Making the Most of Your Reprint Program

Foster Printing Service (formerly FosteReprints) has been around the block once or twice when it comes to reprints. We’ve just about seen it, heard it or done it when repurposing content. In fact, not too long ago I was listening to a story from one of the owners at Foster explain how reprints weren’t called reprints way back when. Most customers were calling them FosteReprints because Foster basically invented the industry. I have to admit, it kind of made my day!

So…. with all that history and knowledge in mind we put our heads together and realized that the most successful reprint programs we have seen share many common traits, and we thought we’d share these with you. You may be doing some of these, you may be doing none of these, and with some items you may see them as not being beneficial to your program. We get it! We just hope you get something out of the information, and hopefully more revenue from your reprint program!

Make it Easy! Let potential customers know what to do and where to go.
• Include reprint contact information in the masthead of the printed magazine.
• Include reprint contact information on the contact page of your website.
• Have a reprint button on every online article linking to a reprint landing page.
• List reprint contact information at the end of every article in the printed magazine.
• Run house ads. Your reprint provider should supply these to you.
• Run banner ads. Once again, get them from your reprint provider.
• Make sure your ad sales reps know who your reprint provider is so they can provide contact information if asked about reprints. We also like to get to know your ad reps; we enjoy sharing leads with one another!

Make it Hard! (For people to use your content without proper permission that is.)

• Add a copyright stamp or watermark to your online articles, especially if you have pdf’s available to print.
• Many publishers actually lock the pdf’s to print, further protecting the content.
• Include a copyright statement in your masthead about the reuse of your content, and be sure to include how to purchase permissions.
• List in the copyright permission line on the electronic reprints who has permission to distribute the PDF. This deters people from using PDF’s when they have not purchased them.
• Limited time frame pdf’s should include an expiration date printed within the reprint line.
• Make sure you have a policy in place on giving away content, and all employees are clear on this policy. We know there may be some instances where content is given away, but we love it when we get a heads up from our publishers. This way we aren’t bugging that company to purchase, and you’re not getting phone calls asking why we are calling!
• Make full online articles only available to the viewers that register or are subscribers.
Awards Issues: Award yourself with some awesome revenue!
• If you haven’t already make sure you have a distinct award logo the recipients can use to boost their marketing materials, and extend your brand. DO NOT forget to include the year; this helps to make sure repeat winners are returning for the logo.
• Our best advice, do not provide logos free to the winners. There is great revenue in licensing logos. Make sure you’re getting a bunch of it!
• Send out an email notifying the winners and congratulate them, and don’t forget to cc your reprint marketing manager. In the email mention who to contact for back issues, and who to contact in order to license the logo and purchase reprints. This helps cut down on the phone calls to your publication asking for this information, and also reminds the winners how they can use this to their benefit.
• If you have special features and are sending out information packets on how people can submit their entries, be sure to let your reprint provider know. They can print / provide a pdf on how reprints of the special feature can be used and whom to contact.

Contributing Authors: They can and will be big buyers of reprints!

• “I wrote the article, how come I have to pay for reprints?” As reprint providers we hear this every now and then (can you hear the sarcasm?). When explained properly, patiently, and intelligently most authors will understand why they need to purchase the rights to be associated with your brand, and will see the value in doing so. Below is a list of points that can be explained when dealing with authors.
1. You may use the article as you would like, but you cannot brand the article to the publication unless you purchase the proper license to do so.
2. The publisher works hard to produce the publication, and it is their product. If you think about it, using the brand without paying for it is kind of like going to a store and trying to walk off with one of the products it sells without paying for it. The publication costs money to produce, and it needs to generate revenue.
3. If an author wants to brand his article with the publication obviously he is finding value in the brand. Take that as a compliment, and hold that brand up high! Your brand has value and should be treated as such.
4. Show your authors how much you appreciate their contributions, and that you value them. Work with your reprint provider to establish discounts for the authors. This can help the relationship, make you look good, and spread a little good will.

For more information, comments, or suggestions please contact Kelly Blieden, kellyb@fosterprinting.com, 1-800-382-0808 ext. 142.

Content Marketing

Content

Content Marketing – an interview with Joe Pulizzi

In my quest to continually provide information that is important to nonprofits, I thought I’d find THE leading source on the subject of Content Marketing.  That someone is Joe Pulizzi, and I’ve had the pleasure of working with Joe off and on over the years.  I took a chance, reached out, and being the great guy he is he agreed to speak with me on the subject.

Joe Pulizzi is the founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe’s third book, Epic Content Marketing:  How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less was named one of “Five Must Read Business Books of 2013” by Fortune Magazine.  You can find Joe on Twitter
@joepulizzi.  If you ever see Joe in person, he’ll be wearing orange.

For those of you a bit unsure of what Content Marketing is, let’s first explore a definition.  According to Joe, content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.  In my more simple mind I like to think of content marketing as educational story telling; with a driven purpose.  The better and more engaging the story, the more people are going to like, share, and hopefully interact with you in a way that you want them to.

Q: What would be your recommendations for medium to smaller nonprofits
that are not able to create a position devoted or heavily invested in
content marketing?

A: If you don’t have something interesting to say on a regular basis to your membership, you may become irrelevant.  Many non-profits are in this position at this time.  These companies don’t have the resources to advertise their way to relevance, so you better be useful and interesting with your content.  If you don’t invest in some kind of resource to make this happen, then you are not taking your livelihood seriously (in my opinion).

Q: I believe I read your definition of content marketing is “delivering information that makes your buyer more intelligent”.  Can you expand upon this for nonprofits?  What types of information should they be delivering?

A: For a nonprofit, what is your story?  Where do you really make an impact in the world?  I believe with your mission, you need to “cover the subject” like a media company would. Yes, you are doing great things, but some won’t find that information unless they are looking for you.  What other things are your donors looking for? How can you deliver that information to them and build an audience around that?  And if you don’t someone else will.  The easiest way to get people involved in what you are doing is to be their information source for that topic, right?

Q: Is it possible for content marketing to bring a “call to action”, or is this even a realistic expectation?

A: Of course.  The first “call to action” is to get people to subscribe to your content.  So that means you need ongoing blog content or an email newsletter to become that integral resource.  Once that happens, it will lead to trust…then it could lead to donation…then it could lead to them helping your market.  But this takes time.  Most nonprofits that start blogs or consistently publish to social media do so sporadically.  Just look at the greatest media companies of all time.  Do they ever miss a publishing date?  Never.

Q: If a nonprofit has not done a lot of measurement when it comes to their content marketing, what suggestions do you have?  Why is it so important?

A: Focus on subscribers.  Once you start building your subscriber list, you can start to look at the data and determine what subscribers do different than nonsubscribers.  Do they donate more?  Do they volunteer more?  Do they market your organization more?

For a great study on NonProfits and Content Marketing visit
http://contentmarketinginstitute.com/wp-content/uploads/2013/11/
Nonprofit_Research_2014_CMI.pdf

Data Management: What Do You Know?

Data

Thanks to a decent report card, and generous grandparents, my son had $200 that was burning a hole in his pocket.  He wanted a Galaxy Tablet in the worst way, and now the extra cash gave him the opportunity to get it.  He talked to me about it the second his eyes opened, the minute he came home from school, (he would actually call me at work), and right up until he went to bed.  He knew everything there was to know about the darn thing including the fact it can turn the TV off and on.  He knew where it was in stock, what colors were available, what the best price was, and he had read review upon review.  This madness went on for about 3 days.  He was conducting his research on my laptop, so when I decided to curl up on the couch and cruise the internet during a little down time I couldn’t believe it.  Everywhere I went on the World Wide Web I was being bombarded with offers and images of this thing.  I could not get away from it.  Finally I’d had enough, so I threw my parenting skills out the window, and threw him in the car and drove like a maniac to Best Buy.

What does this have to do with data management?   As my son was digging around the internet to find out all he could about the tablet he was leaving a trail, and this trail led back to the fact he was getting ready to buy.  My point is the more you know about your donors, volunteers and supporters the better you can deliver information that is important and relevant to them, and it all begins with your data and what you know.

One of the biggest mistakes you can make is not focusing on your data.  Let’s think about this: if you are not communicating to the right people then it really doesn’t matter what you send, and if you are not sending content that is meaningful and relevant because you don’t know anything about the recipient, then it’s a double whammy.

So What to Do?

Superstar:  Take some time to clearly define what your “Superstar” ideal donor looks like by using your existing data.  This will help you engage them in ways that are more personal to them, and to also help you identify other similar prospects.  As you gather more information make sure that you are recording this so you are continuously enriching your data.

Easy Peasy:  Now that you have all this valuable information make it easy to access and use so that you’re not calling the guys from The Big Bang Theory to help you.  There are many systems available that help normal people like you and me to be able to run reports, implement campaigns, and in general access the data when needed.

Keeping it Clean:  Remember the dishwasher a couple newsletters ago?  I won’t keep harping on this, but once again, make sure your mailing lists are continuously updated and cleaned.   If you are getting a lot of data returned to you then, (hint hint) there may be a problem.  Have a system in place so these records are removed.

Target Practice:  Now that you’ve identified your superstars, and you can easily access their CORRECT data, you can begin building all that great content to inspire them to react to your call of action.  There’s wonderful ways to target small groups that have many of the same characteristics, and when you can make it personally meaningful everybody wins.  A great way to do this is through Personalized URL’s, which is incorporated into this campaign.  I’m able to ask just a few quick questions which helps me to know a bit more about you so I can deliver information I think you will find useful.  I also promise not to drive you too crazy.  I learned a lesson or two from my son.

Non Profits and Social Media: Let’s Fall in Love!

SocialMedia

Engage, Inspire, and Create

Let’s fall in love. Let’s fall in love with our causes, and let’s yell from the rooftops about what we care about, what is meaningful, and what is inspiring us. Let’s get others to fall in love with us through our passion, vision and stories. In fact, let’s get engaged and engage others to spread our story!

Okay, so maybe I just have spring fever and I got carried away by all of the wedding invitations flooding my mailbox. But, the point was to engage you, and to hopefully make you consider your Social Media strategy in a different way.

Social Media has created its own universe, and knowing how to maneuver your way through this world of tweets, URL’s, and posts is important to your nonprofit. Actually, it’s vital to your nonprofit as you continue to try to engage others to care for your cause. What you put out there, how you put it out there, and your interaction with the public can increase your donors, volunteers and advocates immensely, as well as strengthen your existing relationships. In order to help I’ve put together a few ideas to keep in mind to make sure that you are constantly ENGAGING, INSPIRING, AND CREATING the image, brand and ideas that are most vital to your organization.

1.NO FUNDRAISING – There is a time and place to ask for donations, and Social Media is not generally the place to do it. A Donate Now button is a good thing, but constantly asking through social media is not. Instead work hard to make sure that your Social Media is making people care and feel passionate about your cause. This will help you to recruit / retain advocates and volunteers, and to hopefully inspire others to help spread your message.

  1. QUALITY VS. QUANTITY – Be careful of how much content you throw out there, and make sure that what you are sending is relevant and meaningful to your cause. If you are constantly posting just to post, then you run the risk of being ignored. Relevant content delivered on a regular basis is key; and by adding photos, videos or a slideshow you can create a strong connection that won’t cause any yawns along the way.
  1. SOCIAL MEDIA LINKS – Make sure that your website provides quick links to your Social Media. Sounds like a no brainer right? You might be surprised at how often this is missed! Those who care about your cause will naturally want to know more, and to feel connected. Make it easy for them to grow their relationship with you, and to share you with others!
  1. QUESTIONS = RESPONSES – Some say a great way to get someone to open an email is to put a question in the subject line. The same is true for Social Media. Do you want your supporters and prospective donors to interact with you? Ask them a question. Your response rate will increase, and so will your opportunity to develop a deeper relationship.
  1. BLOG – Create a blog if you don’t already have one. Let your supporters learn about what is going on in your organization and how you are making a difference. Give them an opportunity to connect to the good works your organization is doing. Invite them to comment and participate in conversations. Hopefully they will spread the word and become more deeply involved.

Featured image

First of all, let me say that anything postal makes me mental.  I don’t mean in a “this is really boring” kind of way, but in an “I’D RATHER THINK ABOUT MY DISHWASHER” kind of way.  Yes, it’s that bad.

But alas, the post office is where it’s at right now with the rate increase, and of course this is very meaningful to nonprofit mailers; so I guess we are going to have to talk about postage.  Before we dive in though let’s procrastinate for a bit and talk instead about a couple great ways to make up for those rate increases.

Facebook’s Donate Now Button – Back in December Facebook launched a “Donate Now” button.  You can permanently add this to your Facebook page, and also add it to your posts.  The application will secure the money, and
send it out to you at the end of the month.  All you need to set up the
button is a recognized charity name and a Facebook fan page.  Visit
https://www.facebook.com/help/contact/585894954798346 if you haven’t done this already.  One thing I love is the ability for supporters to share your button and message with their friends, hopefully setting up a frenzy of new supporters and donors.  Take that postal increase!!!!

AmazonSmile – AmazonSmile will donate .5% of eligible purchases to the buyers’ charity of choice.  All the donor has to do is make these purchases through smile.amazon.com.  Nothing is different as far as the shopping experience is concerned, and the prices remain the same.  Amazon takes the donations out of its profits.  Hurray for Amazon!!!!  Any group that is registered as a 501(c) (3) organization with the IRS can sign up to receive donations from AmazonSmile.  Visit org.amazon.com to learn more.  Two major tips, Amazon is using the Guidestar list, so be sure your information is up to date!  Tip number 2:  make sure your donors, supporters and volunteers know about this.  I’ve been spreading this information around Foster, and it’s getting a lot of smiles as our employees are now making their purchases through smile.amazon.com!

Now on to my dishwasher, oh, I mean the Postal Rate Increase.

As we all know there is a postage rate increase January 26, 2014.  While this is certainly not good news, it doesn’t have to be devastating news.  Let’s try to have some fun, and figure out how to outsmart this whole thing.  We may even develop better habits in the long run!

Clean It Up – No, I’m not talking about my dishwasher again.  I’m talking about your mailing list.  I did some cleaning of my own before I sent out this campaign.  Make sure that you are not mailing to old addresses, incomplete or incorrect addresses, etc.  Make sure that you are not mailing to the same address twice.  Check for duplicate records that while, maybe not identical, still go to the same business or household.  Make every address count, so that your money is not being wasted.  Your mail house can help you with address cleaning, so be sure to consider this when communicating with them!