Today, I’d like to ask you, what’s your plan? Or, do you even have a plan? We’re at a time when many organizations begin their annual planning cycle. Budgets are often due in the fall, and of course that requires some advance planning and research.

So, which plans should you be considering?

Based on my experience, there are three plans that every organization needs. While there are others needed such as programs, operations and board governance, today we’ll focus on these:

• Strategic Plan – simply put, a strategic plan is your road map. It states where you’re going and how you are going to get there. It drills down from your mission to goals to objectives, ending with strategies and tactics. Each level answers the question “HOW”? Goals answer, how will I achieve my mission. Objectives answer, how will I achieve my goals. And so on…
• Marketing Plan – the marketing plan uses the strategic plan as a foundation and provides another type of road map on how you are going to achieve your marketing objectives – in other words how will you get known? Many nonprofits feel that they shouldn’t do marketing. I agree, IF you want to remain anonymous to funders, which I doubt that you do. Preparing your marketing plan forces you to think about which strategies are the best match – for your resources, your skills and your target market. Don’t make the mistake of choosing them based on your personal patterns UNLESS you are the target market.
• Fund Development or Sales Plan – whether you’re a nonprofit, association or business – you’ll want a fund development or sales plan that organizes your efforts. This document will summarize who you want to approach, with what and why. You be more effective, you must be strategic in your approach. Talking to anyone about anything is a waste of resources. Know who cares about your industry or your cause. Research who is already spending money to reach your stakeholders. Then, with thought, decide which of the programs and sponsor opportunities you have are the best match for their needs.

I hope that you’ll spend some time preparing to succeed. Block time on your calendar now, and for the next few weeks. I often say that the most overlooked and critical business activity is time spent thinking. Use your thinking time to explore options and address the planning needs of your organization. NOW is the best time to plan!

If you find that you’d like some help in creating your plans, I hope you’ll email me. I just love to plan!

Ann

Check It Out: Resources

Every week I see and hear about stories, research and other information that would benefit the nonprofit and association sectors. Below are just a few of the recent resources you might find interesting!

If you haven’t yet considered Social Enterprise (social mission driven organizations which apply market based strategies) – start following the discussion. Opportunities are growing on both sides of this partnership. Ivy league schools such as Harvard and Yale have begun Social Enterprise Initiatives – check out this article from Just Means to learn more.

OneStar Foundation released information this week on another funding opportunity through AmeriCorps in Texas for 2011-2012. If you’re a nonprofit operating solely in Texas, you may be eligible for grants. There are three different types of grant opportunities. For more details on the application process for new members, follow this link.

OneStar also offers a free Core Capacity Assessment Tool (CCAT) for Texas nonprofits. There are other eligibility requirements, so follow the link to learn more about how to qualify for this free organization assessment.

The IRS may begin giving more scrutiny to certain types of nonprofit sponsorship revenue, possibly considering it as taxable unrelated business income. Please check with your tax professional for more information.

ASAE is hosting their annual meeting August 21-24 in LA. If you’re not able to attend, you may want to consider registering for the virtual conference. You’ll get to experience over 20 educational sessions, while saving time and money on travel expenses.

Lastly comes a detailed report on “For Goodness Sake: Legal Regulation and Best Practices in the Field of Cause Marketing“. Whether you’re the cause being marketed or the industry or professional association seeking to create a cause marketing program, you’ll find this information of value. It may be a bit more detail that some want, but you can scan for the key points.

Hope you find at least one of these resources of value!

Ann Ranson

First, I have a feature article in “Associations Now” magazine, the main magazine for the association industry. The article is Social Responsibility in the Workplace.

Second, I was quote quite liberally (I think) in Costco Connection Magazine on Better Together: Stretch your Business Opportunities through Strategic Alliances.

I hope you’ll check them out – AND – forgive me for the additional newsletter today. Hope it’s worth your time!!

Hello and Happy Heart Month!

In honor of Valentine’s Day and Happy Heart Month – you’ll notice splashes of red throughout my newsletter. As someone who has a family history of major heart disease, I am acutely aware of the risks associated with this disease. And ladies, heart disease is the number one killer of women, so do what you can to take care of your heart!

I’ve recently realized that if I don’t take better care of my body, I won’t be able to enjoy the rest of my life. (duh?!?) AND, I have a lot of life yet to live. You know – places to go, people to see. You bet – so I’m committing to better self-care – what about you???

There are a lot of new resources and opportunities available right now, and I want you to know about them. Take a look and act on any that are a good match for you and your organization!

I have just updated my website and added several new reports and studies. Click here to see what’s there for you to read and help you grow.

Ann

Resources and Opportunities

I am constantly amazed at the wealth of information and inspiration that is available to us via the internet. Because I learn to love and grow, I have set up Google Alerts for the topics that are most important to me: social responsibility, values-based marketing, cause marketing, social entrepreneurship and nonprofits, just to name a few. And contrary to Peggy Noonan’s comments on MSNBC late last week, I also have a Google alert set up for my name. I don’t think I’m narcissistic, but as a promoter of the brand, Ann Ranson, I think it’s important to pay attention.

This simple tool – Google alerts – allows me to stay on top of the topics that help me and help my clients. We live in such a fast paced, ever-evolving world, that I feel part of my responsibility – and passion – is to be a resource for you.

With that in mind – there are a few items of particular importance that I’ve run across in the past few weeks:

#1
Some of you may have heard the recent news out of Pepsi that they decided to forgo their investment of millions of dollars in commercials in the Super Bowl in favor of a new community based initiative called PEPSI REFRESH PROJECT. Given the meager quality of the SB spots this year, I’d say their absence but them in good company. Also not there: Nike, Gatorade, and other prominent brands.

Right now, they are looking for people, businesses, and non-profits with ideas that will have a positive impact. The public will vote on the different ideas and decide who gets the cash.

Here’s what they say:
“In 2010, Pepsi will give millions of dollars to fund good ideas, big and small, that make the world
a better place. What’s a good idea? Who gets a Refresh Grant? You decide.”

Pepsi will give away up to $1.3 million per month – so go right now to their website to see if this is a good opportunity for you: PEPSI REFRESH PROJECT.

You can also download their idea kit!

#2
I follow Will Marre on his blog, ThoughtRocket. I love his thought-provoking ideas and have recently purchased his new (ish) book, Save the World…

I’ve written about him before – you may find this post to be too political for your tastes, and if so – please know that I have no intention to offend, but rather to get us all to think more about what’s working and what’s not working in our country.

He recently posted a blog about “The Problem is About Bigness – Threatened by Dinosaurs”

The Problem About Bigness

I hope you’ll read it and then post any thoughts you have on your favorite social media site – or send me an email and I’ll post them.

#3
As mentioned above – I have uploaded several new reports on various aspects of social responsibility, including “Sustainability Drives Innovation” from the Harvard Business Review and from MIT Sloan “Sustainability and Competitive Advantage”. Check them out here. I was particularly interested in the Sloan report as that is the topic of a presentation I’m giving next month in Colorado Springs at the ASAE Great Ideas Conference. Can’t wait!

A couple of findings from the Sloan report – executives surveyed said that they often found MORE opportunities than expected when they made a serious commitment to sustainability. AND,
I love the idea of looking at how sustainability is affecting business, rather than how business is affecting sustainability. Thoughts anyone???
***
Well, that’s it for this time – I hope you find some of these opportunities and resources to be of value to you and your work. Until next time, I’ll leave you with this thought:

“As a single footstep will not make a path on the earth, so a single thought will not make a pathway in the mind. To make a deep physical path, we walk again and again. To make a deep mental path, we must think over and over the kind of thoughts we wish to dominate our lives.”
Henry David Thoreau

New Feature – What’s Your Question?

I’m starting a new feature in my monthly newsletter which will answer your questions and offer resources and suggestions to help you create OR sustain the positive energy in your business success. I’d like to ask you to share with me one of the issues or challenges that you’re facing right now, whichever mode you’re in.

To get you started, I’ll share a question that I was asked recently when I spoke at the HR Southwest Conference in Ft. Worth. I presented to a room full of HR professionals on “The Role of HR in Going Green”. They wondered how they can help their executive team understand the importance of more social responsibility (SR).

Thankfully, this question is getting easier to answer as the quantity of positive data on the impact of sustainability, SR and going green grows. If you subscribe to Will Marre’s blog, ThoughtRocket or Tim Sanders blog, SandersSays, you’ll find a wealth of information that proves the profit bottom line benefits to CSR.

Will’s post in July about employee engagement being tied to social responsibility delivers staggering statistics:

The cost of disengagement of employees is estimated at $300 billion/year. Do you think that that kind of cost negatively impacts the profit bottom lines that company executives are so keenly atuned to? Of course! And, this is just one example to get the attention of the C-Suite.

Tim’s post in September on Green Meetings provides further examples that will also demonstrate the importance of CSR to the profit bottom line:

Here’s the Bottom Line – CSR is a profitable and powerful strategy! It makes people feel good in ways to service all 3 bottom lines: people, planet AND profits. Check out my Bottom Line³ Strategic Planning System to understand more about the impact that the triple bottom line approach can have for your organization.

So, now let me ask you again – what’s your question or issue? Let’s come together to help each other progress, have fun and grow our businesses!!! Email me at ann@annranson.com with yours!

This Month’s Resource

This month I’d like to tell you about the great work being done by Steve Goldberg. I was referred to him by friend and fellow speaker and Salon member, Sharon Roberts. Check him out:

Steve has created a body of work dedicated to the ‘upside to the downturn” – isn’t that a great perspective?

Steve is blogging on this topic and has a book scheduled for release this winter on:
“The Upside to the Downturn: Finding Hope, Simplicity & Fulfillment in Challenging Times”

He’s definitely being socially responsible, as I define it, which is being apart of the solution rather than a part of the problem. I think you’ll enjoy his work.

Visit Steve’s website, and if you love his work like I do, you’ll want to join his community.

Oh, and while you’re there, check out his work on 2nd Half Matters – more great work that he’s doing!

That’s when I realized that the joke is on me – I had failed to do what I coach my clients to do – get clear on what you do and for whom – then craft a short, simple and compelling description. Oh sure, I have done the prep work – I know what I do and for whom – but obviously I haven’t been communicating that in a way that other people hear and retain!

In pondering the dilemma since our meeting, I realized that perhaps I’ve been too much of a generalist. Sales and marketing are VERY BROAD topics – even my platform of Social Responsibility is pretty broad. Yet it’s my responsibility to break my expertise down into bite-size pieces so others can see specifically how I can help them.

I immediately began working on a clear description of the services that I offer, and yesterday I put the finishing touches on what I’m calling, “Call Ann Ranson”. Whew – that feels really good!

In case there’s a question in your mind, let me share with you what I do! I help businesses and non profits who understand the power of marketing and want to be smart about increasing revenue. I serve my clients through: Consulting, Executive Coaching, Speaking and Facilitation in these areas:

Strategic Alliances, Marketing Partnerships and Sponsorships = stretch your marketing budget (Register for my Strategic Alliance Webinar)

• Build marketing partnerships, strategic alliances or collaborative relationships.
• Create, value and negotiate sponsorship opportunities

Sales & Marketing = don’t leave money on the table

• Design a personalized sales and/or marketing plan with practical applications by putting your operation under a microscope.
• Create and execute a specific strategy on how to sell to women since women make 60-80% of all purchasing decisions

Corporate Social Responsibility (Opportunity) = you can do well by doing good

• Develop a strategy for corporate social responsibility (CSR)
• The younger generations, Gen X, Y and Millenials demand a culture that embraces what’s good for the world.
• It’s a market differentiator and there is a strong business case for social responsibility
• Utilize the Bottom Line³ ™ Strategic Planning System to get the most benefit

So, here’s my invitation for you:

• Answer the questions about who you serve and how
• Craft a brief description, then share and practice it with friends and colleagues.
• Make sure they understand what you do
• Don’t let the joke be on you!

PS: thanks Ken for sending me on this valuable and interesting journey!!!

Ann

The Many Shades of Green

Different shades of green are often used to describe how environmentally aware and active a person or organization is. You may be light green if you do a little recycling and have replaced your light bulbs with the CFL variety. You may be dark green if you are an avid activist for all things related to the environment: your carbon footprint, driving hybrid, recycling and freecycling and so on. I believe any shade of green is good and that efforts to criticize or minimize the benefits of the ‘lesser’ shades of green is counter-productive. The goal is for everyone to contribute in the ways that you can.

Going Green is a popular term now, yet many are confused by it. They think it’s too hard, too much to do or they’re not sure where to start. To help, I’ve created “10 Things to Do on Monday Morning – Going Green Made Easy”. This list demonstrates that you don’t have to re-tool a factory or single-handedly dredge the Trinity River to have an impact. As Arthur Ashe says, “Start where you are, use what you have and do what you can”.

Yet green has another shade, right? The ‘shade’ of Money!!! How’s your money supply right now? Are you chasing the buck harder than ever? Or are you attracting more of the business you truly desire? Whichever is the case for you, I’d invite you to think about this: the more clear and focused, the more strategic and dedicated you are to delivering the BEST product or service possible, the more people will be attracted to you. I believe that part of the opportunity for 2009 is to get back to the basics – delivering consistent, high-quality, desirable, even remarkable experiences. That’s what people want – that’s what you want!

So, as you think about the meaning of green in your life and business – reflect on how you can be both a part of the environmental movement, yet achieve desired monetary gains at the same time. Research shows that increasingly you are making purchasing decisions based on the environmental and social responsibility record of the companies you patronize. How great is that – do good and do well – the mantra of the movement, and it’s calling us all to participate.

Thank you!
Ann

Your Ideal Year
See It, then Plan on It!

To get to where you want to go, you have to first see the destination, then make a plan to get there!

What does Your Ideal Year look like? Is it full of new clients with large budgets, lots of travel or less outside commitments? Whatever you want to achieve, it’s much easier to get there when you begin with the end in mind.

I suggest that you start by making a list of all of the things or activities that you’d love to enjoy this year. Then prioritize the list – which of these items are most important to you? Once you have narrowed your list to your top favorites, think about what it would take to accomplish each of these goals. Will it require an investment of time or money? Will it require you to get some outside help? Don’t let anything stop you – find what you need to succeed!

Lastly, develop a plan of action making sure that one of your action steps is to see yourself accomplishing your ideal goals. Nothing works better than focusing on the ideal outcome to the exclusion of any and all limiting thoughts or beliefs. To reinforce your goals, keep your action plan handy where you can look at it often.

Here’s a quick outline for accomplishing the goal of attracting new clients with large budgets?
1. Identify your ideal client
2. Get clear on the value you have to offer them
3. Create a list of places and/or ways to find them
4. Commit to investing the resources necessary to build relationships and trust with them
5. Listen to their needs and respond appropriately
6. Visualize yourself having meetings that result in positive outcomes
7. Have fun knowing that holding your vision and working your plan will produce YOUR IDEAL YEAR.

Good luck and happy trails!

If we listen to the media, one would definitely believe that things are horrible. Certainly many are suffering due to lay-offs, the credit crisis, the stock market and a myriad of other challenges. Yet, I know that within these challenges lie golden opportunities, just waiting for us to find them.

Dave Buck, one of the founders of Coachville, a leader in professional coach training shared a new idea earlier this year that I think is so appropriate as we navigate through this time of change. He said that the root word for recession is recess. And, that when we don’t take a recess, it leads to depression. What a great double entendre that provides us with an important shift in perception. If we look at the now named recession as a recess, it’s simply a “temporary withdrawal from the usual work or activity”. To me, that changes everything – suddenly the fear can be transformed into opportunity.

Now we can truly look around and see this recess as an important and needed break from the old belief in ‘business as usual’. I believe that we are truly being given an opportunity to approach our lives and our business in a different, more thoughtful way. Companies are prioritizing social responsibility and its inherent priorities as the market demands more transparency and values-driven strategies. As individuals, we too have the opportunity to look more deeply at what we value and why.

Today, I invite you to hear the opportunity that is knocking on your door. Open the door and see the good that is out there waiting for you. Learn what you can, teach what you know. Use this recess to take a personal and professional inventory. Dig deep into your organization to build on your strengths, fix your weaknesses and eliminate waste. Remember that your customers and employees are watching you to see if you are a part of the solution or a part of the problem. Reward them with your dedication to seizing this opportunity to be of greater service and to earning their trust for the long term.

If you’d like more information on how to build communities with a cause or how to leverage your socially responsible strategies to build high-trust relationships, please email me at ann@annranson.com or phone 972.964.5495.

Ann Ranson

Let’s face it – we’re a part of the problem and we MUST be part of the solution. How are we part of the problem – you say? It’s those fat cats on Wall St and those politicians in Washington that got us into this mess – right? Yes, but only in part.

I believe that all of us – individuals and businesses – have lacked social responsibility in our financial matters for quite some time. During the 90′s we came to expect 15-20% returns, and never once wondered how it’s possible for us to reap those huge returns. Then in this decade, we bought houses at record rates, and never once wondered how it’s possible for so many people to buy their own home, when wages were not increasing and higher debt was a runaway train.

And companies across America have focused so singularly on their profits that they too never once wondered about the impact of this narrow focus on other aspects of their business, including their long term viability. They forgot that every organization has 3 bottom lines: People Bottom Line, Planet Bottom Line and Planet Bottom Line. And, that to be a truly good, even great company, there must be a balanced approach to all three bottom lines. This is where Social Responsibility comes in!

I do believe that Social Responsibility by all of us is the answer to our current troubles. And while we can’t go back and undo the mistakes of the past, we can and must make better choices today. To be a part of the solution, here are a few things that you can do:

Learn about Social Responsibility and the impact that it can have on the way you as an individual and you as a company leader make decisions. Prioritize trust by prioritizing Social Responsibility.

Research companies that you want to do business with or want to invest in. Find out if their values and actions match yours. Ask yourself – do they have a sustainability plan? Do they offer fair wages? Are their employees, customers and suppliers treated with the same respect as their stockholders, or do their stockholders get all of the consideration? Reward companies who are doing well by doing good!

Be a company that others want to do business with! Respond to the markets’ demand for good work and transparency. Use this economic glitch as an opportunity to build real trust with your prospects and customers. Lead your industry and your community – be a part of the solution.

Be simply responsible. Make considered purchases based on real need rather than immediate gratification. Teach your children the rewards that come from smart choices, even when it means delaying a want. Realize that the government is not responsible for our financial well-being – that is our job.

Do not allow politicians to turn us into victims. We are in control – we vote every day with our money, with our voice and with our choice in the voting booth. We must choose how we use that control with great care!

So now is the time to wonder – wonder what you can do to be more socially responsible. Wonder which Presidential candidate can best meet your needs and the needs of this country. Wonder about the long term impact of the decisions you and your elected and business leaders are making. Your country – this complex and glorious group of millions of creative and dedicated individuals – needs you and needs you now! This is what being Socially Responsible is all about – it’s being active, using your voice, asking important questions and expecting that our government, our businesses, and yes, we ourselves can do better.

If you’d like more information on how to build communities with a cause or how to leverage your socially responsible strategies to build high-trust relationships, please email me at ann@annranson.com or phone 972.964.5495.

Ann Ranson

In today’s market, trust is becoming increasingly valuable. Yet at times it seems elusive and it’s always fragile. It’s hard to earn trust, but very easy to lose it.

With so much to say about trust, yet so little space – let’s focus now how to build trust with your marketing. If you set a marketing goal of building trust with your target market, there are a few critical steps to getting started:

1. You must think of your target market as a customer not a consumer. She’s Kimberly Sue, not a car that consumes gasoline.
2. You must get to know her and learn what’s important to her.
3. You must create a communication strategy that speaks to her where she is.

An example of this approach would be that you identified Kimberly Sue as a real human being and found out that she is very concerned about child safety. You, as the marketer, know that others share this concern. You connect with her by creating a ‘community with a cause’, because where there is a cause, there will surely be a community! By bringing together people with a common interest, you become part of the solution and provide the platform on which to build that community.

In the latest Edelman Trust Barometer, an international survey on trust and credibility, one relevant finding revealed that a “Person Like Yourself” is the most powerful spokesperson you can have. And, they define a ‘person like yourself’ based on common interest rather than geography or demographics. Check out the rest of the good news found in the Edelman Trust Barometer.

High trust relationships are a strategic advantage in today’s market. Be strategic and build a platform where your customers can connect. Be authentic and transparent, knowledgeable of your customer, and decide to think of her as an individual. Marketing is no longer a series of transactions or even experiences – it’s really a social construct based on high-trust relationships.

If you’d like more information on how to build communities with a cause or how to leverage your socially responsible strategies to build high-trust relationships, please email me at ann@annranson.com or phone 972.964.5495.

Ann Ranson

Before I jump into our topic this month – I’d like to give a big THANK YOU shout out to friend and colleague Nancy Peham (GREAT personal and certified organizer -www.helpinghandsps.com) who responded to my last newsletter rant about not finding Earth Day themed trinkets for a speaking engagement. Nancy wisely pointed out that filling the earth with one more trinket was NOT the way to honor Earth Day – in fact quite the contrary. Her gentle nudge reminded me that I’m certainly still learning how to live my life in a more socially responsible way. Isn’t learning great – first we step, then fall, then get up again – oh boy!

This month, I’d like to focus on a fabulous new study recently released by IBM. As an avid learner – see above – I am constantly on the Internet looking for new data and stories about how companies are approaching social responsibility. A recent search turned up “The Enterprise of the Future – Global CEO Study” in which IBM spoke with over 1,000 CEO’s. To sign up to receive the complete report, use this link: IBM Global CEO Study

I’d like to share with you a few of the key takeaways that I noted in reading the report, in addition to the general attitude of optimism – which I love:

• Customers are becoming more informed, somewhat more demanding and socially aware. Therefore CEO’s are willing to spend more to differentiate their companies from the rest. As you target these wiser and more alert consumers, consider taking another look at how you are marketing to them and how well you are delivering on your brand promise.
• Change is the predominant theme in looking at enterprises of the future. Is your organization nimble enough to pivot with the coming changes? Are you positioned to be proactive, and lead the pack through uncertain times? Think about how you can make ‘embracing change’ a strategic advantage to your success.
• Corporate Social Responsibility ranks high on the list of concerns to CEO’s. They worry about their ability to implement ideas not just for compliance sake but for the benefits in recruitment and retention, branding and overall profitability.

“I see corporate responsibility going through three phases. People start to consider issues like the environment because they are compelled to do so. Then they realize that it actually makes business sense. Eventually they move beyond compulsion and selfish motives to become passionate because it is the right thing to do.”
Vinod Mittal, Managing Director, ISPAT Industries

Throughout the study, key words such as innovation, collaboration, environment, visionary, transformation, customer, global, new markets, genuine, differentiation reflected the changing enterprise that we’ll see in the future.

If you would like assistance in integrating any of the ideas and opportunities discussed in this Study, please contact me to learn about my business coaching services. I am dedicated to helping you integrate new ideas, training, your personal life mission, socially responsible strategies – whatever it is you are wanting more of. Coaching is all about achieving goals, accountability and unbiased support. Email me now at ann@annranson.com.

Ann Ranson