http://nonprofit.about.com/od/nonprofitpromotion/a/pitching.htm
Make it Timely, Newsworthy and Relevant
Katya Andresen, author of the provocative book, Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, says that reporters ask three questions when they evaluate a "pitch":
* Why now?
* Why is this news?
* Who cares?
Usually when a nonprofit approaches a reporter, the story probably is not breaking news, and may not appear relevant and newsworthy at first blush. Andresen suggests the following tactics to overcome our stories' shortcomings and to make them appealing to a reporter.
* Give the reporter an exclusive. If a media outlet receives an important story first, it might consider it big news because they will have a "scoop" that makes them look good.
* Make it different or unusual. Stories that are new, novel, or original are news because they have the "gee whiz" factor.
* That may land the story on the front page or at the top of the hour.
* Involve a big name. Our culture seems obsessed with the famous, so adding a celebrity to your story can make it interesting to the right media.
* Be at the extreme. Any kind of superlative that can be used in the story--first, biggest, smallest, oldest--can provide the "gee whiz" element.
* Play up the stakes. Conflict or controversy is news. Media love stories with protagonists. The battle between the two sides creates drama and emotion, elevating a, perhaps, ho-hum issue to an appealing story.
* Be part of the solution. The media hear a lot about the negative impact of the issues we seek to address. If we can position our cause as a rare "good news" story, it will be an attention getter. If your organization has come up with a solution, let it be known.
* Put a face on the story. Compelling human-interest angles of any kind are news because journalists are always looking to put a human face on their stories.
* Make it local. A local angle on a national news story is news to media in our own community. Move fast, however, since that national news story will be old news tomorrow.
* Provide pictures. Newspapers and magazines love photos, and television reporters have to bring in visuals to get a story on the air. Let the media outlet know that photo opportunities are available. If dealing with a small publication, have some photos of your own to contribute.
Adapted from Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, Katya Andresen, 2006, Jossey-Bass.
http://nonprofit.about.com/od/fundraising/tp/foundations.htm
When non-profit directors or development staff come to me looking for help in the world of foundations, the first thing I usually have to do is dispel the most common myths surrounding foundation funding.
* Myth #1: Foundation funding is easy.
* Myth #2: Foundations are anxious to give money to organizations like mine.
* Myth #3: Foundations just require a good grant proposal.
While each of these myths has some basis in reality, None are the whole story.
There are essentially five principles I take organizations through in our quest for the holy grail of foundation funding.
1. Research
Imagine for a moment that you plan to buy a home. You want something modest, a one-level and it must have a garage. Well, your realtor just doesnt get it. Every house he shows you is over priced, or a bi-level and none have garages!
Foundations publish their interests much like you do when you search for a home. The key is tapping into the database. If you dont have a subscription to the Foundation Center or Foundation Search, try the local library. Often the library has a subscription and you can log on free.
Once on one of these databases, match the following criteria:
* Geographic
* Programmatic
* Type of Support 2. Relationship
Private foundations are a formal way for giving to the things the founders care about, long after they are gone.
With more than 70,000 private foundations in the U.S., it is hard to know where to begin. However, foundations reflect the personality of their primary donor. Learn to see them as people, not entities.
A few things to consider in relationship building:
1. Start where you are, local, statewide, then national. This lets you know the foundations in your area.
2. Join local chapters of non-profits. There is untapped knowledge and networking there.
3. Treat foundations like people and youll be ahead of the game.
3. Writing
Ok, youve done the research, youve built a relationship and now its time to write. But Im not a writer! you say. I dont know anything about writing a grant!
Step away from the keyboard. Relax. If you have grant-o-phobia, there are freelance writers to help. But, if you have the time, give it a shot, you may surprise yourself.
Good grant proposals contain:
* Language that echoes the foundations interests and mission.
* A history of achievement, however brief.
* Your ability to do what you say.
* A laser focus on your organizations mission.
A good proposal shows success and outcomes, not just the potential.
4. Reporting
If you cant measure it, you cant market it. I know thats lingo from the for profit world. But if you want to be successful in foundation funding, youd better be able to measure your outcomes.
With nearly every successful grant Ive seen, a letter of agreement outlines what the foundation expects from your organization. That typically includes some kind of report as to the success or failure of your proposal.
A successful report is:
* Honest even if you didnt achieve what you said you would.
* On time.
* Thankful.
5. Resilience and Persistance
The pursuit of foundation funding isnt for the faint of heart! Some foundations get three times the number of proposals as they actually fund. The key is to not give up!
This is a competitive process. Nevertheless, I believe every nonprofit can develop a solid foundation funding department. Armed with the right attitude, tools and information, any development professional, even volunteers, can succeed in pursuing foundations.
About the Author
Aaron Atwood works for The Elevation Group as a junior consultant and grant writer in Colorado. You can contact him at aaron@theelevationgroup.com.
http://nonprofit.about.com/od/fundraising/a/LOI.htm
2007-08-03 20:32:50
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answer #2
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answered by naekuo 7
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