Tag Archives: Delaney Marketing & Communications


10 Jan

Monday, January 10, 2011

What is the one thing that all non-profits have in common? They all need money to fund mission-enhancement projects. And how do they acquire this lifeblood? There are thousands of non-profit organizations across the country that do all kinds of amazing work. They’re also vying for people to help. So where do you go for volunteer recruitment? How can you reach new donors?

Expand your search through “FANGELISM” of course.

The principle of “fangelism” is very simple really. But it’s implementation must be well-thought and seamless. The idea is: Existing volunteers and constituents – who already have a passion for the cause – engage people, initiate conversation and, ultimately, ignite excitement and promote action.

“They turn strangers into friends. They turn friends into volunteers.
They then do the most important job – Turn your volunteers into advocates for your mission.”*

This could take many forms. It used to be by way of traditional word-of-mouth promotion – friends telling friends telling friends…well, you get the idea. Word-of-mouth has evolved into the use of social media networks making it super viral and immediately accessible. I call it “E-fangelism“.

How do you create a successful e-fangelist?

Well, not all of this is totally in your hands. You might already have e-fangelists in the social-network sphere that you don’t know about. But what you can do is offer ways to coach and encourage your fan base. You want to make them feel that they have freedom in disseminating the message, but ensure that they do it with tact.

1. Confirm the core group of efangelists. Gather your development team and discuss which volunteers you would like to approach. These should be trusted volunteers who have a history of helping toward mission delivery and development goals. Create a list of best practices and guidelines for success. (Note: These will vary from organization to organization because expectations and goals are distinct.) Familiarize yourself with the platforms available to you: Facebook, Twitter, MySpace, Flickr, Foursquare, etc. You don’t have to be an expert in the various functions, but you ultimately want to know how each network can work for you.
2. Approach the volunteers and inquire about their interest in helping. Make sure they are aware of the full commitment.
3. Host a training session emphasizing key terms and concepts. Make sure they know the mission explicitly. Be prepared to do a tutorial for each social networking platform for new users.
4. Maintain regular communication with your team in order to circulate important messages and updates, offer encouragement and send reminders. (Tip: You will want to “monitor” new followers so you can follow up with them and, ideally, turn them into e-fangelists also. The key is to stay involved! Or if that’s not a feasible option because of time constraints, consider appointing a volunteer to serve as coordinator to organize the activities.)
5. Track your progress using features such as TweetReach.com and Facebook’s built-in insights attributes.
6. Tip: Always thank your advocates!! It goes a long way to hear that your work is appreciated. They will reciprocate by working harder.

What are the benefits?

1. The internet is more wide-reaching than traditional direct mail pieces. Most people in America participate in social media in some capacity. In fact, Facebook has more visits per week than Google in the United States.** You can reach more people in a shorter amount of time.
2. Volunteers can help do some of the work you’ve been wanting to do, but haven’t had time to commit to. You likely have many projects going on at once. They have one mission, one project to which they can devote their time and energy. A wider network of people doing one job should result in greater outcomes.
3. It’s legitimate “advertising”. E-fanglism is volunteers vouching for your successful programs. People value the opinions of friends and peers over the persuading of advertising from the source.
4. The message you communicate is immediate. And, therefore, you’ll be able to measure your return on investment (ROI) instantly.

You already have the most amazing, fervent sales team. Now, with a little coaching and encouragement, you can expand that network and continue to grow. If you’d like to know more about implementing e-fangelism into your development plan and for more tips, please contact me at 610.393.4430 or LRDConsulting@gmail.com. I look forward to hearing from you.


*adapted from Seth Godin’s concept
**Hitwise blog


Happy New Year!!

31 Dec

Friday, December 31, 2010

It is officially the last day of the year. We’re saying goodbye to one year, but embarking into a one…with renewed optimism and the anticipation of inexhaustible possibilities. On this New Year’s Eve, for 2011, make a resolution to renew your dedication to your mission; fulfill your promise to customers; and above all else, be highly successful through strategic marketing and publicity planning.

I’m so excited to see what we can do as a nation built on the foundation of small and family-owned businesses to spark the economy! I can’t wait to work with fledgling non-profit organizations in order to perpetuate their missions to help others. And with so much loss, devastation and war, I can’t wait to work with churches, ministries and other religious organizations that support and offer hope to us all.

When you’ve made your resolution, contact me so we can talk about your unique situation. For more information on how I can help, please visit the “Services” page. I can’t wait to work with you in 2011. Happy New Year and may you and your family be blessed in 2011!



Wacky Business Ideas!

14 Dec

Tuesday, December 14, 2010 (In case you didn’t read that right, there are only 11 days until Christmas!!*)

Are you thinking of starting a new venture, but just need a little encouragement? Here are some recent ventures that you will enjoy. The entrepreneur in me LOVES these ideas. I love and am always amazed at people’s creativity and can appreciate each of these enterprises for how they have made dreams come true, stimulated the economy and even (hopefully) brought joy to the consumer. I hope you enjoy these as much as I did. Imagine: chicken diapers and a construction vehicle playground! Amazing.    (Note: By clicking on the link below, you will be taken to another site.)


I’m always totally encouraged by stories like this. We live in an amazing country!! And when you’re ready to market and publicize your new business and want some help, contact me. Check out the “Services” page for details on how I can help. Until next time, be well and happy shopping!


*Just a side note: The reason for the season goes beyond presents, trees, lights and even family. The Reason left perfection in Heaven to be born into this imperfect world – to make us complete. Consider what CHRISTmas is all about this year. John 3:16 “For God so loved the world that He gave His one and only Son, that whoever believes in Him should not perish but have eternal life.”  Eternal life in the One true God. May God bless you and your family this Christmas season!

Tight budget? So what?

3 Dec

Friday, December 3, 2010

It’s really December already?! (I feel like it was just summer.) That means that the new year is rapidly approaching and it’s time to consider your company’s budget for the coming year. Most of us don’t have an unlimited budget — wouldn’t that be nice? — so creating and sticking to a budget can often be difficult. Sometimes certain aspects of the business will need to be cut back. One thing you shouldn’t skimp on, though, is your marketing/public relations budget. Now, I know that is easier said than done because we want everything in balance. However, there are ways to creatively and resourcefully fill in the gaps. I have helped several organizations overcome tight budget situations and still accomplish their communications goals. I promise — it can be done! Get in touch with me and we can talk about how to make this work with your unique circumstances.

– – – – – –

I would love to hear from you. Simply use the comment field below to share your experiences. Open Forum: A) If you had an unlimited budget for your company, what are the top three marketing activities you would conduct?
B) What creative or resourceful measures have you taken in your marketing efforts?

If your company is looking for ways to accomplish your goals, but still stay within budget, please contact me. I would love to show you how.

Get my FREE report “Creative Lead Generation: Opportunities Where You Least Expect”

2 Nov

Tuesday, November 2, 2010

Once you’ve tapped your network, leads might be hard to come by. In these cases, you have to be proactive and seek out leads where you would least expect them. In my report, “Creative Lead Generation: Opportunities Where You Least Expect”, you will find innovative resources for tapping into unsought markets.

For ideas on how to develop your leads, contact me to request your FREE copy of my report. Or fill in the form in the right sidebar. (Note: The form requires text in the “Comments” field.) If you’re receiving this via e-mail, please link to the main blog page to complete the form.

Thank you.

Good Customer Service = Customer Loyalty

26 Oct

Tuesday, October 26, 2010

Last week, I talked about the importance of customer service to your publicity. Now, let’s talk about customer service and how it pertains to customer loyalty.

“Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones.” — Chintan Bharwada of MarketingProfs.com

Wouldn’t you prefer to do less work and sell more than have to work that much harder to secure new clientele? I would. And you should, too! It’s not only smart business, but efficient business as well.

Consider this:
1. Unless you give them some valid reason, your customers can just as easily patronize a competitor (or forgo the product/service altogether). Their willingness to return to you is only partly out of necessity.
2.  Cultivate relationships with clients you have determined to be “influential.” What I mean is, those customers that you have identified as loyal to your brand will be more likely to promote your business to friends and other contacts to whom you would not normally have access.
3. You have to exceed your customers’ expectations. Give them what they want and a little more…even if they don’t know they want/need it. Today, the bar is set higher because more and more business owners are realizing the importance of customer service and how it plays into their bottom line. You have to be better than good; be outstanding!
4.  It’s small and seems obvious while talking about customer loyalty, but offering some sort of a loyalty program can go a long way as long as you make sure the reward is something the customer really wants or needs.

There are truly endless ways to offer customer service to preserve customer loyalty. It should be an everyday practice…should become like second-nature. I challenge you to try it and just wait for the positive results. You’ll be happy you did. If you’d like more advice on offering good customer service or how to better market your business, contact me. I would love to hear from you. Best of luck.


***You still have some time to take advantage of the new client promotion… 5 days, anyway. Check out the “Services” page for details. Don’t miss out on this opportunity!!***

Customer Service and Its Place in the Public Relations Mix

20 Oct

Wednesday, October 20, 2010

“Never underestimate the value of customer service to your Branding, and never think for a moment that customer service is not a form of public relations.” — Michael Levine, A branded WORLD

There you have it. Seems simple, right? Well, not always. I don’t know why, but sometimes we forget the smallest and easiest way to keep people talking about our businesses; and it can be so simple. In fact, according to Levine, “customer service might be the purest form of public relations.” I have to say that I absolutely agree with that. Think about it: How often do you patronize a business and decide you never want to go back because of the way you were treated? Consider that perspective in your business dealings. Are you approachable, compassionate, friendly, etc? Do you do your very best to exceed your customers’ expectations? If not, maybe it’s time to revisit some basic principles of customer service.

Your goal is to attract customers and ultimately receive business from them. You’re not going to do that if you (or your staff) don’t make a good first (or second, or third….) impression.
1) It starts with making a promise to your customer and above all else, sticking to it! Your regular customers — and even potential ones who hear positive things (remember, word-of-mouth is POWERFUL!) — are going to start counting on you to deliver on your promises and will continue to come back if you continue to keep that promise. Make a friend, you have one for life. If you make an enemy, they are sure to tell everyone!
2) How do you deal with customer complaints? It’s good to have a “policy”, but sometimes you need to be flexible in how you enforce it. Consider it a sort of compromise so that you are still meeting customers’ needs while maintaining your integrity.
3) The way you greet your customers is important whether you’re face-to-face on on the phone. I once worked for a company who’s most basic value was customer service. We were encouraged (a nice word for “required” in this case) to answer the phone with a smile and greet customers the same way. Believe it or not, you can hear a smile in someone’s voice even over the phone!!

I think the Bottom Line is: Put yourself in the place of your customers. How do you want to be approached? Translate that into your every-day practices. Honestly, your clients will go out of their way to see you over your competition!

True story to emphasize my point– Where I live, there are basically two ways to cross the river: a) extremely busy highway/bridge or b) the costly Turnpike (costly, relatively speaking; $1 to go about 3 miles). 90% of the time I’m going to take the Turnpike because nowhere else that I have traveled has there been such incredibly pleasant employees! Honest! Every time my husband and I drive through, we comment about the amazing customer service…and it’s just the Turnpike. But it makes the drive a little less stressful (because a half mile down from the toll booths you can expect to sit in bumper-to-bumper traffic).

Take a good look at your customer service. If it’s not already a priority, consider making it one! Customer service is public relations, too. Good luck!


Today’s Musing…

18 Oct

Monday, October 18, 2010

There is a vast wealth of (FREE!) tools available to you as a small business with a small budget for publicizing your events. Check out the websites of your local news channels as they often have events calendars on which you can add your event. Likewise, your local radio stations and newspaper websites frequently have similar programs available. In Central PA, we have a great resource at WITF.org called RSVPA where you can add — in detail — your event specific to the location and purpose. You should absolutely check it out!

This is a fabulous — and effective — way to raise awareness about your events…especially if you don’t have the time or staff resources to devote to press releases or a full-scale public relations campaign. Recently for a client, I utilized these tools and was able to put together a pretty comprehensive publicity campaign. They ended up getting good coverage for the event.
Good luck! And if I can help, please let me know!


***Only 13 more days to take advantage of October’s new client special! Check out the “Services” page for details.***

Website Update

13 Oct

Wednesday, October 13, 2010

Well, I’m finally back. I apologize for the lack of communication for a few days. I was “out of commission” Monday and yesterday because I was sick. But, today, I’m back to business as usual.

So over the weekend, I decided that I really like this format for my website and am, therefore, closing my other website. So from now on, please do not use http://www.lrdelaneymarketing.com as it is no longer available. I hope that you are enjoying the blog updates and and the new format. Keep coming back!! I love all the visits!


Customer Expectations

7 Oct

Thursday, October 7, 2010

Today is my Friday so I’m going to make this a quick little reminder. (I’m heading home for my sister’s wedding!!!)

It doesn’t matter who your customer is. Whether you are a business-to-business (B2B) or business-to-consumer (B2C) company, you still have to listen to the expectations of your customer. That is the only way to ensure success on all sides. Your customer gets what they need and you make a sale. Customer surveys are a beautiful took to gauge their satisfaction. Follow up with returning customers or ask for feedback at checkout. Use the feedback to your advantage and create an even more fulfilling experience.

That’s all for this week. I hope you have a wonderful weekend. See you on Monday!

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