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Strategic Human Resource Management (SHRM) is defined as the ? “integration of human resources management (HRM) with the strategic mission of the organization. It adapts human resources policies and practices to meet the challenges that agencies face today, as well as those they will face in the future” (Pynes, 2013, xvii). Human Resources are necessary, as employees are the greatest asset for an organization. SHRM is vital to an organization because it is utilized to attract, retain and develop the associates who are considered the ‘best fit’. Businesses have recognized that SHRM is a beneficial practice because hiring employees is a costly endeavor. How a workforce is treated will affect the overall productivity. Staff development, a component of SHRM, is important because “Organizations use training and development to improve the skills of employees and develop their capacity to cope with the constantly changing demands of the work environment” (Pynes, 2013, 276).
The choice to plan and implement professional development strategies can prevent turnover, especially when it comes to quality employees who expect to be invested in. While staff development is important for businesses in the for-profit sector, there should be a continued driving force to invest in strategic human resources in the social sector as well. Nonprofits follow vastly different missions from one another and the assumption is that employees who choose to work for these organizations have more intrinsic-based motivations than their partners in the other sectors (Riddles & McCandless, 2008).
As public-facing and serving organizations, nonprofits are held to higher ethical standards than their business counterparts are. (“Ethics,” 2017). Given that nonprofits must operate in a wide variety of complex environments, they must work diligently to continuously create innovate strategies to meet the needs and expectations of their diverse stakeholder populations (Benjamin, 2012).
To avoid stakeholder resistance, or action caused by dissatisfaction by organizations’ responsiveness to stakeholders, nonprofits must actively pursue opportunities to gain the trust of their donor base (Meiksins, 2014). Organizational transparency, the disclosure of operational, financial, and decision-making information, remains a significant factor in the formation of the public’s trust in an organization’s mission and intent. Accountability, like transparency, is nothing new to the nonprofit sector, nor are the hard-hitting questions and demands put forth by donors. The accountability of organizations, defined as the obligation to deliver defined impactful results, is often up for debate as the sector grows, new donor expectations emerge, and funder conditions diversify (Ebrahim, 2003).
Preventative measures such as performance evaluations, self-regulation policies, effective donor communication approaches, ethical leadership, and social auditing serve as accountability enforcers in various capacities within an organization. Nonprofits have experienced benefits such as increased public trust, strengthened ethical conduct, increased donor confidence, and improved financial integrity as a result of applying accountability strategies within their organizational culture. As such, nonprofit organizations must be proactive in creating effective accountability strategies to recruit new donors and further engage current donors (LeRoux, 2009).
Below are the top five strategies that nonprofits need to create and sustain a robust and loyal donor base:
Like Bob Ottenhoff, CEO of Guidstar USA, said, “the era of assumed virtue in the nonprofit sector is over…people want to know how their contributions are being used (Rooney, 2011).” Nonprofits owe it to their donor base to hold their leadership, staff and programs to high standards in order to better meet the needs of their beneficiaries. Performance evaluations serve as vehicles to message organizational mission realization and impact. Annual reviews, staff surveys and beneficiary evaluations work to provide donors with the satisfaction of knowing their monies are being put to good use. Organizations that do not have effective evaluation systems run the risk of not only turning off high performing employees, but also putting their funds in jeopardy by not responding to donors’ pleas of high performance.
SEO, or Search Engine Optimization, is the practice of gaining visibility on search engines, like Google. As Google now controls the majority of internet traffic, SEO has become a booming business, driving customers and brand visibility to virtually every sector of commerce.
However, at its essence SEO is about profit motive. No surprise there, as SEO is slated to become a 80 Billion dollar industry by 2020. Therefore, the question is whether it can be a viable strategy for nonprofits. Can SEO be a worthwhile investment for charities and other nonprofit organizations?
The Short Answer – Yes!
Yes, SEO is certainly a viable strategy for nonprofits. Two general strategies would be most effective for leveraging SEO:
Let us dive into the specifics below.
“Money” Keywords and Online Donations
This section will bear the most resemblance to standard (profit-based) SEO. Finding popular search keywords that have a clear buyer (or in this case, donor) intent, and optimizing for those keywords. Just a quick bit of keyword research shows that there are many keywords worth targeting:
These types of keywords show a pretty clear intent by the user for an almost immediate donation to a non-profit. The cost-per-click (CPC) also shows that there is commercial value in these keywords (i.e. organizations are willing to pay up to $33 for a single click of “donate car to charity”).
For this type of SEO to be effective, organizations must research exactly what keywords are most relevant and popular in order to develop highly SEO optimized landing pages to target those keywords. An SEO agency is generally best equipped to perform these tasks.
Adult beverages are often part of the routine checklist when hosting nonprofit events. Open bars seem the ideal solution because it brings in money and it eliminates the need for guests to serve themselves. However, there are several points to consider before setting up an open bar in order for it to become a successful component of your event.
Insurance and Liability
If your organization is a large entity and you regularly host events that serve alcohol, it is likely that liquor liability is included with your nonprofit's insurance. However, never presume; always double check, and confirm with your insurance provider. If you're new to the NPO world, consult your state and local laws about social host liability. This coverage typically protects you from hazardous actions and behavior conducted by intoxicated guests, including self-harm. Coverage may also be the responsibility of the hosting venue, whether it's a community center, civic hall, or someone's home.
Requirements vary between states, which is why it's important to research all of the intricacies. Even if you don't foresee regularly hosting fundraisers that serve alcohol, it's usually possible to obtain a temporary permit for the occasion in question. It's also a good idea to hire professional bartenders, who are insured for their services.
Provide Varied Menus and Activities
There is nothing wrong with providing adult beverages for guests, and a cash/open bar may prove profitable. Yet make sure to also provide a range of non-alcoholic drinks, to accommodate those who cannot or do not drink liquor, and to offset alcohol consumption for those who do. Offer more than bottled water – include flavored seltzers and iced teas, as well as a coffee and tea station. Discuss “mocktails” with your bartenders, and promote those drinks at the bar.
Always keep snacks available, even if it's simply crudité platters, mini desserts, and other small and light finger foods. Remember that high-sodium foods such as chips and pretzels tend to make people thirstier, which some may quench with more alcohol.
Additionally, give guests things to do other than drink, and plan “last call” about one hour before the dancing, live music, games, and fun photo ops end. These activities, along with a continued round of food; also allow the effects of alcohol to wane.
Many nonprofit organizations are getting onboard in the digital world and have found the website builder which best fits their needs and budget.
There is much more you can squeeze out of your website just by tweaking or adding a few things to give your nonprofit the jump it needs to stand out.
I want to break down six best practices that can add to your nonprofit website. These tips will help grow your cause and take it to the next level.
1. Stay Transparent
According to The Chronicle of Philanthropy, one in three Americans lack confident in charities they are considering donating to. That number is high, and not a statistic you want to be a part of.
Do the following to help:
2. Make Sure You're Mobile Friendly
Most readers will be on a mobile device and you have to make sure it’s easy for them to read, scan and navigate on them. Google and other search engines consider this a huge thing. Make sure you consider this an important factor as well.
3. Optimize Your Main Donation Page
Many charities are making it super simple to donate. You need to focus on decreasing the time it takes and get it down to as few clicks as possible. This will increase your conversion percentage as well.
A few other things to do:
Working for nonprofit organizations comes along with many exciting things. It’s one of the few jobs that can keep you motivated especially because you’re making a difference in people’s lives. However, the job has its challenges as well, and one of them is reaching out to potential donors.
Raising funds or getting potential donors’ attention can be one of the most exhausting or perhaps discouraging situations faced by many nonprofit marketers. This may be caused by lack of enough resources, budget, or time.
While a large number of nonprofit organizations have turned to the online environment to seek help, a lot of them still encounter problems with communicating to their right audience. According to a study by Content Marketing Institute, about 92 percent of nonprofits use content marketing as means of communication, but the majority of them don’t believe in their effectiveness.
If this describes your nonprofit, then keep reading because this article will show some ways that your nonprofit organization can use effective communication strategies to get more donors.
1. Build A Strong Social Media Community
As a non-profit marketer, building a social media platform with followers who believe and support your job is quite imperative. To do that, you need to keep your social media active by sharing compelling posts that your potential audience can believe. You also need to share real stories about your nonprofit’s efforts that will help you raise awareness.
You may also promote the work of other people who have donated to your organization and how they helped your team. Share their stories and if possible accompany the stories with their photos. This will motivate others to support your cause.
If you use Facebook, it helps a lot to include a “Donate Now” tab on your Facebook page to make it easier for people to donate. When the potential donors click the tab, they should be directed to the donation site. For Twitter, you may run a contest such as a person who likes a tweet first or retweet it would get a reward such as a t-shirt. This will increase your followers.
For any nonprofit organization to succeed in its cause, it’s essential that they have a strong, engaging online presence. Social media is one of the best platforms to spread your organization's message and get to achieve your goals.
To succeed in social media communication, you have to use a robust strategy and put significant efforts so that you can convince your target audience to support your organization. But how do you know if your social media strategy is working or if it’s time to rethink your strategy?
The best way to answer this question is to measure the impact of your social media campaign. But how do you do it? Read on to find out five crucial metrics that can help nonprofits measure the success of their online communication efforts.
The first metric your nonprofit organization can use to gauge the success of your online communication is to take a holistic view of the sentiment that your audience has for your organization. Though it’s an intangible metric, sentiment can help you know how your target audience perceives your nonprofit organization and how positively they view your brand.
If your target audience holds a negative perception of your nonprofit organization, odds are you are not likely to receive more support. But there are some things you can do to cause a shift in sentiment such as participating in conversations, educating new groups of people, and answering questions.
These not only show that your organization is engaged with your audience, but you are also actively building a relationship.
You can also use free online business marketing tools to think about your nonprofit organization like Twilert.com to set up Twitter alerts for Twitter mentions of your name. Keep track of the tone of the comments and see how many praises and complaints you receive so that you can paint an overall picture of your brand sentiment.
The truth is, it's easy to attract people to a nonprofit fundraising campaign, however, ensuring that they're going donate a different story. This can be an issue, especially if they don't even know how to navigate your website.
As a result, your nonprofit can put all your hard work to waste since interested donors are less likely to donate to your cause if your online donation process is inconvenient. That's the last thing you want, and to prevent that, you have to ensure that you'll avoid these common nonprofit donation mistakes.
Common Mistake #1: Asking for Too Much Information
Aside from making sure that your website is easy to use in a sense that your prospects would be able to find the donation form right away, it's also important that it's something that wouldn't make them have second thoughts, so your nonprofit needs to be sure that your online donation process follows the rule of keeping things simple.
More often than not, donation pages ask people to create an account first and answer the form. Try to be in their shoes-- you wouldn't want to be welcomed by online forms where you are “required” to fill out a lot of information.
This is one of the common reasons why donors end up abandoning the process of donating because aside from creating an account, other irrelevant questions are being asked.
How to Avoid: Instead of forcing your prospective donors to create an account just so they can donate, have an option where they can give as a 'guest.' Also, limit the number of required fields on the donation page to enjoy higher conversion rates.
A nonprofit organization communication team must be skilled communicators to achieve the broader goals and objectives of the nonprofit organization. Communication teams at nonprofits convey information to the public sector, private sector, the media, communities, organization’s staff, and other responders.
The primary goal of nonprofit communication teams is to raise awareness of the work of the nonprofit organization so that you can secure volunteers and funding to continue your mission.
Your communication teams serve to empower communities, governments, donors, and the public at large with information regarding the impact and influence of the organization’s work. This is necessary to ensure government authorization, active community engagement, and positive feedback form the media and society.
Communication teams at nonprofits are responsible for developing proposals and requests for funding for donors. This process occurs in collaboration with the management team to present a clear and concise plan of an organization's achievements and plans. Nonprofits rely on donor funding for their operations. Donors require concise plans and objectives for funding projects.
1. Brand Management
Communication teams build brand awareness through tailored advertising, social media engagement, and local groups on the ground. Brand awareness is key to raising awareness of goals and work that nonprofit organization does in local communities. There are several free marketing tools for small business that your nonprofit can use to manage your brand without having to break the bank.
Brand management can enhance community engagement, and improve donor-funding requests by a nonprofit organization. Local communities and society also tend to be brand aware. People engage more in attractive brands as compared to unattractive brands.
Email marketing campaigns are just as effective for nonprofits as they are for any other business. So, nonprofits must utilize every opportunity to push their cause forward. Aside from sending out emails on behalf of your nonprofit, there are other things that can be worked on in order to see a greater level of success.
DO use pictures of people
Captivate your readers with engaging pictures throughout your emails. Messages are never as interesting when they are just text. Add real photos of people you are helping, volunteers and more. Steer clear of stock images that do nothing to enhance the message. If you're building a community playground or other structure, include pictures of the progress or design drawings, so donors can feel included in the process. It is more impactful to show someone a picture of what is being done, not just describe it. When others can see real people and things their money is affecting, they get encouraged to continue donating. Putting a face and name to donations is highly effective in connecting donors, which is why organizations like World Vision will send a photo and information about a specific child to their contributors. If you want an all-in-one design and email service, Mad Mimi can help with pre-made templates and easy to use email automation.
DO divide your list
When it comes time to send out messages, have it organized into targeted segments so that you can direct specific messages to each group. Do not overload your donors with messages that are not relevant to them and their interests. Keep messages limited by only sending those that are most relevant to each donor. You can quickly overstay your welcome in someone's inbox if you're constantly bombarding them with messages. Even if they were enthusiastic about the cause from the start, they can grow frustrated with constant requests for more money or messages that are irrelevant or repetitive. If donors are supporting a local food bank, sending them information and requests for other projects may be unwelcome and seem like you are asking too much from them. Targeting your messages means each message you send out will have a greater impact with your donors and their willingness to participate. Reach Mail is a great email marketing service that can help segment and target your email database in order to send relevant messages.