store displays even before Halloween? While you might think it's too early to start stringing up lights, it's not too early to be thinking about your end-of-year fundraising appeals. Hopefully, you have already laid out your plans for capitalizing on year-end giving. Here are a few tips to help make the most of these efforts.
Good to Great
Smart Strategies for Success
Living the Brand
Your organizations' brand is the unique personality that you present to the outside world. Going through a branding process can do wonders for your organization, but the first step to effectively communicating your brand is getting your internal house in order.
Measures of success. Set up various metrics to track the progress of your brand adoption efforts. Work with staff to identify both internal activities (updating the website) and external activities (new brand language showing up in media coverage) that demonstrates progress. Establish benchmark audits (at six and 12 months, for example) to assess these metrics.
Ideas to Make You Think
Maximizing Your Impact with Paid Media Campaigns
Strategic paid media campaigns - including ad buys, banner ads on websites, billboards, etc. - offer nonprofit organizations an opportunity to get their message in front of target audiences in a creative, compelling and controlled way.
In September, Spitfire worked with the Aspen Institute to launch the Global Leaders Council for Reproductive Health. The effort included a full-page ad in The New York Times to amplify the Council's message about the importance of world leaders investing in reproductive health.
Throughout the summer, the Child Nutrition Initiative put pressure on Congress to pass the Child Nutrition Act through a print ad campaign in outlets regularly read by policymakers and their staffs. Both projects considered the following factors before designing and placing the ads.
Publication. One of the most important things to consider for a paid media campaign is where to run the ads. This should always be determined by the target audience you are trying to reach. For example, to target members of Congress, the Child Nutrition Initiative ran ads multiple times in Roll Call, CQ Today, Politico and CongressDaily.
Timing. Timing of an ad is also critical. The Global Leaders Council ad ran in The New York Times on the same day world leaders arrived in New York City for the start of the UN Summit and the Clinton Global Initiative. Timing for the child nutrition ads centered on the legislative calendar and movement of the bill, with the ads running when members returned from recess and in the weeks leading up to the bill's deadline for passage.
Concise Messaging. As noted in Spitfire's Smart Chart communications planning tool, messaging should include a few strong points that people will remember and have a clear ask. This is especially true for ads, given the limited amount of space available. The Council ad featured messaging that emphasized the strong commitment to this issue by listing the names of several world leaders who are part of the effort, and called on other global leaders to join the cause. Messaging in the child nutrition ad relayed a sense of urgency around providing children with nutritious school meals by connecting the issue to the skyrocketing obesity rates and child hunger. The ad directly calls on House and Senate leadership to pass the legislation.
Latest and Greatest Resources
|Spitfire Strategies is dedicated to helping nonprofits and foundations create and implement high impact communications programs to achieve their social change goals. To learn more, visit www.SpitfireStrategies.com.|
By A Web Design