How to Woo Your Fans and Supporters

It’s the final week of our “business resolutions series,” and I hope you’re already making big progress on your goals this year! Before we dive into today’s topic, let’s recap, shall we? First, we talked about seven simple tools that build a strong small business foundation. Then, we talked about how to gain authority and trust at your organization through internal communication. To wrap up, we’ll discuss wooing your fans and supporters—and those who could be—through external communication.

You have to actually talk to the people who support you, right? Yes, of course, you do. However, too many small businesses that I speak with know that they should communicate with their customers and donors, but they don’t actually do it.

Marketing and communications usually gets shoved to the back burner, often because it’s just not prioritized. But to retain current fans and attract new ones, you’ve got to reach out. And to begin, you don’t need to be perfect, but you do need to get started.

So, while there are undoubtedly lots of ways to communicate with your customers, donors, and the people who could be, I’ll just highlight three areas that I think you should focus on for maximum impact.

Email Should Be Your Top Priority

Email, email, email. I can’t stress this enough. For talking to your previous and current customers and donors, this needs to be your top priority. Unless you’re sitting down over coffee with these lovely people, there’s no better way to communicate with your fans.

Don’t believe me? Think social media should be your numero uno? Did someone tell you email is dead? Consider two arguments.

First, how many companies, either for- or non-profit, do you readily give your email to? And how many more do you follow on social media? Yep, there’s no comparison. We’re all getting more and more stingy with our emails, so when someone willingly hands over their email, you should treat it as precious. You have a direct line to their hearts and minds.

Second, think about it this way: you own your email list. With social media, we’re all at the mercy of the ever-changing algorithms. The majority of our posts are filtered out, meaning only a fraction of the people that follow you see what you post. And even if you do get the hang of it, the algorithm will change again in a few months. Plus, we all know that some platforms are here today, but gone tomorrow. MySpace anyone? However, for better or worse, email has been our constant companion the last few decades.

As a marketer, this is frustrating, but as a human, I have to remember the “social” aspect of social media.

So, now that you’re thinking email might be a good idea, here are two ways to handle it:

1. If you don’t already have an opt-in on your website, you need to think about adding one. An opt-in is simply something you give your list in exchange for their email. Examples include e-courses, lists, e-books, insider access, coupons, and more. This tactic will help you build your list, drawing in potential customers and donors.

2. I’d like you to email your list at least once a month, and be consistent. We’re all creatures of the out of sight, out of mind variety, so you need to remind people that you’re still here and open for business. You may want to email them more frequently, which is sometimes recommended, but it sort of depends on your organization and other factors. Most people, though, send emails every couple of months, and only when they need something. Yuck! This is not the way to treat those precious emails and the people they represent. So, aim for monthly communication.

Social Media is Important, But Not Everything

People online are currently freaking out over the new Facebook changes that were recently announced, stating that content by companies will be less visible in news feeds. And, I agree, it’s a little scary. I also just dinged social media in the section above. But, no matter how you feel about social media (I have mixed feelings myself), it’s still important and necessary.

So, while I think you should focus on your email list, that won’t always help you reach those who don’t yet know about you. And you probably don’t want to email those who already love you every day and get a bunch of unsubscribes. Enter social media. It’s still an effective way to get your name out and keep it out there, but we’ll all have to try a little harder. But who has the time? This is why I switched to a social media scheduler.

While it’s true that posts sent by schedulers get less play than real-time, “native” posts (typed straight into the platform), for me, it was a matter of what would actually happen. I could have great intentions about getting on social media every day with new content, but the reality is that may not happen. I have too many other things to do, and so do you. This is why I went with a social media scheduling tool, and you can read all the details, as well as my review of 13 popular platforms, right here.

Definitely jump on social media and post in real time, interact with people, share pictures, and generally live it up when you can. But for those times you can’t, consider a scheduling tool. I’m glad to know that if my head is down, and I’m working on a writing project for a few days, my social media posts are still going out the door without me having to press any buttons. I’d rather have a few people seeing my posts than none at all.

Another social media option to consider is Facebook groups. There are millions of them out there, for everything under the sun. My suggestion would be to find a few that contain your target audience, and get active. Be helpful, make connections, and follow their rules for self-promotion. They definitely take time, but are a great and personalized way to build new relationships.

By the way, my friend Jennifer, who is a social media manager, will be talking all about these new Facebook changes, how to stay in front of your audience, and alternatives worth pursuing in my Facebook Group tomorrow at 1:00 p.m. EST. Join us!

Networking and Events Never Go Out of Style

We’ve covered a couple of online options, but you already know there’s no replacement for good, old fashioned face-to-face connection. So, it’s time to get outside your office and shake a few hands. This is still a terrific way to meet potential customers and donors, or even make deeper connections with those who already know and love you. (Bonus: It's also a great way to invest in yourself!)

For us introverts, this may or may not be a welcome suggestion. Me? I love being at home, but I also love attending events. But if you’re the kind of guy or gal who would rather have an email exchange than coffee with someone, then I’m sorry, you’re just going to have to push yourself for the good of your organization. #sorrynotsorry

You may choose to be an exhibitor, an attendee, or even a speaker, and all can be effective. You’ll likely need a combination over time. Obviously, you’ll get the most attention from a larger audience by speaking, but exhibiting and attending can allow you to have more meaningful and personal conversations.

But before you show up, I suggest doing a little event prep work:

1. Follow the event’s social media or hashtag to start making connections ahead of time.

2. Make sure your social profiles and website are updated.

3. Don’t forget to bring business cards or handouts about your org.

(You can read more about each of these items here.)

The important thing is to make the most of the event. Of course, you’re probably showing up to learn, but if you can snag a few more fans, even better! Oh, and in case you’re looking for some cool, cause-focused events to attend, check out this list by Cause Artist.

Read the other posts in this series:

• How to Gain Authority and Trust at Your Organization

• 7 Simple Tools That Build a Strong Small Business Foundation

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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How to Gain Authority and Trust at Your Organization

Welcome to week two of the "small business resolutions" series! Last week, we talked about seven simple tools that build a strong small business foundation. Like they did for me, those resources will help you look more professional to those you interact with, giving you a leg up on your competition and giving your customers and donors more confidence in you. 

This week, let's address one of the biggest issues I've seen at nonprofits and social enterprises: poor internal communication. It's a proverbial elephant in the room, isn't it? We're often so focused on communicating with would-be customers and donors that we don't get our own houses in order. And, yet, everyone knows that it's a problem.

This behavior leads to all sorts of problems, like confusion, distrust, and frustration. In fact, I'm guessing that an example or two has already popped into your mind. We've probably all worked at (or lead—yikes!) organizations where the internal communication left a lot to be desired.

So, it's time to make a change. This is too important. After all, you'll only see more cracks and flaws as your organization grows. And think about it this way . . . your nonprofit or social enterprise has a cause that it's fighting for. It has a mission, a purpose, a problem to solve. So, why would you want to do great things externally while, internally, your employees are confused, mistrustful, and frustrated? That's not only counter to your mission, but will stunt your growth.

But here's the good news: it can be fixed. You can gain authority and trust at your organization through a healthy culture of communication, and I'll show you how.

The Effects of Poor Communication 

I think there a couple of reasons why internal communication isn't addressed more frequently. First, it's hard to measure. You can't directly see a correlation to sales and donations, so it's shoved to the back burner until it's a real issue. Second, it's usually dictated from the top down, whether intentionally or unintentionally. So, if your organization's leaders aren't very good at communicating or have unhealthy communication habits, that's likely to dictate the culture. (And no one wants to confront the boss.)

Both of these instances can make creating a healthy culture of communication really difficult. However, good communication practices, habits, and systems can mean the difference between having internal support, cohesion, and cooperation—and not having it. With proper communication, your employees and teams will feel united. Without it, they'll be divided. Isn't that enough reason for a change?

Communication Establishes Trust

Think about your significant personal relationships. One of the commonalities between them is trust. And one of the reasons you trust each of these people is because they communicate with you. The same principles should apply at the office.

However, I usually see leaders taking two routes with internal communication. The first is that they withhold information. This may be because they don't feel like it's applicable to others, don't want to overwhelm them, or sadly, may use it as a control tactic. And the second route is where people save up information over time and then dump it all on employees all at once, which leads to overwhelm.

So, instead, make a point to communicate regularly. Proper and consistent communication shows that you value others by keeping them in the loop and respect the part they play at the organization. It shows that you want their involvement. In fact, the people in your office who are good at communicating are likely the ones who are the most trusted. We all trust those who demonstrate that they value us.

Communication Establishes Authority

Consider this: one person is the actual leader but communicates poorly with their team. Another person isn't in charge, but is great at acquiring information and distributing it to the team. Who would you go to if you had a question?

The second person may only have perceived authority, not actual authority, but it can be more powerful, can't it? If you're the leader, ask yourself honestly if you're also the perceived authority. If not, what can you do to change that? It likely has to do with your communication style. Be the person who has the information, shares it, and then takes the extra step to follow up when necessary. Your authority will skyrocket.

Create a Culture of Communication

If you don't create a culture of communication, one will be created for you. They can evolve naturally or intentionally. And if you're the leader of a team or entire organization, you can't afford to lose authority and trust to poor communication because it directly relates to the health, well-being, and growth of your organization.

Think in terms of both the "how" and the "when." How you'll communicate can include both in-person and online. You might consider regular staff meetings for face-to-face time. I believe these are best done in-person if everyone is local, but can also be done through platforms like Zoom and Skype if all or part of the team is virtual. Staff meetings don't have to be long, but are a great chance for everyone to hear about large initiatives, get caught up on other's activities, and weigh in on important topics.

You should also think about how your team or organization communicates online. Email is the go-to, of course, but some people work better in programs like Slack, Facebook Groups, or Google Sites. If you're going to be changing systems dramatically, it would be great to get feedback before selecting a new option. Likewise, make sure everyone is adequately trained. You can't blame a system or employees if no one properly showed them how to use it. Give this some time to get up and running, then evaluate and see if you should keep moving forward or try something new.

Lastly, communicate the "when." Outline for people when they'll hear from you. Will you have monthly in-person updates and weekly email updates? What works best for your organization? What will you try, and then adjust as needed?

Set intentional expectations regarding company communication, and remember to be consistent. Tell everyone what they can expect from you, and what they should do with the information. Then follow-up to make sure questions are answered and next steps are taken.

Depending on your situation and the size of your organization, it may take a while to get everything rolling. But you should start to see the difference that can be made when internal communication becomes consistent and intentional. Your employees will certainly notice a difference. And, as a result, you'll gain authority and trust at your organization.

Read the other posts in this series:

• 7 Simple Tools That Build a Strong Small Business Foundation

• How to Woo Your Fans and Supporters

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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7 Simple Tools That Build a Strong Small Business Foundation

It's mid-January, and you may already be struggling to keep your New Year's resolutions. It's pretty common, and I feel the tug backwards too. Staying motivated just isn't easy when it's 20 degrees outside, am I right? But one of the best ways I've found for keeping myself focused and moving forward is to stay immersed in a subject, rather than it being a one-time lesson.

So, for the final weeks of January, I wanted to talk about "small business resolutions" that we should make and keep this year. These are things you may or may not have already thought about, but I believe they are key to a thriving nonprofit or social enterprise.

First up, I want to talk about seven simple tools that build a strong small business foundation. Think of this as putting your best, professional foot forward. You may consider the items below to be the next progression of your organization, or you may even just think of them as resetting to zero because they've been on your list for a long time, and you just haven't made the effort yet. Either way, they'll not only up your game, but they'll also improve people's perceptions of your organization, which, let's face it, is important whether we want it to be or not.

The Contract Shop

Many of us spend thousands of dollars ensuring that we have a beautiful, functional website, but after it's live, we do little to protect it and our business. Enter The Contract Shop. An ingenious way to make legal contracts easy and handy from my friend and mentor, Christina, you can stop by the shop and purchase a terms and conditions template for your website site in a jiffy.

When I launched my site, I knew that I needed to include all the legalese, but had no idea how to write it or what it needed to say. However, once I purchased this template, I had the terms, conditions, and privacy policy online in about 15 minutes! I've heard terrible stories about people's website design and content getting ripped off, and even saw it happen once to a client. This is an simple way to protect your uniqueness, and gives you legal standing, should you ever need it.

While there, you can also grab an independent contractor template, the conference speaker template, or nondisclosure template, if needed.

HelloSign

Along the same lines, I use HelloSign to send contracts via email. There's nothing worse that scanning Word doc pages back and forth, is there? And do you ever skimp and send just the signature page rather than the whole doc, meaning it could really be the last page to just about anything? This is where HelloSign comes in handy.

For those of us who may only need something like this now and again, you can even get three, free uses per month. Regardless, HelloSign makes it super quick to upload or create docs, mark them for signatures, and send. It keeps the entire document together, gives you status updates, and best of all, makes electronic signatures legal. And bonus, you look like a pro and someone to be taken seriously.

G Suite

If you're running a professional organization, I beg you to use a branded email. This means, avoiding "generic" emails like Gmail, Yahoo, or something similar. Those kinds of things can cut it when you're only speaking to friends and family, but if you really plan on increasing your reach, and especially taking sales or donations, this just doesn't look good. 

Would you rather give a large donation or make a large purchase to company@gmail.com or customerservice@company.com? With all the data breach issues we've had over the last couple of years, my money is only going to places that I can verify, and I don't think I'm alone in that mindset.

G Suite is a simple and reasonably-priced way to brand your emails. My email technically flows through Gmail, but my URL is in the address, making everything look way more legit. Plus, there are a lot of other benefits that come with G Suite, like Google Drive, which makes storing and sending large files less complicated.

Freshbooks

Need to send invoices? Freshbooks is way to go because it's incredibly simple to use. In fact, it's so easy to use that sometimes I double-check it, thinking I missed one of the steps. Nope! 

I used to create invoices in Word or Excel and they didn't look all that great, took some time to edit, and I didn't like the way they were organized. I don't have that problem anymore! 

And I haven't really started utilizing it yet, but Freshbooks also has a time-tracking feature that I want to take advantage of this year. You can even store receipts in Freshbooks as well. 

Note that this isn't a full accounting suite, but it does the job for me.

MailChimp

To be completely honest, I have a mixed relationship with MailChimp. I have used them for years at previous jobs, and currently use them for Signify's email marketing, but that likely won't always be the case. However, for the vast majority of my clients at nonprofits and social enterprises, MailChimp does a good job. If you have pretty simple email marketing needs, and just need to send regular e-blasts, you'll do just fine with them.

I bring this up, though, because I've recently seen a couple organizations that still use Constant Contact, which frankly, I'm surprised is still in business. Their templates and blasts look years behind those sent by MailChimp and it's competitors. And, again, whether you like or not, looks matter. The content and design both speak to where your company ranks in people's minds, even without them realizing it.

Like I said, if you have pretty straight-forward email marketing needs, MailChimp can do the job. And another one of the reasons so many people use them is the affordable pricing. It's even free if you have under 2,000 subscribers, so there's little excuse. Of course, at this point, I'll remind you that you have to actually send emails to your database. But we'll leave that bigger rant till later in this series . . . 

Canva

Gone are the days when social media was new and we could just post some simple text online and call it a day. Photo, and especially video, are trends that aren't going anywhere. You need to get people to see what you're doing online, and graphics are one way to say, "Hey! Look at me!" And Canva can help.

Canva is another one of those genius ideas that I wouldn't have a clue how to build, but wish was my idea. It gives anyone the ability to create professional-looking graphics. And they're perfectly sized to wherever you need to post them! It's a free tool that you need to get on board with, if you haven't already. For those of us who don't have a designer on staff, or can't afford to pay someone for our regular, graphic needs, Canva is a lifesaver. 

Moo

Part of your business strategy likely includes networking events. And whether you're attending a three-day conference or a two-hour seminar, you need to show up with business cards—unless you don't want to talk to anyone, tell anyone about your organization, or have anyone follow-up with you about how they can support you. Umm, those criteria probably do not fit, correct? (Hope not!)

I attend a lot of conferences and events, and am always surprised when people say they'd like to get my info, or give me theirs, but they don't have business cards. Sure, we need them less and less in today's world, but guess what—we still need them sometimes! 

Moo is where I got my business cards, and I love them. They look (and feel) great, and because I originally needed them for a last-minute work trip, I also received them in just a couple of days. You don't have to order many, but I would suggest always having a few on hand.

And depending on your needs, you'll also find letterhead, greeting cards, stickers, and more on their site. I'm actually thinking of ordering some greeting cards with Signify's logo on them to use as thank you cards. 

As you can see, building a strong small business foundation includes a lot of different things. Sometimes you have to think in terms of legal compliance, and sometimes you just need to get with the times. Either way, I hope these seven simple tools help you.

What would you add?

Read the other posts in this series:

• How to Gain Authority and Trust at Your Organization

• How to Woo Your Fans and Supporters

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Taking Your Business in a New Direction

Today's guest post is by Ashley Jones, founder of Love Not Lost. LNL is an incredible organization that provides free photography sessions to those facing terminal illness, along with grief resources for the people supporting them.

Ashley has made two shifts in her business model over the past few of years, and has done so by listening to her heart and her community. I think she has some valuable lessons to teach us all about change, and how to evaluate our organization's long-term success. Both nonprofits and social enterprises will relate to her inspiring story.

And as you begin the New Year, take her desire for feedback and education to heart and see how you can apply it to your own organization. 

The New Year mindset can be full of vision, dreaming, and wonder. There is a whole new year ahead to grow, hustle, and reach your dreams. But what if your year doesn't go as planned? What if there is a new direction you need to take? 

As a business owner, your business is your ship and you are responsible for steering it and taking it on the journey you desire. At times, certainly in the startup phase, it can feel overwhelming. Waters are rough, and the path to success may not be as visible as it once was, but you're not alone. You have feedback from your customers or donors, mentors/advisors, and your relationships within your network to help guide you. Have you been cultivating these relationships? Are you asking for advice? Are you listening to what they say? 

Launching a Business

After losing my daughter to a terminal diagnosis in 2011, I started my own photography business to help get me out of bed every morning. I knew just enough to get me out into open waters, but quickly realized I was in trouble. I spent way too much money and effort on marketing, and I didn't have a good pricing structure. I knew I needed help. At that time, I didn't have any mentors or advisors and felt like I was alone. But I dove into business resources like GrowthLab and CreativeLive, and read books like Good to Great by Jim Collins and Daring Greatly by Brene Brown. 

In the first year, I learned a lot of hard lessons and grew into a better person while navigating grief. Brene Brown, Ramit Sethi, and photography experts like Lindsay Adler and Jerry Ghionis became my online mentors. And I asked my clients what I could do better, and truly listened to their complaints. It was really hard, but I was better for it. I also looked to my network to build relationships where we could help each other succeed. Each connection and relationship propelled me forward.  

Over the next several years, I would continue to grow as a person and a business woman, which included donating sessions to people facing a terminal diagnosis as a way to love it forward. Although I was doing wedding and portrait photography, and was successful with it, my heart ached for more. I knew that the sessions I gave away to suffering families filled my soul in a way nothing else could. I new I needed to change direction. 

It's not always easy to change direction with business. It's very likely people will challenge you, they might even get upset, and it will take some time to establish the change as your new normal. 

Keep moving forward.

A New Direction for My Business

I had a vision for a nonprofit that would photograph people facing a terminal diagnosis to preserve memories and support people in grief. I knew this would be an amazing gift for so many people in the world. Some of my clients were upset that I was no longer going to be able to photograph their family. Some photographers told me my idea would never work. Some really successful people told me it wasn't a smart business move and that I should just keep doing what I was doing or do something else altogether. 

There will always be people telling you why things won't work or how dumb something is, but it's up to you to prove them wrong. I started Love Not Lost anyway, and launched in the spring of 2016. With the help of some friends in the event industry, we pulled together a launch party and were able to raise $20,000 to get started. 

We've only been gaining momentum since then. The first year, I traveled all over the nation to photograph people to prove this was a valid concept and show the need for it. In 2017, we worked on building a scalable model that we have implemented in Atlanta. Our focus is on building a network of photographer volunteers, partnering with hospices and hospitals in the greater Atlanta area, and adding a Director of Operations to our team to manage the photographer program. As we've been doing this and serving applicants, we've been listening to our feedback. 

Expanding Our Focus

Everyone loves the photo sessions and books, but people we photograph tell us their friends and family often have a hard time supporting them, and they're left feeling alone and abandoned. We've heard our supporters and donors tell us they want to help, but they don't know how. We have seen and experienced this huge gap in grief support and we want to make it better. 

In 2018, in addition to continuing our photographer program growth in Atlanta, we will be adding grief resources and tools to help individuals show up for the people in their lives who are hurting. We'll have empathy cards, photo gift sessions, and a few other things offered on our website. This wasn't a part of our original plan, but it's a new shift in the direction because we listened to the people we were serving and the people in our community. It's a need that is not being met that we can meet. 

As you go forward, no matter what it is you are doing in the world to bring value, I challenge you to listen to the pain. Listen with empathy, not judgement or defensiveness. Where are people hurting or suffering? Where are there problems within your business and industry? What can you do to make them better? Where are you uniquely gifted to meet the needs that aren't being met by anyone else? 

And remember, growth is usually never easy. As a business owner, it's hard not to take negative feedback personally. Expect the growing pains and know it's making you bigger, better, and stronger for the future. I wish you all the best in the New Year! 

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After losing her daughter to Spinal Muscular Atrophy, Ashley started two companies, Shutter Sweet Photography and Skylight Creative Group, to keep her going. She's always had a heart for serving others, so donating portrait sessions to people facing a terminal diagnosis just made sense after what she had been through. When donated sessions became a regular occurrence, Ashley realized the need was great and Love Not Lost was born. You can find LNL on Facebook, Twitter, and Instagram.

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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