Archive for March, 2009

Despite the economic turmoil sweeping the nation, online fundraising returns for nonprofit organizations actually grew by 3% in the fourth quarter of 2008 over the same period in 2007. And for 2008 as whole, the numbers were even higher. That’s according to a benchmark study from Convio, a leading provider of online fundraising services for environmental organizations and other charities.

Technology consultant Robert Weiner, an active member of the NTEN community, interpreted the results for the Frogloop blog this way:

People are still giving. Charities shouldn’t be afraid to keep asking. After all, the number one reason people cite for not donating is that they weren’t asked

So ask for money! Just do it! Don’t make excuses about the economy. And use the Water Words That Work message method to do so skillfully!

“Pollution of drinking water is Americans’ No. 1 environmental concern,” that’s how the Gallup Poll summarizes the findings of their latest environmental survey. Out of a list of 8 environmental concerns, the top 4 were all related to water in some form or fashion. These findings are nothing new. This is the third time I have seen this exact same pattern in a Gallup poll since 2004.

The basic level of concern that Americans report also appears to be holding quite steady. Out of the past ten years, it was only significantly higher (outside the poll’s margin of error) twice, and significantly below this current number once. If this was a poll about gun control, right-to-life/pro-choice, affirmative action, taxes, or some other hot-button issue, you’d see a lot more fluctuation.

So if water is so important, why is it so hard to get people to do the right thing?

I believe that people’s hangups aren’t with the “importance” of water, it’s with themselves and how our communications do and don’t connect with them. This is the world view of the Water Words message method:

• Because they don’t know where to begin, you should begin with behavior as the foundation of your communications
• Because most people don’t want to be first to do anything, the next step is to (so find foolproof photos of other people setting a good example
• Because many environmental group or conservation agency communications are basically incomprehensible to everyday citizens, you should (so swap the shoptalk so they can understand what you are trying to tell them.
• Because they lack confidence in their ability to make a difference, use the words that work to inspire and encourage them.

Click the link for the latest environmental survey from Gallup. And a big shout out to Gary for the tip!

“Environmentalist?” or “Conservationist?” How many times have we all gone around and around that particular circle? After reviewing market research on the subject, I believe that both terms have their place — but you should wear the “environmentalist” label with pride, particularly in your online communications.

According to an environment poll conducted by the Harris Poll company, the number of Americans who consider themselves active environmentalists is small — but steady — and the number who report they are sympathetic to environmentalists is larger — also steady.

I have reviewed other environmental polls and surveys which find that the word “environmentalist” arouses stronger feelings — pro and con — than “conservationist,” but two terms come out about equally overall.

The Harris Poll cited here tells us that the number of people who really have an axe to grind with you is quite small, but we all know from experience that they are vocal about their views (people like this guy). Don’t let them intimidate you into censoring yourself. That’s what they want! That’s how they win!

Here’s another perspective on the question: Google tells us most definitively that everyday citizens are more interested in “environmentalists” and “environmental groups” than “conservationists” and “conservation groups.”

So here’s my advice: Next time you introduce yourself to somebody, tell them you are an environmentalist. And say it with pride and conviction. You might be pleasantly surprised at the reaction you get.

Toxics Action is hosting the “Environmental Action” conference in Massachusetts on April 4. Although their tone may be strident for you government employees out there who read this blog, they set a good example of beginning with behavior to craft strong communications and plan successful environmental campaigns. Here’s an excerpt from their announcement email. If you attend the conference you will…

Get advice for:
Interpreting test results – What do those numbers really mean for your health or your family’s health? Meet with an expert in hydrogeology or air toxins
Legal advice – Is a lawsuit worth it? Find out if you have the case to head to the courts.
Fundraising – Tailor your efforts for your specific campaign, and get the biggest bang for your buck.
Community Organizing – What strategy and types of tactics will be the most effective for reaching your goal?
How to Pass a Resolution – Don’t think the law protects you? Learn how to change the rules to ensure your health and safety.

Yeah, there’s a little shoptalk in there…hydrogeology???? But that’s a tiny blemish on an otherwise strong piece. Action-oriented language for an action-oriented event. If the conference is as good as the promo, then you’ll come away with lots of great advice to plan your next environmental campaign.

Click the link to register for the environmental action conference.