A Guest Post by Elizabeth Turnbull, a Guest Expert in the“Writing for Nonprofits” Coaching Program

Whenever you travel and are in a new culture, it’s always a good idea to stay quiet for a while and listen before you speak. Look around you and observe how people greet one another. What do they say when they leave? How do they thank each other? What words are taboo?

Asking these questions will help prevent you from sticking the proverbial foot your mouth. And they’ll give you a more rewarding experience throughout your journey.

For someone transitioning from a “traditional” job, nonprofits are a new culture in and of themselves. They’re not businesses, though they seek money to grow. They’re not government programs, though they offer many basic services to the public. They’re not necessarily churches or temples though many are faith-based.

Nonprofits are their own culture, seated somewhere in an uneasy space of financial transactions and deeply rooted convictions. To further muddy the waters, each nonprofit has its own sub-culture and one food bank may very well have a totally different communications approach than the food bank just a few streets away.

If you want to work with nonprofits, you’ll be wise to listen before you speak.

• Read through the existing materials. What vocabulary do they use? How do they sign off from letters? How do they thank donors? What works and what has to change?

• Read through the materials of like-minded organizations (that’s nonprofit-speak, for “scope out the competition”). What do they do better? Worse? Differently?

• Ask if there are words the organization doesn’t use. Some organizations feel very passionately about vocabulary, and there could be a long list of “taboo” phrases. If you unwittingly use one in your writing, you might step on some toes, and you’ll definitely look out of touch.

• Sit in on meetings and spend time at the office whenever possible. Watching the interactions of staff and the people they serve will fill you with useful information and make your job so much easier.

I’ve worked with a variety of nonprofits during the past five years and no two approach communication the same way — even those with “like-minded missions.” But they have all been extremely appreciative and helpful when I stop, listen, and ask a few basic questions before I step in as their voice.

By listening before you speak, you’ll learn the cultures of your nonprofit clients (including their donors) and help them share their stories in a way that’s meaningful, moving and effective.

The Writing for Nonprofits Coaching Program is a month of training and coaching to grow your freelance business and nonprofit clientele. Session starts March 1, 2010. Get the details and register.

My quick answer: No!

When I first put my websites for professional freelance writing services online, I ran Google AdSense ads on them. I’d say at least half of the websites for freelance writers that I’ve visited lately have AdSense on them.

But I took the ads off my sites within a few months and never regretted it. I think it’s a mistake to run AdSense or other contextual advertising on your site when you are trying to sell your own writing or freelancing services.

Here is what is says to me when I see ads on a freelance writer’s site, especially in “optimized” locations, like between the headline and the body text, or with the body text wrapping around the ad:

• This writer is more interested in getting me to click on an ad so she can make $0.10 than she is in convincing me to hire her for hundreds or thousands of dollars.
• This writer is desperate for revenue, which means she probably isn’t very good at what she does for a living.
• This writer doesn’t understand online marketing.

I’m not against all advertising, especially when it appears off to the side, instead of in the main body of the site. It can also make sense when ads are presented as “recommended” or “endorsed” products and services (e.g., when you are an affiliate selling someone else’s products that you personally like). Advertising makes perfect sense when that income stream is the reason for the site in the first place and you are creating content to draw people to the site, hoping they will click on your ads.

But if you are trying to convince me to hire you as a professional writer, why distract me with ads for other people’s stuff, especially when it’s unrelated to what I’m looking for? Much of the advertising on writers’ sites is for writers, not for people who need to hire writers.

I hear many of you asking, “But what about a freelance writer’s blog? Writers use blogs to help with search engine optimization and to share with others. Why shouldn’t they earn some advertising revenue off that content that’s not directly tied to marketing the freelancer’s services?”

I think it goes back to your main purpose: Do you want me to hire you or do you want me to click on your ad? If you are writing a blog to position yourself as an expert, then you are using it to market your services. Be very careful about other advertising that distracts from that goal.

Decide what’s most important and then design your site and any advertising on it accordingly.

The Writing for Nonprofits Coaching Program is a month of training and coaching to grow your freelance business and nonprofit clientele. Session starts March 1, 2010. Get the details and register.

A Guest Post by Claire Meyerhoff, a Guest Expert in the “Writing for Nonprofits” Coaching Program

Not long ago, I was talking with my college pal Julie Malkin. Like me, she’s a recovering broadcast journalist who went over to the dark side of professional communications known as “public relations.” For the record, Julie is Public Information Officer for Lucas County (Ohio) Children Services, so her work with at-risk families places her on the nobler edge of the PR dark side. That said, she still qualifies for an unflattering nickname used by journalists for bazillions of years. The nickname?

Flack.

Flack. He/She is the keeper of the information gate who alternates between promoting and holding back. Flacks don’t just say whatever they want; they think about every word they say, then think about how those words will play, then deliver those words to the reporters who call them Flacks. As in . . . . “That Flack knew I had a deadline and didn’t call me back until it was too late. How $%#@ convenient.” Or, “That Flack is a pain in the a$#, I wish he’d stop sending me press releases.” Or . . . “I’m a journalist, I could never be someone’s Flack.”

Until now.

And that’s what Julie and I were talking about, how our friends in the news business are finding themselves downsized, laid off, salary-reduced or just plain kicked to the curb. Left and right, reporters, editors, producers and anchors are losing their jobs or being asked to take insulting pay-cuts, like the network news producer who spent 25-plus years with the same outlet. Management told him he could “reapply” for his job. Only now “his” job comes with someone else’s salary. Someone management figures will do the job for a fraction of his salary.

Who cares that this new person will not have been through eight presidential elections or was even born when one of those presidents clung to life after being shot by a mad man. And this new producer will not even be able to name the mad man or the actress the mad man was mad about or know where the mad man is “incarcerated” today and especially won’t know why the word “incarcerated” is in quotes. (BTW, the producer reportedly declined management’s kind invitation to reapply for his job).

But I digress. Because this blog post isn’t supposed to be about “what happened to the news business” or “old geezers are better news people because we had to hunt down pay phones to file stories.” This blog post is about the conversation Julie and I had about public relations. Specifically, working for nonprofits.

We were talking about how many of our friends are now taking a good hard look at Flackery.

They need new jobs and are attracted to nonprofits, foundations, government agencies and other mission-based organizations because that seems more dignified than pimping for an ugly conglomerate. They figure if they can’t work in news, they might fit in with an organization that promotes the health, safety and well-being of our good citizens and their pets.

Since Julie and I have now been doing the nonprofit thing for a while, many of our friends are asking our advice. They’re hopeful they can slide into a PR job, and for some that’s true. If the stars are aligned, that can happen, but securing a good job in a new field usually comes with a learning curve. Making the transition from journalist to public relations professional takes more than getting a LinkedIn account and putting “Public Relations Consultant” as your job (what job?) title. There are a whole host of reasons why you’re a great candidate for a nonprofit job, and one of the best ways to get your foot in the door is by freelancing.

That’s where the “Writing for Nonprofits” Coaching Program comes in.  It’s not for journalists specifically, but for anyone who feels that the nonprofit world would be a good place for their communications skills.  I’m working with Kivi on the first webinar in the coaching program and I’ll be talking about some of the key insights I’ve learned since I started working for nonprofits, like

• That business thing. There aren’t the same measures of success like profit, output, circulation, ratings that journalists are used to. How does this affect the work culture?
• The reliance on volunteers. How this can help you get a foot in the door (just call it “pro bono”!) — or hurt you when people don’t think they need to pay for all your good stuff.
• The board. What’s that all about?
• How to speak nonprofit-eze.
• And the all important — how to figure out if a nonprofit has any work for you, or the money to pay you.

We’ll even talk a little bit about what you might expect to earn, how to bill and a few other nuts and bolts.

So many people are interested in freelancing for nonprofits that the March program sold out a week after Kivi opened registration in January. But there’s a waiting list, so if you are interested, add your name to it and we’ll see you for the next session later this year.

A Guest Post by Betsy Baker of Your Grant Authority and a Guest Expert in the “Writing for Nonprofits” Coaching Program

When I was working full time for my nonprofit employer, I was married but didn’t have children. When my husband and I decided that our house was just a little too quiet (oh, what a rude awakening we were in for!), we decided that it would be great for me to stay at home with the baby but that I’d still need to contribute financially. I would be able to do this because I had a lot of experience as a grant writer and was already getting asked to do grant writing jobs on the side. I was hot!

I’d just stay at home and become a grant writing consultant. I had visions of putting the baby to bed, quietly getting my grant writing work completed along with a couple of loads of laundry, and then starting dinner with baby by my side. I don’t believe that once in the nine years that I have stayed at home has that happened.

First of all, it took Baby a little longer to arrive than expected – approximately seven years. I had quit full time in anticipation of getting pregnant which actually prepared me to get into a routine of consulting that worked for me and my husband. While dinner wasn’t served every night, for the most part the house was reasonably clean, there were clean clothes and there was always food in the refrigerator (or freezer – as in frozen dinner.) For some reason, Baby didn’t understand my routine once he got here. Sure, Baby slept. But I did too when he did. I was exhausted.

I’m proud to say that at age three, my not-so-Baby anymore, Rhodes and I have finally worked it out. Like any working mother, it has been trial and error to find what works for us. What I finally decided was maybe I could do half and half. He now has care 2 ½ days a week while I work and I get him the other 2 ½ to play. I love it and I think he’s no worse for the wear.

So, back to my original question, my answer is simple: the benefits outweigh any challenges I might face. This is what I dreamed of when I was working toward becoming a consultant and I haven’t been disappointed yet:

Being my own boss – Who has not dreamed of this? You know your worth to an organization better than anyone and it can be frustrating dealing with those in authority who don’t appreciate or understand your contribution.

Setting my own hours – Being a grant writing consultant basically means you have the ability to write at 3:00 a.m. if you so wish. Once the appropriate information has been gathered you have the freedom to write when the inspiration strikes. This is especially great for families with children giving you the flexibility to write during school hours (on top of carting to soccer practice, putting dinner on the table, etc., hence, the 3 a.m. time frame.)

Working with whom I choose – The beauty of having your own business is the capability to work with clients of your choice. Of course, when you’re first venturing into the consultant territory, you may not can afford to be so selective. As your business grows, however, you’ll find a certain field that you’re most interested in or develop selection criteria that helps you pick clients that suit your interests and abilities.

Client variety – Speaking of working with clients of your choice, as a grant writing consultant you have the freedom to work with a variety of clients. This situation is perfect for those who bore easily or are eager to work in different fields of expertise.

Working remotely – How does working in your pajamas sound? If you’ve never been one who relished fighting morning traffic to get to a job by 8:00 a.m., a consultant’s job is just right for you. Being a consultant doesn’t mean you never have to get dressed – you certainly wouldn’t want to show up at a potential client’s in a bathrobe and curlers. But a consultant not only can work across town, he or she can work across the country. With today’s technology all information can be exchanged electronically. You set the boundaries.

Minimal start up cost – Most homes today have a computer, internet provider and phone. Starting a home-based consulting business is certainly preferable if space allows since it keeps your costs at a minimum.

So, there it is. The beauty of being a Grant Writing Consultant. I personally think it’s all that it’s cracked up to be!

When I look back at where I’ve made the most money in my freelance writing career, without a doubt it is from clients who came to me via word-of-mouth referrals from my friends or family, colleagues from past jobs, other communications professionals, or other clients. I’ve had multi-year contracts with clients who found me through my husband, through volunteer work, and through other writers I befriended through the blogosphere. I’m pressed to come up with even one really well-paid gig that I might have landed from a job board.

So how do you make word-of-mouth referrals work for you?

Do great work. Give people more than they expect. They’ll be so thrilled they will naturally tell others about you.

Be clear about what you do. Don’t describe yourself as a freelance writer. Instead, say you write websites or newsletters or fundraising materials, or whatever it is you want to be hired to produce.

Let people know you are available. Without appearing desperate, casually mention to friends and other clients that you have a little time in your schedule for new projects if they know anyone who needs some help with (fill in the blank with what you produce).

Network with other writers and creative types. If you give good referrals, you’ll get good referrals. It’s one of those ying-yang things. I have friends in the freelance communications and marketing worlds who don’t know anything about nonprofits and when they are offered those jobs, they send them my way.  I often refer work to other writers and graphic designers when the potential job just isn’t right for me.

Tell some good stories. When you are in social situations, have some good work-related stories to tell about challenges that a client faced and that you helped solve. It’s a great way to educate people about what you do without sounding like a walking brochure.

Week #3 in the “Writing for Nonprofits” Coaching Program is all about finding nonprofit clients who want to hire you. The program starts March 1, but if you sign up before February 1, you can save $100 with this coupon: JAN100.

Nonprofits don’t need freelance writers.

What they do need are newsletters, direct mail fundraising letters, Facebook pages, annual reports and other content for both print and online distribution.

But not even the content is the real need. The real need is donors, volunteers, advocates, and other supporters who can help them implement their mission.

So why would you market yourself to nonprofits as simply a freelance writer? When you do that, you fall into the trap of talking about features, when you should be talking about benefits.

The benefits of a good freelancer are newsletters that inspire supporters, annual reports that reassure donors, and Facebook pages that get people commenting and sharing about the cause.

When I first started out, I talked to potential clients about how I could provide freelance writing services. I got blank stares. When I started talking about how I could write their newsletters, special reports, and event speeches, I got paid.

Kerry Karvetski (one of the guest experts in our “Writing for Nonprofits” Coaching Program) doesn’t say on her website that she’s a freelance writer. She says

I write kick-butt e-mails and Web site copy, launch super solid e-mail campaigns and know my way around more than a few content management systems, e-mail services and social networks.

Now that’s what nonprofits need!

It’s been in the works for months, so I’m excited to announce that we are now accepting registrations for the first session of the “Writing for Nonprofits” Coaching Program, which will begin March 1.

You can’t beat writing about and for the causes you love, which is why so many freelance writers have contacted me over the last few years, yearning for details on how to build up their own nonprofit clientele.

I’ll share all I know about building a successful freelance business serving nonprofits during the program. I’ve also asked five other successful freelancers to share their experiences working for nonprofits too. Between the six of us, I can’t imagine a challenge we haven’t faced in freelancing for nonprofits.

The program will last four weeks and includes

• Live training (a webinar or conference call) once a week with me and our guest experts. Each training will be recorded, in case you can’t make the scheduled time.
• Resource materials to read, listen to, and watch. You’ll find new content (e.g. articles, audio, or video) for each business day of the course. Consume it at your own pace.
• Challenges each week that will help you build and improve your business – no busywork here!
• Personal feedback and a one-on-one coaching session at the end of the course with me to review your next steps.
• Networking with other course participants and trainers. Freelancing can be a lonely world, and you’ll be much happier with friends in the business!
• Your name and website listed on Nonprofit Marketing Guide.com and Writing for Nonprofits.com under “Freelancers Who Get Nonprofits” upon successful completion of the course.
• Bonus training: Attend one webinar at NonprofitMarketingGuide.com at no charge, to further hone your skills.

It’s going to be an intense month, and I want to ensure that the freelancers who participate get what they need from the program. That’s why I’m limiting the session to just 10 people. I’m not sure when my schedule will allow me to offer this program again, so if you interested, you should reserve your spot now.

Need a little incentive to invest in your freelancing business? I’ll knock $100 off the registration fee if you sign up in January. Use the coupon code JAN100.

Before I launched my successful training business for nonprofit communicators at Nonprofit Marketing Guide.com, I had a lot to learn. I was a writer and communications consultant who also did training workshops. I knew lots about my topics, but zip about how to turn that knowledge and in-person training experience into an online training business.

Luckily for me, at about the same time I was setting up Nonprofit Marketing Guide, Brian Clark of Copyblogger fame was launching Teaching Sells. I was in one of the first groups of students, and I learned an incredible amount from Brian and the other instructors. The program became so popular that Brian eventually closed registration so he could revamp the program to accommodate all the new interest.

Well, starting today, Teaching Sells is now taking on new students again. If you are interested in teaching online, take the course. If you are interested in selling your own content online, take the course. Even though the materials are focused on small businesses, I think nonprofits who want earn revenue through selling reports and training (especially associations) could also learn a great deal from the course. I’ve certainly made back what I spent on the tuition fees many times over, simply because Teaching Sells prevented me from making so many rookie mistakes and saved me hours of time trying to figure out how to do this on my own. Even though I’ve been at this for almost two years now, I still login to Teaching Sells every now and then to get some pointers.

I don’t recommend a lot of products, but Teaching Sells is one that I’m behind all the way.

When I booked this weekend’s trip to Niagara-on-the-Lake with my BFF and fellow writer Rebecca Jamison a couple of months ago, I thought it would be a chance to edit what I had written so far in a quiet, relaxed setting.

Turns out I need it to be a fast-paced, focused 72 hours of serious writing. I’m not as far along as I’d like to be, and this weekend is now all about catching up. How I feel about the book come Monday afternoon will determine what the rest of my summer is like.

So here’s what I’m packing:

- The laptop, of course, with all the book files from my desktop on it, with the files also backed up on a flash drive, just in case.

- My wireless keyboard and mouse, because typing for three solid days on my laptop keyboard will kill my wrists.

- My wrist brace and ibuprofen, just in case it still starts to hurt.

- Blank note pads and pens for back-in-the-office to-do lists and sketching out sections that are bothering me (more like mind-mapping than outlining – see last post!)

- A bunch of research I’ve printed out and need to sort through. I can’t write the whole time, but still need to be working on the book. Will also be good for the plane.

- Running shoes, so I can take long walks. I’ve found that’s the best way to uncover new insights and see things more clearly.

- iPod, for the same reason. Even if I can’t walk, if I can lie flat and listen to my favorite music, my brain resets.

- Sleeping pills. Just in case I can’t sleep in a strange place. I can’t write well when I’m tired.

- My favorite teas. Making cups is a ritual, even if I don’t end up drinking them all.

And what I’m not packing:

- Any other work. This is all about the book, and nothing else.

- Any fun reading. This is not about relaxing, other than hanging out with Rebecca.

I would love to say that I’m leaving the Blackberry behind too, but I just can’t go there! My saving grace is that the condo doesn’t have good Internet access, which means I won’t be distracted by the million different websites I usually visit when at my desk. (Need to check out the Leech Block Firefox plugin recently recommended by my friend Nedra Weinreich to deal with that problem when I get back – except I’m mostly using Chrome these days.)  I’ll check email, Twitter, and Facebook on the Blackberry, but that’s it.

I figure outlining has cost me about a month’s worth of time that could have been spent actually writing this book.

Last month, as I really got into this project, I started to get obsessed with the book outline, because I was getting so many comments from well-meaning friends about how important it was to really flesh out the outline in great detail for a project this big.

I listened, and frittered away many hours working on the thing, frustrated all the while, shuffling the decks and not making any significant progress.

What I failed to take into account is that I DON’T WRITE THAT WAY!

Outlines work for me in a very general, macro sort of way. If I’m writing 1,000 words, I might create an outline in my head of  three or four items. Say this, talk about that, example here, etc. And I do have the equivalent of that kind of outline for this book, with five-six subheadings per chapter. But trying to get deeper than that in the outline is where things go awry.

I just need to write the damn thing. I know what I need to say. I need to get it out. Then I go back, see what I have, fill in gaps, then re-order everything and cut out what doesn’t fit. In other words, I’m a much better organizer than outliner.

So, I’m back to what works for me. I’m just doing it. I’m much happier, and the book is coming along at a much better pace.