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are you risking failure by playing it safe?


© A&E Television Networks

Hi <<first name>>!

If you want a blueprint for growing a successful non-profit organization with exceptionally loyal donors, your first thought probably wouldn’t be the pop-culture reality television phenomenon Duck Dynasty. On the surface the two wouldn’t seem to have much in common, but hang with me for a moment. Unlikely as it may seem this over-the-top train wreck of a show reveals more than you might expect about what makes customers—and your donors—tick.

The stars of Duck Dynasty have built a multi-million dollar sporting empire manufacturing the best-selling Duck Commander® Duck Call. The show follows the Robertson clan—a surprisingly functional family—who embrace their own “bearded, bayou-dwelling redneck nation” and stay true to who they are with “downhome practicality, southern charm and sharp sense of humor.”
 
The show features a crazy cast of characters who, despite their different personalities, are able to come together to create a strong and consistent brand with a very distinct and memorable personality. They continue to be the leader in their industry by going after their market in new ways and taking risks. And their risks have paid off. Not only do they make millions from their duck calls and related products, but in less than two years their show has become the #1 nonfiction series telecast in cable television history.
 
So how does this relate to running a nonprofit?
 
Like the Robertson clan, most nonprofit organizations have a mission that doesn’t change much. Your cause may face different challenges or be active in different parts of the world over time, but your core values remain the same.
 
Yet no matter how unchanging your ideals may be, you’ll need to go after your market in new and creative ways if you want to become or remain a leader in the nonprofit world. Yet how do you keep a message that doesn’t change fresh and engaging over time?
 
The answer behind Duck Dynasty’s offbeat approach is that ongoing success, whether you’re a redneck entrepreneur or a philanthropic organization, comes from knowing two things: what drives your organization, and how you’re delivering value.

 
What drives your organization?

Like the diverse members of the Robertson family, individuals within your organization may have vastly differing priorities or agendas. They may not be aware of or take into consideration the bigger picture of what your organization is trying to achieve—namely increasing your donor base.
 
People who lose sight of the critical role donors play often make “safe” marketing decisions, often pointing to a lack of budget or time. They argue that what’s always worked in the past will be good enough, even if the old approach isn’t as successful as it was when it was fresh and new.
 
Nothing could be more dangerous to the health and vitality of your organization. You might be able to limp along with this approach, but you’ll never thrive. By rehashing the same old approach, you effectively tell the world that you don’t intend to exercise leadership this year, and leave your cause vulnerable to more innovative organizations competing for your donors’ support.
 
In short, any time you need to increase donor support is the time when you need to be most creative. Doing something “satisfactory” puts you on a slow road to stagnation. Instead, look for an extraordinary way to show donors how you make a real difference with their contributions.


How are you delivering value?

Adding to your donor base isn’t just about looking for another donor. You want someone to become an investor, advocate, and ambassador for your organization.
 
How do you do that? Deliver value to your donors.
 
Apple introduced the iPhone and changed the way we think about mobile phones. Phil, the patriarch of the Robertson clan, created the Duck Commander Duck call and it became the most trusted duck whistle ever conceived. They both did something extraordinary by figuring out how to deliver value to their markets in new and interesting ways.
 
Unlike the iPhone or Duck Commander, you’re probably not delivering a physical product. So how can you deliver value? 
  • Innovate constantly. Don’t follow the herd. Marketing thrives on the unexpected. Without reinvention, your organization will stagnate.
  • Question everything. It is very common for nonprofits to “do what works.” While it’s the deceptively easy route to take, it delivers diminishing returns over time. Test new ideas and approaches regularly, making sure that each and every marketing effort reinforces your brand and supports your mission.
  • Beware “safe.” In a competitive market, sticking with “safe” is the riskiest thing you can do. It’s easy to follow and emulate other’s successes (or your own), but ultimately it can be more costly to your organization. When you follow, you lose control and become beholden to the leader in the industry.

If you’re happy with the status quo, then by all means play it safe. But if you want to go beyond “satisfactory” and take your organization to the next level, then you’ll need to take some risks to stand out in the crowded sea of the nonprofit world. (Granted, on Duck Dynasty they really stand out, but they’re nothing if not consistent.)
 
The Robertsons maintain a strong brand by communicating their message honestly and with a sense of humor. They also take risks and tap into new marketing opportunities. Duck Dynasty may not be your cup of tea, but there’s no denying that the Robertson’s success can be attributed to innovation, not to playing it safe.
 
Now go out and be extraordinary!
 
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what's cooking at the farm
 
I love cooking for family and friends and I’m always trying something new in the kitchen. Each month, I share one of my favorite recipes, with an emphasis on seasonal foods you can find at your local farmer’s market.

Some kids have already gone back to school, but for me summer is not officially over. I’m going to do whatever I can to hold on to those last few days of the season. When I think of summer, I think of camping and s’mores, but you don’t need to go out in the woods to enjoy this campfire treat. In a pinch, I’ve been known to roast marshmallows over the flame on my gas stove. It’s not ideal, but my 5- and 6-year old nieces never complain! You can pick up everything you need—graham crackers, chocolate bars and marshmallows—at the market, but your s’mores will taste even better with homemade marshmallows. Give this recipe a try and let me know what you think!
 
This recipe has been adapted from Smitten Kitchen. I usually create my own recipes, but why mess with perfection? Every recipe I’ve ever made from Smitten Kitchen has been amazing!

Homemade Fluffy Marshmallows
Recipe from smittenkitchen.com where it was adapted from Gourmet, December 1998
Makes about 96 1-inch cubed marshmallows

Approx. 1 cup confectioners’ sugar
3 1/2 envelopes (2 tablespoons plus 2 1/2 teaspoons) unflavored gelatin
1 cup cold water, divided
2 cups granulated sugar (cane sugar works just fine)
1/2 cup light corn syrup
1/4 teaspoon salt
2 large egg whites or reconstituted powdered egg whites
1 tablespoon vanilla (alternately: 1/2 of a scraped vanilla bean)
Flavored extracts or food coloring for tinting (optional)
 
Tools and supplies
13 x 9 x 2 rectangular metal baking pan
Vegetable oil for greasing the pan
Stand mixer (or large bowl and hand mixer)
Candy thermometer
 
Directions
Oil the bottom and sides of a 13 x 9 x 2 metal baking pan and dust the bottom and sides with confectioners’ sugar.
 
In the bowl of a stand mixer, sprinkle gelatin over ½ cup cold water and let stand to soften. Alternatively, you can use a large bowl and a hand mixer.
 
Combine the granulated sugar, corn syrup, ½ cup of cold water, and salt in a 3-quart saucepan and stir with a wooden spoon over low heat until the sugar is dissolved. Increase to moderate heat and cook the sugar mixture, without stirring, until it starts to boil and a candy thermometer reads 240 degrees (approx. 12 minutes). Remove from heat and pour sugar mixture into gelatin mixture and stir until the gelatin is dissolved.
 
Beat the mixture on high speed until it is white, thick and almost triple the volume. Approximately six minutes with a stand mixer or 10 minutes (or longer) with a hand-held mixer.
 
In a medium bowl, beat the egg whites (or powdered egg whites) until stiff peaks form. Beat the eggs whites and vanilla (or other flavor extract) into the sugar mixture and combine. Pour mixture into baking pan. Don’t worry about getting all of the sugar mixture out of the bowl—it’s not worth it and will only create a huge mess. Sift ¼ cup confectioners’ sugar over the top. Chill the marshmallow uncovered in the fridge for at least three hours or up to one day, until firm.
 
Run a thin knife around all of the edges of the pan to loosen the marshmallow. Invert onto a cutting board and use your fingers to help remove the marshmallow from the pan. Lightly brush a sharp knife with vegetable oil, then trim the edges of the marshmallow and cut into one-inch cubes. Once the marshmallow has been removed, sift the remaining confectioners’ sugar into the empty baking pan. Roll the marshmallows through the sugar on all sides and shake off the excess before storing them.
 
You can make these ahead of time and store them in an airtight container at a cool temperature for one week or longer in the fridge or freezer.
 
Chef’s note:  You can also use coarse or colored sugar to decorate the marshmallows. Or cut them into fun shapes and create your own homemade Peeps!
 
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get in touch

Cause Farm Creative is helping non-profit and cause-focused organizations attract more donors and attention. Contact us today to learn how we can help you grow!

310.470.1313

info@causefarmcreative.com
www.causefarmcreative.com


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Cheers!





Beth Goldfarb
Principal + Creative Director
beth@causefarmcreative.com

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