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.

I have always thought of September as the real New Year. Whether a carryover from school days or the change of season, this time of year is when I feel the most energized and ready to start projects or learn new skills.

In this spirit I am excited to launch this forum as a place to share ideas and pass along information that I hope will be helpful to you. Visit often and join in the fun. Here’s some food for thought to get you back in the groove this fall:

• Get in touch with your inner student. Schedule a self-study date, and take advantage of the array of free resources and information that is a click away. Or better yet hit your local Tim Horton’s or Starbucks and do it with a friend!
• For many non-profit organizations, as well as our friends in the private sector, fall is also a time that projects or initiatives that were put on the back burner in our glorious summer get moved to the front and turned up high. Regular meetings and activities resume, new board members and volunteers are oriented and we busily prepare to make as much progress as we can before early December when holidays start again. The best way is to have a clear path with milestones that you can measure. But the best laid plan will not work if your team is not on the same page. When was the last time you read your orientation manuals, terms of reference and job descriptions from beginning to end? And how clear is your workplan? Success can’t be measured without a baseline.
• Learn from other sectors. The reason best practises in business are followed is because they work. Are you implementing a shift in your culture? Acquisitions, reorganizations and rebranding cause this need in business all the time. Browse business sites and the business section of your local bookstore to see what you can adapt for your own organization.
• Make this the ‘year’ you get involved with that professional organization you a) belong to but whose functions you have never attended or b) you’ve thought about with good intention. Members will welcome you, and will support you. My local chapter of the Association of Fundraising Professionals has a blockbuster lineup over the next year including direct mail guru Mal Warwick, planned giving statesman Frank Minton and donor relations and communications experts Simone Joyaux, Tom Ahern and Penelope Burke. While you’re browsing check out their sites; many offer free or reasonably priced resources you can access directly.

I’d love to hear what you’re doing to get ready for the new New Year.