The old formula, developed by experts at direct response press advertising many years ago, is still a good starting point for copy structure. This is known as ‘AIDCA’ (though usually pronounced without the C) - attention, interest, desire, conviction, action. Here’s the thinking behind it. You won’t have any readers unless you gain their attention. Attention on its own won’t get a response. You have to move quickly on by stimulating the … [Read more...] about Do the Old Rules Still Apply?
by Sharon Gefen Many non-profits struggle with the decision as to whether or not to outsource their public relations efforts or to hire an in-house “spokesperson”. The answer certainly isn’t clear cut. It depends on the size of the non-profit, what it wants to achieve from its public relations efforts, and in the case of Israeli non-profits, if they want to reach international audiences as well as local. From my experience - and I’ve … [Read more...] about Handling PR: Outsourcing or In-House?
by Abigail Harmon Online fundraising, personal fundraising pages, email signatures, social networking sites, are just a few of the “new” methods for fundraising. But with each new invention, you must decide what you will invest in and what you will ignore. Sifting through the choices is not always an easy task but sticking to general rules of thumb can be. Before you start a new method for attracting donors stop and look at the decision … [Read more...] about Your Image Counts!
An obvious place to sign up for an email newsletter. A well placed donation button. A prominent photo that conveys your mission. These are all tactics that can boost the results of your nonprofit’s Website. But there’s plenty more that you can do on this front. Consider: Does your homepage cover essential points that meet the basic needs of your Website’s visitors? To see how good a job you’re doing at providing this critical … [Read more...] about How Effective is Your Website?
The New York Times February 9th article by John Tierney, titled "Will You Be E-Mailing This Column? It's Awesome" offered some fascinating insights from a recent University of Pennsylvania research study. The researchers, Jonah Berger and Katherine A. Milkman intensively studied The New York Times list of most-e-mailed articles, checking it every 15 minutes for six months in the period between August 2008 and February 2009. They determined that … [Read more...] about Is Your E-Mail Awe-Inspiring?