We are struggling with getting people to participate in some focus groups we are holding. Our public transit agency is wanting to talk with a variety of constituent types: riders/non-riders/etc about how we can improve things, communicate better, and a number of other issues. We need some help in getting people to to respond to invitations to participate and then actually show up. If you have any advice on how we can make this process more productive, it would be greatly appreciated.

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Jay’s Answer: Take the focus group to them - in a bus. Wrap a bus in plastic and call it the “survey bus”. Bring it to various neighborhoods, park it, and have people come in the to bus to participate. When local outdoor events are happening (parades, shopping malls, races, flea markets, etc.), be there.

The other problem you may have is the feeling that you don’t listen, and the group is simply a formality - you’ll be doing business as usual anyhow. If you’ve done groups before, then tell the story of input you got, how things changed, and the upshot.

My nephew attends a smaller non-denominational Christian school in Colorado. The school is great as each student gets one on one attention. They have grades pre-kindergarten through sixth grade. However right now their enrollment number is too low. They are in danger of closing their doors very soon.

Is it flyers, a website, going door to door……what will help increase the enrollment in this small school?!

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Jay’s Answer: It seems you have two potential markets: new students (entering pre-k) and existing students (in other schools).

To attract new students, make sure you’re at least listed in the various local directories. Your marketing materials should speak of the concerns of the parents: quality of education (both formal and informal), fun, and (if it matters) testing results. Testimonials from parents (and kids) would be appropriate. Perhaps even a DVD (or online video) containing interviews of parents, kids, and teachers.

For existing students, focus on why they need to switch schools: a learning problem, an emotional problem, or a social problem. Show how your school addresses these issues. Talk to local public school guidance counselors - they might know of students that need the benefit of your environment.

Also - consider having your teachers also teach after-school programs (open to all children) as well as offering adults-only classes in child-development issues (learning, play, socialization, etc.).

Our business is unique in our area. We are a private dog club (www.wolfbrook.com) with a 12 acre dog park (off leash socialization). We offer dog training and dog daycare as well. I’m having trouble putting together a brochure. I’ve been doing tons of reading online to try to learn as much as I can about writing/marketing/press releases…. I think I would like a question on the front of the brochure and then maybe answer it inside with some of the major benefits. Just an FYI, we are NOT into cute dog things with the words paw, or woof or bark if you catch my drift (for example I don’t want to say "your dog will pawsitively love it here").

I’m thinking of putting the question "Wouldn’t you like to do more with your dog?" on the front and then maybe put something like "more fun" "more exercise" "more sports" "more communication" on the first flap. Would those be considered benefits?

I hate to leave out our "features" as we do offer some pretty major things, for example we have a large clubhouse for members use. It is heated and air conditioned and has a full kitchen and bathroom as well as a dog washing area free for members. Most other dog parks don’t even have a port a potty, much less a clubhouse that is for both dogs and humans. Am I wanting to put too much?

Our biggest benefit (to me) is hard to verbalize. We evaluate all potential members. The dogs must be able to socialize and the owners must be willing to become a part of the community. I guess you could say we are selective about the safety and enjoyment of our members.

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Jay’s Answer: I think your benefits are: freedom for dog owners, safety for socialization, exclusive natural beauty, ease of cleanup, and room to exercise.

As for "more fun", etc. - compare your offering with the competition: public dog parks and open (walking) spaces. You do have some unique offerings, and you need to figure out what demographic is likely to want to join your club (given the price & location).

Instead of "Wouldn’t you like to do more with your dog?":

• "Is Walking Your Dog More Work And Less Play?"
• "Tired Of Dog Park Bullies?"
• "WolfBrook: Dog’s Best Friend"

We are creating a new season brochure for our theatre, and I’m looking for a tagline. The overall theme/graphic will be that, for lack of a better quick phrase, "this is the hot ticket". It actually goes a bit deeper than that. Our attendance had been down for a few years, but has recently increased, thius the "hot ticket" aspect.

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Jay’s Answer:

• See What People Will Be Talking About
• Great Theatre In Your Backyard
• Plays To Capture Your Imagination
• Live Theatre Like You’ve Never Seen It

I’m looking for unique ways of promoting a wildlife conservation park to get more visitors, more members, more donations more animal adoptions and more corporate sponsors.

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Jay’s Answer: Each of your needs requires a different strategy, but some of them will no doubt overlap.

For example, to get more visitors, identify who is your competition (zoos? animal rehab? Animal Planet? Pet stores?) and identify what’s unique/special/rewarding about going. Educational? Fun? Healing?

Members/donors require another level of involvement. What benefit will these people receive from this relationship? Will they get behind-the-scenes tours? Private parties?

Sponsors will need both visibility and core value alignment. They’ll want to know how their name will be displayed, to what demographic, etc.

Because the park doesn’t have a direct benefit (except for people that want to stay at/visit the park), you need to appeal to people who care about the animals. I volunteer with a wild animal rehab organization so I know it’s often a struggle to get sufficient funding. (donations-in-kind are easier).

If you work for (or with) a non-profit, this book is a must-read. Kim Klein (the editor) focuses on key problem all non-profits face: acquiring, retaining, and upgrading donors.

Acquiring is the process of getting new people to donate to your organization. Typically this is done with direct mail, web site asks, and some special events. The goal is to create an impulse donation.

Retaining is the strategy of converting an impulse donation into a habit.

Upgrading converts the "regulars" to give more than they have before. Typically this is done via a personal call, letter, or special "insider" event.

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Finding Donors. Did you know that in 2004, 75.6% of contributions came from individuals (11.6% of foundations, 8% bequests, and 4.8% corporations)? Or, 7 out of 10 adults in the US and Canada give away money?

Asking For Money. What’s the #1 way to get donations? Ask for them! You need to identify people who: are able to make a gift, believe in your organization, and can be contacted. Formally, you ask for letter first with a letter detailing your organization and a request for monies for a specific need, following up with a phone call, and ending with a face-to-face meeting. Informally, a phone call followed by a letter would suffice.

Special Events. A special event is a two-fer: a fund-raising opportunity plus increased publicity. During the event, there must be a pitch to let people know now is the time to donate. Consider having some friends of your organization purposely start the donation process to break the ice.

Direct Mail. Use direct mail to: get someone to give for the first time, get donors to repeat their gift, and get donors to renew their gift. On a direct mail piece, expect less than 1% response (higher quality lists produce greater response) - so you’ll need to play the numbers game. Before starting a direct mail campaign, calculate the cost of the mailing vs. the likely result of the donation to arrive at a net income per donor. There a lot of information in the book about crafting the copy of the mail piece.

This book is a gold-mine of non-profit fundraising strategy. If you work with non-profits, read it often.

I am looking to develop a merchandising strategy for a University Athletics team. Currently there is a limited selection of merchandise available, however I am looking for a method to build interest in the items already there, not develop a new product line. The challenge is the University’s teams are not very good, and as such, the attendance and participation at the games by student is still fairly small. Any thoughts… ?

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Jay’s Answer: If you want an edgy approach: have contests to modify the apparel to convey the feeling of the team by the students.

Have an anonymous student daily find someone wearing the team’s clothing, take a picture of them (for the school paper), and give them a gift certificate (for food, iTunes, etc.). This ongoing contest might stimulate new purchases if the promotion got some school-wide coverage.

Sell to alumni. They might remember the “glory days” of the teams. Offer them as part of a package for reunions.

Give them as gifts to prospective freshmen, or have a special area that tours take prospects to to get their college shirt.

I am on the fundraising committee for my daughter’s school field trip to Washington DC. I have a list of things that I have brainstormed but just wondering if you have any ideas or examples of non-profit fundraising?

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Jay’s Answer: There’s the indirect and direct form of raising money. Indirect things are “buy this product/service from me, and it’ll help me get closer to our goal”. Direct things are “sponsor our trip to DC and we’ll have your (business name) on our bus’s banner (or our trip t-shirts)”.

Direct things can leverage your time. A few good sponsors can be the equivalent of selling 1000 brownies.

The hospital I work for is a 200-bed hospital that needs to improve it’s quality and safety scores. In order to due this, we have put together numerous Quality and Safety initiatives to be put into action in the coming year. Some of these are: Safety, Efficiency, Effectiveness, Timeliness, Equability, and Patient-Centered. We have also made different sub-committees in order to make these initiatives happen. I am on the sub-committee titled, “Quality Communication Task Force”. The purpose of the Quality Communication Task Force is to communicate key strategic initiatives in a focused, organized manner to all levels of the organization.

The main goal of the Quality Communication Task Force is to have every single employee in the hospital provide all six initiatives (Safety, Efficiency, Effectiveness, Timeliness, Equability, and Patient-Centered) and then be rewarded with some type of celebration. So, here’s my dilemma, how do we communicate all of these initiatives to the employees? We could do a PowerPoint in different sessions to the employees, but that doesn’t seem very engaging, and that doesn’t build excitement. And that is what we are trying to do. Build excitement and get everyone motivated to change and improve the hospital. Also, in addition to needing ideas on how to identify and bring these initiatives to the employees…Any ideas on a creative name for this committee…Besides, “Quality Communication Task Force”.

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Jay’s Answer: Start by creating some ideas for how different groups in the hospital can improve. Then hold meetings where employees meet with their supervisor and provide concrete ideas that are in alignment with your general goals (and more than just ideas - collect stories of things that people have done - they “stick”). Share these “best-practice” ideas with others within the organization. Consider finding other “best-practice” lists for other hospitals in your area as well.

To build excitement - focus on WHY people in the organization should care. Is it a matter of pride? job security? salary?

Share the stories - and make them about how a group within the hospital did something significant, not just the individual. You’re trying to build a team mentality for improvement, not just superstar individuals.

As for a name: Hospital Boosters. You’re trying to help people to help themselves, not force them into a specific set of behaviors.

My client is a mid-sized professional services firm. They are in the process of acquiring the practice of a competitor whose principal is very sick and unable to continue the practice. My client is obviously very concerned about how to announce the new acquisition to the clients and employees of the firm being acquired with the utmost sensitivity and integrity. The firm being acquired is small (under 10 employees), but has a healthy sized client base comprised primarily of small to mid-sized businesses, as well as individuals. The goal is to keep both the employees and clients of both firms well-informed, to promote comfort and confidence in the change, to openly and sensitively deal with questions and concerns that will undoubtedly arise, all while treating the matter with the sensitivity and integrity it deserves. What kinds of communication strategies and tactics can you recommend that would help fulfill these goals?

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Jay’s Answer: I would first have the leader of the competitor hold a meeting with their staff (potentially even without your client in attendance). The obvious questions: What about my job? What will happen? should be discussed. Giving the competitor room to come together and grieve would be a healthy thing to do with such a small group. The next internal meeting would be to have your client’s president/CEO in attendance to answer the questions. At the same time, have the competitor’s leadership meet with the client’s staff. The goal is to introduce everyone to each other in a healthy/clear way. This must be done before the public is involved, so that the public gets a consistent message.

The clients are next. Pre-emptively attempt to answer their key questions and schedule 1 on 1 meetings (phone, in person, etc.) with them in the coming weeks. You want to listen to their needs and respond to them.

Change happens. Show how combining the 2 companies will actually improve things for the better for everyone.