Issue 46
March 16, 2006

NEWSNOTES is a monthly email newsletter published by NEW. It includes items of interest to the nonprofit community in Washtenaw County and the surrounding areas, as well as resources available at NEW. NEWSNOTES is proud to celebrate its fourth year of publication, with delivery to over 570 subscribers every month! We welcome your feedback and suggestions!

NEW would like to recognize the generous support of its Community Partners:

IN THIS ISSUE

LEAD STORY

Promoting Your Brand

By Larry Checco*

Maximizing Opportunities

An excellent branding opportunity is about to present itself to one of your staff who is attending a party unrelated to your organization's business. She is among a group of strangers. Not surprisingly, everyone is fetching for conversation. The inevitable ice-breaker is posed: "So, what do you do for a living?" The ensuing conversation can either be a boost to your organization's brand or a squandered opportunity.

Conversation 1

"I work for a local community development corporation," she replies.

"Oh? What does it do?"

"We do lots of things. It's really hard to explain."

End of conversation.

Conversation 2

"I work for a local community development corporation. We're a nonprofit that helps low- and moderate-income families buy homes they can afford."

"Oh, really?"

"Yes, if they have financial problems, we provide them with free debt counseling, and then suggest ways that will help them save money for their down payment. In some cases, we even offer them grants."

"No kidding."

"No, and before they buy a home, we provide a pre-purchase course so they'll know what to expect when they begin dealing with real estate agents, mortgage brokers, housing inspectors and attorneys, as well as what will be required of them at closing."

"I wish I'd known more about that stuff before I bought my first home."

"Lots of people do. We also offer a post-purchase course and a course on home maintenance so they'll know what it takes to take care of and stay in their new home."

"And all this for free!?"

"Yes, or for a very nominal cost for some of the services. You see, we're funded mostly by foundation, corporate, and government grants, as well as gifts from individuals. But we're always looking for additional revenue so we can help more people. We use some of our funds to purchase and refurbish old housing stock in the community. As bad as the economy was around here last year, we were responsible for more than $6 million worth of local economic activity, most of it going to small businesses."

"I'm impressed. I've got some friends and family members who might be able to use your services. I also know someone who might be able to help you out financially. Does your organization accept donations?"

The employee in Conversation 1 has a job. The employee in Conversation 2 has a mission—to be a Brand Ambassador for her organization.

Branding from the Inside Out

The above two conversations provide an excellent argument for why it's important to begin your branding from the inside out.

Many small- and medium-size nonprofits and businesses often shy away from branding because they think it requires large advertising budgets, which most can't afford. Others believe that once they have developed a logo and have agreed on their brand identity, their next step is to go public with their brand messages.

What they often fail to realize is that some of their best branding opportunities are through word of mouth that starts with their employees, volunteers, donors, and service recipients. If they are passionate believers in the work that you do, are valued as partners in achieving your mission, and well versed in the messages you are seeking to send to your audiences, then these people are the best Brand Ambassadors you could hope for.

Consider this: the founders of both Amazon.com and Google relied exclusively on word of mouth to get their companies off the ground.

*Larry Checco is president of Checco Communications. and author of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, from which this piece is excerpted. It is available to borrow from the Borders Group Nonprofit Resource Library or you can order your own copy. . Reprinted with permission.

Additional Resources:

Learn more about branding your organization at a dynamic, full-day workshop at NEW -- Who Do Your Customers Think You Are? Branding Your Organization. Tuesday, April 11, 9 a.m. – 3 p.m. Presenter Tamara Real is founder of Get Real! Communications, a provider of strategic communications services to nonprofit organizations. She will help you identify the unique character of your organization and then capitalize on it. Attendees will receive Tamara’s 44-page book of the same title. Register online to save $5 off the $100 fee.

FEATURED ITEMS

Spring Workshop Series

The spring workshop series is now going full throttle. Jump into an entirely new subject or gain new insights on a familiar topic. See the entire calendar of offerings. Register online and save $5 per class.

One highlight among the many offerings this term is the always-popular Funders Forum on April 12. NEW’s President and CEO, Susan Katz Froning, will moderate the panel:

• Thomas Reis, Program Director, W.K. Kellogg Foundation
• Carolyn Bloodworth, Secretary/Treasurer, Consumers Energy Foundation
• Heidi Nelson, Junior League of Ann Arbor

The speakers will discuss their organization’s giving programs and provide advice on winning their support. Join us Wednesday, April 12 at the American Red Cross, Washtenaw County Chapter, 4624 Packard Rd, Ann Arbor, from 9 a.m. to 11 a.m. Register online or contact Ms. Dallas Moore (734-998-0160 x 228).

Leadership²Go: The Dynamic Duo Part 2
Executive Review and Compensation - Show Me the Money!

Friday, April 28, 8:30 a.m.-10:30 a.m.
Location TBD

Due to the extremely successful The Dynamic Duo in 2005, NEW has decided to offer an equally compelling follow-up session for nonprofit executives and their board chairs. The Dynamic Duo Part 2, Executive Review and Compensation – Show Me the Money! will focus on compensation, evaluation, and creating a report card for both executive and board chair performance. The session will be hosted by two terrific “duos" Susan Katz Froning and Paul Saginaw from NEW, and Sabrina Keeley and David Parsigian from the Ann Arbor Area Chamber of Commerce.

While both parties are asked to participate, only executive directors need to register. The $15 fee per duo includes a continental breakfast.

BoardConnect: Trainings Offered for Organizations and Individuals

Eighty individuals interested in board service were trained during the last month, fueling the rapid expansion of BoardConnect throughout southeastern Michigan.

Nonprofits interested in adding new, highly-skilled members to their board may attend Building Your Board, a three-hour training session with subsequent matching services available through the BoardConnect program. Building Your Board will be offered on March 21 in Ann Arbor and April 10 in Pontiac.

Individuals interested in board membership may attend Serving on a Nonprofit Board, offered April 6 in Troy, May 9 in Detroit, and April 13 or June 6 in Ann Arbor. Visit BoardConnect for more information or to register.

Michigan Nonprofit SuperConference 2006
New Directions in Nonprofit Excellence

Tuesday and Wednesday, May 2 – 3
Sheraton Detroit-Novi

The Michigan Nonprofit Association is gearing up for their annual Nonprofit SuperConference that offers many features you will not want to miss:

• Outstanding keynote speakers, including Paul Rusesabagina, the real-life hero portrayed in the movie Hotel Rwanda; Sterling Speirn, President and CEO of the W. K. Kellogg Foundation; and Dan Moore, Vice President of Public Affairs for GuideStar
• Over 35 workshops on topics such as fund development, nonprofit management, governance, advocacy, national service program management, volunteer program management and communications
• Networking Reception
• Exhibits from service and product suppliers
• Bookstore
• Many opportunities for networking

The pre-conference day of Monday, May 1 offers a Professional Development program sponsored by the Association of Fundraising Professionals, as well as a full-day workshop built around MNA’s Principles and Practices for Nonprofit Excellence.

Early bird reduced rate registration is available until April 7.

D&O Insurance for SNPO Members

Organizational members of The Society for Nonprofit Organizations (SNPO) are now eligible to receive the SNPO private label D & O insurance that includes special coverage enhancements and preferential pricing. Visit the SNPO website to learn more or apply for a quote.

Recycled Computer Initiative

If your nonprofit organization needs more computers but your budget is tight, TechSoup Stock has a solution. Their pioneering Recycled Computer Initiative (RCI) gives nonprofits nationwide a chance to purchase high-quality refurbished computers at the lowest possible cost, and offers companies an environmentally-friendly alternative to used equipment disposal.

For details on this exciting new program visit TechSoup Stock.

Ann Arbor Thrift Shop Grants

Social service agencies serving clients in the Ann Arbor School district are invited to submit proposals for disbursements from the Anne M. Hayes Fund of the Ann Arbor Thrift Shop. An application and more information are available online. Proposals must be postmarked by March 31.

The Detroit Benefits Proposal Deadline Extended

Detroit area charities now have until March 31 to apply for a $100,000 grant in the 2nd annual Detroit Benefits charitable awards program, created and funded by health benefits company Humana Inc. (NYSE: HUM). The program is designed to give local nonprofit, 501(c)(3), charitable organizations the opportunity to receive a one-time infusion of funding to create new programs or enhance ongoing activities. Detroit-area nonprofit organizations are encouraged to visit the Detroit Benefits website to download a copy of this year's application and review program guidelines. Questions? Call 248-457-9264.

Certificate in Nonprofit Management

The Society for Nonprofit Organizations offers online instruction in eight different courses: strategic planning, resource development, board governance, marketing, mission-based management, social entrepreneurship, volunteer management and strategic alliances.

The courses earn you CEU credits from Michigan State University and, ultimately, a Certificate in Nonprofit Management. Join Katie Burnham Laverty, executive director of the Society, at the NEW Center on March 24 to learn about the course content and get answers to your questions about the certificate. Contact Ms. Dallas Moore (734-998-0160 x 228) if you are interested in attending.

Reminders

• Take advantage of reduced-price membership to BoardSource. The half-off offer of $49 for a year is good until March 31.
• Indiana University Fund Raising School in Michigan. Developing Leadership for Major Gifts April 18, 19, 20. Preparing for Successful Grant Proposals, May 31 and June 1.
  

REGULAR FEATURES

Nonprofit Bulletin Board

Visit NEW's Nonprofit Bulletin Board to post and view notices about free resources, fundraising opportunities, and other items relevant to the southeast Michigan nonprofit community.

Events Calendar

Ann Arbor Area Convention and Visitors Bureau calendar of events. E-mail Nick Miller to request a password to submit an event.