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Spokes Makes Marketing Easier

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Raising the visibility of your nonprofit organization can be a challenge, especially in San Luis Obispo County where there is plenty of competition from other nonprofits also looking to stand out. That’s why Spokes wants to find a few ways to make marketing easier for member nonprofits.

To be effective in promoting your organization, you need to establish a strategic purpose for each marketing tool you develop. For example, social media is extremely popular these days. Just like Spokes, many of our member nonprofits are using Facebook, LinkedIn and Instagram to get in front of their target market. But just having a presence on these sites isn’t enough; you have to ask yourself “What’s my intended outcome” every time you take a marketing action.

For instance, how will posting on social media bring more attention to your organization? What action do you want to inspire any reader to take after reading your posting?  How can you make what you post relevant to the reader, so they can identify with something happening to your mission that is in the news or that will motivate the reader to support you through a donation? And how might this post relate to other articles that have already been posted on a particular site?

Breaking through the “busyness” of daily life to attain visibility in a crowded marketing world is an ongoing challenge.  There’s always another event to attend and only so many days and dollars for you and your supporters to expend. Focus on determining exactly who your supporters are, what they like, what moves them to give their money to your cause, and why they want to see you flourish. That means being clear and consistent in all of your messaging and making sure that your mission stays front and center. A nonprofit’s mission is the heart of what they do, so be very specific about your message and keep it in front of as many people as possible. Whether you engage in public speaking, write articles, or post on social media, make sure that your mission is distinctive and well-defined. 

Spokes is working on ways to benefit member organizations by helping them to increase their visibility. Here are some ideas for you to consider:

Nonprofit Opportunities Page: Many of our nonprofit organization members have asked Spokes to help get the word out about an opening on their Board of Directors, a job offer or an upcoming event. Check out our website’s new Nonprofit Opportunities page under the “Services” area. If you are a member of Spokes and have an announcement you would like to share, follow the directions on the page to send us the information to post. The information will be available to anyone browsing our website. Click here to view Spokes’ Opportunities Page on our website.

Organization Member Highlights: Is your nonprofit in the news? Are you making some dynamic changes or updates to your activities? Starting this week, Spokes will be highlighting exciting and important news about members in our bi-weekly newsletter.   

2019 Business Expo at the Expo Booth: Spokes will have a booth at the 2019 Business Expo at the Expo trade show on Wednesday, May 15, from 4-7 p.m., which is being held at the at the Alex Madonna Expo Center in San Luis Obispo. If you have spent time at this event in the past, then you know it can be an outstanding marketing opportunity for your nonprofit organization. With more than 120 exhibitors and thousands of members of the local business community in attendance, we want to offer Spokes members a chance to boost their visibility by joining us as a part of our booth. This will be Spokes’ first time as an exhibitor, and we are offering Spokes member organizations the opportunity to have one promotional piece, brochure, or event announcement displayed at our booth to be handed out to attendees. A contribution of $25 is asked for this opportunity and there will only be 20 available spots. Please contact Consuelo or Howard at the Spokes office (805-547-2244) if you are interested.

Here are a few resources for even more ideas for marketing your nonprofit:

5 Ways to Market Your Nonprofit: https://www.thebalancesmb.com/how-to-let-the-world-know-about-your-nonprofit-2502367

10 Marketing Lessons for All Nonprofits: https://www.classy.org/blog/10-marketing-lessons-for-all-nonprofits/

Volunteers: A Valuable Resource

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People who give of their time, skills and resources as a nonprofit volunteer provide invaluable resources to nonprofit organizations. Now is a great time to show your appreciation for your nonprofit volunteers during National Volunteer Week.

National Volunteer Week is an opportunity to celebrate the impact of volunteer service and the power of volunteers to tackle society’s greatest challenges, to build stronger communities and be a force that transforms the world. Each year, we shine a light on the people and causes that inspire us to serve, recognizing and thanking volunteers who lend their time, talent and voice to make a difference in their communities. (Points of Light https://www.pointsoflight.org/nvw/)

The actual value of the time spent by volunteers working in a nonprofit is not reported on IRS Form 990 or 990-EZ, so the exact economic impact of nonprofit volunteerism is unknown. However, a report on San Luis Obispo County nonprofits estimated volunteers provide more than 627,274 service hours annually, and that could be a very low estimate (Beacon Economics).

Additionally, volunteers help fill the gap for vital professional services when budgets are tight and more assistance is needed. Just as in for-profit companies, salaries are usually the highest line item in a nonprofit’s budget. Most nonprofits can’t afford to hire the amount of staff needed to adequately meet operational demands. In addition, some businesses may not have staff at all and depend solely on volunteer help to function. Being consistently short-staffed and overworked can cause burnout, resulting in employees leaving to seek work elsewhere. Hiring and retaining volunteers thus becomes a crucial component in building a successful nonprofit.

Here are a few tips to help nonprofits find and keep the essential volunteers they need.

  • Plan for volunteers before you reach out: There are endless reasons why a person chooses to volunteer. Some want to give back to the community, develop new skills or stay connected with others. Whatever the reason, plan for your volunteer the same way you plan for other staffing. Create a job description to clarify the needs of the organization. This helps create realistic expectations for the volunteer as well as for the organization. However, be flexible as a volunteer may not want to do all of the tasks you’ve outlined, or you might get a person with a totally different but essential skill set that you hadn’t anticipated.
  • Prepare to make a good first impression: Let everyone know when a new volunteer is coming so they can give him or her a warm welcome and the volunteer knows that their service is appreciated.  When setting the first appointment, be clear if you expect the person to start helping immediately or if this is just an initial interview. Have the volunteer application and information on the nonprofit ready to share with each applicant. Bringing in a volunteer is similar to bringing on a regular staff member—that is, treat everyone the same. For instance, if a background check is required for employees, then it should be required for volunteers as well.
  • Provide an onboarding training session: Having a first day onboarding session with a new volunteer is imperative to orient the person to the organization and for you to get to know them better. Be welcoming and positive so the person feels relaxed. Create a designated place to store belongings and to work, and provide and review information in your Volunteer Handbook together.

These few tips are just the start for working with volunteers, but getting off to a good start sets the tone for a successful relationship. To get more tips on working with volunteers, join Spokes for the following April workshops:

  • Preparing Your Agency for Volunteers, Tuesday, April 16, 9-10:30 a.m.
  • Keys to Keeping Quality volunteers: Volunteer Retention and Motivation, Tuesday April 23, 9-10:30 am.

See information below in the newsletter for more information on the workshops.

For Spokes members, go to your Online Resources Library in your membership area to find multiple resources for volunteer recruitment, management, and retention.

Other Resources:

2013 Central Coast Economic Forecast, Beacon Economics. www.Beaconecon.com

Top 10 Strategies for Retaining Volunteers that Actually Work: https://www.givegab.com/blog/top-10-strategies-for-retaining-volunteers-that-actually-work/

Nonprofit Board Governance

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Have you heard these statements?

  • “Nonprofit Boards of Directors must practice good governance.”
  • “The nonprofit is governed by its Board of Directors.”

The topic of nonprofit Board governance can be confusing, mostly because this important concept may not be fully understood. In general, governance brings together policies, systems and structures that provide support to Board members in making good decisions for the nonprofit according to expectations of the public trust.

Right there, you see that the topic can get confusing. It might help to know that governing a nonprofit is different from governing a for-profit organization. Nonprofits serve a public purpose without benefiting any particular individual. Therefore, the basic goal in governance for nonprofits focuses on protecting and furthering the mission of the nonprofit. However, the goal of a for-profit company is to generate income for the company, employee and shareholders.

Nonprofit boards are considered “Stewards of the Public Trust”, which signifies the general public trusts that a nonprofit is fulfilling its mission as stated to the IRS when it was granted exemption status as a nonprofit organization. The Board has three primary responsibilities: Duty of Care, Duty of Loyalty, and Duty of Obedience.

Duty of Care means the Board will make decisions with the same level of care as each member would for their own personal assets (even though board members have no personal assets in the nonprofit).

Duty of Loyalty means the Board puts the needs of the organization and the population that it serves above all other needs, especially the individual’s or group’s personal agenda.

Duty of Obedience means the Board will maintain compliance with all legal standards and regulations required for the exempt organization, including annual filings with state and federal agencies.  

A 2017 study on Boards of Directors showed that 56 percent of nonprofit Boards struggle with weak Board governance. As a result, approximately 52 percent of nonprofits are unable to expand their impact because of a weakness in strategic thinking such as developing a mission, strategy, impact evaluation, or insight by their Board.

What should be noted, however, is that these limitations are most likely not the fault of the Board members. Instead it’s more a matter of “you don’t know what you don’t know!” Without a doubt, those serving on a nonprofit Board have every intention of doing the right thing, making the right decisions, and being a good steward of the organization. But like coming into anything for the first time, Board members need to learn how to effectively govern a nonprofit and serve as a productive Board member. That takes information, training and dedication.

Spokes is always here to assist nonprofit Boards with the development of policies and procedures as well as providing an understanding of the legal and ethical responsibilities of the Board. Visit our website at https://www.spokesfornonprofits.org/services/just-for-board-members/ to learn more about the resources we have available to provide local nonprofit Boards with the management training, consulting and resources they need to better serve our community.

Resources about Nonprofit Board Governance:

Good Governance Policies for Nonprofits: https://www.councilofnonprofits.org/tools-resources/good-governance-policies-nonprofits

Study: Most Nonprofits Lacking in Leadership, Management http://www.thenonprofittimes.com/news-articles/study-nonprofits-lacking-leadership-management/

How to be an Excellent Board Member

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Register Now!

Local nonprofits need and want trained Board members who understand their responsibilities in nonprofit governance and how to support their nonprofit Executive Director. Our annual survey of nonprofit member organizations shows how paramount the desire for effective and well-informed board members truly is. Every nonprofit organization needs a Board of Directors and with the large amount of nonprofits in San Luis Obispo County, that means many community volunteers are needed to serve on nonprofit boards.

A 2018 Nonprofit Board Leaderships Study by Korngold Consulting, LLC and IMPACT 2040 found that business professionals that serve on a nonprofit board of directors “listen more carefully to different viewpoints, create more inclusive teams, and make more inclusive hiring and promotion decisions.” Comments from participants in the research noted that working with people from diverse backgrounds helped participants learn to solve problems by working together through healthy debate. Additional benefits are the board participants become more confident, better leaders, who are able to accept more responsibility and feel better qualified for promotion (McClimon, 2019). 
 
Serving on a board is important, but being a board member that brings excellence to the position is another step. In 2018, Spokes created a new signature program to respond to the need of San Luis Obispo County nonprofits for more trained Board members. The Board Academy is the first intensive board training for nonprofits on in San Luis Obispo County. The first academy was held in October, 2018 with 17 participants representing 12 different nonprofits.

The next Board Academy will be held on Saturday, March 23 from 9:00 am to 5:00 pm at Spokes. Lunch and snacks will be served and each participant will receive a binder of materials to take back and share with their board. You can expand your knowledge and be a board member of excellence by participating in the Board Academy. Register here.

Seven topics pertinent to the education of all nonprofit board members will be covered including an overview of the nonprofit sector nationally to locally, financial management and fiduciary responsibilities, insurance and risk management, legal and ethical responsibility of the Board, governance issues, board and executive Director interactions and fundamentals of fundraising. 
 
Resources: 

Beacon Economics (2013) Central Coast Economic Forecast. McClimon, T.J. (2019) Nonprofit Board Service Builds More Effective Business Leaders https://www.forbes.com/sites/timothyjmcclimon/2019/01/14/nonprofit-board-service-builds-more-effective-business-leaders/#22b7384c31a9

 
Takagi, G. (2009) Number of Directors – What’s the Best Practice? Nonprofit Law Blog.  http://www.nonprofitlawblog.com/number-of-directors-whats-the-best-practice/

Could Your Website Get Hacked? A Reality Check!

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You might think it could never happen to you but one morning you find out your website no longer exists or it’s connected to a site you’re ashamed to show. Don’t think your small nonprofit would be of interest to a hacker? Well, according to a recent FBI report, there’s been a 270% increase in online fraud and cyber scams in the past two years and smaller organizations and nonprofits tend to be the latest targets. Hackers find these organizations to be less technically savvy and lacking in security measures that protect their websites and other technology, making them an easy target. Not only is it terribly inconvenient to have your business operations taken over by a hacker, it raises multiple ethical and legal issues to consider.

Here are a few reasons to be concerned:

  1. Conducting nonprofit business often requires collecting information protected by law as confidential. A breach in this confidentiality poses a risk for individuals whose data has been disclosed and puts the nonprofit in a position of being subject to liability for the breach.
  2. Many nonprofits use a website URL’s that ends in .org. which can help them rank higher and have better visibility in donor searches. However, this also results in making them easier to find for hackers.
  3. If you do any e-commerce on your website, such as processing donations or event registrations, personal payment information could be compromised or stolen.
  4. Information handled by nonprofits are of interest to hackers including donor information, client records, confidential emails, habits and preferences of donors, patrons,  and other data.

Donor and client trust are imperative for nonprofit operations, having to notify your donors or clients that their personal information (such as medical information, employee records, social security numbers, driver’s license number, etc.) have been compromised could result in serious consequences for the nonprofit.

So what’s a nonprofit to do?

  • Start by attending the upcoming Spokes workshop: “Don’t Get Hacked!” Thursday, March 7, 9-11 a.m. facilitated by Rony Krell. You’ll learn is to better understand the cybersecurity landscape, the costs of data breaches, and proactive strategies you can take to protect your nonprofit. Each participant will receive an actionable cybersecurity checklist to take back and use at your nonprofit. The information will be presented in a way that won’t require any technical expertise to understand the information.
  • Take an assessment of your data to determine what data you store on individuals, where the data is stored, how much you actually need, and data what you could do without. This simple one-page inventory tool will help you think through this process.
  • Determine whether the data you collect and maintain is considered “personally identifiable information” by federal or California regulations. If so, there are several steps you would have to take to inform those affected of a security breach. Look in the resources section below to prepare for this possibility.  
  • Learn how to secure your data and take the necessary steps to make that happen such as making sure you have proper firewalls, virus protection, and regular file backups.
  • Be sure you has an HTTPS certificate that encrypts data transmitted between your website the user’s browsers. If you use laptops, consider encrypting the hard drives to scramble data until an encryption key is used. This won’t protect again hackers but it will protect against anyone who might have physical access to your computer.

All of this might sound complicated but you can easily learn the basic steps to enhance your cyber-security in our upcoming workshop “Don’t Get Hacked!”. Be sure to visit the additional resources for more information and several downloadable tools and resources. 

Additional Resources

FBI Warns of Rise in Hacking

Cyber Security for Nonprofits: Council of Nonprofits 

California Legislative Information on Security Breaches

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