The Secret of “Me Marketing” vs. “You Marketing”

first_imgAbout the author: Chris Forbes is a certified Guerrilla Marketing coach and founder of He speaks and writes on the subjects of ministry marketing, faith-based nonprofit marketing, social marketing, and Guerrilla Marketing for nonprofits. Many organizations put together their marketing materials with the worst approach for getting attention from the people they want to reach. They send their messages out with what Jay Conrad Levinson calls “You Marketing.”You marketing: is the kind of communication that centers on the organization. When I pick up your brochure as a prospect, I am learning about you. You are talking about you. You are telling your side of the story.Me Marketing: Most people are tuned into what matters to them. They tune in to the messages that speak to their needs from their perspective. If I pick up your brochure and it is talking about “me” I am far more interested. This approach, forces you to find the benefits and life-application of what you are offering to people.That reminds me of an illustration I read in the Outreach Church Communication’s Strategic Outreach Guide by Ed Stetzer and Eric Ramsey, imagine a restaurant that spoke only of their features in “you marketing”. They would talk about their staff, their great kitchen, their use of the latest cooking techniques. Who cares?Now, imagine that same restaurant with “me marketing.” They would talk about fresh ingredients, the options I have for what kind of food I want, the variety, the atmosphere of the restaurant for meetings and special occasions like my anniversary. They would make the price right for me, the food to my taste, the presentation pleasant to me.Now go back and look at your website or brochures. Do you tell about your mission, your great staff, your awards, your programs? Is it all about you-you, you, you? How can you change the copy to reflect more “me marketing?”last_img read more

Preach to the choir – then get them singing your tune outside church

first_imgFaithful reader and commenter Luke Renner had a great new year post I’d like to share.I really agree with it, and the message is right. I’d sum it up this way: preach to the choir (the people who care about what you do in some way OR have some personal connection to a person who does care). Then ask the choir to leave the church and go do personal performances wherever they go.Don’t try to convert the people who will never ever care. It will never ever work.Here are excerpts from Luke’s post:1 – Most of the people who support us right now are FRIENDS AND FAMILY.2 – For the most part, friends and family generally support WHO WE ARE more than WHAT WE’RE DOING. That doesn’t mean that friends and family disagree with what we are doing. It’s just that they know us as people first and foremost… and can find a way to support us on the merits of that relationship, even if they may not understand or agree with our choice of “mission.”3 – Most of our “new friends” who do support us ALREADY AGREED WITH OUR VISION before they met us. In other words, we did not change their mind or convince them of anything… we simply found them.There are countless people who already think like we do! In our case, these people might include: educators, filmmakers, technology companies, software developers, civil rights groups, etc.These groups of people already believe (strongly) in the merits of:– Education– Mass media as an instructional tool– The use of technology for human advancementIn other words… I DON’T HAVE TO CONVINCE THEM OF ANYTHING!!! These fine people are already sitting around somewhere, in total (or partial) agreement with what we are doing… they just don’t know we exist yet.Without a doubt, these groups are prone toward lending a helping hand.The job cannot be to convince people to believe in something. The job must be to find others who already hold the same values we do and invite them to join us.In other words, I have been working too hard at the wrong job!last_img read more

Sell Better with Stories

first_imgSource: © 2009 SYS-CON Media, Inc. – All Rights Reserved. Casey Hibbard is president of Compelling Cases Inc. and author of the first book on customer case studies, Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales and Marketing Asset. For more tips, visit the Stories That Sell blog. If you heard that a certain type of fox is endangered, would you be moved to act?How about if you heard that a mama fox was trying to keep herself and her litter safe as their forest disappears?Now that’s different. There’s a story there with actual individuals being affected.Such was the storyline for a campaign by Environmental Defense Fund (EDF), which told a universal tale of survival to communicate about the kit fox problem in Northern California.Information in the context of a story is dramatically more compelling than straight facts. Yet, many nonprofits fail to tell stories to illustrate their challenges and successful outcomes.“If you look at the web sites of fifty small nonprofits, you would be hard-pressed to find written stories or pictures that tell a story,” says Katya Andresen, author of Robin Hood Marketing and Chief Operating Officer, Network for Good. “You should never be communicating without stories – pictures, examples or full-blown stories.”Most nonprofit staffers know they need to tell more success stories, but just don’t have the capacity.Whether you work for a nonprofit, are an independent writer, or board member or volunteer, here are some tips for helping nonprofits integrate stories more frequently and effectively into communications.Leverage praise lettersNonprofits that serve their beneficiaries well inevitably get praise letters from time to time. Make the most of this unsolicited praise.Immediately ask the submitter if and how you might use their comments. Even take a few minutes to collect a few more details about their story if possible. Can you reprint their comments and stories in your newsletters, blog, annual reports and brochures, or read them at events? Can you use the person’s full name or just first name?Ask the people you serveEncourage those that the nonprofit serves, or family members, to submit their own stories. Include a “share your story” page on your web site, ask on surveys, or hand out “share your story” forms at live events that they can fill out right there and hand back.Be sure to collect contact information in case you need to follow up, and let them check multiple-choice options on how you can use their stories publicly.ID story witnessesWhat individuals – paid or volunteer – are in a position to see successes firsthand and relay those back to office staff or someone handling communications? Identify your potential story witnesses.Make it easy for witnessesCommunicate to story witnesses – in regular communications – specifically and frequently where to share their positive accounts.Should they email a specific point person? Fill out an online form? How about a success story box in your office for staff or volunteers to write down a few words?Also solicit stories in staff and volunteer meetings.Share within the teamEveryone in the organization that communicates with internal and external audiences should have access to your latest success stories.Your communications person or a volunteer may produce your newsletter while others are creating donor letters, annual reports or grant requests, or training new volunteers and staff. Email stories among the staff to ensure everyone has access to them, or post them on an intranet site.The president of EDF holds fireside chats annually to tell stories and build team spirit with new employees.Stay positiveAndresen urges nonprofits not to tell tales of doom and gloom. Rather focus more on the positive outcome to avoid depressing your audience.Mix your mediaTell your stories in various ways – audio, video, written, in photos, and verbally in meetings with potential supporters.Find a talented volunteerNo time to interview beneficiaries and write or video success stories? Engage freelancers, or even talented journalism, film or public relations students.But remember, quality does matter. You want to look professional, so hire the best you can.Vary story perspectivesDon’t just tell beneficiary stories. Make-A-Wish Foundation also features wish-granter, volunteer and sponsor stories.Remember, always use stories in all internal and external communications to connect with your various audiences.As for EDF’s kit foxes, as a result of the campaign, farmers signed a safe harbor agreement to help protect them.last_img read more

Is direct mail headed for the circular file?

first_imgToday my soon-to-be-husband received a direct mail piece with the following message on the envelope:“Warning: The penalty for obstructing or interfering with the delivery of this letter is a fine of up to $2,000 and up to 5 years imprisonment.” It also said: “Postmaster: please deliver between 8/10 and 8/12.” Today being the 14th and all, I guess the postmaster is behind. Or maybe this is all a crock. The latter, of course. The contents of this outrageous piece of mail? A pass for a “free” six-night cruise. This is the kind of thing that makes me hate direct mail. I’ve even seen nonprofits do things this tricky. Does it work? is it right? And…. is direct mail ultimately headed for the circular file? As Mark Rovner points out in this must-read post, not really to all of the above. Any nonprofit marketing or fundraising professional would be nuts to retire the postage meter. That said, Mark makes some extremely savvy points about direct mail. Namely:I’m not saying these tactics don’t work. If they didn’t work they wouldn’t be so commonplace. I am saying it’s all a little bit cheesy and dishonest, and we have three generations – boomers, Gen-X an Gen-Y who are progressively less tolerant of cheese and manipulation than their forebearers.He urges direct mailers to think differently about nonprofit marketing and fundraising – and more importantly, their relationships with their audience.Heed his advice:If our direct mail brethren are smart, they’ll get beyond their denial about the world changing, and reinvent the medium to match the expectations and tastes of new generations of donors. If they don’t, then maybe it is time to be drafting the epitaph.last_img read more

Recapping International Women’s Day

first_img ShareEmailPrint To learn more, read: Posted on March 9, 2011November 13, 2014Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)We had an exciting International Women’s Day yesterday at the MHTF. You can read what MHTF Director Ann Blanc had to say about the Young Champions of Maternal Health, updates from our partners and view our website in three new languages. There was flurry of activity on the web yesterday as organizations wrote about what they are doing to improve the lives of women. Below is a snapshot of some of the important work being done on women’s health.EngenderHealth President Pamela W. Barnes and Jeffrey L. Sturchio on investing global women’s healthMaternal health and neglected tropical diseases from the Global Network for Neglected Tropical Diseases“Saving Lives at Birth: A Grand Challenge for Development” from USAID, the Gates Foundation and othersThe Kaiser Family Foundation marks the 100th IWDJill Sheffield from Women Deliver and Nalini Saligram from Arogya World on the 100th IWD as a catalyst for changeCelebrating IWD at the Guardian“A Woman’s Health is Her Primary Wealth” at Management Sciences for HealthNick Kristof on women leadersWomen’s health on IWD at USAIDTwo new challenges from ABC on maternal health and surviving childbirthShare this:last_img read more

Misoprostol and PPH on GlobalMama

first_img ShareEmailPrint To learn more, read: Posted on March 24, 2011November 13, 2014Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)We have a new post up today on our Medscape blog GlobalMama on new Bangladesh MMR numbers, misoprostol and PPH. In order to view the post, you must register for a free account on Medscape.Share this:last_img read more

Making HIV Part of the Conversation

first_img ShareEmailPrint To learn more, read: Posted on May 5, 2011June 20, 2017By: Sara Al-Lamki, Young Champion of Maternal HealthClick to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)This blog post was contributed by Sara Al-Lamki, one of the fifteen Young Champions of Maternal Health chosen by Ashoka and the Maternal Health Task Force at EngenderHealth. She will be blogging about her experience every month, and you can learn more about her, the other Young Champions, and the program here.HIV/AIDS is reaching epidemic proportions in Indonesia. It is beginning to affect the general population. Indonesia has the highest number of infected people in Asia – in fact, after sub-Saharan Africa, Indonesia has the highest number of HIV-infected people in the world. Reports now show that the majority of new HIV cases are due to unprotected sex and not intravenous drug use, as was previously believed. As such, there is a nationwide panic for policymakers: how do you make HIV part of the conversation in a conservative Muslim country that teaches only abstinence, if there’s any sexual education at all? Even in the most remote villages, HIV cases are popping up as men start to leave to work in cities, and women that had never experienced such problems are turning up at community health centers with STIs.In Bali, it is estimated that 1% of the general population is now infected, with a greater number of young people testing positive. In response, the Balinese government is beginning to develop strategies for reaching those that would otherwise have no knowledge of any STIs, especially HIV, by incorporating an outreach program to every hamlet in Denpasar as a start, and introducing this to the wider districts later on in the year. Dr. Sari was invited to give seminars to these hamlets on women’s health and HIV, emphasizing the easy spread of the virus but also other STIs. It’s just as important to know about all the other infections that couples may contract by risky behavior, and that testing negative to HIV doesn’t mean that they should not be careful.The first seminar was for two hamlets, at the “village head’s” office, perfectly placed within walking distance from an unofficial brothel. Not surprisingly, most of the outreach workers recruited for this program were men. What was surprising was their participation at these seminars. They’re inquisitive enthusiasm meant that this program could work after all. Other than explaining the general anatomy of reproductive organs, and general facts about the common STIs, Dr. Sari incorporated some graphic images of sexual organs that have been infected, to emphasize the need to seek medical attention.Most government programs take years to implement, and have a lot of formalities and protocols, that make me skeptical of these things reaching the masses. However, I’ve been pleasantly surprised with the swift action Bali has been taking to try and educate and reduce the numbers of new infections occurring. They have been offering support to organizations like YRS that are working directly with those infected and with education and outreach, and are considering introducing proper sexual health education into the school curriculum. One such organization, KISARA, works with youth, and recently filmed a video at YRS showing Dr. Sari offering frank and honest counseling about HIV and the importance of condom use – both male and female. It shows a young girl coming into YRS seeking information and wanting to get checked. She made sure the filmmakers depicted ​​YRS and the problem for what it is, not trying to glamorize the clinic, or sugar-coat the disease. She said that this is often the problem with media in Indonesia, and she hopes that this video will show that coming in is easy, and talking about sex and STIs to a professional is confidential.Others have also gotten very involved, and an outreach program to get HIV into the conversation by going into high schools was recently launched. They managed to raise enough money to support the program for almost two years through benefit concerts, yoga-thons, and other events, getting everyone that lives in Bali involved – foreigners and locals alike – by making it fun and accessible. That’s been the great thing about the approach in Bali: they are making HIV part of the reality as something that shouldn’t be talked about in a whisper, but as part of the discussion not just in hospitals, or when referring to ‘risk groups’, but in schools, homes, and villages. Such an approach, however, cannot be implemented in the more conservative regions of Indonesia, and I worry that other countries cannot adopt them.T​he looming Indonesian HIV epidemic should be taken as an example. If you don’t address the problem from the start and make it a part of the conversation, the numbers start to spin out of control.Share this:last_img read more

UNFPA Releases The State of the World’s Midwifery Report

first_imgFrom UNFPA:Increasing women’s access to quality midwifery has become a focus of global efforts to realize the right of every woman to the best possible health care during pregnancy and childbirth. A first step is assessing the situation. The report provides new information and data gathered from 58 countries in all regions of the world. Its analysis confirms that the world lacks some 350,000 skilled midwives — 112,000 in the neediest 38 countries surveyed — to fully meet the needs of women around the world. The report explores a range of issues related to building up this key health workforce.Share this: The State of World’s Midwifery 2011: Delivering Health, Saving Lives, supported by 30 partners, provides the first comprehensive analysis of midwifery services and issues in countries where the needs are greatest. ShareEmailPrint To learn more, read: Posted on June 20, 2011August 17, 2016Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)Earlier today, the United Nations Population Fund (UNFPA) released “The State of the World’s Midwifery 2011: Delivering Health, Saving Lives.” In addition to the formal report, UNFPA has included interactive tools, data, country profiles and stories from the field for people to learn more about midwifery.last_img read more

Innovation That Works

first_imgPosted on September 16, 2011August 15, 2016Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)At the MHTF, we support a lot of innovative projects, from mobile clinics in Nairobi to mobile applications. However, the most important aspect of innovation and new technologies are not how cool they sound or how easily they can be sold to investors or funders. What matters for innovation in the maternal health field is that its works and improves the lives of mothers, which is why our projects include evaluative aspects. Appropriate technology is technology that works.A conference in London recently brought together “engineers, health workers, donors and charities to look at devices specifically designed for the developing world.”The Guardian‘s Poverty Matters blog notes these successful innovations, including:a nipple shield for breastfeeding HIV-positive mothers, which can block transmission of the virus to their babies; an eRanger ambulance – a motorbike sidecar stretcher that can handle rough terrain far better than a four-wheeled ambulance and is much cheaper; and a stethoscope that can attach to a mobile phone, allowing doctors to monitor hard-to-reach patients remotely.Share this: ShareEmailPrint To learn more, read:last_img read more

Project Update from MaiMwana

first_imgBelow are a number of documents that resulted from the MHTF funded program at MaiMwana:Community focused maternal death review evaluation formCommunity focused maternal death review formCommunity maternal death review team manualHealth facility maternal death review team manualHealth facility evaluation formCommunity focused maternal death review project diagramStrategy flowchart for preventing maternal deathsShare this: Posted on January 9, 2012June 19, 2017By: Emily Puckart, Program Associate, MHTFClick to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)Supported by the Maternal Health Task Force, MaiMwana piloted a project to strengthen the current Maternal Death Review system in Malawi through a village-level program of maternal death audits. The project used community Maternal Death Review (MDR) teams based in health facilities in the Mchinji district to collect information regarding maternal deaths. The MDR teams worked with the deceased woman’s community, in collaboration with health workers, in order to learn more about the causes and circumstances surrounding each woman’s death. Information was then shared between MDR teams around the district in order to form comprehensive strategies to prevent future maternal deaths. By including health workers, health facilities, community leaders, and community members in their pilot, MaiMwana was able to target every level of care where a pregnant woman might seek assistance. This comprehensive view towards improving the care of pregnant women is vital to decreasing the number of maternal deaths.The pilot project provided important data to MaiMwana, as well as valuable information for other community organizations trying to implement similar programs in other districts or countries. The team from MaiMwana described their assessment of the project:An assessment was conducted after piloting the Community focused maternal death reviews. The findings were: the process has created more awareness on maternal health issues to the community, it provides interaction between health workers and the community, and the community can identify a maternal death, problems and solutions. The success in the community-focused interventions depended on traditional leaders’ participation, as custodians of culture. Involvement of different professionals in health service assists to identify gaps in provision of health services and addressing them adequately at all levels. ShareEmailPrint To learn more, read:last_img read more