Nancy at the Getting Attention blog has challenged nonprofit consultants to describe their top three 'to do' items for 2008 for their clients. Now before you think I am whining about working too many hours, read further - there is a story here.

Alone and at the top of my list would be creating a culture of philanthropy. Without this, there is nothing else that matters much.

This big wish is the one I hear from my clients and friends in the sector that is the most desired yet elusive. What is it and what would it look like? In my own admittedly poetic terms (as I come down from the natural high of National Philanthropy Day event today), this would mean an organization that is singing from the same songsheet, to an inspiring tune that people love and can't get out of their heads. Wouldn't that be top of the charts?

As noted today was the Association of Fundraising Professionals National Philanthropy Day awards presentation in my city. Once again I was humbled by the immense good so many people do, in so many ways and I am thankful to have the opportunity to support their work indirectly. One of the award recipients, Ted Foreman, responded this way when asked why he has made a lifetime of giving back to the community. His response was simple and profound: The givers sleep a lot better than the takers. Creating a culture of philanthropy means creating more givers than takers, and giving them fulfilling and rewarding opportunities and experiences. My To Do is to help create this culture.

If you have ever doubted the power of positive energy in attraction, or like my wise dad says, energy begets energy, check out this irresistable clip called The Gratitude Dance brought to you by the marketing genius of the Junior Attractors. These two young Canadians know their audience and have learned a thing or two about tapping into the communications vehicles that will work best to reach them. And they have used their personal stories to connect to their target market. On this eve of Remembrance Day, think about all that you are grateful for and I dare you to do the dance! 

A friend who does a lot of consulting work in the US and Canada commented once to me that she was surprised at how reluctant Canadians seem to be to share information with each other. In this instance, she was referring to how difficult it was for her as a trainer to draw examples and personal opinions from participants in a group setting. I have noticed the same horrified reaction from non-profit organizations when the topics of collaboration and partnership come up. However the fear of "giving away the store" in your community outreach may be preventing you from building extremely useful and effective networks and planting the seed for very fruitful relationships.

Case in point: I volunteer information and advice freely, and have always passed on useful tips I've gleaned to other communications professionals over the years. This has included people in competing industries or businesses as well as other consultants. Not once have I felt taken advantage of, nor have I found that "giving" my hard-earned knowledge away has lessened the need for my services. Quite the contrary. I have ended up with an extensive network and more than enough opportunity to keep me busy and happy. This has opened doors in ways I could not have predicted when I passed on a simple tip, piece of advice or resource material. 

Sharing your best practises with other organizations may seem like a threat and a quick path to extinction. But remember - if it took you 20 years to build your organization's model, attract and retain your staff and volunteers, and cultivate and keep loyal supporters, it is unlikely you'll be easily or quickly replaced or displaced. It is much more likely that you'll find complimentary and mutual interests, make new friends and leverage your capacity to raise funds and deliver effective projects together. So speak up at events and seminars, try a pilot communications initiative together on a matter of joint concern, and think of ways you may share your lessons learned with others in your sector. I think you'll find that you'll get back as much as you give.

Recently over lunch a few colleagues were discussing the state of Canadian politics. Both painted colourful stories of their parents who were passionately involved in their chosen political affiliation back in the day where it "meant something" to support a party. Their comment was that the differences between the spectrum are so blurred, that party positions have become meaningless. Apathy is the result.

This reminded me of a simple but most important principle of marketing. You have to stand for something. Your mission has to be simple, and clear. Donors should implicitly understand the core purpose of your organization and relate to the need in a way that inspires them to action. The same applies to staff and volunteers.

If you have an inspiring message, repeat, repeat, repeat and resist the urge to overpower with variations on a theme. You'll risk standing for nothing. 

In an upcoming e-newsletter I'll cover messaging in greater detail. In the meantime check out Katya's Andresen's blog on keeping the message simple.

If you're looking for a way to engage your audiences, reach thousands of people, promote your vision in an interactive way, and do so quickly and inexpensively, the blog is an incredibly powerful communications tool. Non-profit organizations and individuals are beginning to use them for mission driven and philanthropic pursuits.

Sara Harley of The Barking Biscuit and three entrepreneurial friends in Ontario joined talent and forces to form the PAWS for Charity project to raise money for the Canadian Cancer Society. Their blog launched earlier this year complements promotions in their own businesses (check out the Pink Ribbon Chilly Dog Sweater from Chilly Dog shown here as an example). Like many who blog, Sara had no prior experience and underestimated the reach it would have. The last 100 visitors to the site were from North America, UK, Europe and as far away as the United Arab Emirates. The success of the blog prompted her to start one for her own business.

As more and more people link to their site, news of their efforts has spread. The project was recently highlighted in the grassroots Women Can Do Anything blog, another testament to using technology to unite people of common interests. The WCDA motto of Dream. Believe. Achieve. is a great motto for us all.

Let me confess, I hardly knew what a blog was until I discovered some I liked last year. Generally I avoid technology whenever possible. My VCR would blink 12 if I didn't have a more vigilant spouse. However I soon became convinced by others' experiences. Being a communicator, I am curious by nature, and also looking for new alternatives. If you're wondering what blogs can do and aren't sure of the advantages, consider these benefits:

• they can bring your organization's brand and mission to life in a more intimate and interactive way
• they allow the personality of the writer to shine through in a way your other materials can't
• they can be created and managed at low cost and don't require a lot of technical knowledge
• they are immediate - you can write and post your article in minutes
• they allow you to interact with readers, and your network grows exponentially
• they can be integrated with and complement your existing website or other materials
• they allow you to reach hundreds and thousands of people on an ongoing basis!

Interview with Red River College President Jeff Zabudsky

 Jeff Zabudsky started his own blog shortly after becoming president of Red River College in Winnipeg, Manitoba, Canada. As a former journalist, and president of a college known for its applied technology and communications programs, using the power of the web was a good fit for Jeff as well as the college. Jeff posted this week's blog, and conducted this interview while travelling on vacation. Here's what Jeff had to say:

What’s the biggest advantage to blogging?

One of the biggest advantages for me has been my use of the blog as a knowledge management tool. Once I post a story it is readily available online for me to go back to if I need a statistic, remember a name, etc. This has been tremendously useful for me when I need to write, for instance, a report to my Board of Governors about my activities or prepare other types of documents. Of course, the ability to access the blog from anywhere is also incredibly convenient.

What was your objective in starting the blog?

As a president, I have made it a priority to create as many opportunities to communicate with staff and students as possible. I thought the blog was just another great way to create a line of communication. Also, I think it's just a great way to celebrate success in our college and to commend people for their efforts.

What prior experience did you have in blogging?

I had no specific previous experience directly with blogging but my previous career was as a broadcast journalist and I was also involved with Web-based distance education so those two things made it natural for me to consider blogging.

What feedback have you had?

It now seems to be growing as more people find the blog. The feedback I have received from staff has been very positive. You'll notice the comments function on the blog has seen limited activity but there is some.

Do you track your traffic?

Yes, I do track traffic regularly. As you might expect, most of the hits come from the college - but I do receive visits from places throughout Manitoba and other parts of the world. I'm receiving about 50 unique visits a day. At one point my blog was listed in a President's who Blog story (see July 1, 2007 entry) and as a result my hits were in the hundreds per day for a few days from all over the world.

Do you promote your blog in your email signature, business cards etc.?

Yes, I promote the blog in my email signature and in my next printing of my business card I will include the link.

Would you recommend it to other educational institutions and non-profits?

I would definitely recommend it to others. You don't understand how powerful it can be until you start to use it. Others will discover opportunities in the blog that might be unique to their organization.

Are you inspired yet?

The possibilities are endless, and exciting. Here are some potential uses:

• communicating activity on a special initiative or project like a relocation, strategic plan or reorganization
• positioning a fundraising campaign chair and leadership in the community
• reporting on campaign progress and thanking your donors
• giving donors another opportunity to connect with you - invite them to post on what giving to your organization means to them
• noting achievements of your organization, staff, and volunteers
• supporting advocacy and government relations activities

If you read any great blogs let me know. Happy Labour Day!