October 11, 2005

Bell South is busting my chops. I haven't been able to get online at home for several days. It's both liberating and confining. Are we sure we want the world we are creating?

Challenging Times for Non-Profits

Non-profits are feeling the sqeeze. Not only is our economy making it tougher on people, but the wonderful outpouring of support for the victims of Katrina and Rita makes it more challenging for other non-profits to get their piece of the pie.

Marketing, then, becomes increasingly important. A recent AMA Foundation study reported that for 78% of Americans, trust in a non-profit organization is the most important factor when considering a donation.

Well, that's like every survey on political candidates. What's most important? Trust.

But you can't go around saying "Trust me." You've got to act in such a way that you earn people's trust. What makes you trust a person or an organization?

First of all, do they do what they say they're going to do?

Are they consistent (as in purposeful)?

Are they open and transparent?

Do they listen well and respond accordingly?

As marketing and communications professionals, we can counsel our non-profit clients to look at these and other ways that they can distinguish themselves and consider how we can help them best communicate these positive attributes.

A leader of a major non-profit said to us today that he was very impressed with the intelligence of potential donors. That is, they really do their homework and learn what's going on. I think he's right. Smart marketing helps non-profits make a compelling, intelligent case for their support. And, in these challenging economic times, smart marketing will be more vital to the success of any non-profit.

Secrets of Success

A recent article points out some of the ways that Crispin Porter has distinguished itself in our industry. One is that they recognize the importance of the work. Yes, relationships are important - very important. But, at the end of the day, it's the work that matters most. Great results - driven by great work - bind you closer and longer to your clients than any number of shared rounds of golf.

Crispin Porter also fully integrates its media and creative initiatives, as we have always done. So many traditional advertising agencies continue to separate these disciplines that we believe are totally interrelated. It thrills me to see the active interchange of ideas between our media and creative specialists.

And, Crispin Porter has been crystal clear about who they are and what they stand for. That's admirable too.

Chuck Porter did work with us years ago, and we are all absolutely delighted with his success and the success of his great firm. We can all learn from it.