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AFP eWire January 22, 2013: Print Version

Surf's Up in San Diego... On Your New iPad, That Is!
Register Now for the AFP International Conferenceand Be Eligible to Win a New iPad!

 Don't worrying about packing your board to surf in San Diego—simply register for the AFP International Conference on Fundraising before January 25th and you’ll be well on your way to surfing the web on your new iPad! Upon registering, your name will be entered into a drawing for one of two iPads that you can pick up onsite!
Here's the deal: 
• Entrants must "Like" BOTH AFP and the AFP 2013 International Conference Facebook pages
• Winners must be registered for the entire three day 2013 International Conference on Fundraising
• Contest begins NOW, Ends January 25th at Midnight PST. Winners will be contacted soon after (Be sure to check the AFP and International Conference Facebook Pages for announcements on the Winners!) 
• All prior registrants will be entered to win as well but you still have to friend us! 

Register Today!
This year, our goal is to engage and re-energize our profession. Join us and be a part of our efforts to create balance, focus on critical priorities, and simplify complexities—we’ll explore what it means to be Doing The Right Things…Right! 
Go to for more information and register TODAY! 
Advance Registration Ends January 25th—See you in San Diego in April!

Top Stories

Why Your Nonprofit Needs to Be On Google+ Today!

A year and a half ago, Google unveiled a new social media network called “Google+”. Google+ had some cool new tools but was basically seen as an attempt to compete with Facebook. Since then, Google+ has become the fastest-growing social media platform in history. More importantly for those of us in nonprofits, Google is using Google+ posts and interactions to influence normal Google web searches.  The implications for this are huge! 

Why Should I Care?

When you hear about a new social media site, you probably have one of two reactions: either “So what? These sites come and go.” or “How in the world am I going to fit anything else into my schedule?”

You already have a full-time job without social media. Who has time for yet another social media platform?

Normally, I would agree with you. Social media platforms come and go at a dizzying pace. One of the nice things about being in a nonprofit is that we don’t have to be up to date with the latest fad. We can let businesses and other people test them out before actually engaging in them ourselves. 

But this is Google. If your nonprofit is like many nonprofits, more than 50% of the web traffic to your site comes from Google. Even people on your board will often use a search engine to find your website! So, isn’t it in your best interest to at least look into what Google is doing?

Google+ Is All About Driving Traffic to Your Website

One of the most powerful things about Google+ is the way it is being incorporated throughout Google’s other offerings. If you use Gmail, you’ve probably noticed the now-ubiquitous black bar at the top. Not only does it share your link to Google+, it even lets you interact with others on Google+ right from Gmail.

But pushing that black bar across its products—like Gmail, Google Calendar, Google Docs, and even incorporating Google+ Hangouts into YouTube—is not the only reason Google+ will be important for your nonprofit. Google is the largest search engine on the planet.

Facebook still has many more active users than Google+. But Google search has far more users than Facebook. Google is even now a verb synonymous with search. Ask someone a question he can’t answer and you’re likely to hear, “Hold on. Let me Google that for you.”

And Google is baking Google+ into its search results.

Align with the Biggest Search Engine

You want people visiting your website. Convio’s 2012 Nonprofit Benchmark Index shows that fundraising online is the fastest area of nonprofit fundraising growth. Last year, online fundraising jumped more than 15%, and it was even better for small nonprofits. Small nonprofits saw online fundraising grow at more than 26%. In addition, people’s online contributions tend to be larger when made through a nonprofit’s website than when given through Facebook. So, you want people to find your site.

Over the years, Google has been refining search. One thing it has discovered is that people are not necessarily looking for the same thing even if they type the same word or phrase into a search box. Someone searching on “axe” may want any number of things:

Information about splitting wood

Directions to a restaurant in Venice Beach

Details on men’s deodorant

Advice about buying a new guitar

To help deliver the correct results, Google infers intention from a searcher’s past search history and social profile (the profile of interactions, posts, and comments between a person and that person’s friends). Google calls this search plus your world. It’s tried working out deals with sites like Twitter and Quora. But those companies can cut off Google’s access to that information. With Google+, the difference is Google owns it. So, Google has much more complete and reliable access to Google+ than to any other site. So now, if a person you know posts something in Google+ or +1s an article, you might see it right on the first page of results.

Social Proof for Your Nonprofit

Can you see the power in this? Psychological research in human interactions, including that done by Robert Cialdini, shows that when we’re trying to make a decision we intuitively look for social proof. Whether we admit it or not, we tend to assume that the actions of others, especially of people like us, indicate correct behavior. Robert Cialdini even did an experiment with door-to-door fundraising. People were more likely to make a donation when shown a longer donor list. And they were even more likely to give if the list included people they knew.

It stands to reason. Each of us wants to see that other people like us are already doing whatever we are thinking about doing. Google+ gives you tools to super-charge social proof for your nonprofit! Just think about what landing on the first page of search results could do for your nonprofit. Could you use more support for your cause? Would you be open to new donations? Will your email list grow?

It’s Not Just Another Social Network

Search engine traffic alone is enough reason to explain why you need to include Google+ as a part of your social media mix. But it keeps rolling out tools that can help your nonprofit. Google Hangoutscan be used by your leadership to answer donor questions or have team meetings. Those can even be broadcast over YouTube and recorded for later viewing or posting to your website. And Events has a direct line in to Google Calendar, giving you multiple opportunities to invite people. (All people who have a Google+ account have a Google Calendar, and as far as I know most use it.)

The nonprofit space keeps getting noisier. You need all the help it can get to be heard! Google+ significantly helps.

Marc A. Pitman is the author of “Ask Without Fear!” and Google+ for Nonprofits. The founder of, Marc’s expertise and enthusiasm engages audiences around the world and has caught the attention of media organizations as diverse as Al Jazeera and Fox News.  And if you drive by him on the road, he’ll be singing 80’s tunes loud enough to embarrass his family!

Not Your Average Ethics Session

At first glance the Ethics sessions offered in the past at AFP’s International Conference on Fundraising haven’t always screamed, “Attend me!” But at the 2013 conference, that’s all going to change. This year, the Ethics sessions have been kicked up a notch, and A Crisis in Value – Our World is Built on Trust, featuring Barbara Levy, ACFRE, Ben Haddad, and AFP’s president and CEO Andrew Watt, FInstF, is no exception!

From across the sectors, ethics provides the foundation for trust and in all aspects of society. Levy notes that too often we only discuss the topic of ethics when there has been a scandalous lapse or breach of the public’s trust. In this conference session, on Monday, Apr. 8, from 1:15 – 2:30 p.m. at the San Diego Convention Center, a roundtable of San Diego leaders and nonprofit professionals will candidly respond to hypothetical life situations pertaining to ethical dilemmas. They will be using the Socratic dialogue method to conduct this session, which is far from the norm for a typical ethics session.

A Socratic dialogue is an open form of discussion wherein the participants discuss moral and philosophical problems, sometimes in a dramatic approach, but in this case, a narrative. The Socratic method gives the panelists a chance to debate hypothetical scenarios of ethical dilemmas, while stimulating critical thinking and providing opposing viewpoints.

As Levy points out, “This method is very out of the ordinary.” It’s a new and refreshing way to look at ethics, and proves to get more people involved in the discussion. “The AFP Chicago Chapter used the Socratic method and had great success!” says Levy.

Throughout the session, Haddad, the facilitator, will present the panelists with hypothetical scenarios, who will then provide a gut-instinct reaction to whether the scenario is ethical or unethical and how they would handle the situation. The panelists will come from all walks of the nonprofit world, and may include a professional from a university, hospital, or elsewhere in the San Diego community, which would appeal to a variety of nonprofit sectors (healthcare, education, arts, etc.). These panelists will provide an in-depth look at how they handle ethical situations in their profession.

The session is going to explore how to ask the right questions when looking at an ethical dilemma. The predicaments brought forth to the panelists will be based on real examples, not something completely out of the blue. “Panelists will be responding with their immediate reactions to the situations”, says Levy.

There will be no prepping, no reviewing of scenarios and no tailoring their responses to the expected audience. The reactions and answers will be raw and in real-time.  The panelists will get some minor background information on the basis of the session, but the point is to gage their instant reactions so the audience can get a genuine feel for how the situation should be handled.

Those who are familiar with ethics and base themselves in the advanced experience level should certainly attend this session. “All experience levels will benefit from this session, including senior level people, who need to attend this session to get a broader spectrum and direction on how they address their ethical situations. This will help them decipher what’s legal and moral, and how it all fits together”, says Levy.

For those who are knowledgeable about ethics, most know that in any given situation, 50 percent will always think one action is ethical, while the other 50 percent will always disagree.  Enter the “grey area of ethics.” Fundraisers need all the tools they can get to weed through the grey area, and this session, and the Socratic method, are among those tools.

When asked what ethics in philanthropy means to her, Levy explains, “We build a world of philanthropic opportunities based on trust, and we expect that our donors trust that the organizations they’re giving to will use their dollars wisely and ethically. I think today, as the session description states, we need to ask ourselves, ‘do we have a crisis in value?’ What are the values we face today, and how familiar are the philanthropists within those organizations with said values? It’s incumbent upon us as fundraisers to be absolutely transparent on what an organization represents. My organization has to have values that people can relate to.”

Among those values is a high commitment to ethics. As a longtime AFP member, Levy has signed theAFP Ethics Code 31 Times, and has served on the AFP Ethics Committee for seven years, serving as chair for the last two. As an advocate for ethics, Levy will bring an expert opinion to the panel in San Diego.

Join Levy, Haddad, Watt, and additional leaders from the nonprofit world, on Monday, Apr. 8, from 1:15 – 2:30 p.m. pacific, as they approach the topic of ethics in an unconventional but successful method! Bring your voice, your opinions and your questions because this is sure to be an interactive session between the audience and the panelists.  


Fundraising News and Tips

Interview with Veteran fundraiser Jerold Panas

In his career, Jerold Panas has helped a diverse range of organizations raise an estimated $11 billion. He recently spoke with his publisher about the state of fundraising today and the lessons he has learned throughout his career. GuideStar has published excerpts from Mr. Panas's books (see the links on the right), and we're pleased to be able to share his additional thoughts with you. 

For National Day of Service, Let’s Expand Notion for Nonprofits

 Saturday is the National Day of Service and the honorary will be Chelsea Clinton. Writing for CNN, Chelsea Clinton notes that she was a volunteer for America Reads and for the Lucile Packard Children’s Hospital in California. “If everyone who pitches in this weekend keeps up that commitment throughout the year, think about how much good we can all do,” she writes, promoting volunteerism. “Lots of small acts add up to big change.” 

UK Fundraisers’ salary levels static in 2012, says Kage Partnership survey

The Kage Partnership Fundraising Salary Survey 2013 reports that fundraisers' salaries in the UK mostly stayed static during 2012. The findings are based on data from 360 fundraising vacancies, from 120 charities, that were published from January to December 2012. 

Ten Things You Might Have Missed (and Need to Know)

There’s so much information online that you’re bound to have missed some of it. Here’s some of the top items and ideas from last week you need to know about and that can help you find success!

AFP Announcements

Fundraising Leader Bob Carter to Chair 2013 AFP Board of Directors

Robert (Bob) Carter, CFRE, has begun his service as chair of Association of Fundraising Professionals (AFP), the largest association of charitable fundraisers in the world. Carter, the president and CEO of Bob Carter Companies, based in Sarasota, Fla., will serve as chair through 2014.

The Winter 2013 Digital Issue of Advancing Philanthropy is Now Available! 

In this issue of AFP’s digital magazine you’ll tap into the minds of “Askers, Ambassadors and Advocates”, learn how to cope with CEO’s reluctance to ask for funds, see how to create-and recognize-the right opportunity to make the ask, get insight to the special technology section, and more!

Meet the 2013 AFP Board!

Bob Carter, CFRE, is AFP’s chair for 2013, but he’s not the association’s only experienced and outstanding volunteer leader this year. The members of AFP’s executive committee and board contain a wealth of fundraising and community knowledge, know-how and perspective to help lead the association through this exciting year.


AFP Member Exclusives

This Week's Free AFP Information Exchange Paper for Members:  Involving Your Board Members in Fund Development - Simone P. Joyaux, ACFRE

It’s your job to help board members do their job in fund development. But who is “you”? The development officer. The executive director. The board chair. The chair of the board’s fund development committee. No one – including your development officer – does this work alone. This is a team enterprise. Volunteers – especially board members – are particularly important.
• Read the paper! -

AFP Action University Book Review (Video): The Challenger Sale: Taking Control of the Customer Conversation, by Matthew Dixon & Brent Adamson

Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale ideas and solutions. The authors' study found that while every average sales rep in the world falls into one of five distinct profiles, only one—the Challenger—delivers consistently high performance. Challengers approach clients and customers with unique insights, and tailor their message to the specific needs and objectives of the person they are addressing. The things that make Challengers unique are replicable and teachable across your organization.
• Access this week's AFP Action University Book Review development tool (video and materials) -

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