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I still hold on to a City Limits magazine story from last year that reported "only one out of three New York nonprofits met all of the Better Business Bureau's standards [known as 'Standards for Charity Accountability']. Only 41% of nonprofits contacted by the BBB could provide an annual report, and 13% of the groups could not submit enough financial or program information to even determine compliance with the BBB's standards."
Why should you care about the BBB's charity standards? Simply put, taking seriously standards for charity accountability produces more funding for your agency.
For emerging nonprofits a big part of the problem may be that board and staff members are not aware of the relevant standards. Most notably, the BBB requires that nonprofits 1) make available an annual report that summarizes program service accomplishments of the past year; 2) can provide complete financial statements that show expenses for program, fundraising, and administrative activities; and 3) have in place a board policy for evaluating the organization's performance and effectiveness.
Leaders of more established nonprofits may feel that they do not have the organizational capacity to keep on top of these items. I empathize with this dilemma. While there has been a lot of talk among foundations about building the capacities of nonprofit organizations, very few have actually devoted any substantial resources for funding capacity-building grants.
On the other hand, I know that while the past couple of years have been difficult ones for the nonprofit sector, not all organizations have suffered the slump equally. Those organizations that are most conscientious about meeting standards for accountability are much more likely to find funding in difficult times than those who let things like audits, annual reports, and evaluations slide. In my experience, if you're one of the top performers in these areas and you know your sector niche well, you almost can't get turned down for funding! The distinction is that stark.
If you would like to talk more about how LAPA can help you meet the BBB's charity accountability standards, call me at 212-932-8001 x1. Alternately, I would be happy to talk with you about budgetary measures your organization can put in place to develop capacity without relying on foundation grants. Until then, this edition of LAPA News & Views features Raissa Smorol providing some key guideposts for heightening your on-line presence. Plus, Melissa Shurkin answers your questions about how to make the most of collaborations.
Laurence A. Pagnoni, MA, MPA
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Click here to contact Laurence by e-mail.
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| 2005
is LAPA's Tenth Anniversary--It remains our privilege to help you
make a positive difference in your communities! |
By Raissa Smorol, LAPA Associate
With your "to do" list a mile long, developing a strategy for using the Internet to distribute information, build your supporter database, develop your organizational brands, or raise money may seem well beyond your reach. Boosting your organization's Internet savvy, however, need not be an overwhelming task.
Even small or financially strapped nonprofits can use simple Internet solutions to advance their missions. Sending e-newsletters and policy alerts, accepting donations on your Web site, and using on-line surveys to gauge supporters' interests are among the most popular functions that nonprofits can easily engage.
Here are a few key guidelines for thinking about heightening your on-line presence:
--Start Collecting E-mail Addresses
While many organizations devote a lot of time and money to developing a fancy Web site, it's equally important--if not more so--to build your e-mail database. E-mail is the number one way to bring visitors to your site, and it is the most direct and effective means of communicating with your audience.
You can collect e-mail addresses at your Web site by using your donation and registration forms. You can also include a sign-up card for your e-mail list in your marketing materials. Assign a volunteer at special events to collect e-mail addresses from people who would like information sent to them. Be creative! Whenever you have contact with clients or investors, ask them if they would like to receive information electronically from you.
Also, ask your supporters to forward materials to their friends who may be interested in your work. This "viral marketing" strategy was incredibly effective for the Howard Dean presidential campaign.
--Direct Mail is Not Dead
Nonprofits receive a higher financial return when their e-fundraising appeals are followed by a printed and mailed companion piece or vice versa. (At LAPA we simply mail a hard copy of our e-newsletter!) Think about ways in which your Internet communications and your "snail mail" might complement one another.
--Be Consistent
Your on-line strategies should mirror your printed materials, and each communication should have a consistent look and feel. Internet strategies are best when they are part of a larger, coordinated communications plan.
Web-based marketing software such as Groundspring, Constant Contact, and Convio can help you with e-newsletter templates and other communications functions--often for less money than you would think. For more advanced on-line campaigns, such companies offer features that can manage your database, track user preferences, and send automated letters and faxes to elected officials. LAPA can help you assess your need for these or other Internet services. Call me at 212-932-8001 x8 if you're thinking about how to create an enhanced Internet strategy for your organization.
Q. Dear LAPA,
I run a multi-service community development organization. We are considering a collaboration with a nonprofit day care center to offer onsite child care to participants of our programs, as well as to provide training for clients who want to obtain child care licensure. I am excited about the partnership, but I know it will come with numerous management and development challenges. What's your view of partnering with other organizations to help expand services?
- Stephanie in Brooklyn
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A. LAPA Associate Melissa Shurkin responds:
Dear Stephanie,
At LAPA, we have helped to plan and raise money for many collaborations, and we usually see partnerships as worthwhile endeavors. But there are some things you will want to consider up front.
Sustainability will be your number one issue. Even if you have start-up funds, eventually you will need to conduct joint fundraising to make the initial investment worthwhile. First, make sure your budgets include any possible hidden costs of collaboration. Planning and implementing a truly integrated partnership requires time and attention directed away from core tasks. Ask yourself how you will adjust your staffing structure to ensure adequate staffing for both the collaboration and your ongoing programs.
Second, it is important to instill confidence in funders by including in your pitch letters and proposals: (1) A history of the partners working together. If that is not available, describe other successful partnerships undertaken by each respective organization. (2) A concrete management plan to ensure that the collaboration will be successful. This should include a schedule for ongoing communication and meetings, as well as a thorough explanation of how staff functions are defined and integrated.
Finally, make sure you have internal fundraising and fiscal plans that clarify how you will work together to raise money (including reporting) and which donors you can approach without jeopardizing each other's core funding. Plans should also include a proportional distribution of funds and fiscal protocols that make sure the bills will get paid on time.
With those pieces of planning firmly in place, you will be on your way to a positive and sustainable partnership.
Good luck!
Melissa
KEEP THE QUESTIONS COMING! Please contact
us by clicking here. Our team will answer as many of your questions
as possible in future newsletters.
Mark Engler, BA
Bodi Luse, MS
Elsa Ríos, MSW
Julia Ritchie, CSW
Dwayne Sampson, BA
Melissa Shurkin, MMHS
Raissa Smorol, MPA
Bob Zuber, EdD
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