How a non profit can get a free website (a good one)

I recently had a conversation about a non profit that was looking for a way to get a decent website up and running without tapping into their limited funds. Let me translate, a non profit organization was looking for a free website. Ok let’s stop right there. Usually this is the first bad sign, trying to get things for free usually represents trying to get something that is not worth having. They say the defendant that represents himself has a fool for a lawyer right? Well the same principle applies here:

“The Organization that get’s a free website has a fool for a web designer”

Alright, the Fact is, this may not be a true statement. Most companies will take on a certain amount of Pro Bono work for a number of reasons. I’m here to clue some of you in on how to tap in to that opportunity. Now my philosophy is that the best arrangements are ones where everybody wins. Often when negotiating people are only looking for how they can get the best scenario for them. If you look at it from the point of view of all parties, than you can make a lot more happen. Just ask Donald Trump who negotiated 50/50 deals to make things happen instead of being so driven to have the bigger half that people were not as willing to work with him.

So I was asked “Who can do a free website for a non profit?”. Here’s the advice I gave to this anonymous individual. A Non profit has a board of directors, a network of donors, members, volunteers, supporters, etc. This represents often times companies that find a synergy of some sort with the non profit. Often it may be that the network of the organization is concerned with the same things as the company so it is naturally their target audience. This is a perfect opportunity to put together something that works for both of them.

So the solution is this, the company finances the website costs by becoming a long term advertiser on the site. Remember a website is a two way conversation now days so get people involved via facebook and twitter on what the message of the organization is. Create a blog, and drive people to the website via video, facebook, twitter and a press release telling how the company has partnered with the organization to see their collective visions achieved.

There are a lot of ways to skin a cat but when everybody’s goals are achieved you have a much better result. Finally, consider how any development in your company or organization is a chance to put a marketing campaign behind it. What is your example of a win win arrangement?

Trump Inspires with Experiential Marketing

I decided a long time ago that Trump was one of my mentors in business. He’s a risk taker and a brilliant businessman. He’s generated a level of success to the point of being very influential, regardless of if he’s the biggest in his field or not. Since I’ve read some of his books and followed his career I’ve discovered that he is brilliant at marketing and even experiential marketing. Experiential Marketing is not the easy way, or the path of least resistance. It requires differentiation in a perfect scenario. Trump bought 40 wall st. For 1 million and ended up ending up with a 550 million dollar asset very quickly – after everyone else in the business said it was the wrong way to go. He went against the grain, he did not take the easy way out or go by the book. He went with his gut and what ignited passion.

On March 11 1982 The Learning Annex, one of Trumps earlier successes, is celebrating a milestone. Trump decides to throw $10,000 off the empire state building to give back to the community and celebrate the 10,000th enrollment at The Learning Annex. Naturally, he expects some publicity out of the deal as well. He tells all the news media, they love the story, and the building gets crowded the day of the event in anticipation of the dough soon to drop. Just before Trump and his people could get to the building with their bags full of cash the bank on the first floor gets robbed. Unfortunately for the thieves, they exit to a huge crowd of cops (along with the crowd they were there to control) and they arrest the offenders. Because of the ruckus that had started to occur the officers prevent trump from going to the top floor and he never gets to throw his gifts to the city. They were hauled off in squad cars for safety. The next day the story was on the front page of the New York times and papers across the country. He received calls for interviews and appearances giving him the best publicity of his lifetime and boosting his career. Many people wanted to be a part of this experience in person and it inspired the media as well. When you make a splash, people notice.

Years later Trump meets Mark Burnette, the producer of the hit series “Survivor” at a shoot on his property. Mark presents an Idea to Trump about a show he wanted to do. After a bit of short discussion Trump shakes Burnettes hand and agrees to go 50/50 to launch “The Apprentice”. The next day his agent insisted he call it off – but he shook the guys hand so Trump wouldn’t back out. The show became a phenomenal success and now Trump is a TV star. Every week as the show airs people put themselves in the position of the contestants and imagine what they would do if in their shoes. We root for our favorites and complain about some. Through all this Trump is continually being positioned as one of the premier business men in the US. Not only does Trump get paid several million per show, but he continues to build credibility and recognition for his company. People watch for entertainment but also get engulfed and emotionally invested in the success of the contestants. People get to be a part of his business in a sense, experience it from the inside vicariously through the NBC show. It’s not an advertisement, but it is. Its an experience and we love to watch it.

Daniel Herndon | Redwall LIVE Marketing

O:317.663.7605 | http://www.redwallLive.com