Nonprofits: Revisit Your Mission to Revitalize Your Organization

October 4, 2010

Mission Focus at Nonprofits Important for Morale, Success

As I peruse and participate in Linked In groups and surf the blogosphere, I’m noticing the singular aspect of communications queries and tips. What should I put on my website? How can I drive traffic to my website? Should I have a two-fold or three-fold brochure? My response is a question. How do these message distribution channels fit into your overall communications strategy? Do you have a strategy? And if you do, how does your strategy communicate your mission?

What is Your Strategy?

The days of counting newsclips as success are gone (I hope). The days of fuzzy ROI regarding public relations are also going by the wayside. There are countless ways to publish your news and promote your organization. But you need a plan.

Start with your mission or your goals. Why are you in business? What do you do? To what end? You and each and every employee should be able to state the answer to these questions in one short sentence. If that’s not the case, then you have some work to do.

Most organizations start with well defined goals and a business plan. When your business was new, I’m confident the boss and employees knew exactly what the goals were. There was probably a lot of excitement – and possibly exhaustion from working so hard to get the word out. But as time passes, it’s easy to become complacent and lose sight of your goals.

When is the last time you really looked at your mission – and really read it? It’s important to review your mission at least every couple years to see if: 1) it’s still relevant; and 2) you are following your mission.

 Focus on Relevance

Hold a brainstorming session for all staff. Or if you have a large organization, hold a few brainstorming sessions. Encourage everyone to participate. Focus on questions like: Is our mission relevant and current? Does it describe our goals? Does it need to be changed or completely rewritten?

Depending upon the results of these brainstorming sessions, hold follow up meetings. Rewrite your mission, if necessary, and include the staff in the process. Or maybe you don’t need to rewrite your mission. Kudos. Then ask the employees to articulate what the mission means to them.                                                                                                                    

Either way, a focus on your mission will generate a renewed commitment to your organizational goals. It will motivate people by reminding them of why they do what they do, and why your organization is important.

Morale will improve and productivity will improve. This is a vital first step towards developing your messaging and messaging strategies.

Next post: Know Your Audience

Leave a Comment » | marketing, public relations/media relations | Tagged: , , , , | Permalink
Posted by Theresa Henige

Keyword Proliferation – not just meta tags anymore

September 21, 2010

The notion of a “keyword” first came to my attention over a decade ago when I was building my first web site. Among the metatags, it was important to put keywords so search engines could/would index your site.

At that time, the sort of informal rule was to use less than 30 keywords (or maybe it was 50); if you used more than that, the search engines “would be suspicious” and you might not get the results you wanted. I put 28 keywords (or maybe it was 48) in the code of each page, not just the home page. Obviously, I was looking for as much exposure as possible. Some people laughed at me and thought I was overdoing it. To me, it was much better to have 28 keywords for indexing than just the 8 or 10 words the others had.

Fast forward to the year 2010, and it’s now necessary to put keywords in most everything.

Usually the top recommendation for optimizing your Linked In profile is the propitious use of keywords. The search function works by keyword, so you need to decide what keywords a potential employer may search for, and include those words in your title, status and profile.

Many employers now review resumes electronically, and if you don’t have specific keywords, a live person may never see your resume or cover letter. Again, you need to focus on what words hiring managers may use.

When I started my blog recently, I hunted around until I found the place to put keywords. In the case of my blog, my keywords are for people interested in the topic(s) about which I’m writing.

Press releases used to be just for the press. You sent your news directly to the reporter or producer or to the wire services. If you put your press release on your web site, it was more of a courtesy than a real marketing tool.

Now, releases can be and are often viewed by the public in addition to the press. As it becomes more and more common to turn to the internet first for information, you need to include keywords in your online communications, such as news releases. Think about what is of interest to your customers. What could they be looking for that you offer?

Twitter, I would suggest, is all about keywords, since you have a limited number of characters through which to broadcast your message.

The bottom line is if you’re interested in promoting your business, you need to think long and hard about the appropriate use of keywords. If you are well versed in the subject, you’ll unconsciously include appropriate keywords as you write. However, it’s important to look at the piece before you publish it and identify the keywords. When you do this, you can decide if all the necessary keywords are included or if you should add more. It’s much easier to write, and then go back and substitute a few words, than it is to try and write something with a whole list of words next to you to include. It’s too stifling that way.

So if you’re trying to catch the attention of a certain audience, as most of us are, you need to add another step to your writing process:

1) Write/edit/check sources

2) Add keywords

3) Proofread

4) Publish

1 Comment | marketing, online | Tagged: , , , , , , | Permalink
Posted by Theresa Henige

Proofreading: Top Do & Top Don’t

September 13, 2010

You’ve spent days or weeks writing your very important document, and it’s now time to publish it. But first it needs to be proofread.

Since you’ve spent so many hours writing and re-writing your document, you’re not the best person to proofread it. When you read things over and over, you tend to almost memorize them, and you’re less likely to see mistakes. You know what it “should” say, so you can even fill in words in your head that aren’t actually on the paper. This is especially tough for speed-readers, who can’t slow down their reading enough to catch mistakes. Some speed-readers routinely skip the smaller words; other speed-readers skip many more words.

If you have time, set it aside for a day or two, then take a fresh look at it. Or if you’re lucky, you have a proofreader in-house. Most of us don’t.

My solution? Read it backwards – out loud. And spell the words.

For example, if the sentence is “The sky is blue.”, read as follows:  blue, b-l-u-e, is, i-s, sky, s-k-y, the, t-h-e.

Proofreading backwards is very time-consuming, but it will catch any spelling errors or typos. It will not catch grammatical errors. I first learned this proofreading technique when working on technical journals.

You can also have someone read the document to you  – either backwards or forwards. For example: The, capital t-h-e, sky, s-k-y, is, i-s, blue, b-l-u-e, period.

Obviously, if you’re reading forward, you are more likely to catch grammatical errors.

And don’t, don’t, don’t rely on your computer’s spell checker and grammar checker. Use it as one tool, but don’t use it as your only tool. A spell checker can’t tell you if the word should be “too” or “to”. It won’t tell you if the word is “there” or “their”. The grammar checker may catch some of these words, but it won’t catch them all.

You may also want to REMOVE some words from your spell checker. For example, if you use the word “gape” frequently but have mistakenly typed it as “gap”, remove “gap” from your spell checker.

I learned this lesson the hard way.  Hopefully, after reading this post, you won’t.

2 Comments | business writing, creative writing | Tagged: , , , , | Permalink
Posted by Theresa Henige

Send compliments up the chain of command, too

September 7, 2010

Even the best writers appreciate compliments. This isn’t something I gave much thought to until very recently.

I’ve always tried to respect everyone with whom I’ve worked, no matter what their position. I pride myself on being an egalitarian, and I truly believe everyone has a contribution to make. I do have trouble with those who don’t work hard or don’t work to their potential, but that’s another post…

We all enjoy compliments; they make us feel valued. While it’s easy to compliment your staff or your peers, compliments don’t always work their way up the chain of command. I realized this a long time ago, and accordingly often communicated my respect to my bosses regarding their ideas and accomplishments.

This has startled my bosses, which I think is a bit sad. Now I’m not talking about being a sycophant; rather, I’m talking about genuine compliments and respect. When I was in the top position, I was saddened to see how many sycophants circled around me. I looked for the real people – there were many. But when I looked for the real compliments, there weren’t many. Now, some could argue that I didn’t deserve compliments, but I hope that’s not the case.

Recently, I complimented one of my long-time mentors. She is a fabulously creative writer and has many articles to her credit. I’ve always taken her talent for granted. She was the best when I met her twenty-some years ago, and she’s only gotten better. Surely she knows that and I don’t need to compliment her, right? My compliment was really matter-of-fact, and I didn’t think twice about it, until her reaction…

She was thrilled that I appreciated what she had done. I was surprised she valued my opinion to that extent.

So, here’s to you, Linda. You’re the best, and I can’t wait to read your new book.

The moral of the story: let’s not forget to compliment all those closest to us, whether it’s staff or peers or bosses or spouses or parents or kids or mentors or that stranger sitting next to you. You’ll make their day.

You’re never too old or too established to appreciate a good compliment.

3 Comments | In the office | Tagged: , , , | Permalink
Posted by Theresa Henige

Is LinkedIn a Myth? A few tips and ?s

August 25, 2010

Have you or anyone you know gotten a new job through LinkedIn? I don’t know of anyone who has found a job that way, but I keep hearing over and over that LinkedIn is the place to be.  Examples and instructions abound on how to present the best you so that recruiters will find you:

Recruiters search daily to fill open jobs, so be sure to optimize your profile so you show up in their searches.

Searches are accomplished through keywords, so ensure you have the correct keywords in your profile.

Keyword searches specifically look at your status/title, summary and specialties.

Include descriptions and accomplishments with each of your previous jobs.

Target companies at which you’d like to work, and find connections who already work there.

Find connections at companies for which you have a job lead.

Go after multiple recommendations; this looks better.  Increase your number of contacts; this looks better. On the flip side, I’ve also read that neither of these things matter; it’s the profile that’s important.

Who knows? Do you? Are the recruiters looking here? Is LinkedIn the latest job hunting ground? Or is that a myth?

Leave a Comment » | online | Tagged: , , , , , | Permalink
Posted by Theresa Henige

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