One of my business goals was to write an article for a leading nonprofit magazine read by prospective clients. I published my article thanks to Janet’s guidance, strategy, support, editorial skills and her gentle reminders to stay on track. She even taught me how to promote the published article. Thank you Janet!
Tag Archives: nonprofit
Audrey Winkler
Janet gave a wonderful interactive presentation on Best Practices in Board Communication and Media Relations to nonprofit professionals at the Board Leadership Workshop for the Nonprofit Sector Resource Institute. It was outstanding and participants commented afterwards that they had learned a great deal from her. The fact that Janet prepared it on an extremely tight deadline made the presentation all the more impressive.
Judith Berdy
I thank Janet Falk for taking on the task of communicating our efforts and fundraising to bring the historic Queensboro Bridge lamppost base to Roosevelt Island. She kept me on task for four years and was undeterred when I told her of another hurdle to surmount.
Judith Berdy
[Janet] secured announcements in The New York Times Weekend Calendar on multiple occasions; these generated increased attendance — and donations — at our walking tours and exhibitions. Sometimes, 85–90% of the attendees read about the program in the newspaper!
Lynne Strong-Shinozaki
The New York Times Weekend Calendar featured a large photo of the cherry blossom trees and write-up, as did other publications. Janet’s media outreach generated TRIPLE the expected attendance [at the First Annual Cherry Blossom Festival on Roosevelt Island] and contributed to the program’s continuation in subsequent years.
WII-FM? Why Should a Dentist, Landlord or Supermarket Clerk Care About Your Nonprofit or Business?
Look beyond your target market.
Every nonprofit counts on clients, volunteers, funders and local elected officials among the groups with whom they stay in touch.
In addition to these audiences, businesses might add prospects, referral sources and membership/trade associations.
Each target market has a reason to be interested in the company or nonprofit organization.
Let’s not take any of these audiences for granted. Daily, you can find reasons why they should care about what your nonprofit or business might do for them.
Now, what about the people outside those circles, those who know nothing about what you offer?
Take the dentist, who is well-educated and also a business owner.
Or the typical landlord, who is budget-minded.
Or a supermarket clerk, working the cash register all day.
Perhaps none of them have heard of your group or business and they are not likely to immediately connect with your news or promotional information.
Why should this person care about you?
In fact, that’s the same question a reporter will ask whenever you suggest an idea for a news article or an interview.
On the world’s greatest radio station WII-FM, also known as What’s In It For Me?, the focus is on what the individual or society might gain.
It’s crucial that you find a way for these indifferent folks to connect to your group or company, so they, personally — or the community as a whole — will perceive a benefit and save time, save money or make more money as a result.
- A dentist might consider that your local economic development group will attract larger businesses (with a greater number of employees needing dental care) to the neighborhood;
- A landlord might think the youth who attend your organization’s GED programs may get better jobs and thus be more reliable tenants;
- A supermarket clerk’s neighbor might need advice on managing legal and medical issues for an elderly parent.
The dentist, landlord or clerk may not have a direct need for what you offer, yet they and the community may indirectly benefit in the long term from your services — or even refer someone who is in your target market.
This Month’s Tip
Look at the bigger picture from the perspective of people in these three occupations. What is their desire or need in the community? For themselves? For their business? Which are the most pressing issues for them regarding time and money? Invite a dentist, landlord or clerk for a coffee chat, ask these questions and listen as you put yourself in her shoes.
Contact
Ready to brainstorm about how a dentist, landlord or clerk might view your company or nonprofit? Call me at 212.677.5770, set an appointment here or email me at Janet@JanetLFalk.com. Let’s find ways to contact these members of the public and have them connect with you.
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