July 7, 2016

Building your Nonprofits Thought Leadership Capacity

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By Caroline Avakian

Content marketing has risen to the forefront in recent years as an important tool (if not the most important) in the nonprofit communication toolbox. It’s about creating great content on your blog, through social media messaging, email, quarterly and annual reports, case studies, whitepapers, etc.

At its core, content marketing is about communicating wisely with your supporters. The nonprofit, social enterprise or organization is providing value by creating and sharing information, innovative ideas, and insights that makes your supporter smarter and in the know. You become a resource. The result, much of the time, is that you earn the trust and loyalty of your supporters and donors. You no longer interrupt them with “messaging” but invite them into a conversation they find value in, that resonates, that they deem worthy of sharing with others, that makes them come back and ultimately invest in you.

The issue with creating great content is that often change-makers and nonprofit leaders are unsure about how to activate the most powerful resource they have: their intellectual capital. Nonprofits can be treasure troves of insights, experience and expertise, just waiting to be unleashed and shared with the world, but often the best of ideas and expertise lies dormant within the walls of an organization.

The Readiness Dance: Share your insights despite the misgivings

There are many reasons why organizations keep their most valuable thoughts and findings internal. I call it the Readiness Dance. People will say, “Our data isn’t completely ready yet – we’re not 100 percent clear internally on our direction with this project,” or something similar. While I completely advocate for presenting breakthrough insights that are research-based and clearly thought out — in fact, that is the essence of true thought leadership — very often it’s more about that “readiness” variable. It’s less about how analyzed the data is and more about how comfortable and confident we are in sharing our ideas and insights with the world.

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May 13, 2013

How to establish thought leadership for your nonprofit

Tedx
Photo by TEDxMonterey (Creative Commons)

Start with content marketing, activate intellectual capital & go from there

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

Caroline AvakianContent marketing has risen to the forefront in recent years as an important tool in the nonprofit communication toolbox. It’s about creating great content: on your blog, through social media messaging, your newsletter, annual reports, case studies, whitepapers, etc.

At its core, content marketing is about communicating with your supporters without selling and asking for a donation at the end. The nonprofit, social enterprise or organization is providing value by creating and sharing information, innovative ideas and insights that makes your supporter smarter and in the know. You become a resource. The result, much of the time, is that you earn the trust and loyalty of your supporters and donors. You no longer interrupt them with “messaging” but invite them into a conversation they find value in, that they deem worthy of sharing, that makes them come back and ultimately invest in you with their minds and wallets. Continue reading