Laura Quinn's blog

Strategies for Adapting to the Shifting Media Landscape

One World is putting on an interesting seminar in Washington coming up next week, on Thurs Oct. 15: New Communications Strategies for Nonprofits. A number of great speakers will talk about how your organization can effectively adapt your communications strategies to the challenges and opportunities presented by the shifting media landscape.

Suzanne Turner, President of Turner Strategies, will talk about how the media landscape has shifted and how nonprofits can adapt and position themselves to effectively communicate about their issues.

Colin Delany of, will talk about tools and tactics organizations can employ over both the short and long terms to leverage the explosion of influential voices online to create action in the real world.

Kira Marchenese, Director of Online Communications at Environmental Defense Fund, will share examples of how EDF is dealing with the challenges of the new media landscape.

This meeting will take place in Washington, DC. It costs $30 for staff OneWorld partner organizations and for others it costs $60 to participate in the meeting. Register at

Take NTEN's Data Ecosystem Survey

NTEN is taking a look at how nonprofits' systems work together (if they do at all) with their first Data Ecosystem Survey. They plan to analyze this data and provide a report to help you start to evaluate the systems your organization uses and how they connect.

But they need your help! When you have a spare 10-15 minutes today, please take the survey.

> I have 15 minutes free right now. Take me to the survey!

Everybody who completes it will get a free copy of the final report.

Multimedia Editing Software (for your comments!)

We’re hard at work over here on our Field Guide to Software for Nonprofits: Marketing, Outreach and Communications – a small reference book that will help nonprofits think through what types of systems would be effective for them based on the processes that they need to support and their current technology level.

We’re taking on 39 different types of software for that, including a few areas that we have little prior research about. As part of our guerrilla research process for this, I thought I’d put some of them up here for your comments. Did we get it right? Are we missing important things? I’d love to hear your thoughts.

Many thanks to Mark Sansone at
See3 Communications for helping us out with this piece– though any mistakes are our own, as he hasn’t seen this version!

If you want to create videos or podcast with even a basic level of polish, you’ll need editing software. These tools allow you to cut out pieces you don’t want, splice together different sections, and overlay things like titles onto your piece. For a podcast, you may want to edit an interview down for length, cut out “um”s and pauses to add a more professional polish, and then add some music and a voice over introduction to the beginning. For a video, you might cut an interview with a constituent together with scenes of your program participants, and put a title screen at the beginning.

While good editing takes time and some skill, a number of low-cost and straightforward editing tools have put the software within any nonprofit’s reach. If you’re using a Mac, iMovie (which comes free with the computer) is a great editing tool for straightforward movies. The free editing software available for PCs (like Windows Movie Maker and Pinnacle Systems’ VideoSpin) often impose substantial and confusing limitations (like what formats you can import and output, or insistent front-and-center ads), but Adobe Premiere Elements ($15 for nonprofits on TechSoup, or about $140 retail) provides friendly features very similar to iMovie.

Found that you’ve outgrown the low-cost options – for instance, you want to create more robust animations or special effects? On the Mac, Final Cut Express or Final Cut Pro provide logical stepping stones; Adobe Premiere is also a widely used on either PC or Mac. These products, all under $1000, are likely to provide all the power that a nonprofit is likely to need before it makes sense to hire a professional video editor.

On the sound editing side, both GarageBand (for the Mac) and Audacity (for the PC) are free and solid tools that provide all the functionality a nonprofit is likely to need for in-house work.

Annoucing the Consumers Guide to Data Visualization Tools

We're thrilled to release today the Consumers Guide to Data Visualization Tools - this 30-page independent Idealware report provides an overview of the types of graphic formats that might work for you, and then compares eight low-cost tools that can help you create them.

How do you transform your data into charts, graphs, and maps that will help your audience understand the data and move them to take action? This report will help you understand the considerations, and walks through the software that can help - including Excel, Google Docs, DeltaGraph, SmartDraw, ManyEyes, Swivel, Google Maps, Microsoft MapPoint, and more. Read the report now (free registration required)>

The Trouble with (Bad) Metrics

I'm a metric junkie. If I could spend all day just hitting the refresh button and watching the numbers go up, I'd be happy. And metrics are wonderful things: they can tell us what we're doing right, and when we should stop and try something else.

But metrics are also dangerous things. As the old adage says, you get what you measure. If you don't define meaningful metrics, it's very easy to get wrapped up in a number that's not really tied to anything that matters to your organization. How many site visitors do you get? How many clicks on your emails? How many Facebook friends or Twitter followers? While all of these things can be very useful to make tactical changes, none of them measure the *effectiveness* of your communications. Only measuring actual *outcomes* - actions, changed behavoir, donations - can tell you what's actually effective.

So it won't come as a shock that Seth Godin's recent post about nonprofits really pissed me off (I'm not alone: Beth Kanter has a terrific summary of the responses, which also got a ton of insightful comments). He observed that nonprofits are unwilling to change in order to effectively use social media. Based on? A few conversations, the fact that there are no nonprofits in the top 100 Twitter users, they don't use Squidoo (the obscure social media platform HE OWNS), and that they continue to send those darn old school direct mail fundraising letters.

Are nonprofits more or less effective at using social media than other types of organizations? I don't know. Effective to what end? Maybe; certainly no one would argue that there's room for improvement. But his data sucks.

I will say boldly and proudly: If we at Idealware spend a single dollar or a single minute trying to be one of the top 100 most followed Twitterers, we're wasting the resources that our constituents have entrusted to us. Trying to do massive broadcast communications with millions of people is not our mandate. I don't believe there are that many people in the world on Twitter than are likely to 1) benefit from our services or 2) take any action to help Idealware serve our mission. Like 95% of all nonprofits in the world, we have a niche audience. We shouldn't be trying to reach EVERYONE. We should be trying to reach the people that matter to our mission.

Don't get me wrong: we're using Twitter (and it takes a lot more than a minute a day). And we've in fact found Twitter to be helpful in reaching the people that matter to our mission. But the type of follower is as important as quantity.

And frankly, that's the point of marketing. No marketer worth his/ her salt, whether in the nonprofit or business world, is trying to just broadly reach EVERYONE, and none of them make decisions based on anything other than actual outcomes. You don't just decide which method sounds the coolest. You figure out what works.

Speaking of what works. His point about Squidoo (again, the obscure social media platform HE OWNS) is that although they often give away $10,000, not that many nonprofits try for that. Great. I'm really pleased by that. Nonprofits too often chase money that isn't likely to come through. Let's say it takes you 4-5 hours to create a great Squidoo list to give you a shot at that $10,000. Not even Seth claims that you'll get a good outreach return, so let's focus on the money. Let's say you have a 1% chance of winning the money (I've just pulled that out the air, but it seems like pretty good odds for a public contest). So your expected return if you did lots of these would be $100 each time. But it took 4-5 hours. You could do as well with a bake sale. Could you raise more than $100 in a single hour by picking up the phone and calling your supporters? I bet you could. Maybe a lot more.

Why do nonprofits continue to send those old school fundraising letters? Because they work. If they were measuring based Seth Godin's coolness meter, they would make different decisions. But then they would raise less money and make less real change in the world.

Become an Idealware Fan on Facebook

As a research organization, here at Idealware we like to think things... sometimes a lot... before we do them. But thanks to our fabulous Communications and Social Media Specialist, Kaitlin LaCasse, we've launched our shiny new Facebook fan page with a bang. Join us on Facebook (

In addition to using the site to answer questions, share information, and promote webinars, we are also using it as our very own case study on Facebook strategy. So there will be a lot of information forthcoming from us as to what's working for us, what's not, and the lessons we're learning.

Plus, there are several upcoming opportunities for Fans to win free webinars, so make sure you watch out for those special promotions!

We'd love you to join us, or to help spread the word as we grow our Facebook community.

Join us at the Boston Email Fundraising Bootcamp!

We're really excited to announce our Boston Email Fundraising Bootcamp, in partnership with Third Sector New England. It's one of our first live events, and a new format for us - a combination of expert-led training with lots of hands-on work on your own strategy, to ensure that you'll leave prepped to setup your own campaign in time for year end. Experts from Idealware, Firefly Partners, and Database Design Associates will not only share their knowledge but work with small groups and individuals to ensure that everyone gets individual advice tailored to their own organization.

At only $125, and with a cap of 45 participants, it'll fill up. If you're in the Northeast, sign up today! Learn more or register>

NTEN's online conference - at a discount!

If you wanted to go to NTEN's Nonprofit Technology Conference this year, but couldn't make it, they're offering you another shot at it. Their Online Nonprofit Technology Conference is coming up next week. And the nice folks at NTEN are offering a discount to friends of Idealware - use the discount code ONTC25 to receive 25% off registration - $250 for members / $350 for nonmembers.

The two day live online conference, Sep 16th - 17th, will be based on their book, Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders. It will be divided up into two tracks of online seminars, interspersed with keynotes and Ask the Expert sessions to give you multiple ways to participate.

And hey, I'm doing an Ask the Expert session! Check me out in the afternoon of Wed, September 16th, taking questions on the all the great types of software that can help you with fundraising, outreach, and marketing.

Online Seminars - Graphics for the Web, and Online Conferencing

We've got a new online seminar we're excited about coming up tomorrow (Wednesday) from 1:00 - 2:30 Eastern - Creating Great Graphics for the Web.

Looking for a way to take your current photos - or find inexpensive photos or illustrations online - and convert them into great graphics for your website? This is your seminar - we'll talk through methods to acquire good material, principles of transforming them into great web-ready images, and the inexpensive software packages that can help you whip them into shape. Register here.

Or on Thursday, also 1:00 - 2:30 Eastern, we have the always popular Getting Started with Online Conferencing and Seminar Tools - we walk through the useful features for conducting online conferences and seminars, and then some of the free and affordable software options, such as Glance, DimDim, Yugma, GoToMeeting, ReadyTalk, and Adobe Connect. And we close with some tips and tricks for conducting online seminars. Hey, there's nothing like an online seminar about online seminars! Register here.

Resource Roundup 8/31

Learning from Obama: Read the (E-)Book (e-politics)
The prolific and always useful Colin Delaney has put out a new, free e-book " Learning from Obama" - chock full of interesting insights for nonprofits and political groups about the tactics and technologies Obama used in his campaign

Online Video: Why I’m a Believer (frogloop)
Shirley Sexton makes the case for why online video is an important tool for nonprofit communications.

How to Use Facebook for Nonprofit Organizations (
CharityHowTo sells useful and practical online videos on how to use specific software applicable to nonprofits, for a small fee. This one on Facebook is particularly interesting, providing a step-by-step guide to getting started.

Networking Basics: What’s a Firewall? (
Great, very friendly and understandable article on what a firewall is and how it works

Is Direct Mail Dying? (Mal Warwick's Newsletter)
In a word, no. In two words: that's silly. Here's a well written piece from Chuck Pruitt saying why.

The Shrinking Generational Digital Divide (NTEN: The Nonprofit Technology Network)
Research based look by a AARP staffer of what older people are doing on the internet

Visualizing the Social Software and Collaboration Marketplace (CMS Watch)
Several useful diagrams showing the huge variety of software tools able to help organizations and business with collaboration and social media tasks

If We Can Do It, So Can You: Mobile Evaluations at the 09NTC (NTEN: The Nonprofit Technology Network)
Useful case study of NTEN's session evaluations by mobile phone at their NTC conference

Online Community Building: Gardening vs Landscaping (Stanford Social Innovation Review)
Very useful metaphor to help think through the role of an online community moderator

Build Your Own Social Network : Elgg (Beaconfire Wire)
A collection of resources about Elgg, a free and open source tool that allows you to build your own private social network for your constituents.

How I Raised $1,000 on Facebook Without Breaking a Sweat (Blue Avocado)
Nice case study on using Facebook for a birthday campaign
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