What can a small handful of volunteers do to raise money for crumbling infrastructure and un-sexy needs as appealing as bags of concrete? Answer: work with what you've got.

Cooks Creek Ukrainian Catholic Church in a rural area of Manitoba enjoys a historical legacy of volunteer support, generations of loyal parishioners and a wondrous grotto built decades ago to recreate the famous site at Lourdes, France. Located in a sparsely populated area, it is an ongoing challenge to maintain. As a religious organization, the parish is not eligible for many of the corporate and foundation giving programs.

Someone had an "outside of the box" idea - to take advantage of the unique site, rural area considered horse country, and build an event around it. The parish has held three medieval festivals with one year breaks in between. Complete with costumes, childrens' activites, equestrian and traditional combat events, it attracts people who would not otherwise donate. The organizers are also smart about upsizing, offering graduated levels of tickets which come with added benefits. Bravo.

A recent book by two esteemed business consultants offers more lessons from business for nonprofit organizations. This time, in an accompanying article in the Stanford Social Innovation Review they have teamed up with a nonprofit leader to analyze common practices of highly successful organizations, private and not-for-profit sector alike. I haven’t yet completed the book, but offer the following four principles they say that all interviewed leaders followed. After each one I include my comment.

The cost of service should always decline over time – in other words, it should cost you less over time to do the things you do, well. You should not have to reinvent the wheel – your routine activity should be like a fine tuned and efficient, precision machine! This allows you to do more with your existing resources.

Your market position defines your options – if you’re a big fish in a small pond, you will make the biggest splash. But if you’re a minnow swimming with sharks, you’ll get swallowed. In other words, focus on your strengths, and find yourself a pond that fits you if your efforts are falling flat.

Your client and funding pool does not stand still – recognize that your donors, as well  as the people who benefit from your services, have needs and interests that change over time. As a nonprofit, you are wise to be ahead of both. For example, if demographics are changing the face of your organization’s clientele, you either have to bring along your existing donors whose priorities may remain elsewhere, or find new donors who are interested in your emerging areas.

Simplicity gets results – once again, simplicity rules – trying to be all things to all people never works!

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The biggest obstacle many of us involved in fundraising have to overcome is our own mindset. Since our ultimate objective is to GET THE MONEY we set ourselves up to communicate the exact opposite of what we should. So starting now, think of your job as giving people what they want and need rather than raising money...because starting with the “go get the money” mindset is a trap! You are a “go-giver” -- you give people meaningful opportunities to give time or money to something that reflects their most personal values and interests.

There are many simple things you can do, right now, without any formal training, strategy or large output of resources to adopt this mindset and put it into action:

o Be a leader - your job is to facilitate and inspire matches

o Sell to the “right” people - focus your attention on the people whose interests and values fit your organization

o Make it easy for others to spread the word - explain what you offer and how to get involved, clearly!

o Have a clear “ask” - be specific - what and how

o Invite feedback and use it!

o Say thank you!

These simple tips are do-able; use them as checkpoints to guide you.

Earlier this year I invited readers to participate in the 2008 tagline survey by Nancy Schwartz over at the Getting Attention! blog. The results are in. In Nancy's words, her report offers:

• The 10 Have-Tos for Successful Taglines. Put your nonprofit marketing into high gear.
• The 7 Deadly Sins. Examples of what not to do.
• What Makes a Winning Tagline. Winners of the 2008 Nonprofit Tagline Awards.
• Over 1,000 Nonprofit Tagline Examples. Put them to work for tagline brainstorming.

You'll have to wait until the entire report is released in September but in the meantime, Nancy has selected the following as outstanding taglines.

Arts & Culture: Where Actors Find Their Space —NYC Theatre Spaces

This clearinghouse for NYC rehearsal and performance spaces uses a double entendre to go beyond a description of its services and highlight the value of its work.

Civic Benefit: Stand Up for a Child —CASA of Southwest Missouri

CASA’s tagline provokes anger, compassion and a desire to help, in just five words.

Education: Stay Close...Go Far. —East Stroudsburg University of Pennsylvania

This simple yet distinctive tagline from East Stroudsburg cuts through the clutter. Its straightforward character mirrors that of the school.

Environment & Animals: Helping Preserve the Places You Cherish —LandChoices

LandChoices’ tagline thoroughly communicates the value of its work while evoking one’s most precious memories of walks in the woods, wildflower meadows and childhood camping trips. There’s a real emotional connection here.

Grantmaking: Make the most of your giving. —The Greater Cincinnati Foundation

This clear tagline articulates the value of the foundation for donors considering an alternative way to give.

Health & Sciences: Improving Life, One Breath at a Time —American Lung Association

This unexpected focus on the breath—a core element of life—gets attention, and understanding.

Human Services: When You Can't Do It Alone —Jewish Family & Children’s Service of Sarasota–Manatee, Inc.

This tagline tells the story succinctly and powerfully: It’s all about getting help when life becomes overwhelming. It makes a strong emotional connection.

International, Foreign Affairs & National Security: Whatever it takes to save a child —U.S. Fund for UNICEF

UNICEF engages hearts and minds with its passionate focus on helping children. Who could turn down a request for a donation?

Jobs & Workforce Development: All Building Starts With a Foundation —Building Future Builders

Voters enjoyed the word play here: It adds depth of understanding without being glib.

Religion & Spiritual Development: Grounded in tradition...Open to the Spirit —Memphis Theological Seminary (MTS)

MTS conveys the two equally important halves of its values and curriculum in a way that makes you think about the connection.

Other

• The Art of Active Aging —EngAGE

EngAGE surprises with the imagery of active aging and the use of the term “art” to describe the way it does its work.

• Because facts matter. —Oregon Center for Public Policy (OCPP)

This tagline introduces the nature of OCPP’s impact in Oregon and entices the reader or listener to find out more. Its value proposition—the truth—is particularly compelling at a time when facts are frequently disregarded in public debate.

We've all heard the expression about one person's trash being another's treasure. This happens in our work environments too. Often our perspective is so narrow, and so laser-focused on our organization, that we can't see it the way others do.

If you are filling in the blanks for your donors, staff or other important audiences, you could be missing opportunities to connect with them in meaningful ways. By assuming what you think is important to them, from your organization's perspective, you could be:

• Overlooking untapped markets 
• Underwhelming important audiences
• Underselling benefits and attributes that they value the most about you.