Marketing and Communications Archives - Spokes

How language shapes the way we think

November 26, 2024 by Michael Simkins

There are about 7,000 languages spoken around the world — and they all have different sounds, vocabularies and structures. But do they shape the way we think? In this fascinating TED Talk, cognitive scientist Lera Boroditsky shares examples of language — from an Aboriginal community in Australia that uses cardinal directions instead of left and right to the multiple words for blue in Russian — that suggest the answer is a resounding yes. It’s just 14 minutes long and worth every minute! Click the photo to view at TED.

How accessible is your website?

July 26, 2024 by Michael Simkins

We’re all aware of the need for public spaces to be accessible and of the many accommodations that help to make them more so. But what about our websites? They are one of our most powerful communication tools. Our websites need to be accessible too.

Here are four things you can do to increase the accessibility of your website:

Use accessible website templates

Why: Many website builders (like WordPress, Wix, or Squarespace) offer templates that are designed with accessibility in mind.
How: Choose templates labeled as accessible or compliant with Web Content Accessibility Guidelines (WCAG). These templates often include built-in features like proper heading structures, color contrast, and keyboard navigation.

Add alt text to images

Why: Alt text provides descriptions of images for people using screen readers, making visual content accessible to those with visual impairments.
How: Ensure that every image on the website has descriptive and relevant alt text. This can be done manually through the website’s content management system (CMS).

Ensure text is readable

Why: Clear and readable text is essential for users with visual impairments or cognitive disabilities.
How: Use high contrast between text and background colors, choose readable fonts, and maintain a minimum font size of 14-16 pixels. Avoid using images of text whenever possible.

Implement keyboard navigation

Why: Some users rely on keyboards rather than a mouse to navigate websites.
How: Test the website to ensure that all interactive elements (like links, buttons, and form fields) can be accessed and used via keyboard alone. This can often be done through the tab key. Ensure the focus indicator is visible when navigating through elements.

For more information:

Introduction to Web Accessibility
How to Make Your WordPress Website Accessible – a short video, and the suggestions apply regardless of whether or not you use WordPress.

Who Can I Add to Our Email List?

March 11, 2024 by Michael Simkins

If someone gives me their email, may we add them to our email list? Or if someone has their email on their public website, may we subscribe that address?

We all want to build our contact lists to be sure we get the word out about the great work our nonprofits are doing and how people can be involved. That said, there are legal requirements you need to know and follow.

First, it is simply a best practice, and often legally necessary, to get permission from people before adding them to your list. If you’re having a conversation with someone, ask, “May I add you to our email list?” Odds are, they will say yes. If they say no, you probably wouldn’t want them on your list anyway. The main point is don’t assume because the person happened to share their email with you for some purpose that it’s OK to subscribe them to your list.

What about those email addresses you find on an organization’s website? Clearly, the emails are there for use by the public to communicate with the organization, but that doesn’t give you permission to subscribe them to your email list. You might, however, send them a single email that explains why you think they might want to receive your emails, and include a link for them to subscribe themselves.

Even when you have permission to include a person’s email in your list, be sure each of your marketing emails (e.g. your newsletter, announcements or programs or fundraisers, etc.) includes a link for people to opt out of receiving future emails.

Resources for further information:

Beyond the Thank You Letter

October 16, 2022 by Michael Simkins

We all have some way of thanking our donors formally for gifts to our organizations. It might be an email or a postal letter. But then what? Are you done? Not if you want that donor to make the next gift.

Gillian Cole-Andrews recently shared ideas for making an annual calendar for continuing to engage your donors.

January. No one wants to give money in January. Send a “pre-tax letter” that thanks the donor for gifts made during the year, with a total figure of what was given.
February. This is the “lybunt” and “sybunt” month. That means you will write to your donors who gave to you last year but not this year, and those who gave to you some year but not this year. Write and thank them.
March. It’s “tour month.” Find a way to bring significant donors to see what you do, whatever it is.
April. Event month. Well, according to your organization’s calendar it might be a different month, but take advantage of whatever annual event you do to engage your donors in ways that reinforce their understanding of your mission and your work. If you have a big party, make it mean something in terms of what you do.
May. This can be your “annual appeal” in contrast to your end-of-year appeal.
June, July , August. Can you celebrate an anniversary? Of your organization’s existence? Of a program?
October. Send your impact report. Remind people that you exist and what you do and accomplish.
November. Tie a solicitation to something happening this month. Thanksgiving? Susan B. Anthony? Military Family Month?
December. This is your end-of-year annual appeal.

Certainly you can juggle some of these around or substitute different activities. The point is to create a annual plan for yourself to make donor appreciation and cultivation manageable.

For further reading:

How to Run a Successful Social Media Fundraiser

August 13, 2020 by The Spokes Team

Social media has radically changed the way people interact and connect with one another. For nonprofits specifically, it offers a unique opportunity to communicate with potential donors from around the world.

Globally, as of July 2020, more than 2.6 billion people are registered on Facebook, 2 billion on Youtube, and 1 billion on Instagram. These numbers are growing, and with millions of Americans at home, the choice to raise money and awareness for your nonprofit through social media is a wise one.

Last week, Verdin created a five-step guide on how to maximize the impact of your organization’s social media. This week, we’ll take an in-depth look on how to use social media to create an inspiring online fundraiser.

With numerous platforms all functioning in unique ways, there are many techniques to fundraise on social media. An article published by NonProfit Pro titled Social Fundraising: Tips to Raise Funds highlights the importance of promoting your organization’s work on social media.

Not only is it easy to raise money on social media, it can be fun and engaging for your followers. It’s also a great way to connect with potential supporters.

Plan ahead.

Like any fundraiser, planning for one on social media is essential.

The first step of a successful fundraising endeavor is to choose one or two specific channels on which to launch your fundraiser. Each platform has its benefits and downsides. For example, Facebook fundraising tools are simple to use but don’t collect much information from donors, which may make it difficult to connect. Instagram uses eye-catching visuals to grab attention but you cannot post links. Consider which platform will work best for you.
Create a clear monetary goal and deadline. This will give your followers a sense of urgency for your fundraiser. You will likely see the most support from donors in the very beginning of your campaign and right before the deadline.
Make it easy to donate. Having an accessible link for donations is crucial for followers or potential supporters who need a quick process.

Stay informative and active.

Remaining enthusiastic and engaged throughout the duration of your fundraiser will inspire your supporters to get involved.

Post frequently. An article by Get Fully Funded suggests that when running a fundraiser, nonprofits should post one to two times a day for Facebook and Instagram, and five times a day for Twitter. It is critical to keep your fundraiser fresh and relevant.
Inform your supporters of their impact. Let your donors know in a meaningful way how important their support is. Use numbers or stories to share the significance of their donations.
Be responsive. Take a more human approach when raising money on social media and interact with your supporters’ questions and comments.

Experiment with different posts and ways to raise money.

Social media fundraising can be so much more than simply posting a link to donate. Most platforms offer many creative ways to promote your fundraiser.

Your posts should be shareable, include visuals, and tell stories. Create a hashtag for your fundraiser and use it along with curated, searchable keywords. This will expand your reach to potential supporters.
It is crucial to encourage your followers to get involved in your fundraiser! This could mean sharing posts, peer-to-peer fundraising, or sharing personal anecdotes about your organization. Followers play a vital role in social media fundraisers and can inspire others on behalf of your organization. NonProfit Tech for Good suggests that followers can even start their own campaign for your organization.

Measure your success.

In order to run a successful social media fundraising campaign, your nonprofit must understand which approach is working best for you.

Monitor and analyze your engagement. What is generating more responses, donations, or shares? You can use programs such as Hootsuite to do this.
Although a follower count is important, interaction is more meaningful. Strive for engagement from your followers rather than amassing as many as possible.

Lastly, follow up.

Although sometimes daunting, social media fundraisers are more than worth it in the end. Don’t forget to express your gratitude to everyone who donated or participated in your fundraiser when it is complete, and welcome your new supporters!