Non profits

Fertile Follow Up: To whom and when?

Follow up. It’s vital but so tough to do right.

Either we don’t know what to say, fear “bugging” the very folks we want something from, or both. So we don’t follow up enough or well, which undermines engagement and results—no matter how compelling our campaigns may be!

Follow up shows we care
It also signals realism and camaraderie; conveying our understanding that (just like us) our folks get asked for a lot of things by a lot of people; are busy and need reminders; and that changing habits or behavior is hard. When we follow up consistently, with thought and evident effort, we’re building the ongoing relationships likely to foster long, loyal relationships with our people. Priceless.

I’m sure your organization thanks donors post-contribution.  Consider the huge potential of broader follow up. It’s huge.

Whom to follow up with (first)
As always, focus your efforts on people who are either 1) most likely to respond with the action you want, or; 2) pose the greatest risk if they don’t respond. Those who post a risk are current and recent donors, program participants, volunteers at risk of disengaging if they’re not nourished by your organization in some way a.s.a.p.

Within this group, focus on folks who have most recently put their toes in your organization’s water for the first time or who are up against a deadline of sorts—maybe a recent donor who hasn’t given in a year or the parent such as haven’t donated in a year or a volunteer coming up to that six-months-of-service point at which you’ve seen so many volunteers drop out.

Take Risha, a one-time volunteer who helped with your animal shelter’s event last week. Risha stepped up because her friend Amy was chairing the event; not because she’s passionate about your cause. But she saw that powerful video you premiered, was actively engaged in the event, and may share interests with Amy.

Now’s the time to reach out to Risha and invite her to do more with your shelter. Better yet, ask Amy to reach out to Risha. The right messenger makes all the difference.

When to follow up
Reach out with your first follow up a.s.a.p. Imagine if Amy had asked Risha to volunteer with her as they were riding home together after the event. No time like the present! Get back in touch with your people in three or fewer days after your last interaction.

Then continue following up regularly—until it’s not worth your time and effort or you’re asked to stop. You’ll have to experiment with what “regularly” means for you. The schedule is likely to vary among campaigns and segments. You may follow up bi-weekly with the first-time volunteers who worked the recent event, and slow that down to monthly outreach for the next two or three months.

When to stop following up
Identify your benchmarks based on your goal for each campaign. What positive response looks like will vary campaign to campaign, segment to segment, ranging from opening your email, clicking through to your volunteer site, or registering for an info meeting. 

You’ll know when to stop (or redesign your approach) when you’re not getting any results, or your contact asks you to stop. Listen closely, in whatever way you can, to be sensitive to the responses you get or don’t get, and adapt your approach accordingly. It’s as important to know when to slow down or stop following up, as it is to start. 

What do I say? What’s the best way to say it?
I’ll be back soon with these answers. Meanwhile, prioritize one-to-three top follow up campaigns to start with, then figure out the best time for the initial follow up and how frequently to continue.

Fertile follow up—It makes all the difference in the world.

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Categories: Non profits

7 Steps to Passionate Volunteer Messengers

You face an uphill battle to recruit volunteers and retain them at ever higher and more effective levels of engagement. For those of you with small or all-volunteer organizations, there’s absolutely nothing more important. And, as time and budgets get tighter, and reliance on volunteers increases, it’s harder than ever.

There’s a proven yet seldom-used method to boost success in both dimensions AND extend your organization’s reach and impact without adding budget or hires: Building your team of passionate volunteer messengers.

The value of launching your volunteer messengers is huge; a real win-win doable with limited time and expense. Take these seven steps to launch your team of passionate volunteer messengers. I’ll follow up with posts on each step, starting with the most productive pilot program I know:

1) Assess potential barriers to success

What’s likely to be in your volunteers’ way? ASK if you don’t know

  • Lack of confidence or skill
  • Don’t see it as part of their role
  • No or limited access to target audiences
  • Not interested.

2) Get success factors in place

  • Staff trust and respect for volunteers
  • Internal support for program
  • Active, visible volunteer modelers

3) Recruit your first team of messengers (Pilot)

  • ASK for help; don’t assume!
  • ID best opportunities: Specific campaign works best, with a clear goal and deadline. Ideal to select a campaign that is related to your messengers’ volunteer work.
  • Select a small team most likely to act or have the greatest influence: Evaluate volunteers’ roles, networks, talents, communications skills, personality, and passion level.
  • Get to know your messengers: What motivates them? What do their days look like?

4) Develop the right systems & tools

  • Design policies and guidelines: Best practices, do’s, don’ts for conversations and social media.
  • Develop tools and templates to increase your volunteer messengers’ ease, participation, and confidence.

5) Provide training & ongoing support

  • Provide practice-based training: Reinforce value and rewards; introduce scenarios; review messages, policies, templates, and tools; getting help. Practice and more practice.
  • Support messengers: How can you boost success via ongoing supports—coaches, FAQs, private Facebook group, training the trainers? How will messengers get immediate help?

6) Launch, thank, & reward

  • Thank your volunteer messengers with verbal appreciation and recognition.

7) Assess, analyze & revise or expand

  • Assess pilot program impact via anecdotes and messenger feedback
  • Analyze impact vs. what it takes to deliver the program and ROI of other approaches
  • Revise program as indicated and/or
  • Build out your program by adding volunteers to your messenger team or launching a team for another goal.

Keep posted for my recommendation on what to launch with and case studies that show you how it’s done!

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Categories: Non profits

Bring Yourself to Work? James Porter Does

Do you bring yourself—with your passions, personal history, and personality—to work, or do you check “the real you” at the front door?

Here’s hoping you bring “all of you” to work. It’s the only way to feel fully at ease in your job, to nurture the relationships you need for success and satisfaction (for you and your organization), and to bring the greatest value to your role and responsibilities.

Take James Porter, director of communications at The End Fund. James recently asked me (via email from his personal address) to donate to the END Fund in support of his participation in a marathon this June. He describes the race, and the cause, then links his passion for his work (and participation in the race) with his experience of being marginalized as a gay boy growing up. His story is moving, memorable, and forges a quick and strong connection with readers. For James, the personal is professional:

Hi Nancy,

When thinking through who to ask to support me, some of my fellow rockstar runners came to mind, including you!   My training is well underway for the Race to See the END! Running a marathon in Africa has been on my bucket list since I started running, and what better way to cross that off than running the June 18 Race to See the END marathon in Victoria Falls (Zambia & Zimbabwe) while raising funds and awareness for neglected tropical diseases (NTDs), which affect over 1.5 billion people worldwide.   My fundraising page has some of my story, but I wanted to share a bit more with you as standing up for those affected by NTDs is something that’s close to my heart. Throughout my career, I have always worked on behalf of marginalized communities  – immigrants, refugees, and most recently people affected by NTDs. Giving a voice to the voiceless enables me to help lift people up even in a small way as they feel other forces trying to bring them down.   Please support me with $10/mile, or $260  for the full marathon, which can provide treatment for 520 people. You can also sponsor me at the half marathon level for $130 (260 people treated) or a 10k at $60 (120 people treated) – or however much you can.    As someone who was bullied, teased, and made fun of growing up for being different and not fitting in with the other boys, I understand what it feels like to be marginalized. Even today, as a confident adult gay male living in a liberal city like New York, I am reminded every day that nothing comes easily and we must continue fighting as people in power attempt to take away our rights and make us invisible.   But what about those who are not fortunate like me and don’t have the means or support to rise above obstacles? Well, that’s why I will do everything I can to help remove as many obstacles as possible – including NTDs. Will you join me in this fight?   Thanks for the encouragement along the way!   With gratitude,
James   Use this inspiring model as motivation to bring one more aspect of yourself to work today. It’ll be good for you and good for your organization. The personal IS professional!   P.S. Get more nonprofit marketing tools, templates, case studies & tips delivered right to your inbox!
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Categories: Non profits

3 Ways to Stay Safe from Cyber Attack

Yes, this has to matter to you. Maybe you dodged the bullet of the most recent global cyber attack.  But the next one or the ones after that could wreck your communications impact and a lot more. If or when your organization gets hacked, it’ll bring all activity—including communications and fundraising—to an absolute standstill. Even worse, it will require an enormous investment of time and budget to repair and get back up and going; even with that, critical donor data, program stats, and email lists may be lost or corrupted.

So do something about it, even if your ED or IT staff or consultant is standing still.
My husband, Sean M. Bailey, happens to be an expert on cybersecurity and the recent author of Hack-Proof Your Life Now. What’s great about Sean’s advice is that it’s efficient and doable. He advises you take three steps asap to protect yourself and your organization:

1) Update all your software, especially any Microsoft Windows programs.
Microsoft has event made emergency updates available Windows XP and other programs it had previously stopped supporting.

2) Backup ALL of your files.
Take advantage of the free cloud backup services such as Dropbox, OneDrive, Google Drive, and iCloud, among many others. These are easy to use and can save you a lot of money if you get his with a ransomware attack. I back up all my work and personal files to the cloud. It’s fantastic because you have access to them from any place or device.

3) Don’t open attachments or click on links that seem even the slightest bit fishy or unusual.
Follow the 10-Second EMAIL Rule if you want to confirm that an email is dangerous: EMAIL stands for “examine message and inspect links:” 

  • Triple check the from line to unmask the email’s actual sender
  • Question the validity of the subject line, whether it’s trying to hijack your emotions with fear (i.e. “Your Account Will Be Closed”) or entice you through curiosity (any subject line about payments, invoices, or some topic that grabs your attention)
  • Look for questionable greetings in the email with spelling, grammar, or awkward salutations
  • Look for the same in the body of the email and the signature
  • Hover your mouse over every link in the email to see its real destination, which you’ll see is not the place the email says it will be.

If in doubt, it’s safest just to delete any suspicious email. Anyone with serious business to conduct with you will persist to get in touch via social, phone, or snail mail. Just do it, now!

Learn more about staying safe from cyber attacks in this recent interview with Sean, published in The Huffington Post.

Sean M. Bailey is the co-creator of the Savvy Cybersecurity training program, an interactive workshop to teach people to boost their online security. He is the co-author, along with Devin Kropp, of Hack- Proof Your Life Now!: The New Cybersecurity Rules.

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Categories: Non profits

4 Doable Ways to Get Closer & Boost Action

There’s a proven way for your organization to start and strengthen vital relationships with the people whose support, loyalty, and actions you want—donors, volunteers, and even staff (too often overlooked here).

This approach is easy to learn and execute. And it’s something you do on a personal level all the time: Getting to know and understand others with whom you want to build a friendship—learning what’s important to them and how their days go. These insights enable you to focus in on what’s important or interesting to both of you, and how best to keep in touch via a commonly-used channel (social, mobile, text, mail) at a receptive time.

Here are four proven methods of harvesting these priceless insights:

1) Launch a Marketing Advisory Group

Begin by identifying your target audiences and prioritize segments of each that share wants, needs and preferences. Then put together a marketing advisory group incorporating as many of these perspectives as possible—that way you’ll have the right person to turn to when you need her. In addition, this group will provide a solid diversity of opinion when you solicit input on a specific campaign or message.

Next, invite prospective team members to participate. If you don’t have people in mind that represent all the perspectives you need, ask program or other colleagues for recommendations.

Make sure to specify your expectations and to keep them modest. I recommend that you ask team members to help at most once or twice a month, asking for no more than 5 to 10 minutes of their time for each ask.

Put your marketing advisors to work in the way it’s most beneficial—that may vary depending on the task at hand. Ask a few of them for input on draft messages for the new advocacy campaign  and a few others for a critique of the draft mini-site for the campaign. Or ask all of them to complete a brief online survey to share their perception of the new program and the gap it will fill. Whatever your decision, make sure you ask with thought and don’t overburden your advisors. Most importantly, thank them frequently and often.

Try it for six months, refining the program over time to be of greatest value for you and least burden for your marketing advisory team. When you do, I promise you’ll know, and connect with, your audiences better than ever before.

2) Listen to Social Conversations

There’s so much being said online—about your organization, causes or issues, campaigns, and organizations you compete with for donations and attention—that you’ll learn a lot by just listening. By monitoring social channels for conversation on relevant topics, you’ll see what resonates and why, enabling you to better engage your people.

Keep in mind that with this kind of social listening, you won’t know who’s talking and how that person maps (if at all) to your targets. Nonetheless, if there’s a groundswell of conversation on a topic important to your organization, you want to hear it.

Social monitoring options range from free tools like Google Alerts to paid services such as Mention, and social listening services such as which enable you to focus in and listen to your people (those in your donor management system, e-news subscribers, volunteers, and others).

Case Study: American Friends Service Committee Uses to Connect
A few days after the fatal shooting of Michael Brown, the American Friends Service Committee (AFSC), noticed a significant shift in focus on social media to the hashtag #Ferguson. They could quickly see that terms such as “police” started trending, nationally and among supporters in AFSC’s database (CRM).

AFSC created a saved search to see exactly who in its CRM was talking about Ferguson on Facebook and Twitter. Next, they invited those supporters to a Google Hangout that resulted in record-high participation and 74 donations. That’s incredible targeting!

3) Ask & Listen in Your Social Communities

If your organization has an active community on Facebook, Twitter, or other interactive platforms, you have a focus group ready to roll. But before you just ask, and ask, and ask again, prioritize what you want to know. Also, decide how to filter and weigh what you hear since your social communities may not map exactly to your donors and prospects.

Facebook has a few advantages as an audience research tool:

  • Since you can easily run your organization’s donor or email list against Facebook subscribers who have liked your page, it’s easier to map responses to your prioritized audiences.
  • The new-ish Facebook Live Video tool is an excellent way to gather quick feedback on a draft logo, design, message, or email format (anything, in fact, easy to view via an online video) IF you have a huge and active following on Facebook.
  • Polling is super easy to set up and respond to.

4) Ask Folks as They’re Leaving a Program or Event

This technique is ages old but works well, as long as you ask just one or two quick questions. If your question is brief, ask verbally. If you want to gather names or have a couple of questions, then have pens and printed mini-surveys or tablets on hand for responses. If the event is online, pop up a quick survey before the finish.

BUT these insights boost actions ONLY when you…
Capture, Analyze, and Share What You Learn, then ACT on it

Keep in mind that what you learn about your audiences is valuable only when you log, share, and analyze it across your organization.

This process will position you to put your findings to work most effectively right now. Then go one step further to extend their value by adding these insights to supporter data. That’s your path to getting closer than ever with your people, and activating them to move your mission forward. Go to it, friends.

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Categories: Non profits

Best Marketing Tips & Tricks (#17NTC)

Liz Polay-Wettengel is National Director of Marketing and Communications for InterfaithFamily, a Jewish non-profit based in Newton, MA.

For three years in a row, my colleagues from InterfaithFamily and I have participated in the annual Nonprofit Tech Conference (from NTEN). It is, by far, the conference that we learn the most from. Every year, we have come back with new ideas, fresh perspectives, and tools to do what we do better.

This year was no different. Held in Washington DC, the 3,000 attendees at the 2017 conference brainstormed on topics far beyond the “traditional” definition of technology—nonprofit marketing, development, leadership, and organizational infrastructure.

Key takeaways from my deep-dive into NTC learning include:

On communication and branding
• 53% of supporters leave because of lack of or poor communication
• What NPOs talk about isn’t what donors care about. Communication can fix this.
• Clarify positioning (head) and personality (heart) to get to brand strategy and use in communications
• Something I feel strongly about: develop strong (and emotion based) messaging tie it throughout your organization

On working together
• “I don’t see competition, I see collaboration” this is important not just for storytelling but for NPOs in general.
• “Rising tides lift all boats” in the workplace can be about giving others a say at the meeting/committee. Bring others up with you.
• “Partners make you stronger” I’ve been preaching this for a while! Work together. Collaboration, not competition.

On storytelling
• “Content is king, but distribution is queen and she wears the pants.”
• “To tell a story you have to be a good listener.” Listen to all the people around you from staff to volunteers to program participants.
• Stories must resonate. Must be seen, heard, shared, felt, remembered.
• SHOW without telling. Can you tell your story visually?

On digital content
• “What’s your goal? Who’s your audience?” Video isn’t always the answer. Think it through.
• Success is defined by YOUR goals, not just your social numbers
• It doesn’t have to be AMAZING! Just try stuff.
• For digital, sometimes it’s the quick not so slickly produced content that gets engagement
• Make videos not necessarily to inform and teach but to inspire (my favorite mantra of the conference)
• Awe, excitement, and humor in digital content inspire emotions that increase sharing

On planning
• Your plan is meaningless if you don’t know your audience
• “If you have ‘general public’ as your audience in your marketing plan, please go to the office on Monday and delete.”
• Planning is essential for communications especially when a crisis impacts your work. Allows for quick impactful pivoting
• Don’t let the “how” of measuring goals block you from setting them. Pinpoint what you’re trying to accomplish, and how to measure progress.

There is far more to NTC than the sessions I attended, as there is far more to the conference than the sessions. Connecting face-to-face with our fellow nonprofit warriors is as fulfilling and educational as learning from session speakers.

Some of my most meaningful conversations were at a lunch table, in hallways, and in the hotel bar. My thanks to those who led sessions this year, you always inspire me to be a better marketer. Finally, a huge thanks to Amy Sample Ward and the NTEN team who put on the conference of the year, every year. I will see you next year in New Orleans.

Capture more takeaways from NTC sessions via these collaborative notes for 2017 NTC sessions.

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Liz is a veteran marketing professional with extensive experience in traditional marketing and digital strategy with a strong background in social media. A storyteller at heart and a former music business professional, she has been an innovative thought leader in the non-profit space for over a decade.

Categories: Non profits

Proactive Budgets Get the Marketing $ Need for Impact!

The hands-down, most hated and most frequently-avoided marketing task is budgeting. Believe me, I hear it constantly.

Now’s the time to get past this bias and digest the coming series on on budgeting how-tos. You’ll learn the value a budget brings to your work as it translates the actions outlined in your marketing plan into expense. You’ll discover is a completely different way of looking at your marketing work, that works as both a clear framework for your decision-making on wants vs. “nice-to-haves” and a powerful tool for getting the marketing dollars you need to meet agreed-upon goals.

Start building your budgeting skills and confidence right now:

Q: I have a to-do list a mile long. That’s my marketing plan and what I use to create my budget. Or do I need something else, too?

A: No, Virginia, that to-do list is not your marketing plan! It’s a marketing checklist that you hope will move your organization forward. I guarantee that even if you complete every single one of those tasks, you won’t be contributing as much as you could to meeting your org’s goals.

That’s because this kind of marketing is all action and no traction. You’re generating a stream of one-off marketing outputs that have little impact. In fact, these one-offs are likely to confuse and alienate the people you really need to motivate to give, volunteer, and register.

So scrap the laundry list and take a one-day marketing planning sabbatical (here’s a marketing plan template to work from). In just a single day, you’ll finish with a much clearer path in front of you to:

  • Direct and prioritize your focus, and ensure you make the most of your budget
  • Know what you are working towards and make the best decisions on how to get there (critical for leadership buy-in and ongoing support)
  • Craft an accurate, realistic budget built on logic and strategy, one that will greatly increase your success rate in getting the budget you need
  • Track progress (against concrete, measurable benchmarks)
  • Confidently draft a realistic daily work plan.

You’ll see clearly how much you have to spend to reach your goals and, via tracking results, will gain a sense of what strategies work best to achieve which goals. And when you’re making marketing decisions throughout the year, use the plan as your framework.

Your plan (can be a one-pager) will enable you to distinguish “needs” from “wants,” to craft a budget around what really matters—what’s going to drive your marketing impact–motivate your people to take the actions you need!  For example, based on your budget framework, you may decide to promote your advocacy campaigns via direct mail and email, social, text and paid advertising in order to match legislative time frames. At the same time, your budget might indicate that it makes sense to hold off on enhancing your already-strong membership program with the launch of a members-only community.

What’s keeping you from budgeting to fuel your marketing impact?  Please share your budgeting challenge (or success) here.  I’ll cover in a future blog post!

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Categories: Non profits

Inside Scoop: Powerful Testimonials from Your Peers

Guest blogger Karen Petersen is Director of Annual and Planned Giving at the HudsonAlpha Institute for Biotechnology in Huntsville, Ala.

In my previous life, I was a TV reporter. My favorite part of the job was interviewing people and weaving their words together with mine to construct a compelling story. Little has changed since I changed careers.

In fundraising, we are all storytellers!

To tell the best stories, we need to find convincing characters who can provide passionate and powerful quotes. As Nancy has said in previous posts, “testimonials provide credibility.

You may automatically reach out to external donors for your organization’s testimonials. However, you may be surprised by the storytellers you can find in the cube, office or even lab next door.

I work for a nonprofit research institute dedicated to improving human health and quality of life through genomic research, educational outreach and genomic medicine. The majority of my colleagues are self-professed nerds—brilliant introverts who believe less is more when it comes to all forms of communication.

Take Dan Dorset, for instance. He’s a computational biologist who spends hours at his computer, writing custom software and analyzing petabytes of genomic data. Dorset searches for genomic markers which can lead to urgently-needed diagnoses in clinical cases or groundbreaking discoveries in research.

Dan is also a dedicated donor, among the Institute’s 75 percent of employees who donate to the Institute through our annual Employee Giving Program. This year, I asked him to provide a testimonial for our campaign.

This was Dan’s first go: “I only donate to organizations that demonstrate competence in efficiently and effectively pursuing their stated objectives. As an employee of HudsonAlpha, I have no doubt that my donation is being put to good use for the advancement of beneficial scientific and medical knowledge.”

Sure, that would work for analytical folks, but we needed something to tug at heartstrings. I asked him to channel his inner “blue,” the emotionally-motivated shade of the True Colors personality assessment. He responded with this testimonial homerun:

“I’m lucky enough to work in the revolutionary field of genomics. The scientific advances have begun to reveal real medical solutions, and situations that were hopeless or sad now have answers. I’ve witnessed our team using genomics to save the life of a newborn. There is tremendous promise in this field, and the talent and structure at HudsonAlpha makes it the best in the world in terms of impact and innovation.”

Wow. It’s so easy for us to typecast people into their primary personalities, but we don’t fit into boxes and our testimonials shouldn’t, either. When considering his philanthropic options, Dan looks at the bottom line: numbers and fiscal responsibility. But he can also deliver heartfelt diamonds when encouraged to dig deep.

Dan’s testimonial, along with several others, recently prompted one employee-donor to increase her pledge by 400 percent. Her reason: “My co-workers inspired me.

If you haven’t even asked your colleagues to give: What are you waiting for? Like Dan, they likely have generous support to give and, even more importantly, passionate, heartfelt stories to share.

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Categories: Non profits

Just ONE Call to Action (Case Study)

Remember when you were a teen and your mom told you to clean up your room, call your grandmother, and set the table all within the same five minutes.

Remember how frustrating that was. How even if you wanted to do what your mom wished—not every teen’s desire, for sure—you couldn’t do three things at once. So instead, most of the time, you did nothing!

I was thrown back there this morning when I uncovered this card I had picked up at the Metropolitan Museum of Art (the Met). Just count the calls to action featured on this small postcard:

  1. Share your memories and photos online, tagged with #Met145. Or is that @metmuseum?
  2. Celebrate with a 145th-anniversary cocktail, dessert, or menu.
  3. Donate at this extremely long web address to build the future of the Met.

By presenting three calls to action, and two ways to execute one of them, the Met confuses and overwhelms us, rather than spurring us to act. Even if we want to support the Museum’s mission, we don’t know which action is the priority or where to start.

I’m a real fan of the Met, and love strolling its varied galleries and exhibits. But this piece could so easily be revised for greater impact, simply by reducing the calls to action to JUST ONE.

Use this example from one of our greatest cultural institutions as motivation to review your organization’s calls to action. Ask people to take just one doable action at a time. Then put these individual calls to action together in a series, like steps in a staircase, to create the bigger action your organization wants your people to take. One step at a time, each and every time!

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Categories: Non profits