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Importance of Brand Image

info@with1vision.com (Dani Gordon) — Wed, 15 Oct 2025 18:00:09 GMT

Ever feel like your brand's visual identity is all over the place? You're not alone; keeping a consistent look across all your marketing channels can be a real challenge.

We understand how crucial it is to maintain visual brand consistency. (We ran into the same issue with our own brand!) It’s not just about aesthetics; it’s about ensuring your audience instantly recognizes and trusts your brand, no matter where they encounter it. Consistency builds credibility and makes your brand memorable.

It’s okay to ask for help.

So, how does 1Vision help your brand stand apart? First, we dig a bit into what your brand is and what you’d like it to be. Then, we use a suite of resources and tools designed to create professional-looking graphics, logos, and visual content that truly reflect your brand’s personality. Think of us as your brand’s personal stylist. We ensure that everything from your website and social media to your email newsletters and e-signatures has a cohesive, polished look. It’s like dressing your brand in its best outfit every single day!

Additionally, we establish clear brand guidelines— “rules” that ensure future content remains consistent. This way, no matter who is creating your content, it always aligns with your brand’s visual identity.

We make the process smooth and stress-free by leveraging our expertise and mastery of professional tools. This allows you to focus on what you do best—running your business or nonprofit—while we handle the intricacies of maintaining a strong, consistent brand image.

https://www.with1vision.com/services#MarketingandCommunication

Tracking Analytics and Performance Today (10/10)

Wed, 17 Sep 2025 18:00:06 GMT

We’ve come to the end of our self-imposed marketing journey—and we’re wrapping up with the topic you probably wanted us to start with! Do I really need to say it? Understanding your marketing performance is absolutely key to driving improvement and achieving your business goals.

The good news? There are plenty of analytics solutions out there to help you track key performance indicators (KPIs), measure ROI, and optimize your strategies over time. Start by identifying the metrics that matter most to your objectives, and then, set up customized tracking systems to capture accurate data. From there, we can help turn that data into actionable insights and informed recommendations—like setting goals, defining objectives, and marking progress with mileposts along the way.

This process isn’t for the faint of heart—it takes persistence and attention to detail. (Pro tip: hand this job to the people who ask  all  the tiny questions that drive you nuts. They were born to track KPIs, ROI, and website hits!) With the right tools and a bit of know-how, you’ll soon be analyzing website traffic, monitoring social media engagement, and tracking email campaign performance like a pro.

A quick plug for two simple yet game-changing principles:

Track only what you’ll actually use.  Don’t waste time and money chasing data you don’t plan to act on.
Start with a baseline.  Knowing where you began is just as important as knowing when you’ve arrived.

The best part? Many of the resources you’ll need along the way are free or affordable—perfect for marketers of all levels. And if you’re looking for a partner to help you achieve your business analytics objectives, give us a call. We’d love to help you get started!

Unleashing ‘Other’ Community Engagement (9/10)

Wed, 13 Aug 2025 18:00:00 GMT

I struggled with blog title more than all the others in the series—combined! How do I succinctly, yet powerfully encapsulate that this one item, which is an accumulation of disparate, grassroots actions, may be the most important to your marketing—even if you represent a multi-national brand?

Every company or nonprofit has a community. I’m not just talking about physical geography, although that may pertain. The community most important to you is the group of people who specify, donate, buy, use, or influence the purchase of your product or service.

Building long-term, unbreakable relationships with them is essential for long-term success. Nothing—no ad series, social media campaign, or sales gimmick, no matter how well-constructed—can compare to the importance of connecting with your target audience on a personal level. You have the opportunity to establish trust and credibility through every interaction and every step in the customer journey.

Here are a few examples. Think about your own situation while you read.

Conagra Brands
Conagra Brands, with products like Healthy Choice and Marie Callender's, through its Foundation, focus on alleviating food insecurity by supporting nonprofits that provide access to nutritious food, nutrition education, and healthy lifestyle programs. In 2023, Conagra donated over 30 million pounds of food to Feeding America and its network of food banks. 
ITW (Illinois Tool Works)
ITW, a diversified manufacturer, has partnered with United Way in their local communities for over seven decades, investing an average of $6.1 million annually over the last five years. Their employees actively participate in local initiatives, contributing both time and financial resources. 
Procter & Gamble (P&G)
P&G, the parent company of brands like Tide and Pampers, provides essential products to those facing challenging circumstances. They collaborate with organizations to distribute to ‘their’ communities in need (think hurricanes, floods, fire, etc.), ensuring that their products reach individuals who can benefit from them the most. 
Nike
Nike collaborates with over 200 organizations worldwide to bring sports opportunities to young people, aiming to address inequality and promote active lifestyles.

Yes, we’re talking about the local events, sponsorships, and collaborations. Those pesky community festivals, or sponsorships of a local sports team, or presentation to a local garden club help create meaningful connections that drive brand loyalty and customer engagement. Each is a small incremental step, but we often fixate on the destination and not the all-important sustained journey.

As you become an integral part of your local community, you can achieve your business objectives and become a trusted brand/friend for generations.

https://www.with1vision.com/about-us#OurInvolvement

8 Donor Communication Non-Negotiables

Wed, 16 Jul 2025 18:00:04 GMT

We’ve had the privilege of working with some of the best nonprofit clients an agency could hope for. Over 38 years, 1Vision has partnered with about 100 nonprofits worldwide, helping to raise billions (with a B) for their missions. I’m not sharing this to brag, but to underline that we know our stuff. Decades of experience validates these key principles for improving donor relations and communications:

1. Showcase Impact Clearly

Communicating the tangible outcomes of donor contributions is critical to your nonprofit’s success. It's not just about compelling images—it’s the words, the website, and all your materials working together. Invest in storytelling that resonates emotionally with donors and shows the difference their support makes. Don’t skimp—get professional help, if needed.

2. Personalize Communication

Tailor messages to your donors’ interests, preferences, and giving history. Personalized communication builds stronger connections. Do it right, every time.

3. Be Transparent and Accountable

Clearly show where donations go and the impact they create. Financial transparency and program accountability build trust and credibility.

4. Create Cohesive Materials

Ensure your materials look and sound like they’re from the same source. A unified message helps donors understand your mission and programs better. Use multiple channels—email, social media, direct mail, SMS, ads, and events—to meet donors where they are.

5. Master Donor Appreciation

Not every donor wants their name on a building. Understand and record their preferences and express gratitude in meaningful ways, whether through personalized thank-you notes, donor spotlights, or exclusive events.

6. Build Long-Term Relationships

Go beyond the initial gift. Keep donors and volunteers engaged with regular updates, progress reports, and new ways to get involved.

7. Ask for Legacy and Planned Gifts

If you don’t ask, you don’t receive. Promote legacy and planned giving options like bequests, endowments, or charitable gift annuities. Work with lawyers and financial planners to make it easy for donors to leave a lasting impact.

8. Track and Report Donor Engagement

Count what matters. Use tools to track engagement metrics—open rates, click-throughs, event participation—and adjust your strategies accordingly. Monitor donations and key donor trends for ongoing improvement.

These principles apply whether your nonprofit is 100 days or 100 years old. By focusing on these strategies, you can deepen donor relationships, inspire continued support, and sustain your mission for the long haul.

https://www.with1vision.com/services#FundraisingExpertise

Enhancing Search Engine Visibility (7/10)

info@with1vision.com (Dani Gordon) — Wed, 18 Jun 2025 18:00:07 GMT

If you’ve been following this series (thank you!), you know we’ve arrived at a favorite topic: SEO. Search Engine Optimization tops our list—not because we’ve mastered the elusive art of first-page organic rankings, but because the  pursuit  of ranking higher drives us to improve daily.

For those new to SEO, it only became essential in recent years. Google, like its competitors (Dogpile, Safari, Bing, and others), aims to deliver the “best” results for every search—no matter how obscure. Naturally, companies scramble for a coveted spot on page one since most shoppers don’t look beyond it. This sparked an SEO arms race, with agencies worldwide claiming to have the "special sauce" (timing, techniques, maybe even a little magic) to boost website visibility and drive traffic. But the truth is, only Google knows its formula, and they keep changing it under the guise of improvement. Of course, this conveniently boosts their ad revenue by encouraging paid placements.

The good news? You don’t need to chant magic keywords to enhance your site’s visibility. There are plenty of low-cost, high-value strategies to improve your natural ranking. Start with a thorough website audit and keyword research to uncover opportunities. This might mean optimizing on-page elements like image meta tags, headings, and content, or tackling off-page efforts like building quality backlinks.

From there, we’ll create a tailored strategy based on your goals and audience, monitoring performance and fine-tuning along the way to ensure success. You can attract more visitors and boost your site’s visibility—no wizardry required! ⬇️

https://www.with1vision.com/services#DigitalMediaManagement

Harnessing Two SEM Strategies (8/10)

Wed, 14 May 2025 18:00:03 GMT

Yes, SEM absolutely deserves its own spotlight! It’s not some overlooked, red-headed stepchild of Search Engine Optimization (SEO). I can say that—I used to be a redhead. Search Engine Marketing (SEM) is a powerful tool for driving targeted leads and sales through your website. Done right, it delivers quick results, precise targeting, increased visibility, and an impressive ROI (return on investment).

So, what exactly is SEM? It’s all about boosting a website’s visibility on search engine results pages through paid advertising. Think of it as giving your business a front-row seat in the dynamic marketplace of search engines. SEM generally encompasses two key strategies:

Pay-Per-Click (PPC) Advertising : Here you bid on keywords relevant to your products or services. When users search for those terms on platforms like Google or Bing, your ads can appear right at the top of the results, catching reader’s attention even before organic listings. You only pay when someone clicks on your ad—hence, “pay-per-click.”
Display Advertising : While PPC focuses on text, display advertising takes a more visual route. This involves placing eye-catching banners or interactive ads on websites within networks like Google Display. By targeting specific demographics, interests, or even particular websites, you can get your ad message in front of the right audience at the right time.

At 1Vision, SEM is as much art as science. We start with in-depth keyword research to uncover high-value search terms tailored to your business. Then, we craft custom campaigns that target demographics, interests, and locations. Our Digital Media Specialist closely watches performance metrics, tweaking bids and strategies to ensure your budget works as hard as possible. Whether your goal is brand awareness, website traffic, or lead generation, there are SEM techniques that can help.

Over time, SEM can feel like a trusted and productive member of the marketing family.

Implementing Budget-Friendly Content (6/10)

Wed, 16 Apr 2025 18:00:01 GMT

Growing up, we didn’t really have a budget—we had a father. Requests for frivolous items or fleeting joys (no matter how much I begged for candy) were met with a sympathetic smile and a gentle pat on the head. Looking back, I realize dad was teaching me the value of deferred gratification and the art of managing resources wisely.

Perhaps that’s also where I learned the importance of investing in what truly matters. In today’s world,  content  is king, and creating impactful content requires the same discipline my father had: focusing on what’s essential and resisting the temptation to let distractions drain time and money.

To clarify, I define “content” as any media that communicates a message. This includes blogs (like this one), podcasts, social media posts, websites, videos, and ads. The best content reveals something genuine about its creator, leaving the audience feeling like they know them better after engaging with it.

Great content is relevant, original, authentic, engaging, and actionable. It should inspire the audience to act while resonating with their needs and interests. Informative blog posts, entertaining videos, or engaging podcasts can be developed with creativity and expertise, capturing attention and driving action. Importantly, you don’t need an extravagant budget to create meaningful content. By using cost-effective distribution channels and repurposing content across multiple platforms, you can amplify your message and maximize your reach without overspending.

It’s a great mentor/parent lesson: prioritize what matters most, focus your efforts, and invest wisely. Whether in managing a family’s finances or creating communications content, the principle remains the same.

Are you investing 10-20% in marketing?

Wed, 12 Feb 2025 18:30:00 GMT

Successful companies do. Successful companies typically allocate a growing percentage of their total revenue towards marketing and advertising expenses. Is that self-serving advice? YES, if you hire marketing professionals! Is it true? YES, as backed up by experience and research (below)! Of course, this percentage can vary based on the industry, business size, and specific marketing goals.

By industry, here are some reported average expenditure percentages. 1

INDUSTRY MARKETING BUDGET (% OF COMPANY REVENUE)

Banking/finance/insurance - 9.49%
Communications/media - 14.27%
Consumer packaged goods - 25.19%
Consumer services -11.74%
Education - 11.50%
Healthcare - 6.80%
Manufacturing - 3.75%
Pharma/biotech - 12.83%
Professional services - 7.08%
Real estate - 10.61%
Retail wholesale - 14.52%
Service consulting - 21.00%
Tech software/platform - 11.80%

By devoting a significant portion of their operating budget to marketing and advertising, successful organizations can continuously drive brand awareness, maintain customer and donor loyalty, and drive growth. Are you?

1 Marketing Budget: How Much Should Your Team Spend in 2024? [By Industry ]; June 17, 2024; The CMO Survey , Statista, September 2023 release date, 316 respondents

https://blog.hubspot.com/marketing/marketing-budget-percentage#marketing-budget-percentage ;

Exciting News at 1Vision!

Wed, 12 Feb 2025 16:05:17 GMT

Dear Friends and Clients,

Today, I have exciting news to share about the future of 1Vision and a heartfelt milestone for me and for Dani.

After 40+ incredible years of advancing products, organizations, and relationships and doing battle with the fearsome Oxford comma, I (Blake) will be retiring from 1Vision’s day-to-day responsibilities as of Feb. 28, 2025. This transition to Dani’s workload has been years in the making and some of you even noticed! �� While I will continue as CEO, my focus will shift to retirement and new challenges.

"It’s with humble gratitude for the grace of so many that I am at this happy point in my life. It’s been a wonderful ride! ‘They’ say, ‘The best time to plant a tree was 20 years ago. The second-best time is today.’ So, I plan to get busy digging." If you’d like to send me any well-wishes, or instructions concerning a shovel, I’d enjoy hearing from you. Please email me at this address .

I have no doubt that 1Vision will continue to thrive under the exceptional leadership and ownership of Dani Gordon, who has proven her ability over the last three years to promote brands and deliver outstanding results. Dani will become President with my retirement and assume all client contact moving forward. Her purchase of the company demonstrates her commitment to our clients and serving their future communication needs. I’m excited to see her grow her vision, gather a team of professionals, and help solve client obstacles. As evidence of the renewed energy and emphasis, take a look at our new site here . Send her congratulations here .

Thank you for being part of this journey with us. Raise a glass to an exciting new chapter for Blake, Dani, and the entire 1Vision team.

Wishing you all the best and God’s blessing,

Blake Conover

For the team at 1Vision Communications

P.S. This is a good time to update your email records.You can delete Blake’s work email address effective at the end of the month. To reach Dani, use dani@with1vision.com . Thank you!

Executing Social Media Strategies Like a Superhero (5/10)

info@with1vision.com (Dani Gordon) — Tue, 11 Feb 2025 18:22:24 GMT

Like your average Marvel superhero, social media’s power can be used for good or evil! Read on to learn what else they have in common.

Social media is a powerful tool for reaching and engaging your target audience. It’s integrated in our lives. (We don’t need a research study to validate that!) Are you using it for your company or organization’s benefit? At 1Vision, we understand the importance of creating a strong social media presence that captivates your audience and drives meaningful interactions.

It is that last sentence that I’ll focus on. Captivating your audience and driving meaningful interaction… that’s Ironman’s suit, Captain America’s shield, Thor’s hammer, etc. Every post we make must have the potential of being our best one yet in terms of reposting, commenting, liking, saving, clicks, mentions, DMs, tagging, post duration, responses and other metrics. Oh, did I forget to mention follower-growth, too?

Want your social media to cash a Hulk-like shadow? You should begin by conducting a comprehensive audit. Ours would help you assess your current social media channels to identify areas for improvement and opportunities for growth. From there, we develop a customized strategy that aligns with your brand identity, messaging objectives, and target audience preferences. This may include creating engaging content calendars, implementing paid advertising campaigns, and leveraging advanced targeting options to reach specific demographics or interests. Throughout the process, we closely monitor performance metrics and adjust our approach as needed to maximize results and drive continuous improvement. It doesn’t have to be complicated, but it does have to be thorough.

Another commonality with Marvel? 1Vision can play the role of Professor X, the wise guide and leader of all the X-Men (that’s you in this analogy) who use their diverse and awe-inspiring strengths to protect humanity.

With 1Vision: Developing Excellent Marketing Material (4/10)

Mon, 13 Jan 2025 22:28:39 GMT

Clear, concise, and compelling marketing material is essential for nonprofits and small businesses aiming to grow. It’s not just about looking good or ‘on point’; it’s about connecting with your audience and moving them to action. Take, for instance, an animal shelter had struggled to find pet adopters. By revamping its newsletter with heartwarming stories and ‘easy sign-up options’ at adoption events, it doubled its email list and saw a surge in adoption inquiries. The key was reaching people with content that truly mattered to them.

To get started, focus on building a quality email and text list. (In the next 5 years, you’ll be glad you have the resource built to use the coming SMS capability.) Make it easy for people to sign up on your website, at events, or even in your physical space. But remember, your list is only as good as the value you provide, so craft informative AND enjoyable newsletters that people look forward to opening. Share success stories, offer helpful tips, or give a behind-the-scenes look at your work. Don’t just send updates—send something worth reading.

And don’t neglect your sales literature. Remember those tired-out, un-modern uncles of the marketing world? Update brochures, flyers, and other materials regularly to further embed your brand while you reflect current offerings. Don’t forget to refine your processes to make follow-ups smooth and personal. It’s these efforts that help convert leads into loyal supporters or customers. If you aren’t improving, you’re falling behind.

With 1Vision: Optimize Your Website (3/10)

Tue, 10 Dec 2024 16:03:19 GMT

We all have experienced shame, fatigue, frustration, and a cosmic disconnect – when attempting to use some websites. As communications professionals, we should strive with all our might never to let our customers have that outcome when visiting our sites. Yet, it can and does happen.

Optimizing your website is a key factor in delivering a strong user experience (UX). For small businesses and nonprofits, ensuring that visitors can easily navigate and interact with your site can make a significant difference in engagement and response. As consumer expectations shift towards more seamless and intuitive online experiences, focusing on UX can help your organization stand out.

But sometimes you just need a little help or perspective. Sometimes a fresh set of eyes (like an agency’s) can see the potential hassles and potholes ahead. We start by evaluating your site’s navigation. Personalizing content based on user interests or behaviors can also create a more engaging experience, helping you connect with your audience on a deeper level. Additionally, optimizing for mobile devices is essential, as more people are using phones to browse the web.

Implementing changes and testing different approaches without needing extensive technical skills is a part of the ‘drag-n-drop’ software we offer. Taking control of your site’s user experience allows you to make timely updates, keeping your content relevant and accessible as your organization evolves.

You can improve visitor satisfaction and support the goals of your organization, whether that’s driving sales, increasing awareness, or expanding community and stakeholder reach, by optimizing your website UX. Don’t sleep on this one!

Media and Marketing Budget (2/10)

Thu, 24 Oct 2024 16:38:26 GMT

Marketing is like golf – a really good scorer will master both the long- and the short-game. In our venue, this about the short game as winning individual customers and the broader approach about influencing the masses.

Using this ‘complete’ game will be beneficial and is crucial for small businesses and nonprofits to grow and get noticed. Putting a portion of your budget, year over year, into outreach can really pay off. Here are some affordable, high-impact one-to-one ways to boost your efforts:

Social Media Marketing: (more details coming soon) Use Facebook, Instagram, and LinkedIn to interact with your local community, share promotions, and build brand awareness.
Sponsoring Local Events: Team up with local events or community groups to show your support and get your name out there among event-goers.
Email Marketing: Send personalized emails to local customers and supporters with special offers or updates to keep them engaged and coming back.
Local SEO Optimization: Make sure your website is optimized for local searches so potential customers can easily find you online.

Traditional advertising methods (less targeted, more broad) like outdoor ads, radio spots (including channels like Spotify and Pandora), and TV commercials are still important. Outdoor ads catch the eye in busy areas, radio ads still reach listeners, and TV commercials increase brand visibility. Short TV spots (5-15 seconds) that run online and in search results can also extend your reach to digital audiences. Using these traditional methods alongside digital marketing can boost brand recognition, build credibility, and reach a wide range of consumers often missed by digital-only approaches.

By investing in both strategies, small businesses and nonprofits can connect with their community, attract more traffic, increase brand recognition, and ultimately boost sales and donations, integrating both their short and long game well.

With 1Vision: Maintain Visual Brand Consistency (1/10)

Mon, 01 Jul 2024 19:38:57 GMT

Ever feel like your brand's visual identity is all over the place? You're not alone—keeping a consistent look across all your marketing channels can be a real challenge.

We understand how crucial it is to maintain visual brand consistency. (We run into the same issue with our own brand!) It’s not just about aesthetics; it’s about ensuring your audience instantly recognizes and trusts your brand, no matter where they encounter it. Consistency builds credibility and makes your brand memorable.

It’s okay to ask for help.

Additionally, we establish clear brand guidelines—“rules” that ensure future content remains consistent. This way, no matter who is creating your content, it always aligns with your brand’s visual identity.

With 1Vision: Maintain Visual Brand Consistency (1/10)

Mon, 17 Jun 2024 20:36:36 GMT

Maintain Visual Brand Consistency: Resources and tools for creating professional-looking graphics, logos, and visual content to maintain a dependable brand image across various marketing channels.

Your brand is so much more than your logo, but it’s commonly where we start. Your logo should be distinctive, professional, and powerful. Keeping your brand visuals consistent across different marketing platforms with tools and resources helps “sharpen the impact.” Get assistance creating professional graphics, logos, and visual content and developing a style guide to govern its uses. By maintaining a dependable brand image, you ensure that customers easily recognize and trust your brand wherever they encounter it. These resources and tools empower you to present a cohesive and memorable brand identity, strengthening your brand's presence and credibility in the market.

Your Marketing Playbook: 10 Tactics Every Business Needs

Fri, 10 May 2024 20:39:26 GMT

Small businesses want to enhance their marketing efforts and attract more customers without requiring a substantial financial investment. It can be done! Here are ten topics about advertising, marketing, and acquiring more customers without breaking the bank. We’ll discuss each of them in greater detail in the coming weeks one at a time.

Maintain Visual Brand Consistency: Resources and tools for creating professional-looking graphics, logos, and visual content to maintain a dependable brand image across various marketing channels.

Leverage Outreach Efforts: Local targeting and customer outreach are vital for businesses looking to attract customers within their geographic area. Many low-cost, high-reward options are available.

Optimize Your Website: Ensuring excellent user experience (UX) on a website is crucial for businesses, especially in this age where consumers expect seamless, responsive, and intuitive online interactions.

Develop Excellent Marketing Material: Strategies to build an email list, craft compelling newsletters, and update your sales literature and processes to nurture leads and convert them into customers.

Execute Social Media Marketing Strategies: Guidance on leveraging platforms like Facebook, Instagram, X, etc., effectively to reach a wider audience and engage potential customers.

Implement Content Marketing on a Budget: Tips on creating valuable and engaging content such as blogs, videos, or podcasts that resonate with the target audience without requiring a huge investment.

Improve Search Engine Optimization (SEO): Techniques to improve website visibility in search engine results pages (SERPs) organically, driving more traffic without spending on ads.

Employ SEM: Search Engine Marketing (SEM) is a crucial aspect of digital marketing for businesses, particularly for increasing online visibility, driving website traffic, and generating leads or sales.

Engage the Targeted Community: Ideas for promoting the business within the local community through events, sponsorships, collaborations, and grassroots or ‘influencer’ marketing efforts.

Track Analytics and Performance: Use free or affordable analytics tools for your KPIs (Key Performance Indicators) to monitor marketing efforts, measure ROI, and optimize strategies for better results over time.

Nonprofit Nets $2.4 Million in Under a Year

Thu, 14 Mar 2024 20:20:49 GMT

No, they didn’t win the lottery! No, they weren’t the beneficiaries of a donor’s large estate. No, they weren’t a college or university – they seem to be the only organizations to net those big numbers these days. It was a library located in a town of about 10,000 people. Who was it?

The Waverly Public Library, Waverly Iowa.

You could say they were fortunate, or lucky, or blessed. They would agree with you, but, as the fundraising consultant chosen to help them, 1Vision Communications would add a few more “secrets” to their success. They were…

Prepared

At least two years prior, they had conducted a user and community study. They knew what the “hot” (fundable, in our language) areas of their expansion would be. Their Foundation led the way by getting all other volunteers, staff, and leadership involved.

Organized

This group understood the need for an oversight committee and then let us help them structure the remaining committees to accomplish the work. The top leaders were excellent at gathering volunteers to step into roles, both larger and smaller.

Humble

They listened. It’s an often-overlooked attribute, but they knew they needed counsel, they sought it out, and they followed advice. While these people were seasoned professionals in their own categories, they hired a us to supplement – knowing any consultant fee would be made up quickly in more and larger grants and donations.

Hard-working

Maybe this could be said of all Midwesterners, but the WPL team was exceptional at being persistent, committed, industrious, and creative – especially as it had to do with major donor calls, grant-writing, and communications

These are things that could describe your nonprofit, too, as it considers a capital or endowment campaign. Let us help you succeed.

Do What You Did and You’ll Get What You Got – Minus 15%!

Wed, 08 Nov 2023 15:24:09 GMT

Some variation of the first phrase can be attributed to Henry Ford, Alcoholics Anonymous, or Tony Robbins. However, we often forget or ignore the second important part.

I wish every nonprofit executive director would memorize that saying and apply it to their organization. It could be the single greatest piece of counsel around.

If nonprofits could all break the shackles of tradition and habit, they might just experience a breakthrough. ‘If we drop that golf outing, could our time be spent more profitably somewhere else? What might happen if we asked our donors why they don’t give more? Maybe it would be helpful if we had a plan in place this year.’

The second component to this maxim is as important as the first. Common sense tells us outcome erosion occurs whenever we do the same thing over and over again. Repeated or continuous actions often result in generating decreasing returns; estimated here at a 15% year-over-year loss. Unless new twists can be added, it is reasonable to expect less, not more.

Has your experience confirmed or exploded this “rule”? We’d love to hear your answers.

New 1Vision Logo…. It Doesn’t Matter

Mon, 20 Mar 2023 21:27:23 GMT

In most cases, logos don’t matter. (That’s quite a statement from an agency offering new, exciting logo designs.) Read on for the full story.

Good brands are about good branding, and a good brand logo is just a good start. The messaging on your materials and website, your customer service speed, accuracy, and attitude, your product, your invoice, or receipt language; those are the actions that do more long-term harm or good than a graphic. It’s what you put into a brand that truly matters.

HOWEVER, a good logo can be a memorable beginning. In its best version, it embodies the brand personality, is relevant to the audience, AND doesn’t confuse. We try desperately to create unique icons to support our clients who create the positives that make the brand.

Yet, 1Vision has felt compelled to change our logo this year for two reasons. The previous version…

Created confusion for some readers. They thought our name was Vision 1 or Vision One or Visione. While we could still cash our client’s checks, name mix-ups are NEVER the outcome you desire for a logo.
Seemed outdated and non-defining. The 2023 version will include the word ‘Communications’ to help cut down on the number of calls we get from people who want to reschedule their eye exam.

Our agency was founded in 1987 by a woman with a vision – at a time when women did not have access to organizational decision-making. Vision Development Services, a fundraising consulting firm specializing in faith-based nonprofits, grew to enjoy international impact in the 1990s and 2000s.

"Be Thou my vision, O Lord of my heart" are the opening words from a traditional Christian hymn dating back to an Irish folk song. The lyrics and the sentiment had a significant role in naming our agency. 1Vision rebranded in 2014 with a new logo. Combining our values with marketing, branding, and fundraising expertise has led 1Vision Communications to live out our tagline, ‘Doing Great for Those Who Do Good,’ for nonprofits and small businesses, locally and nationally. Our 2023 logo has tried to keep pace with a design that is sharp and forward-facing – two things we hope are embodied in our brand.

Getting ‘Great’ From Your Agency

Tue, 28 Feb 2023 17:58:15 GMT

Are there any business relationships as rewarding, or potentially rocky, as the client/agency one? Marriages are often used as analogies because they share many similarities along the journey: i.e., compatibility, communication, and forgiveness. Some client/agent relationships even end badly. But here are a few tips to have the very best marriage with your agency after the “I dos.”

Trust & Share

The more you can think of your agency as a long-term partner, the more you’ll feel comfortable sharing confidential plans and numbers. Provide them access to executive level meetings and

reports, and invite their participation with donors or customers. Show them the warts and all.

Allow Failure

Have you thought of excellence and failure as two sides of the same coin? You’ll get innovation and creativity quickly and more often if an occasional stumble isn’t punished. Think of it like dog training: Does Fido come back wagging his tail when he sees a rolled up magazine in your hand?

Reserve Judgment

After you get to know your agency – and vice versa – they will have an idea of your level of risk-tolerance. I hope they bring you ideas or execution that you consider “risky.” Resist the temptation to reject it quickly. Give it time to sink in. Even if you don’t eventually accept it, your agency will appreciate the measured consideration.

Be Clear

Even the largest agency in the world swings and misses. (I know. I was an executive at one for a decade.) Knowing why you believe what you do and being able to articulate it promotes better understanding and long-term appreciation.

Encourage

Most agency folks respond better to the carrot than the stick. Tell them when you like their work, celebrate the successes, and thank them for the time and effort they put in. Yes, you pay them for the work, but a pat on the back might mean they’ll work even harder next time!

The work agencies perform—creating fresh ideas and messages to move an increasingly fragmented and cynical marketplace—gets more challenging daily. They will love you AND the process with these ‘great’ tips.

Writing Great (Non-Clickbait) Headlines

Thu, 05 Jan 2023 18:00:00 GMT

We’ve all clicked on the link that promised to reveal ‘The 7 Secrets to Great Hair’ (just me?) or an equally enticing headline. It’s not too different than the carnival barker of old who wanted your quarters to show you the ‘Elephant Man.’ Clickbait is digital advertising designed to lure viewers into clicking a link through misleading or false promises. Since everyone is competing for attention these days, online clickbait has appeared at unprecedented levels.

Some links are delivered by bad actors who want nothing more than to spread worms, malware, or viruses. Their motives vary, but the effects can be devastating to computers, databases, and confidence. Not all wild headlines have ill intentions, but it is good to be wary. (Dani, do I need this paragraph?)

This is written to the 99% of us with ethical intentions. You already know you shouldn’t use deceptive headlines or captions because it could damage your brand image through a bad user experience. Eventually, disappointing a potential target audience member far outweighs the short-term spike you might enjoy in page views or open rates.

Avoiding clicking, even if you are curious, takes restraint and common sense. But how do we write a headline that still pulls tremendous traffic? How can you be original, creative, AND ethical?

Here’s the answer! Make the reader feel something; emotions like desire, curiosity, fear, anger, excitement, or hope are necessary to overcome the inertia of our daily lives. I WILL NOT CLICK unless there is a practical trick, tip, or tool that applies to me and my situation – so make it personal . You must give them a value exchange (your something for my time) that is clear, concise, and compelling.

I’ll end it with a commercial. Sometimes, it is best to leave these things to the professionals. (Hint. Hint.)

A Brand Style Guide Increases Revenue

Mon, 05 Dec 2022 17:29:51 GMT

If we spend any time talking business, chances are excellent I will mention one of these four words... “integration,” “consistency,” “cohesion,” or “brand.” They are jus t part of my fabric. I believe strongly that companies that communicate well – communicate consistently.

To achieve that consistency , most organizations create a style guide as ‘rules to live by’ separated into two major areas:

In text like writing style and tone, punctuation, fonts, and type,
and in graphics like the use of colors, images, or logos. It is all meant to help people communicate AS the brand and ABOUT the brand. (Hint: I will talk about those two in more detail in another post.)

Most business people agree with me up to this point, but their eyes glaze over when I say that every company should have and abide by their own style guide . They seem dismissive about the impact that it has; they treat it much like ‘soft-science’ or ‘another one of those wacky marketing ideas.’ Well, here is evidence from a 2016 study that brand consistency can increase revenue by over 20 percent . What would you do for a 20% revenue growth next year and every year?

If you need some assistance crafting your own, let us know.

What Dogs Teach Us About Marketing

Fri, 12 Aug 2022 13:25:03 GMT

I’m remembering when my wife and I had to put our dog to sleep. The cancer they found seemed too advanced for a high quality of life. The time was so difficult and emotional. Pets become a sometimes-not-so-quiet, essential part of the family, and their presence makes each day better. Did you ever think they could teach us about business? I submit to you....

Dogs Teach Us Marketing Skills, If We Are Smart Enough To Learn

Loyalty: There is a “dance with who who brought you” aspect to dogs. Most attach to one person or family, but you see dogs also adopt a cat, or a rabbit, or... just check out YouTube. Loyalty to our customers means they get the best deals (not just our prospects) and special attention when programs, prices, and policies change.

Hope: How many times did I take my plate to the sink after supper without dropping it? Every time!! Yet, there was our dog waiting for the opportunity. She never wavered that putting in the time and being in a position of readiness would one day pay off. Good marketing should have your organization prepared to capitalize when something big happens in the market, with a competitor, or in your product line.

Persistence : There is a “doggedness” innate to our fur-shedding friends. It is the absence of this trait that “dogs” most marketing efforts. Executives tire of the same ad, campaign, and logo long before customers ever do. Then, the new year/new look/new message cycle confuses more than it clarifies and compels.

Inclusion: Our dog treated every person she met with exactly the same level of interest. It didn’t matter the color of their skin, the amount of schooling they had, how large their net worth, or what God they prayed to that morning (or even if they did) – all were given the same opportunity to treat her with dignity and respect.

New is Good: No matter how much each day was like another, she loved to take a different path on her walk, sample a different food, or meet a new friend. We would do well to embrace NEW strategies, media, and methods in our communications. We would be wise to incorporate TRIAL in every campaign.

Create Urgency NOW!

Fri, 12 Aug 2022 13:18:22 GMT

Developing a sense of urgency is crucial for any successful direct mail piece. It can and should be used on every media channel (social and traditional). You have witnessed it often around the end of the year – and used it. “Donate on Giving Tuesday and your gift will be doubled.” “All donations received before the end of the year are guaranteed to be fully tax-deductible.” December 31st is a natural tax and giving deadline, but how do we create urgency in the remaining 11 months of the year?

4 Components to Urgency

Urgency should not be an afterthought. Please don’t compose your appeal, then stick-on a deadline to your envelope teaser and letter postscript. Weave these components throughout for a consistent and high-performing direct mail package.

Is there anything more urgent than a heart attack? Please understand I never want to equate any direct mail letter, no matter the cause, with the severity and consequences of a serious medical emergency. However, effective communications shouldn’t ignore similar components to the first directive one might give to a crowd of onlookers at an accident.

YOU! We are instructed that the first response should be to identify and get the attention of a singular person to help. In advertising’s case, this is the prospect, donor, customer, or influencer. That one person must recognize immediately that you are speaking only to them.

STOP! In our case (and in a medical emergency), we must get people to cease going about their business and focus their attention solely on the situation at hand. A command to “Act Now!” helps break the reader out of the routine and increases the likelihood a person will do as you have asked.

Bad Things Could Happen Without Your Action. This is implied in a medical situation, but it is not so apparent for a business or nonprofit campaign. We must state clearly that people may not thrive; a window of opportunity will close; others may get this technology first; or conditions are about to worsen unless....

Scarcity. In medical emergencies, the obvious limiter is time. In communications, we don’t want the reader to miss an “incredible chance.” Be realistic here. Your audience is intelligent, so please treat them that way. “ Due to room size, seating is limited to 100 people .” Or “ The first $10,000 will be matched. ” Or “ Only 200 of these limited-edition, signed prints are available.”

Chasing Two Rabbits

Thu, 11 Aug 2022 18:39:19 GMT

Don’t you love pithy sayings: packed with wisdom, insight and power with the bare minimum of words? Just so you know that Facebook isn’t the onl y place they surface these days, I am making one the focus of today’s edition. (ha)

The more I think about it, these axioms resemble the morals at the end of each Aesop’s Fable. You remember those? There was a short back-story that described a crow and a pitcher, or a tortoise and a hare. Maybe I should make up something for this one...

A man chasing two r abbits catches neither.

The meaning of this is not particularly obscure. It doesn’t even go too deep. It’s simple and direct. An academic today might rewrite it

like this... your likelihood of success decreases with the number of tasks in which you are engaged. Jack Palance’s character in ‘City Slickers’ held up his index finger and implored Billy Crystal to “find your one thing.”

This all applies to advertising, marketing, and communication! Remember the two rabbits when you produce the following:

An Email

The temptation is to tell them everything you want the reader to know – and all in the first paragraph! Resist that. Ultimately, you want one action after reading your words – what is it? This applies to subject lines as well.

Your Mission Statement

I am not saying a multi-prong mission won’t co n n ect, but it is strong evidence that a laser-focused statement keeps staff on track, energizes donors, and governs everyone’s daily tasks. Read Charity Water’s " Bringing C lean and S afe D rinking W ater to P eople in D eveloping N ations."

An Advertisement

While I don’t mind including a social media icon in an ad, wouldn’t you get more results if you ran an entire ad devoted to the many and specific benefits of being a friend, follower or fan?

A Blog

Blogging, by its nature, seems to be a stream-of-consciousness exercise. As humans, our thoughts are scattered and non-sequential... unless I am hanging around a strange set of people. The best blogs are very specific in their teaching, so that each story and thought reinforces the point.

A Sermon

Can I get an “Amen”!

P.S. Send me a favorite saying you lik e.

Changing My Hairstyle

Thu, 11 Aug 2022 18:20:10 GMT

My kids chide me that I haven’t changed my hairstyle since Nixon was in office. (Actually, it may have been earlier than that.) Is it inertia,

bending to the cultural and professional norm, or the lack of enough “resources” to work with? Nonprofits often find themselves in that same predicament when it comes to their fundraising or development I heard this factoid quoted and wanted to pass it along...

90% of nonprofits use the same fundraising strategy today that they used 10 years ago –and less than half say it is “effective”!

If you are involved in a nonprofit ( b oard, s taff or v olunteer) , you owe it to your mission, the cause, and the people or pets you pledged to serve. Change requires recognition that your present activities aren’t getting the outcome you truly desire or your donors deserve. Next, an honest assessment of your processes and habits should happen. Often, an independent observer can provide perspective and counsel. Finally, a plan with new actions can be set in motion. Consider these low-cost efforts.

Call 10-15 donors who gave in 2013 but didn’t in 2014. (Letters or focus groups won’t provide the same results.) You are not seeking a donation, only information. Disarm them with your honesty upfront and they will reward you with useful insight. Ask why they gave before, why they didn’t give last year, what has changed over that time, what the “talk” is about your organization and what improvements he/she might suggest. When taken seriously and done by the highest-ranking executive, it can yield incredible information.

Don’t want to stray too far from “what works”? Change doesn’t have to be total. Consider adding A/B testing to your fundraising. It’s a simple concept that’s been used for decades. Start with a statistically significant sample; half is common. Mail a different appeal or offer to each set. Change only one thing so you don’t confuse the conclusion! Keep track of which effort “wins” by: dollars, comments, or responses – whatever your metrics indicate

Institute a “major donor” appreciation event. It doesn’t have to be an expensive dinner! In fact, some of the best ideas cost little money, which demonstrates your understanding the value of a donated dollar, too. Make it exclusive and DON’T ASK FOR MONEY.

Hope th is helps. Let me know what your nonprofit did to become more effective.

The Four Great Needs Athletes and Nonprofits Share

Thu, 11 Aug 2022 18:07:59 GMT

Ever gotten some great advice over a lunch of chicken and green beans? David Harris is the Athletic Director for the University of Northern Iowa. As a former athlete, he has retained a strong and healthy physique, but that wasn’t what impressed me during his speech. His presentation (more like a half-time pep talk) was on the things his athletes and coaches need from him – and there was universality to the message.

To me, his four points applied to more than running a major college athletic department. They seemed especially appropriate for DONORS. So I want to explore...

How do these four great needs for athletes and coaches translate for nonprofits?

Direction

Donors and staff love to know the mission, the end point, the trajectory, and the pace. Simply stated, they love to be included. Share the activities planned to help reach the goal and you’ll have lots of people join your parade.

Hope

Without this component, what use is beginning? In everything we do, we must be able to see a path that leads to achievement. It may be faint, but the light must shine – and we have to communicate that.

Trust

A decade back, I read The Speed of Trust by Stephen Covey. It’s a great book that boiled down to this... how quickly a sale, a business deal, or a relationship unfolds is based completely on the degree of trust established first.

Results

In previous management theory (think M.B.O.), this would have been the only focus. Yet in some nonprofits, it seems like the need for results (or reporting them) have been ignored entirely. For healthy organizations, achievement retains its proper place – a vital element in the mix.

P.S. I probably would have added ‘Enthusiasm’ to the list. People yearn to see the passion come through for a cause or project.

‘1 Mississippi’ Or You are in a Bad State

Tue, 09 Aug 2022 19:00:05 GMT

How long does your mobile site take to load... about a minute? 20 seconds? 4 or 5? Do you know what Google recommends?

1 second or less!

You may not have considered how long it takes for your site to load. Your donors, prospects, and customers have.Loading quickly is important for desktop websites... but it is critical for mobile users. Plus, not having a mobile version will have a negative impact on your Google rankings, according to Google.

Businesses and nonprofits that care about donations or sales should increase functionality, improve loading speed and include mobile optimization (often called responsive design) in their web strategy. The over 70 million Americans browsing websites from their phone every month represent an important segment in everyone’s audience. By the way, 60% of online devices are smartphones or tablets. [1]

Want another reason you should have a mobile optimized site? 78% of smartphone owners and 75% of tablet owners consider the ‘look and feel’ of a company’s mobile website when considering whether or not to make a purchase from it. [2] That’s three-quarters of an increasing number of mobile users.

The moral? If you only use your full site and hope it works “okay” for mobile access, it may...

Create a barrier to donations or sales,
Cause a drop in your search ranking,
Load too slowly to get noticed in the first place!

[1] http://www.businessinsider.com/the-future-of-digital-2013-2013-11#-21

[2] http://www.marketingcharts.com/wp/online/smartphone-and-tablet-owners-respond-to-mobile-optimized-sites-29905/

The Perfect "Thank You"

Tue, 09 Aug 2022 19:00:03 GMT

A donor has just sent you a monetary gift, donated time, or notified you that your organization will be remembered in their end-of-life plans. After your happy dance is done you think, “I need to send a thank you!”

But, what do you include that insures it will be perfect?

These are not new ideas, but they are important. Here they are again, collected for your benefit and for the joy of your donors:

Prompt . Any response you make must be within 48-hours. It must. You simply can’t let other disasters distract you from the important job of acknowledging the gift.
Personal . We suggest that every above-average gift get a hand-written thank you in addition to the obligatory tax-receipt. (Some hand-write ALL.) And don’t boilerplate! Mention their family, what you share in common, connections, and anything else that makes them feel like you invested some of your valuable time in exchange for their monetary investment.
Accurate . Don’t use a name unless you are 100% sure you are correct. Donald may be the name on the tax record, but to his friends he is Don and those closest to him call him Doc. If you don’t know, include a P.S. “Our records show your first name as Donald. How would you prefer to be addressed?”
Connected . Tell your donor how the money will be used – specifically. Tell them the gallons of paint it will buy, how many dogs it will rescue, how many girls will be kept from a lifetime of shame. They gave you their precious resources because they are connected to your mission; not to your organization.
You/your or I/we . Count your pronouns. Some have suggested you should have two-thirds of ‘you, your’ and only one-third of ‘I, we, my.’ It’s an interesting exercise to try. It shifts the focus to the donor – where it should be.
Thank You . End with it. Donors won’t read past it so if you lead with it, there goes the rest of the letter. Just make certain you say it!
Friendly . Be conversational and honest and relaxed. Gone are the days when formality was valued over being approachable.

P.S. Remember that the acknowledgment may be the close of the donation, but it’s the start of the relationship.

Doing It "All"

Tue, 09 Aug 2022 19:00:02 GMT

I’ve been thinking how baseball relates to my work. (Bear with me if you are not a fan.) There are some hitters known for their HOME RUN prowess. Get enough balls over the fence in a career and they’ll build you a statue. There are some players, equally as talented, who get hits at a higher percentage than the Homerun Kings. These hitters have a high BATTING AVERAGE. Rarely do you find someone who can lead the league in both categories. (It’s been done twice in the last 50 years!)

Marketing and donor development requires success EVERY DAY, to “do it all” regardless of how many people are on our team. How can we? Like professionals in sports, it takes focus, determination, training, and practice – lots of practice.

To win at marketing and donor development long-ball, AND small-ball, you must excel at...

Public Speaking : You don’t have to be a sought-after after-dinner speaker, but you must be able to handle announcements, introductions, and presentations calmly and confidently.
Making Connections : Interacting with a person in a relatable way breaks down barriers quickly.
Info Gathering : Become good at tirelessly squeezing every bit of customer or donor data out of events, sign-ups, ads, social media interactions, and more.
Mass Appeals : Learn the principles and tactics that accompany messaging that reach lots of people at the same time.
Growing Those Around Us : This includes sharing the credit!
Fishing : We must always search out and develop new ideas.
One-to-One : We are called to be engaging, sincere, open AND persuasive.

Baseball hitters at any skill level take batting practice before a game. They don’t rely solely on “muscle memory” for success. They also spend most of their practice time working on areas where they need improvement! We all need improvement in something. The good news? All these skills can be honed with training and practice.

You can do it all.