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Fundraising veteran Tom Suddes offers his golden (but free!) advice on how to shape your language to strengthen your organization, which Tom swears (and I think he's right) will change the way you think about your org.

Listen now to change your org's life, and your own perspective. Can't ask for more in 45 minutes.

Three key insights:

• Don't define yourself negatively, as a NOT-for-profit. Define yourself positively, focusing on your impact. You're a for-impact organization.
• Your impact drives your income, not the other way around.
• Just ask!

Here's my favorite takeway -- reframing key nonprofit communications language. Examples include:

• Old: charity --> New: cause or philanthropy
• Old: mission statement --> New: message (clear, consistent, succinct)
• Old: survival (of your org) --> New: transformation
• Old: sustainability --> New: solutions
• Old: inform --> New: involve
• Old: overhead/administrative costs --> New: priorities (people, programs and places).

Listen up now. It'll change your perspective today and increase your impact tomorrow, promise.

Tip of the hat to Gayle Thornsen.

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update.  Subscribe today.

I just came across an interesting blog post by Stephen Monrad with title of "Can non-profit organizations meet all the needs for-profit businesses currently meet?" His conclusion is that "If a non-profit organization wanted to produce toothbrushes, there is no reason in principle that it couldn't."

I found it to be an interesting post. What follows is the comment that I left on the blog:

In the original post you say that there "is no reason that I could find that they need to limit their work to charitable or social goals." Well, actually, there is... In the U.S., at least, nonprofits receive their tax-exempt status - 501(c)(3) - from the IRS. The application requires a statement of the organization's charitable, educational, or social goals or mission. Presumably, the IRS reviews that before approving the application... presumably...

But, that doesn't mean that a nonprofit couldn't manufacture toothbrushes. If, somehow, the production of toiletries were related to the charitable purpose. For example, I'm aware of a catering company that is a tax-exempt nonprofit. The nonprofit's mission is to train at-risk populations in how to work in the food industry. New cooks enter the program, are trained, work real catering gigs, and then graduate to make room for the next group of new cooks.

To the clients hiring them for parties, they're just like any other caterer, but to the IRS it's a legitimate social enterprise providing educational assistance. I don't know how to translate that story to making toothbrushes, but you get the point.

A nonprofit can also run a for-profit business. A typical example would be a thrift shop set up to support a social cause. In this case, the IRS sees the profit from that enterprise as "Unrelated Business Income." The nonprofit does pay taxes on that portion of their income, but as long as it doesn't become their primary activity, it doesn't endanger their tax-exempt status for the charitable work.

In one of the comments, Clyde writes, "... Losses are a definite probability, but profit is a no-no, by definition." You'd think so, but "nonprofit" is really a misnomer. Nonprofits can (and, in good years, should) earn more than they spend in order to build reserves for lean years (such as we're now experiencing). What nonprofits are barred from doing is distributing that profit to the Board or principals as dividends. Profit is wonderful, as long as it is re-invested into the charitable mission.

Anyway, thanks for this post - It's an interesting conversation.

Your nonprofit could be a 2009 Getting Attention Nonprofit Tagline Award winner! Take 3 minutes now to enter today.  More information here.

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Bicycle Kisses, by Mikael Colville-Anderson.

On Monday 29th June we will be hosting an evening celebrating cycle-chic.

Programme

• Presentation by Mikael Colville-Anderson, blogeur extraordinaire of Copenhagen Cycle Chic and Copenhagenize
• Display of London cycle chic by Cyclodelic and TwonFro
• Sneak preview of photographic exhibition of Danish bicycles by Richard Nolan-Neylan
• Smorgabrods by the Scandinavian Kitchen

Tickets: £6.00
Time: 19:00

 Yahoo! Just hit 300 entries (after just 1 day) in the 2009 Getting Attention Nonprofit Tagline Awards.

Enter here right now, while it's on your mind. Deadline is July 31st. And please spread the word to your peers, grantees and other networks!

I received several great questions (thanks all) yesterday when I launched this year's awards, and wanted to share the answers with you:

• We use two taglines, or we use three taglines (one for our org, and one for each main program) . Can I enter both/all of them?
  • Yes, you can, each as a separate entry. If you enter a program tagline, add (program) at the end of it when you enter it in the form. You will have to have a colleague enter the second tagline, or clear your browser cookies, to enter a second tagline. BTW, I recommend against using two organizational taglines. It's confusing!

• We haven't launched out tagline formally yet, but still want to enter it. Is that ok?
  • Yes, do it!

• What's the timeline for the awards?
  • Deadline for entry: July 31st
  • Open poll for winners (among selected finalists) September
  • Winners announced: October
  • Release, fully-updated 2009 Nonprofit Tagline Report: December 

• Who were last year's winners?
  • Here's the list of last year's winners. Great models if you're working on your tagline now!

• What are the prizes?
  • Winners get great recognition, lots of attention/publicity. But, the value of entering is best said by two of last year’s winners:
  • “We were very pleased to have our tagline recognized by our colleagues in the industry.  Our award has given the U.S. Fund extra visibility for its marketing and brand work!“       --> Kim Pucci,  Marketing Director, US Fund for UNICEF
  • "We were thrilled to be selected as the tagline award winner in the Human Services category. We leveraged the award as we rolled out our new brand and kicked off the public phase of our $5M capital campaign.  It was highlighted as an achievement in all of our capital campaign foundation grant requests and spotlighted in our agency newsletter and in the local media.  And, the media buzz that this award created helped JFCS maximize its marketing efforts without the need for allocating additional dollars in this difficult economy.”   Rose Chapman, LCSW, President/CEO of Jewish Family & Children’s Service of Sarasota-Manatee, Inc. (That's Rose at top left!)
    

But most importantly, please enter your nonprofit or foundation tagline today.

P. S. Follow the tagline award news on Twitter at @orgtaglines.

Your nonprofit or foundation could be one of this year's Getting Attention Nonprofit Tagline Award winners!  Enter today.

A strong tagline does double-duty -- working to extend your organization's name and mission, while delivering a focused, memorable and repeatable message to your base. It's one of your most effective marketing tools, but the 2008 GettingAttention.org survey showed that 72% of nonprofit organizations don't have a tagline or rate theirs as performing poorly.

I'm trying to change that with this annual award program, highlighting the best in nonprofit taglines.  

Take 3 minutes now to enter your nonprofit's tagline here.   All entrants will receive a free copy of the fully-updated 2009 Nonprofit Tagline Report in late 2009. It's the only complete guide to building your org's brand in 8 words or less -- filled with how-tos, don't-dos and models.

Enter today, while it's on your mind. Deadline is July 3st.

BTW, here are the winners of the 2008 Nonprofit Tagline Awards (selected by nearly 4,000 voters in the field). This could be your org in 2009!

P. S. Follow the tagline award news on Twitter at @orgtaglines.

We appreciate when competition attempts to imitate us. It spurs us to provide a better service to you.

Soon Cycle Surgery will be opening a branch 200 metres from our shop; and last week the Guardian launched a new cycle blog with a monthly podcast.

Allow us a pat on the back of our workshop team by quoting from a comment in a recent entry:

when I had an emergency repair needed recently (broken brake lever - kind of important!), he not only fitted me in the same day, but stayed late to do it. I stood next to him while he was doing, and he explained how to adjust it in the future if I need to. I had to buy the part from Evans on my way there though, as they’d explained on the phone they wouldn’t have it in stock.

[it was a lever for a racer, inappropriate for a town/city bike]

Image of Victoria and Elle launching a series of Sunday fun rides, by Skyride

Q&A Last month's Chronicle of Philanthropy-sponsored online chat (transcript here) on using social media to promote good causes was such an overwhelming success that we've scheduled a Part 2 for Tuesday, June 23rd at noon, eastern. Join in here.

This is your chance to have all your social media questions answered by me or my co-chatters, social media masterminds Danielle Brigida of the National Wildlife Federation and Wendy Harman of The American Red Cross.

But ASK RIGHT NOW, RIGHT HERE, if  you want your question answered. Because we plow through questions as they are submitted and last round didn't get anywhere near through the list. So you're invited to submit your social media question now to ensure it's at the top of the list. We'll do our best to answer it on Tuesday.

Don't forget to review the focused, useful answers already available from Part 1 right here!

See you Tuesday, noon eastern!

P.S.  Before your turn your attention to social media, make sure your communications basics are strong. A high-impact organizational tagline is a vital marketing strategy. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

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In the 70’s Gustav Thoeni and Piero Gros were the kings of the slopes: nobody could attack the slalom gates tighter and faster: they dominated skiing for six years.

Then came a young Swede from Lapland who did things differently; rather than trying to cut the sharpest corner at each gate, hitting the blue and red post with his shoulders, Stenmark focused on keeping his slalom has smooth as possible: no hard edges but an elegant flow.

It was all over for the Italians.

In the morning rush hour, people on racers and fixie, their head down, are keen to show the lightness of their machine and toughness of their calves; they distance me on some straight stretches, but when we approach a junction, I, sitting comfortably on a Retrovelo or an Azor, with a clear outlook on the movement of all other vehicles, find the perfect line and effortlessy leave them behind.

It happens every morning.

A couple of days ago, a gentleman was debating which of two second-hand Scorchers to buy: I suggested the upright one, a bike so comfortable that mounting it was like sitting on your favourite sofa; he opted instead for the racy one: short Nitto stem, straight bars and a slightly small frame for him. The following day, riding downhill in St. James a taxi made an unsignalled u-turn and our customer flew over the bonnet. Luckily damage was limited to a bruised knee and a twisted roller brake. Totally the taxi-driver’s fault [who incidentally drove off], but I cannot help feeling that if he had opted for the more sensible bike, he wouldn’t be stitching his suit’s trousers now.

Style (and safety) over speed.

We have a family membership at an upstate New York sculpture center featuring outside exhibitions. It's a unique and beautiful place; one we can't visit that often (it's an hour away) but a venue we want to support. We joined for the first time this year.

The center has an incredible reputation -- because it's so unique and beautiful -- which has carried it far. So as a member, I expected to have the pleasure of a compelling series of communications, online and off. Didn't happen. Here's what did:

• We received a thank you note for our membership (thumbs up) but it didn't mention any upcoming exhibits or events (where was the call to action, the opportunity to get involved at the next level?).
• I went to the Web site but saw only an incomplete calendar of events for the next week (there are lots of concerts, tours, child projects there). The center is more than an hour away from the NY metro area, so most visitors have to plan ahead. It's not a drop-in experience. That's hard to do without advance notice.
• So I emailed requesting to be put on the e-news list (didn't see where to subscribe online). But there's no e-news! Instead, I was told that they do have a twice-yearly print newsletter, the next issue coming in a few months but they'd be pleased to send me the last one.
• Yet, the center has an active Facebook fan page (for those members and interested others who are even on Facebook), with 1,045 fans to date. I wonder how many members that includes; Storm King never told us about its Facebook page in any member communications.
• Then we just received a full-color 16-page annual report, printed on heavy paper, featuring 10 pages of donors names. Expensive to produce and mail, but it has no value to me.

Even though we can assume every org has a range of target audiences, members have to be a priority for every arts and culture organization. For this one, we don't seem to be.

Here's what I recommend to the center:

• List out the three or fewer target audiences you need to engage more effectively in order to meet the center's current goals. Members should be on the list. Then learn their habits and preferences (e.g. e-news vs. Facebook fan page).
• Figure out how to engage current members so they become even more loyal. Make it easy for them (i.e. with advance notice of events) to become more involved. Make them/us want to be marketing messengers for the center.
• Ensure your Web site and e-news (and despite the challenges of getting attention via email, you gotta have one) are tight, focused, timely and working for your organization...before you even stick a toe into social media waters.

Please share your suggestions for the center. What would you do if you were them? Tell us by clicking Comments below.

NOTE: Here are some brief guides to strengthening your Web site and e-news. For more, subscribe here to the Getting Attention e-update!

Flickr photo: al binami

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Vulnerable, by Cadigan.

It is never too late to link to this CTC pamphlet, which stresses the virtuous cycle of more virtuous cycles on the road.
London drivers are definitely becoming more patient when having to share the road with dozens of cyclists.

I've continued to ponder the value of tweeting -- even as I do it -- but see clearly its unique value in getting news out of Iran (and organized protest going on the scene) when the more traditional lines (Internet, phone have been shut down). Here's a partial list of folks tweeting out of Iran right now (thanks to Alison Fine).

Iranians appalled at what seems to be a blatantly fraudulent election are angry, and putting Twitter to work when there are few channels available. As dissent grew on the streets, media and Twitter reports said mobile phone communication in Iran was jammed and internet access was blocked or slow. It is also reported that electricity has been cut. But determined to get their message out, online protesters within Iran are constantly uploading information about open proxies which avoid the government filters to their twitter feeds.

As Information Week's Michael Hickins reminds us, it's Iranians -- not the Twitter tool -- who have generated the just-announced vote investigation. Iranian citizens are participating, and Twitter is simply their means of doing so, as Andrew Sullivan comments:

The key force behind this is the next generation, the Millennials, who elected Obama in America and may oust Ahmadinejad in Iran. They want freedom; they are sick of lies; they enjoy life and know hope.

What better tool for doing those wishing to control their own lives, and experiences, than short and sweet Twitter? As Hickins says:

Twitter is what people make of it; this is perhaps the single greatest distinguishing feature of Web 2.0 as a whole, and the biggest single gift we bequeath to the Millenials -- as users, we control our own experience. We follow or block whom we want, and we join or leave groups at will. Twitter doesn't make us better people (nor does it make us worse).

The messenger, not the network or tool, is the message! Take that, Marshall McLuhan.

Flickr: John McNab

Congratulations to David Rosenberg, one of the first Londoners to be chosen for their 60 minutes of fame on top of Trafalgar Square’s fourth plinth.

He will be riding a (stationary, I hope) pink Brompton, which will generate power to light his pink jacket.

It is worth quoting him for the following:

“I used to visit the National Gallery with my grandmother. And my uncle was badly injured in a traffic accident on the north side of the square. He survived, but he was in a coma for a while and it changed his life. That is an accident that could not happen there any more.”

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Around the corner from the maddening crowds of Green’s Emporium, listen to Salif Keita and sample the full collection of Cyclodelic’s bags, scarves, hats, belts and cuffs in the calm surroundings of our shop.
Image by Farid Tejani

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Brass ring coated in silver - half made of a bike chain link. By Martin Margiela. Available at Oki-Ni
, via MilanoFixed

Some call them vanity URLs, other Facebook user names but you can grab your organization's moniker starting starting at 12:01 a.m. eastern on Saturday, June 13. At that point, you'll be able to choose a username on a first-come, first-serve basis for your personal profile (many folks have a personal profile that's work oriented or doubles as personal and professional) AND the Facebook Pages that you administer (only those established by May 31, 2009 and with 1,000 fans or more). Do it here.

If your organization's name or program names are trademarked, go here to prevent the registration of those as usernames by others. But most critically, think carefully about the username you choose. Once it's been selected, you won't be able to change or transfer it!

Here's more on usernames for Facebook pages.

This is a great branding opportunity, and one that's particularly important as more giving moves online. It'll allow your organization to feature a Facebook page URL that's easy to remember -- something like www.Facebook.com/CommunityFoodBank -- and should be incorporated in all marketing communications, including your email sig lines when appropriate.

If your page doesn't meet the mark at this point, keep checking back with Facebook. It's likely they'll relax the criteria for being able to designate a username after a month or so!
Flickr photo: KevinH

NTEN is redesigning its Web site, and it's calling far and wide for its network (members and non-members alike) to participate in the process. Here's one of the invites.

Audience research is the only way to ensure that any communications initiative has maximum impact. And Web site design is so complex (look at how many folks it keeps in business) that soliciting input on your site design is even more important than it is for most other communications channels.

I admire NTEN's openness in its call for input (they're reaching out via their blog, to members via email and in other ways). It speaks volumes about the organization's desire to serve the nonprofit sector, and will definitely generate a new Web site that's far more effective.

Give your two cents today! You can do it here, in only 10-15 minutes. When you do, you'll get a bonus -- some great ideas on putting your network to work to strengthen your org's communications.

P.S. Read this guide to shaping your org's Web site to generate the actions you need.

Click the above for finding out how to get to work when the Tube is on strike, such as this Wednesday. BikeTubes have been organised by the London Cycle Campaign to increase safety and give a confidence boost to people who have not cycled recently. We still have a few Bromptons available for hire.