Fundraising and the NPO Staff – Further Thoughts

NPO staff in a fundraising campaign

Last Thursday’s post addressed the participation of NPO staff in the fundraising process – staff other than those directly involved in development. A response to that posting suggested that there were other issues to be addressed.

Staff members as donors:

It would be a major plus for a nonprofit organization to be able to tell its constituents that all members of the staff feel strongly about the mission and are also donors. That the NPO is able to publicize that every staffer has (voluntarily) given to the best of his/her ability can only strengthen the org’s image.

It would also be a major blow to that image if the public were to learn that staff members were coerced into giving.

Many overly enthusiastic EDs/CEOs require staff to be donors. That “requirement” can and should be perceived as coercion; and, coercing people to give is highly unethical … and bad for the NPOs public image.

Ethically, it is a “given” that ALL giving is voluntary … including from the NPO staff.

Staff members as event designers/participants:

If an NPO is lucky enough to have staffers who are skilled at designing and implementing events, and those folks are willing to be involved with events … without their participation having been coerced, then that speaks well and loudly to the community of staff’s commitment to the mission.

If, however, the public was to hear that such participation was not wholly voluntary, it’s likely that the image of the NPO would suffer … as would its fundraising efforts.

Staff members as solicitors:

With the exception of those individuals who are hired as part of the fundraising staff, other staff members (ideally) should be involved in telling the NPO’s story, but should not be “required” to act as solicitors. The key word, again, is “required.”

In addition to the resentment that staff members would feel, it would be impossible to discount the impact that resentment would have on a fundraising solicitation … and on job performance. One must also consider that untrained and unwilling solicitors will never be able to solicit the “maximum gift” from a donor.

Bottom Line:
It’s not unusual for all staff members of an NPO to have some input in the design/implementation of an event – offering advice/direction based on their particular area of function/expertise.

But, an organization that “requires” staff to perform in areas for which they were not specifically hired is an organization that doesn’t mind putting its public image at risk.

And a good test of whether this kind of employee policy might or might not be ethical is to ask yourself whether you’d want to see a newspaper headline announcing that your organization coerces its employees….!!

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Have a comment or a question about starting, evaluating or expanding your fundraising program? Email me at AskHank@Major-Capital-Giving.com. With over 30 years of counseling in major gifts, capital campaigns, bequest programs and the planning studies to precede these three, we’ll likely be able to answer your questions.

Makin’ the Marketing Strategy Happen!

Marketing strategy concept illustrated with a dart pin

Implementing a marketing strategy is a multi-faceted activity. A good marketing stratetgy is driven by a clear, simple positioning statement. This makes it clear to your employees and market, where the company is superior to the competition. The marketing strategy encompasses the product or service offering, pricing, promotion and distribution – or delivery of the product or service to your customers.

So, the marketing strategy is all-encompassing. It drives product features, time from order to delivery, logistics, research and development, customer services — in short, it drives what is key for all facets of the business.

Consequently, implementing a marketing strategy involves so much more than marketing. It involves the whole company.

How you implement the marketing strategy depends who you are in the organization. Are you the president or the marketing director? If the organization has developed a marketing strategy, both need to be aligned with the strategy, on-board and enthusiastic.

The implementation of the marketing strategy can begin with the development of the marketing strategy. The organization can be involved or informed of the status of the development of the strategy. The input of operations, regulatory and sales can be part of the information that is used to develop the strategy.

Or the strategy can be developed by the management team, and rolled out to the company once it is completed. The extent to which each approach works, depends a lot on the issues involved with the strategy development, the culture of the company, and the buy-in to the plan by the company as a whole.

If, for example, operations was asked for an opinion, it is very important to close the loop, and let operations know what happened to the input. How it was used in developing the plan and, if possible, how the input affected the final strategy that was developed.

If the plan is being rolled out with no input, then it is critical for the department heads to consider the expected response from their teams, and to ensure the potential issues will be addressed. If unexpected issues are raised, it is critical to research these issues and respond to them. However, the key is to effectively demonstrate how the plan is in the interest of each department, in particular, the growth of the company. Information that provides confidence in this result is essential to provide, and an inclusive, enthusiastic, confident tenor of the meeting is important.

However, it is much more than one roll out meeting, or several roll out meetings. Implementation includes the informal discussions in the hall, during chance encounters, in regular meetings. People will absorb the information, and come up with excellent questions that need to be taken into account.

There is, of course, the formal implementation of the strategy as well. It will translate into objectives for performance evaluations, possibly organization shifts and changes.

As the company moves through the changes, focus on gaining some small wins first. This increases confidence in the new strategy and increases momentum. Keep it forefront in the company, stay positive and flexible.

Photo credit: Avinashkunnath

For more resources, see the Library topic Business Development.

The Nonprofit Social Network Benchmark Report – Highlights and My Two Cents

A-man-using-fis-tab-to-check-through-social-media

There are two new large scale study reports on Nonprofits and technology just released in March 2011 that have quite a bit of noteworthy information in them. I am again writing two companion pieces on this topic:

This article discusses The Third Nonprofit Social Network Benchmark Report published by NTEN, Common Knowledge, and Blackbaud You can read my report on The Convio Online Marketing Nonprofit Benchmark Index™ Study here. Both of these reports pull from organizations that have a relationship with Convio, Blackbaud or NTEN and they already have some meaningful technology involvement. So the highlights of the reports that I include don’t include percentages like “percent of nonprofits on Facebook” because in this regard it is a skewed sample. When you get past that, there is a lot to learn from these statistics about organizations who have already gotten their feet wet using social networks such as Facebook and YouTube.

Here are highlights – along with my commentary – from the Social Network Benchmark Report:

Facebook is by far the most popular social network tool being used by nonprofits and continues to grow. The number of fans on Facebook is growing as nonprofits focus more attention on it, but it is not a good source of fundraising. There is a considerable difference between creating a “casual” presence on Facebook and growing a viable program with a connection to a large audience and scalable results. This shows up in the statistical correlations between size of the community and staff and budget dedicated to it.

Participation in Twitter and LinkedIn is lower and has leveled off.

YouTube continues to be popular. I noticed at the NTEN national technology conference held this month in Washington, DC that there was a great interest among small nonprofits in YouTube and the whole Google for Nonprofits line. Google sponsored a long workshop and had a well manned booth for the entire conference and YouTube was definitely on the minds of the many visitors to check it all out.

Small new donor-empowered peer-to-peer giving sites CrowdRise, FirstGiving, Razoo and Causes all made a very small appearance in the study but they are on the map and worth watching. Who know who may take off and be the best new thing.

I am always asked about what is the right amount of staff time to budget for social networking and this report provided the clearest answer I have ever seen about what organizations with established social networks do. Over 60% of respondents say they allocate ¼ of a full time staff equivalent to it. Amazingly almost half the respondents allocate no – that’s right – zero, nothing, nada – budget for it. I can’t imagine any other activity that an organization was willing to dedicate 25% of an employee’s time without any supporting budget. It seems to me that unless you have a tech savvy, communications savvy, super dedicated overall dynamo on this you really should have some budget.

How about fundraising? 98% – that’s right again – do not use a social network for fundraising (52%) or have raised under $10,000 with it (48%). This was no surprise to me but it would be to the people who come to my social networking for nonprofits workshop who have fundraising in mind as a top goal.

It is always good to have information to benchmark ourselves against. Here are some important takeaways I have from this report. Whether large or small, many nonprofits are using social networking as an important tool today. They are using it for marketing and building relationships with their communities. They are also making strides in using social networking for education, advocacy, and program delivery.

If you haven’t been using social networks, or you haven’t done so effectively, it may be time to invest – time and money – to get up and running. Social networking has become a good investment for those making a reasonable effort.

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For more resources, see our Library topic Nonprofit Capacity Building.

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7 Important Principles of Total Quality Management

A-woman-addressing-a-team-on-quality-management

Guest post from Quin Harris

Total Quality Management (TQM) is an approach that organizations use to improve their internal processes and increase customer satisfaction. When it is properly implemented, this style of management can lead to decreased costs related to corrective or preventative maintenance, better overall performance, and an increased number of happy and loyal customers.

However, TQM is not something that happens overnight. While there are a number of software solutions that will help organizations quickly start to implement a quality management system, there are some underlying philosophies that the company must integrate throughout every department of the company and at every level of management. Whatever other resources you use, you should adopt these seven important principles of Total Quality Management as a foundation for all your activities.

1. Quality can and must be managed

Many companies have wallowed in a repetitive cycle of chaos and customer complaints. They believe that their operations are simply too large to effectively manage the level of quality. The first step in the TQM process, then, is to realize there is a problem and that it can be controlled.

2. Processes, not people, are the problem

If your process is causing problems, it won’t matter how many times you hire new employees or how many training sessions you put them through. Correct the process and then train your people on these new procedures.

3. Don’t treat symptoms, look for the cure

If you just patch over the underlying problems in the process, you will never be able to fully reach your potential. If, for example, your shipping department is falling behind, you may find that it is because of holdups in manufacturing. Go for the source to correct the problem.

4. Every employee is responsible for quality

Everyone in the company, from the workers on the line to the upper management, must realize that they have an important part to play in ensuring high levels of quality in their products and services. Everyone has a customer to delight, and they must all step up and take responsibility for them.

5. Quality must be measurable

A quality management system is only effective when you can quantify the results. You need to see how the process is implemented and if it is having the desired effect. This will help you set your goals for the future and ensure that every department is working toward the same result.

6. Quality improvements must be continuous

Total Quality Management is not something that can be done once and then forgotten. It’s not a management “phase” that will end after a problem has been corrected. Real improvements must occur frequently and continually in order to increase customer satisfaction and loyalty.

7. Quality is a long-term investment

Quality management is not a quick fix. You can purchase QMS software that will help you get things started, but you should understand that real results won’t occur immediately. TQM is a long-term investment, and it is designed to help you find long-term success.

Before you start looking for any kind of quality management software, it is important to make sure you are capable of implementing these fundamental principles throughout the company. This kind of management style can be a huge culture change in some companies, and sometimes the shift can come with some growing pains, but if you build on a foundation of quality principles, you will be equipped to make this change and start working toward real long-term success.

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For more resources, see our Library topic Quality Management.
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Virginia Tech Fighting Fine

Picture-of-a-man-issued-a-fine.

Virginia Tech has just been handed a $55,000 fine for failing to notify students in a “timely manner” following the shooting incident of April 16, 2007. That morning, two students were found murdered in a residence hall, but no notification went out for over an hour, leaving thousands of students vulnerable to another attack, which happened shortly after as 23 year old Cho Seung-Hui began another rampage, killing 30 more people. The school is appealing this decision, and made these statements, quoted from a CNN article:

Larry Hincker, associate vice president for university relations at Virginia Tech, said Tuesday the school “respectfully disagrees” with the fine.

“As we noted before, neither the Department of Education nor the Clery Act defines ‘timely,’ ” Hincker said in a prepared statement. “The university actions on April 16 were well within the standards and practices in effect at that time.”

And,

University officials disputed the federal findings.

“We believe that Virginia Tech administrators acted appropriately in their response to the tragic events of April 16, 2007, based on the best information then available to them,” Hincker said.

Regardless of who is technically right, Virginia Tech is now taking additional reputation damage as a result of the four-year old case resurfacing and, should it continue to respond in a cold and impersonal manner, will suffer even more. It is possible to claim innocence while still showing remorse and humility, something that the statements from university officials are sorely lacking.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]

10 Attributes of a Leader

10 Attributes of a leader

So much has been said, written and thought about leadership that it’s becoming increasingly difficult to identify what actually makes a good leader.

Be decisive in leadership
One important attribute of leadership is being decisive!

So when the BBC announced it was dedicating two thirty minute radio shows to the subject, by asking leaders from politics, business and sport what they believe makes a good leader, we had to tune in. Listen again to the programme here: http://bbc.in/fbhJ5S.

So here are 10 of the attributes listed by the leaders interviewed included: Continue reading “10 Attributes of a Leader”

Conserving Our Best During Change

The word change written on a dies

You know that when change is upon you, you will be letting go of ideas, behavior, perhaps functions, structures, roles, authority, and even titles. Poised on the brink of change we are overcome by loss and the uncertainty of what we might be asked to give up. At this moment leaders need to focus the organization on what must be conserved. Without getting trapped on our history: What preserves who we are and must come with us into the future?

Unit of Work

When we plan transactional change we assume the unit of work is the task, or the set of tasks, performed by individuals, teams, or functions. A focus that conserves tasks is past orientated and only able to incrementally improve the system and its performance. In this case there is little room for imagination which generates innovation and, potentially, transformation.

Shifting to a systems perspective, the unit of work becomes the relationship – interdependencies between the parts of the system, whether people, functions, processes, tasks, or groups. When relationships are managed during change, i.e. managing the red line, everything else becomes available for change and/or re-organization. For leaders this means trusting the organization (i.e. people you don’t know) to be imaginative, creative, and to conserve those relationships and parts that define the company and culture at its best. This puts leaders in a VUCA Prime position, where things are unknown (complex) and perhaps even a bit unknowable (chaotic). It also unleashes the greatest potential of the organization.

Unleashing Organizational Potential

Put yourself in this newly promoted team leader’s situation. The original team leader has just been fired. He was disliked, not trusted, and had created a culture of fear within the team. Across the organization he was seen as building a kingdom and protecting his turf, arrogant, and unwilling to collaborate or compromise. You have spent your time in this team as a director, focused on your work and busy creating diverse relationships across internal functions and with external partners – interdependencies that are foundational to the success of your projects.

Knock, knock…we want you to take over the team leadership role.

After much hand wringing you say yes. Your first move is to have a one day team meeting to address the HUGE change that everyone is expecting to take place with internal and external partners, and to manage the GIGANTIC red line that everyone is experiencing (including yourself). All 25 team members are ready for an emotional download so you set up a “burning box” to collect all their issues, fears, and frustrations. But do you start with that? This leader began the meeting with a conversation about what the team wanted to conserve: Who are we at our best? How do we move forward from that position?

When the “burning box” was finally opened and the questions pulled out and answered, one by one, the emotional energy in the room was intense, and the team was ready to confront what they now saw as the past and move toward what they had just identified as their future. Coming out of the meeting the new team leader confessed to being “a wreck” but also recognized that without having identified what was good in the system, in particular acknowledging how people had been helping each other, the “burning box” could have been far worse.

Appreciating the Past

When a whole organization sits on the brink of change, leaders can (dare I say should) look to Appreciative Inquiry to begin the journey. This process identifies strengths and positive aspects of the company and culture that need to be conserved to achieve their future Vision. The participatory nature of this process brings out unseen potential, unknown change agents, and generates alignment and cohesion as the red line pulls transactional plans into a VUCA cauldron.

“…adaptation is a process of conservation as well as loss. The question is not only, “Of all that we care about, what must be given up to survive and thrive going forward? but also, “Of all that we care about, what elements are essential and must be preserved into the future, or we will lose precious values, core competencies, and lose who we are?” As in nature, a successful adaptation enables an organization or community to take the best from its traditions, identity, and history into the future.”

Heifetz, Grashow, and Linsky, in Adaptive Leadership

How to Make Training “An Affair to Remember”

A-team-leader-discussing-with-her-team-members

When I asked friends for ideas on training for this article, here’s what I received:

  • How to train your dog to use the toilet.
  • How to make a mountain out of a mole hill.
  • How to make an American quilt.
  • How to extract your own wisdom teeth.
  • How best to express road rage-flipping the bird or screaming obscenities.
  • How to fit the maximum amount of beer in a fridge.
  • How to escape a burning building using only # two pencils and dental floss.
  • How best to ____ off telemarketers.

Creative, yes, but not at all what I had in mind. But it does tell us what people think about training. It gave me an idea about how we could most effectively be using the learning tools we are given.

Say the word, “training” and it elicits an immediate frown from the trainees-to-be–unless these same employees are anxious to get out of work at their job, which isn’t a good thing either. Most training is boring. It’s always the same thing–prescriptive. Trainers who can take that curriculum and turn it into something more relevant, interesting by adding experiences and examples, some not in the book, and therefore, fun, are the opposite of boring. Yes?

Believe it or not, some trainers are more afraid of the public speaking aspect of training than conducting the training itself. Those trainers do what they have to, but they haven’t necessarily succeeded in making it a memorable experience for the trainees. Not all the necessary communication is written down in the training curriculum or trainer guide. The trainer’s guide doesn’t say be yourself, be self-assured and try to make the trainees want to be a part of this exciting endeavor.

Let’s face it: training guides are meant to help a trainer accomplish the basic delivery of pertinent knowledge and doesn’t cover too much on how to make it relevant on a personal basis. The very business and staid nature of the guide makes some trainers try to make a seemingly “mission impossible” into “an affair to remember” without any help.

Either way, we’re going to make that “mission impossible” “an affair to remember.”

We know from research that people learn better when certain techniques are used. We apply those learning techniques in our training modules because they reportedly are the best ways to have our trainees remember what we want them to remember.

But what if they are more focused on nonsense questions like the above, and view this training as having little value?

We’re doing all the right things. We are using the prescribed curriculum; we are using the trainer notes. We have icebreakers, experiential activities, quizzes, and evaluations. But is anyone listening?

Making your training “an affair to remember” will certainly solve that concern.

So, how do you get there?

There are probably some born communicators or those who have learned their craft over the years, but for those who are aren’t, here are some ideas to help you present a more dynamic lesson.

Training, teaching, public speaking, conducting successful meetings, presenting depositions in court or talking to a jury, and, of course, acting are all activities based on a performance, requiring credibility, passion, and the ability to draw from your own personal bag of tricks to make it real. I’ve talked about several of these activities in other blogs, but hopefully, this one can tie them all together.

My biggest concern for trainers is that, for the most part, they are more focused on the process of training according to the trainer’s guide, than on communicating with the trainees or audience. It’s a little like “which came first?” The basics of public speaking apply, taking into account the audience, the subject and the trainer/presenter/speaker, etc. I’m not saying make a speech or lecture instead. Do lecture, if that’s appropriate. Should you follow the “plan,” know that even the introduction of the training itself, the transitions and instructions to carry out the activities, and the overall purpose and motivation for the training must be communicated effectively.

Why do some students love their teachers? Because they’re young and don’t know any better? No, because the teachers are charismatic. They’re fun. They’re themselves and the students know that. The teachers care about the students and ensure they get the a lesson–not just going through the motions. It should be no different with training. And trainers, too.

Know your audience, know your subject and know yourself.

Sounds simplistic and maybe that is the beauty of it. Knowing the audience is primary to any training needs assessment, environment, implementation, and plans. The same goes for the subject–tailored, of course, to your audience. Then, the biggest factor, often ignored by managers and training staff: the assignment of a trainer who can hold and engage the audience with the subject matter.

To some trainers, even though they “know” training and development, getting up in front of the group is still their biggest fear–their “mission impossible.”

To some trainers, even though they know training and all the requisite tools, public speaking is still their biggest fear, their “mission impossible” as it is for most people. That is the reason some trainers fall back to the etched-in-stone training process.

Sure, the program takes into account how people learn and what techniques do that best, but bottom-line for trainees is that they have to care. The only way to make them care is to have someone who can grab their attention, make the training meaningful and communicate the message (the subject effectively). That is the job of the trainer or facilitators of training. Either way, we’re going to make that “mission impossible” “an affair to remember.”

For those trainers or facilitators who need help in owning the stage and being more confident, I won’t just say, “practice, practice, practice.” Practice is important, but there are other techniques as well. Actors know how to be comfortable in their own skins as well as others. The trick is to get the right help to identify who you are, and to use that knowledge effectively.

Once you know who you are and why you belong on the stage the rest is conversation–the training module, made easy.

Use the all the personality tools you own, the information you feel critical to communicate and connect with the audience. “Owning” the moment and the stage is key to alleviating public speaking/training fears. This is where the knowing yourself comes in. Everyone has a unique personality and I encourage them to use it. Not everyone is a dance a minute on the stage or a joke teller or a witty soul. But I wouldn’t tell a cowboy about to make a speech he had to take his hat off–especially if that is not who he is. In essence, be yourself and use what is unique about you as you would in talking with friends. Be a person. That will help the moment feel more natural–more like conversation, which isn’t fearful.

Communication considerations for trainers.

  • How do you get your audience’s attention and maintain it?
  • Recognize different training groups, different approaches, different sizes of training–one size may not fit all.
  • How do you make the trainees remember what you said? In public speaking, we use storytelling and humor among other things.
  • How do you influence your audience?
  • Knowing the charisma you need to become a dynamic and respected communicator or facilitator of training? A hint. It’s already in there. In you!

Effective communication couldn’t be more important in training.

No one should deny our purpose is for our trainees to absorb our subject matter and commit to using it. Even if you have a product that sells itself you still have to have get someone to pay attention to it to know they even want it. Basic communication means we have information to convey and we need our audience to “act” on that information (even if it is just to remember it) or we wouldn’t be there in the first place.

Communication is about sending and receiving information. Actors are taught acting and reacting–virtually the same give and take in a speaking or training environment. Acting is about audience perception and our ability to influence that perception. To get others to listen, to remember, to change their minds or attitudes is communication.

Actors aren’t the only ones who need to know their audience, their subjects, and themselves, trainers should, too, if they want their training sessions to be “affairs to remember.” Those results are the best kind, after all.

The most efficient training is the best communicated training.

For more resources about training, see the Training library.

Are your leaders good trainers?

I am not a regular fan of reality television; however, I do really enjoy watching the show where the contestants are fighting to lose weight. You all know the show, right? Well, I love seeing how the contestants are able to lose weight and reduce risks to their health. I also really like that the show provides healthy tips on eating during the sometimes drawn out two hour episodes. But my favorite part of the show may just be the trainers. They are tough, but you really get the sense that they care about helping the contestants achieve their weight loss goals. They push the contestants, they call them out on their bull**** and excuses, and they don’t give up on them.

During the season, the contestants regularly participate in challenges. Sometimes the winners get prizes such as immunity from being sent home for the week and sometimes the losing team or individual suffers disadvantages in the game. In last night’s episode the losing team of one of those challenges was taken away from the campus on which the contestants stay to a house by themselves. They were given a budget and had to decide how to allocate their funds for the week. Their menu of choices included time with their trainer for a cost, spa treatments, gym memberships, food, dinners out and phone calls (a luxury not normally allowed). The team of two chose to have the spa treatments and dinner out, but did not choose any time with their trainer. The reason, they felt that they had learned enough and were ready to make it on their own.

So how do you think they did? Well the team lost the weekly “weigh-in.” As the team who lost the least amount of weight at the end of the week, one of team members had to go home. Their decision to not have a single day with their trainer cost the team greatly.

Another thing happened during last night’s episode that was significant to me. One of the contestants on the other team had recently had to switch trainers. His original trainer focused his training on boxing, something he enjoyed very much. Having workouts that he enjoyed had helped him achieve great success during the first several weeks in competition. The new trainer’s style was a little different and he was a little unhappy. You know what he did, he let the trainer know how he felt and she let him box. She didn’t take it easy on him, but she let him get there in the way that he enjoyed most.

How often do we make the same mistake as the losing team in our work life? More importantly, are the managers and leaders in your organization, good trainers? Are they pushing their teams to succeed? Are they listening to them as individuals to know what they need? Are they building an environment where your employees feel comfortable approaching them and letting them know what they need? If the answer is no, what are doing about it? What can you do right now to take the first step in that direction? No more excuses.

For more resources, See the Human Resources library.

Sheri Mazurek is a training and human resource professional with over 16 years of management experience, and is skilled in all areas of employee management and human resource functions, with a specialty in learning and development. She is available to help you with your Human Resources and Training needs on a contract basis. For more information send an email to smazurek0615@gmail.com or visit www.sherimazurek.com. Follow me on twitter @Sherimaz.

How to Brand Yourself

Letters saying the word brand

Easy Steps to Get Started

Branding yourself or your online business will help set you apart from your competitors. When you establish your brand – a memorable visual appeal, as well as a meaningful and compelling message – your audience will react positively and help you by passing your information on to others in their network.

Volumes of books are written on branding, so this is simply an introduction to get you started:

1. Write down your mission statement (include keywords if you can, and how you help others) – Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

2. Create a memorable logo that’s in keeping with your business niche.

3. List ‘must-have’ benefits to your customers (such as solutions to their problems and answers to their questions).

4. Choose a page design that you can use on all pieces and sites you create. Pay special attention to layout, graphics, colors, fonts and style.

5. Have a professional photo of yourself taken.

6. Write a bio that highlights your expertise and brings out the personal you. Add information about yourself outside of your work life. For example, “She loves to grow roses and read mystery novels.”

7. Use all of the above consistently on each of your sites and social network profiles.

Brainstorm ideal domain names

As part of your branding strategy, one of the most important factors is the domain name (URL) that you choose. Domain names that include keywords are more likely to be ‘ranked’ higher by search engines. Search engines assume that the name of your site is relevant to the topic of your site, so in the search algorithms, they give more weight to the domain name, and thus your ranking – how high up you rank in the results pages. Makes sense, doesn’t it?

The domain name is only one of many factors used in search algorithms (and note that algorithms also vary among different search engines.) It’s a very important factor.

So now, let’s brainstorm domain names. Keep these things in mind – your domain name should be:

  • As short as possible – try for fewer than five syllables.
  • Memorable.
  • Keyword-oriented.

What other Branding tips will help others get started?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman:

Ms. Chapman’s new book has a name change! The Net-Powered Entrepreneur – A Step-by-Step Guide will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com