Can you just tell me your address PLEASE?

This post is unrelated to marketing ... No, I take that back. It is related to marketing, very related. No fewer than two times a week I venture off into the world wide web in search of a simple piece of information: a company's phone number or address. About 50% of the time, it becomes an Alice in Wonderland epic search. It's rarely there on the bottom of the website. And oddly enough, it's often missing from the "Contact Us" page. Enough already. Just add the address and phone number. There's still room for plenty of other cool stuff.

Put LinkedIn to Work for You!

“I’ve signed up for LinkedIn, but I haven’t really done much with it…”

I’m always surprised when I get that response, particularly from someone who is looking for work (job opportunities or business development).

LinkedIn is a great tool, but it doesn’t work on its own. Here are five ways you can put LinkedIn to work for you.

1. Contacts are an ongoing effort. You can’t sign up, send out a few invitations and sit back to reap the rewards. Commit to building your list of connections, which will increase your visibility. Set a goal to add at least one or two per week.

2. Check your contacts’ connections. Second-degree connections may offer additional opportunity … particularly if your mutual contact will facilitate the introduction. Be upfront and honest when asking for help (and remember, the people most likely to get help are those most willing to give it!)

3. Update your status regularly. Less than minute-by-minute but more than once a month. And always relevantly! Let your network know about key accomplishments or ask for help with a challenge. (Fill out your profile, too; it’s a great way to help the search engines.)

4. Find groups to help develop your skills. Use the search box in the upper right to identify groups active in your area(s) of interest. Sign up and watch the conversation to see if it’s pertinent. Ask and answer questions. Watch for thought leaders who might be good connections to add to your list.

5. Be judicious in requests and referrals. Don’t abuse your network and always acknowledge (and return!) a favor. (That said, avoid the you-scratch-my-back-I’ll-scratch-yours reciprocal references … they don’t do much for either party’s credibility.)

Tweeting Takes Too Much Time, or, Alliteration Rules!

Really though. I hear it all the time. Not that alliteration rules. The other one.

“Where do you find time to do all that Twitter?” And I must laugh because it sounds like my dad talking about “doing” the computer. He’s not a technological man.

And you don’t have to be a technological man or (or woman) either.

Therein lies the beauty of these sweet, sweet tools. You don’t have to be a whiz to use them. Nor do you need wide swaths of time to play with.

This is a start. There’s no way this modest little post can cover the myriad ways to use social networking. But if you’re just getting started, these can give you a framework to wrap your mind around. Dive in. That’s the most important thing.

1. Double Time: Applications exist that link your Twitter account to LinkedIn. One update, et voila! Two of your accounts are updated at once. (I assume if you’re reading this, you’re not tweeting from your phone, Fonzie.) The same thing exists for Facebook. They are simple to use. Also consider having a real-time Twitter feed on your website homepage. Search engines crave fresh content. Google will love you.

2. Tabulation: Use the tab function in your browser. Keep sites like LinkedIn and Twitter open and minimized in your toolbar. If inspiration strikes, you’re ready to pounce.

3. Plan: The best thing about social media and networking is the spontaneity. But don’t feel weird if at first you need to make a rough schedule to get in the hang of it. Commit to two tweets a week. Connect with at least three new contacts a week on LinkedIn (ask your current contacts to connect you with interesting people). Pretty soon it will become second nature. Do it at the same time every day – while you're checking emails first thing in the morning or right before you leave your desk.

4. Converse: As in, engage. Too many people use these tools to constantly push out their message. It gets very propaganda-esque very fast. The consequence? People will choose to ignore you. Share information. Let your personality shine through (without being that annoying person who tweets 20 times a day about baby poop and what’s for dinner). The more valuable and useful your content is, the more likely you are to attract followers, friends and contacts.

5. Stick With It: This is really four-and-a-half. Getting your feet wet then leaving your accounts to languish with one puny posting on Twitter or two connections on LinkedIn is almost worse than not getting involved at all. It’s fun and it’s useful. Create some rules for yourself then forget them and get loose. You’ll be a social networking machine.

Watch for more posts like this ...
Coming up: Easy ways to get results from LinkedIn.

Leanings on Learning

I was at a conference on e-fundraising last week and it has me thinking about “learning curves.”

(Well, experiencing learning curves, more accurately, but also thinking about the process.)

Traditionally, I’ve thought of a learning curve in terms of an end point: you acquire an initial onslaught of information, put it to use and then work to fine tune its application. The curve flattens as the fine-tuning progresses. (Not the effort mind you, but the results; in fact, it takes far more effort/cost to go from 90% to 95% than from 85% to 90% … but that’s another post!)

So, what does this have to do with fundraising?

I was at this same conference in 2008 and am struck by how dramatically e-marketing has advanced in just the past 12 months. What was proficient a year ago is no longer so. And the pace of change promises to continue. Even accelerate.

Which means there’s a greater need than ever for marketers to hone their skills.

How do we do that?

Conferences and workshops. Books and webinars. Professional associations … all those traditional tools people are cutting back on right now.

But also mentoring. Seeking out new perspectives. Looking for ways to do things differently. Challenging ourselves and our colleagues with new ideas.

Being excited enough to share successes. And especially, being open enough to get excited!

High Tech Needs High Touch

I had the good fortune to hear the opening speaker at the NAMA “Trends in Agriculture” conference share his perspective on “Defining the New Ag Community” today.

Dr. David M. Kohl, Professor Emeritus, Agricultural Finance and Small Business Management at Virginia Tech shared his insights on how today’s marketers can use emerging digital technologies to establish or enhance relationships with key communities.

Interestingly though, the bulk of his advice was not technology-based. Although smart phones and social media can help capitalize on new opportunities, they’re just tools.

Effective deployment usually depends on more basic relationship management skills. Like the “old fashioned A’s & P’s” Kohl cited in his close.

You have to
• be Available
• be Amenable
• have a good Attitude
• be Persistent
• be Patient
• be Polite.

Whether by email, telephone, podcast, or webinar, it’s imperative to remember you’re dealing with people.

Not just even when you’re using high tech tools … but especially so!

Non-profit Storytelling: 6 Tips for Interviews

Ask any non-profit, and they'll tell you there's nothing better than a personal, heartfelt story to put a face on their cause. Far better than organizational blah-blah or sterile statistics, stories help donors (and future donors) learn an organization's personality. Stories help donors feel engaged in the work—and see the difference they can make in a real person's life. They empower the organization and its supporters to continue on. Messaging Shangri La!

But getting stories (good stories especially) is easier said than done. Here are a few tips we've learned from interviewing hundreds of people who have received help from charitable organizations.

1. Start with the End in Mind—Do your homework. Get the "story behind the story" from the program manager before you ever pick up the phone. Think of the story you want to end up with and backtrack from there to draft your questions.

2. Never Use the Word "Interview"—The word "interview" makes people feel like they're being interrogated by Woodward and Bernstein. It can cause anxiety and stage fright. Instead, ask if you can "chat for a few minutes about the assistance he/she received."

3. Talk Less, Listen More—Use the first minute or so to make the interviewee feel at ease—express your thanks. After that, zip your lips. Closed-ended questions will give you just what you might expect—one-word, dull answers. Ask questions like "what did the help mean to you?" and give people time to think about and respond to the question. Resist the urge to fill dead air as some of the best responses come when the interviewee is given the floor.

4. Veer from the Script—As mentioned in #1, a list of questions is always a good idea. But that said, it's a starting point. Listen closely to the interview, and be ready to jet off in another direction if needed. Use probing questions to get more in-depth answers.

5. Get Approvals—No surprises. That's our motto. After you've drafted the story, give the interviewee a chance to review for accuracy. Most make no changes, but it's better to know any problems before publishing it. Keep a paper trail—you might need it.

6. Be Prepared for Anything (and I mean anything)—Interviewing for non-profits is unique. You're talking to people who were—or are—in crisis. Don't be surprised if you encounter hostility, tears and any other emotions. Listen and be empathetic, but never say, "I know what you're going through." Most of all, stay calm no matter what's thrown at you.

Enthusiasm, friends - ENTHUSIASM!!!!

So, a few weeks ago I went to lunch with a good buddy. I was considering a salad that had an intriguing name. I had no idea what the ingredients of said alluring salad were, so I asked our waiter for details.

Let me stop here. I'm asking to know more about the more expensive salad option. This cat has a chance to upgrade my purchase, upgrade my gastronomic experience (read: upgrade his tip).

So how does he describe this savory delight I'm so curious to try? Brace yourself ...

"Um, (eye rolling, lots of foot shifting), well it's pretty weird. It's got these four little, like, piles of beans on green stuff, and, I don't know, it's like - if you like weird stuff, you'll like it."

I happen to love weird stuff. But I didn't get the salad.

He didn't make the sale, not so much because he had only one adjective at his disposal ("weird" - really gets the mouth watering, doesn't it?), but because he lacked enthusiasm. He was bored, he didn't care. Ergo, I was bored. I ordered the same thing I always get.

The point? People like people who are excited about what they do. They want to be around -and do business with - folks who are all abuzz about their jobs and the projects they're working on. Folks who can convey a little zest and energy.

After my experience with the Shakespearean waiter, I'm more conscious of how I talk to clients, colleagues and team members. I know what an effect enthusiasm has on me. What about you?

Heed the wise words of Mr. Roarke from Fantasy Island: "Smiles, everyone! Smiles!"