Good morning everyone! We'll be getting underway with our chat with Cody and Julie shortly. But first, let me tell you a bit about them...
Good afternoon, everyone! Julie and Cody are here today to talk with us about running non- and not-for-profit campaigns, some industry trends that they've seen and answer any questions you may have! Please submit any questions you have by hitting the "Comment Now" button above.
Hello, everyone. Thanks for joining us.
Hello! Thanks for inviting me!
So my first question for you both is a bit broad, but I'm hoping it'll serve as a jumping off point for some great conversation:
Obviously different non- and not-for-profits face different challenges, but generally speaking, what has changed in the past number of years in the industry from your perspective?
We primarily cover U.S. nonprofits, and recently we looked at the changing demographics of the U.S. and how that could affect non-profits. The country is getting more diverse, younger donors have different expecations than older donors, and charities need to adapt.
Let's just focus on this idea in the context of real-time.
This is something that's really important to young donors. These are people who grew up in the information age, with anything they wanted to know at their fingertips, and it shows in their expectations when they interact with a charity.
A recent survey by the fundraising consulting firm Achieve found that 75% of the young donors the firm asked said they wanted a nonprofits Web site to be updated recently.
60% said they wanted nonprofits to share stories about successful projects and programs.
Thanks Cody. That is interesting to know. I don't have any stats, but ...
This expectation has driven some charities to show real-time results as much as possible.
I'm a journalist, so my views are primarily related to story telling in the news business. I worked first in for-profit ventures and then moved into the non-profit news sector.
I moved from profit to non-profit at Reuters to the Reuters AlertNet service, but now I’ve moved to a scientific institute. At the Reuters services my focus was on telling stories and breaking news. For the business side in both operations the focus was largely on driving traffic to the site.
At Forests News at the Center for International Forestry Research (CIFOR.org), it’s about drawing attention to the work of the scientists and tropical forests. We try and get some fairly intellectual and technical work out to a mixed audience.
To follow up on that thought, Julie, you've run some real-time campaigns with both Reuters and CIFOR. What goals were you trying to achieve by using a real-time format and how did it help you reach them?
Yes, that is a very good question Belinda...
I was trying to experiment with different ways of storytelling, first of all. The Reuters newswire is a very brass tacks story-telling mode. Nothing wrong with that of course and it requires an amazing amount of talent to achieve, but we tried to add colour to stories via the websites. It was a natural fit to take the live news coverage and try and transform it into something more interactive.
At the Center for International Forestry Research (CIFOR) it is for more or less the same reason -- we want to develop our story ideas.
On a more practical level, it can make the website stickier – encourage people to stay longer.
Cody, this one's for you: Tell us a little more about the Chronicle of Philanthropy and its role as a resource for your community.
The Chronicle of Philanthropy is the newspaper of the nonprofit world.
We cover the trends and changes that help nonprofits do their jobs in our print paper, on philanthropy.com, and through our daily e-mail newsletters.
We also put a lot of work in to collecting data about fundraising and the nonprofit world.
We work to provide the information that can help nonprofit workers succeed.
I think images and videos can be reused or repurposed, it's just about being thoughtful about what you need and what you want to show.
When I previously worked at a nonprofit, we had a yearly photo shoot. Before that shoot, we would look through our photo library and see what we really needed, what was getting dated, what could most show our newest programs and be used in a versatile way.
That was a big help for us in everything we did.
While goals and objectives differ from organization to organization, what are some of the tools at the disposal of non- and not-for-profits in running successful campaigns and extending their reach, and how have you seen them effectively used?
These are all great tools.
I agree with Julie's earlier point, too, that everything comes down to storytelling.