Brand is a fundamental issue for effective not-for-profit organisations
Blog post: 23 January, 2012
The basis for the success or failure of any organisation is founded in its fundamentals. One of them is a strong brand definition and strategy. And yet for many organisations, including not-for-profit organisations, this fact is being ignored and the whole issue relegated to the scrap heap.
Fraser Carson's blog post addresses the question and urges organisations to fix their rusty chain sooner rather than later.
The pressure is on in 2012 for social enterprise and fundraising
Blog post; 10 January, 2012
Predictions for 2012? It will be tough for charities this year, but it won't just be the economy. Too many charities are still thinking that big grants and donations will keep the money supply going. The more likely answer is elsewhere, but that needs a big change in mindset before a real commitment can be made to a better and more secure way.
Fraser Carson writes about 2012 and what it will take for charities to overcome this year's big challenges. Read more.
Your website design is critical to success
Blog post: 2 December, 2011
We're all inclined to think we have naturally good taste and are armchair designers. After all we know what we like and have happily chosen the colour of our wallpaper for years. But spare a thought for the design of your website if your own taste and preferences are all you consider when settling on a design.
Your website is yours, but your audience is other people. See how your website design shouldn't just be a matter of personal taste. Read more.
Selling your cause to the public
Blog post; 17 November, 2011
There’s nothing like a good cause to stir emotions. It has the power to change nations, alleviate poverty and raise vast amounts of money. But being persuasive is best when we start by finding and understanding others who already agree with the cause.
This blog post proposed that “selling” might not quite be the best way to win friends to our causes. Read more.
If you’re communicating, first have an idea
Blog post; 6 November, 2011
It seems obvious that any communication works because it touches people and prompts some kind of response. It’s compelling because it might be entertaining, funny or tells a good story. In other words, it’s driven by the effort and skill of “a good idea.”
This blog post asks, where have all the great ideas in communications gone and explains why it’s still important? Read the post here.
Don't get complicated or lazy in planning
Blog post: 30 October, 2011
When you plan properly, it's almost guaranteed that you'll get much better results from your communications activities and continue to build a cycle of improvements for your organisation or business. So why are so many people too complicated or lazy about their planning?
Fraser Carson looks at how we should approach planning with this blog post and offers an ADVISOR piece The basics of how to plan a strategy.
Changes at Facebook could blow it for the social media titan
Blog post, 24 October, 2011
Facebook’s recent changes are unpopular with many users. In fact it’s been hard to find anyone who thinks they’re an improvement. But worse, many seem to have worries about privacy and the new direction.
Fraser Carson's blog post also picks up a survey from USA Today and Gallup. Read more.
When communications control isn’t enough
Blog post, 3 October, 2011
Power-and-control marketing and communications is being replaced by smart thinking and responsiveness. But we still see plenty of rigid thinking which flies in the face of audience centric communications.
Test yourself against six power-and-control characteristics that will limit any organisation’s progress in the new media world.
Why a billboard is still a great media option
Blog post: 11 September, 2011
One might think that social media has rendered traditional media, such as billboards, redundant. But billboards still hold an important place in media selections and, in fact, have an enhanced role in the new media environment.
This blog post looks at what makes the billboard so special.
The Obama principle is a key to promoting a cause
Blog post: 7 September, 2011
There are so many worthy ‘causes’ in the world and plenty of people willing to provide support and momentum. But what are the characteristics required in the successful promotion of a cause so that it becomes a force?
This blog post ponders a simple lesson from Barak Obama's election campaign.
4 steps to get cracking in social media
Blog post, 29 August, 2011
Inertia can be contagious, even when a little action would be all it might take to start an unstoppable train. Social media is now the buzz word in organisational activity, but so many businesses and organisations are struggling to get going.
This blog post offers 4 steps to break the inertia and begin the road to social media heaven.
All publicity is not good publicity
Blog post, 21 August, 2011
It’s been a rough couple of weeks at Adidas and Telecom, especially as they stake their pound of flesh over their sponsorships of the All Blacks. But the communications lessons for these corporate 
players are the same as it should be for any organisation. Don’t forget your audience.
This blog post assesses the need to build communities of support by listening more to your audiences.
Rating the big three social media platforms
Blog post, 16 August, 2011
Twitter, Facebook and LinkedIn. What should you use in your organisation or business to achieve efficiency and results? What criteria might you use to judge and which ones will last the distance?
This blog post gives a biased view on the big three social media platforms.
Be sorry and do it quick – PR rewards for cock-ups
Blog post, 9 August, 2011
On Saturday I received an email admitting to a cock up. It apologised for an earlier email sent out without proper checking. While I hadn't yet seen the original email, the quick and humorous follow up was priceless.
Fraser Carson blogs on the value of saying sorry and without delay... with apologises to a friend.
Why video is paving the social media trail
Blog post, 1 August, 2011
Sight and sound entertains and informs in ways that the written word and static images can not. But new media is taking video to another level and any self-respecting communicator and marketer should be jumping aboard the bandwagon right now.
FRESCO’s recent video for Confidential Listening is a case in point, and this blog post includes other great video clips as examples of the art. Read the post here.
Write a good sales letter and get more responses
Blog post, 24 July 2011
A good old-fashioned sales letter still has its place and can be a useful marketing and communications tool. But there’s an art and a science to it if response rates are to be maximised.
Fraser Carson looks at why sales letters often miss the mark with this blog post, and offers an ADVISOR piece called ‘9 tips on how to write winning a sales letter’.
Stop trying to sell and start a relationship
Blog post: 10 July,2011
What is 'new media' doing to the ways we market and communicate the things we want to sell? Did traditional media push sales messages, while the wants and needs of people took a back seat?
Fraser Carson's post looks at how some new thinking about marketing and communication is matching the new environment. Read it here.
Stay abreast of communications trends
Blog post: 19 June, 2011
Ignorance may be bliss but smiling is not always going to give you an edge when it comes to the rapidly changing communications and technical scene. It simply pays to maintain a reasonable level of up-to-date knowledge so that you don’t miss a raft of significant opportunities.
Fraser Carson’s blog highlights four useful ways to keep in touch with the latest.
Online fundraising and offline work together as one
Blog post: 12 June 2011
Online has everyone excited, but we should never forget that traditional techniques cannot be abandoned. In fact, for fundraising there are many advantages in keeping older methods going, but integrating them into a total programme where they can even compensate for weaknesses in online processes.
This blog post provides some insights and a link to a report from the US. Read it here.
Conversations are important again
31 May, 2011
Online and social media communications have forced many to abandon some old ways of thinking. Traditional mainstream media can be efficient but there are some drawbacks.
This blog post celebrates the emerging opportunities as the old power-and-control models are abandoned.
Communication basics often forgotten
8 May, 2011
Five golden rules of communication and marketing remind us of the important basics. But we often forget even the simple things, such as that every communication is reciprocal and therefore needs to engage in a human way.
Read this blog post and see the five golden rules.
More website traffic – the dummies guide
Blog post: 1 May, 2011
Getting more traffic to your website is a job for professionals, but the basics can be rewarding, even for someone with little or no experience. In today’s world, most websites with lots of traffic have a power that’s absent from the also-ran websites where few walk through the door.
Take a look at this latest blog post and the new ADVISOR page More website traffic.
Why brands need to think beyond themselves
25 April, 2011
One suspects that Generation Y (young adults and teenagers) compels many in business to think that community engagement is just about technology. Yet the evidence demonstrates that it's more about alignment with what's important to people and meeting them in their hearts and minds.
Fraser Carson's blog post looks at business community engagement and, at the same time, the launch of Big Heart.org.nz.
A hard look at online communities
12 April, 2011
Fraser Carson believes its time to provoke debate again about the state of online communities in New Zealand and his blog includes a link to FRESCO’s investigation into the online capabilities of New Zealand member organisations and communities. It also pulls few punches when assessing the status of discussions about online communities that have been going on for years.
Take a look at the blog post and please leave your own comments.
Communicate for freedom
28 March, 2011
The last vestiges of ‘power-and-control’ are in our heads rather than in the reality of the media environment we find ourselves in. The precocious freedoms of new media offer opportunities if we can only see past the challenges we impose on ourselves.
Fraser Carson blogs on media freedoms that can only be realised with a change in thinking.
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New Zealand's darkest hour and the bright light of social media
26 February, 2011
The Christchurch earthquake has seen people organise themselves and each other on a massive scale. Much of that can be attributed to the enabling power of social media. Help is offered, money raised and the mainstream media now have the whole populous to gather instant news and images.
Fraser Carson looks at how a tragedy also highlights some positive aspects.
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How we get the simple things in communications completely wrong
8 February, 2011
The big question for communicators is how to get 
the responses we want from messages. We often focus on 'cut-through' methods to gain attention in a crowded environment, but how often do we sacrifice some fundamental principles about good communication?
Fraser Carson blogs on the simple truths about communications and how a focus on these can make complex tasks easier.
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Why do we measure messages just because we can?
Blog post, 17 January, 2011
We’ve become obsessed with analytics, 
cost-per-click and driving more and more traffic to our SEO insatiable websites. But marketing and communications is about much more than merely creating volume. Targeting and creating the right content needs to come from the right objectives.
This blog post asks if we’ve gone too far in measuring volume to the exclusion of other sensible KPIs.
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A case for innovation and ideas in everything
Blog post, 12 January, 2011
A couple of new articles in the Strategy+Business website challenge the ways we innovate and make productive change. Rather than being scary adventures, change and innovation may in fact have their roots in the solid experiences of our past.
Fraser Carson reflects on the promise of more innovation.
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Brand development for online start-ups needs purpose and discipline
Blog post, 11 January, 2011
An online start-up business is an exciting prospect. It’s relatively cheap to start and the possibilities are endless. But there’s also plenty of opportunity to get it horribly wrong especially if some commonsense principles aren’t followed.
Fraser Carson blogs on four broad basic principles and includes Six tips for creating a name for your online start-up.
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Strategies for brand development are changing
Blog post, 4 January, 2011
An organisation’s brand is the foundation upon which its 
success or failure is based. Yet brand development has tended to be made from the narrow perspective of graphic design. Changes are inevitable in the way we think about brands not just because it needs a broader skill-set but also because new media is changing everything.
This blog post examines the situation and the inevitable changes to the way we develop brands.
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Facebook is huge but Google still do great videos
Blog post, 30 December, 2010
A new video about Facebook shows how many actions happen every minute in this social media phenomenon. But while the power of Facebook is quite obviously in the huge numbers of people involved, its real power is in the benefit it brings to people.
Fraser Carson compares the Facebook video with the Google video series and finds some food for thought.
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Three fundraising trends for 2011
Blog post, 23 December, 2010
Social media and online activity seem natural tools for fundraising, but what are we doing with it and how will 2011 begin to change the game.
Fraser Carson suggests three main trends that will put fundraising on the rails to more success. Read Three fundraising trends for 2011.
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A Christmas video from Google
A very cool and appropriately timed video from the big search engine.
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It’s raining on our tourism brand
Blog post, 20 December, 2010
A little time in a New Zealand tourism resort prompts Fraser Carson to consider how important a ‘brand’ is to a business's or organisation’s health and wealth. If tourism is so important to our economy, why do we treat our visitors as if we don’t have a clue or don’t care?
Fraser Carson blog post considers the lessons for anyone’s brand. ---------------------------------------------------------------------------------------------------------------------
Driving more traffic to your website is smart business
Blog post, 13 December, 2010
What website couldn’t benefit from more traffic, particularly if it’s more of the people you want to talk to? ‘Search Engine Optimization’ (SEO) can do this for you, but it’s important to have motivation based on a strategic plan and some basic understandings to make a start.
Fraser Carson's blog post provides four good places to start driving more traffic to your website.
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See earlier posts here.
View all blog posts in the full archive.
