Welcome to Volume 1, Issue 11 of Issue #11 Summer 2008 Welcome to the 11th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website (www.checcocomm.net). Simply click Branding Bytes on the website homepage menu to access them. NOTE: Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the website address above. Thank you. In this issue: Question: Are the ethical standards of your organization standing the test of time? Bits & Bytes Book reviews Speaking schedule Question Q. Are the ethical standards of your organization withstanding the test of time? A. A brand is not a cosmetic you apply to make your organization look pretty. Rather, a brand is nothing less than your DNA; it’s a true reflection of how healthy, or unhealthy, your organization is from top to bottom—including its ethical behavior. Unfortunately the ethics standards at many of the nation's nonprofit organizations are declining, including when it comes to financial fraud, according to a recent report by the Ethics Resource Center. Rates of observed misconduct in nonprofit organizations by employees are at the highest level since ERC began measuring in 2000, with nonprofits faring little better than the public and private sectors, "One would think that freed from the pressure to generate and distribute profits to shareholders, nonprofit organizations would rise high above the myriad ethics and compliance issues that have plagued the public and private sectors over the years," says ERC President Patricia Harned, Ph.D. One would think, but that doesn’t appear to be the case. In 2007, the types of misconduct most widely observed by nonprofit employees were: putting one's own interests ahead of the organization's (24%); lying to employees (21%); abusive behavior and misreporting hours worked (each 19% each). Boards, while very important in shaping the perceptions of employees with regard to ethics, are not taking advantage of their influence to set clear ethics standards for their nonprofit organizations. In fact, just the opposite appears to be the case. Where boards have heavy influence, there also are high levels of misconduct and lower perceptions that top leaders prioritize ethics, reports the ERC. (For a copy of the full 2007 National Nonprofit Ethics Survey log onto: www.ethics.org/download.asp) So what is a nonprofit that wants to operate on a high moral and ethical plane—and keep its brand strong and healthy—to do? Here are some suggestions: 1. Recruit and hire well How often have you heard “We need to recruit board members of affluence and influence.”? I contend that if the portfolios of board members don’t include wisdom and integrity, their affluence and influence often translate into a liability rather than an asset. And the record shows many an organization enduring much pain because of poor (for lack of a better word) board leadership. But it is leadership at all organizational levels, including management, that establish the organization’s corporate culture. It is they who should be providing both example and oversight when it comes to moral and ethical issues, circumstances and decision making. 2. Educate what’s at risk Believe it or not, many people don’t understand what’s at risk if they don’t perform their jobs in an ethical, accountable manner. And ethical lapses are easy to make, especially when the corporate culture gives a wink and a nod to ethical behavior. What’s at risk? Just about everything. Think Enron, Arthur Andersen, World Com, Global Crossing and a slew of others, including numerous nonprofits that have suffered greatly because they failed to understand the risks of their questionable or unethical behavior. We’ll refrain from mentioning names here, but if you follow the sector you know who they are. 3. Be transparent with your finances Ever since Deep Throat told Bob Woodward to “follow the money”, scrutiny surrounding financial malfeasance has only intensified. Be sure that you can account to your funders for how your organization spent their money; better yet, how it made a difference in helping you achieve your mission. Poor bookkeeping is no excuse. Hire a certified accountant, if necessary. 4. Speak truth to authority Create a corporate culture in which employees feel free to speak truthfully to management. Surveys show that a large percentage of employees who see misconduct don’t speak up either because they believe their superiors won’t take action or fear they would face retaliation if they report what they saw. This tends to create an unhealthy, at-risk work environment. 5. Legal should not be the litmus test There’s a difference between what’s legal and what’s ethical, and it is up to an organization’s leadership to understand what that difference is. If you’re sitting around a conference table trying to split hairs between the two, don’t go to your legal department for a resolution to your dilemma. They’re being paid to find you a loophole. Rather ask yourself, “What would my mother think if this decision we’re about to make finds itself on the front page of the local newspaper or on the 6 o’clock news?” We don’t need polls and surveys to tell us Americans are losing faith in their government, corporate and even religious institutions, including the nonprofit sector. Let’s strive to give people something to believe in again! Bits & Bytes My thanks to the National Community Reinvestment Coalition (NCRC) for selecting my book, Branding For Success, as a fulfillment piece for its membership development campaign. NCRC is at the forefront of trying to resolve the nation's mortgage and housing crises and deserves your support, and vice versa. See for yourself at www.ncrc.org The American Strategic Management Institute is offering all Branding Bytes readers a 25% discount to its Branding Excellence 2008 event, June 9-11, in Arlington, VA. Here you will learn how to effectively build, manage and evolve your brand to ensure customer loyalty. For event details or to register, please visit: http://www.asmiweb.com/events/Brochures/m126.pdf, or call (703) 894-0920. Please mention Branding Bytes to receive your discount. My thanks to Blue Avocado, a brand new online resource for nonprofits, for including Checco Communications on its list of resources. Check out this attractive, easy-to-read, valuable publication at www.blueavocado.org Reviews of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization "For any non profit seeking to raise the visibility of its organization, we at the Giving Circles Network recommend that you read this book. It's all about branding and what you're saying to the world. If you are interested in gaining the attention of donors, including of Giving Circles, definitely a must read! Even if you are part of a Giving Circle, it is a great resource" Sandy Bettger, Executive Director, Giving Circles Network, Centreville, VA. "Read Larry's book--and loved it! I ordered 20 copies for executive staff and board members as we head into a major rebranding campaign." Karen Rayer, Director of Communications, IBS-STL U.S., Colorado Springs, CO. "Great book! In this era of huge advertising budgets and major marketing campaigns, this book presents concrete steps that small non-profits can afford and do. Very helpful and can be put into practice immediately. Highly Recommend." Perri LoPinto, Director of Community Relations, Franziska Racker Centers, Ithaca, NY. Branding for Success can be ordered on line at my website (www.checcocomm.net), as well as through www.amazon.com, www.trafford.com, and the websites of numerous organizations. My latest Speaking Schedule EEI Communications (full-day branding course), Alexandria, VA, June 4, & September 23, 2008. To register log onto www.eeicom.com/training Assistance League Regional Chapter Networking Events, Dallas, TX, June 9-10, 2008; Charlotte, NC, Nov. 2008 Portland, OR, March, 2009; Northern and Southern CA, April, 2009 American Marketing Association Nonprofit Conference, Washington, DC, July 14, 2008 Government Executives Network Webinar, "Using Branding Strategies to Successfully Recruit and Retain Employees", July 10, 2008, 1:30-3 pm. To register, call 202-536-5248 Giving Circles National Conference, Washington, DC, Oct. 2008 As always, I look forward to receiving your feedback, questions, success stories and branding challenges. Also, if you are in need of a motivational speaker, trainer or branding consultant/coach, I invite you to contact me or log onto my website for more information. In the meantime, good luck with your branding! Larry Checco President "Branding For Success" from Privacy Policy—we do not sell, rent, or lend the e-mail addresses of our subscribers. N O T E: If you received this message from a friend, you can sign up for Branding Bytes by emailing me at Larry.checco@verizon.net and asking to be placed on the mailing list If you would like to unsubscribe from Branding Bytes, simply click Reply and type in "REMOVE" on the subject line. Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source author.
Issue #11 Summer 2008 Welcome to the 11th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website (www.checcocomm.net). Simply click Branding Bytes on the website homepage menu to access them. NOTE: Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the website address above. Thank you. In this issue: Question: Are the ethical standards of your organization standing the test of time? Bits & Bytes Book reviews Speaking schedule Question Q. Are the ethical standards of your organization withstanding the test of time? A. A brand is not a cosmetic you apply to make your organization look pretty. Rather, a brand is nothing less than your DNA; it’s a true reflection of how healthy, or unhealthy, your organization is from top to bottom—including its ethical behavior. Unfortunately the ethics standards at many of the nation's nonprofit organizations are declining, including when it comes to financial fraud, according to a recent report by the Ethics Resource Center. Rates of observed misconduct in nonprofit organizations by employees are at the highest level since ERC began measuring in 2000, with nonprofits faring little better than the public and private sectors, "One would think that freed from the pressure to generate and distribute profits to shareholders, nonprofit organizations would rise high above the myriad ethics and compliance issues that have plagued the public and private sectors over the years," says ERC President Patricia Harned, Ph.D. One would think, but that doesn’t appear to be the case. In 2007, the types of misconduct most widely observed by nonprofit employees were: putting one's own interests ahead of the organization's (24%); lying to employees (21%); abusive behavior and misreporting hours worked (each 19% each). Boards, while very important in shaping the perceptions of employees with regard to ethics, are not taking advantage of their influence to set clear ethics standards for their nonprofit organizations. In fact, just the opposite appears to be the case. Where boards have heavy influence, there also are high levels of misconduct and lower perceptions that top leaders prioritize ethics, reports the ERC. (For a copy of the full 2007 National Nonprofit Ethics Survey log onto: www.ethics.org/download.asp) So what is a nonprofit that wants to operate on a high moral and ethical plane—and keep its brand strong and healthy—to do? Here are some suggestions: 1. Recruit and hire well How often have you heard “We need to recruit board members of affluence and influence.”? I contend that if the portfolios of board members don’t include wisdom and integrity, their affluence and influence often translate into a liability rather than an asset. And the record shows many an organization enduring much pain because of poor (for lack of a better word) board leadership. But it is leadership at all organizational levels, including management, that establish the organization’s corporate culture. It is they who should be providing both example and oversight when it comes to moral and ethical issues, circumstances and decision making. 2. Educate what’s at risk Believe it or not, many people don’t understand what’s at risk if they don’t perform their jobs in an ethical, accountable manner. And ethical lapses are easy to make, especially when the corporate culture gives a wink and a nod to ethical behavior. What’s at risk? Just about everything. Think Enron, Arthur Andersen, World Com, Global Crossing and a slew of others, including numerous nonprofits that have suffered greatly because they failed to understand the risks of their questionable or unethical behavior. We’ll refrain from mentioning names here, but if you follow the sector you know who they are. 3. Be transparent with your finances Ever since Deep Throat told Bob Woodward to “follow the money”, scrutiny surrounding financial malfeasance has only intensified. Be sure that you can account to your funders for how your organization spent their money; better yet, how it made a difference in helping you achieve your mission. Poor bookkeeping is no excuse. Hire a certified accountant, if necessary. 4. Speak truth to authority Create a corporate culture in which employees feel free to speak truthfully to management. Surveys show that a large percentage of employees who see misconduct don’t speak up either because they believe their superiors won’t take action or fear they would face retaliation if they report what they saw. This tends to create an unhealthy, at-risk work environment. 5. Legal should not be the litmus test There’s a difference between what’s legal and what’s ethical, and it is up to an organization’s leadership to understand what that difference is. If you’re sitting around a conference table trying to split hairs between the two, don’t go to your legal department for a resolution to your dilemma. They’re being paid to find you a loophole. Rather ask yourself, “What would my mother think if this decision we’re about to make finds itself on the front page of the local newspaper or on the 6 o’clock news?” We don’t need polls and surveys to tell us Americans are losing faith in their government, corporate and even religious institutions, including the nonprofit sector. Let’s strive to give people something to believe in again! Bits & Bytes My thanks to the National Community Reinvestment Coalition (NCRC) for selecting my book, Branding For Success, as a fulfillment piece for its membership development campaign. NCRC is at the forefront of trying to resolve the nation's mortgage and housing crises and deserves your support, and vice versa. See for yourself at www.ncrc.org The American Strategic Management Institute is offering all Branding Bytes readers a 25% discount to its Branding Excellence 2008 event, June 9-11, in Arlington, VA. Here you will learn how to effectively build, manage and evolve your brand to ensure customer loyalty. For event details or to register, please visit: http://www.asmiweb.com/events/Brochures/m126.pdf, or call (703) 894-0920. Please mention Branding Bytes to receive your discount. My thanks to Blue Avocado, a brand new online resource for nonprofits, for including Checco Communications on its list of resources. Check out this attractive, easy-to-read, valuable publication at www.blueavocado.org Reviews of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization "For any non profit seeking to raise the visibility of its organization, we at the Giving Circles Network recommend that you read this book. It's all about branding and what you're saying to the world. If you are interested in gaining the attention of donors, including of Giving Circles, definitely a must read! Even if you are part of a Giving Circle, it is a great resource" Sandy Bettger, Executive Director, Giving Circles Network, Centreville, VA. "Read Larry's book--and loved it! I ordered 20 copies for executive staff and board members as we head into a major rebranding campaign." Karen Rayer, Director of Communications, IBS-STL U.S., Colorado Springs, CO. "Great book! In this era of huge advertising budgets and major marketing campaigns, this book presents concrete steps that small non-profits can afford and do. Very helpful and can be put into practice immediately. Highly Recommend." Perri LoPinto, Director of Community Relations, Franziska Racker Centers, Ithaca, NY. Branding for Success can be ordered on line at my website (www.checcocomm.net), as well as through www.amazon.com, www.trafford.com, and the websites of numerous organizations. My latest Speaking Schedule EEI Communications (full-day branding course), Alexandria, VA, June 4, & September 23, 2008. To register log onto www.eeicom.com/training Assistance League Regional Chapter Networking Events, Dallas, TX, June 9-10, 2008; Charlotte, NC, Nov. 2008 Portland, OR, March, 2009; Northern and Southern CA, April, 2009 American Marketing Association Nonprofit Conference, Washington, DC, July 14, 2008 Government Executives Network Webinar, "Using Branding Strategies to Successfully Recruit and Retain Employees", July 10, 2008, 1:30-3 pm. To register, call 202-536-5248 Giving Circles National Conference, Washington, DC, Oct. 2008 As always, I look forward to receiving your feedback, questions, success stories and branding challenges. Also, if you are in need of a motivational speaker, trainer or branding consultant/coach, I invite you to contact me or log onto my website for more information. In the meantime, good luck with your branding! Larry Checco President "Branding For Success" from Privacy Policy—we do not sell, rent, or lend the e-mail addresses of our subscribers. N O T E: If you received this message from a friend, you can sign up for Branding Bytes by emailing me at Larry.checco@verizon.net and asking to be placed on the mailing list If you would like to unsubscribe from Branding Bytes, simply click Reply and type in "REMOVE" on the subject line. Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source author.
Issue #11 Summer 2008 Welcome to the 11th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website (www.checcocomm.net). Simply click Branding Bytes on the website homepage menu to access them. NOTE: Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the website address above. Thank you. In this issue:
Question Q. Are the ethical standards of your organization withstanding the test of time? A. A brand is not a cosmetic you apply to make your organization look pretty. Rather, a brand is nothing less than your DNA; it’s a true reflection of how healthy, or unhealthy, your organization is from top to bottom—including its ethical behavior. Unfortunately the ethics standards at many of the nation's nonprofit organizations are declining, including when it comes to financial fraud, according to a recent report by the Ethics Resource Center. Rates of observed misconduct in nonprofit organizations by employees are at the highest level since ERC began measuring in 2000, with nonprofits faring little better than the public and private sectors, "One would think that freed from the pressure to generate and distribute profits to shareholders, nonprofit organizations would rise high above the myriad ethics and compliance issues that have plagued the public and private sectors over the years," says ERC President Patricia Harned, Ph.D. One would think, but that doesn’t appear to be the case. In 2007, the types of misconduct most widely observed by nonprofit employees were: putting one's own interests ahead of the organization's (24%); lying to employees (21%); abusive behavior and misreporting hours worked (each 19% each). Boards, while very important in shaping the perceptions of employees with regard to ethics, are not taking advantage of their influence to set clear ethics standards for their nonprofit organizations. In fact, just the opposite appears to be the case. Where boards have heavy influence, there also are high levels of misconduct and lower perceptions that top leaders prioritize ethics, reports the ERC. (For a copy of the full 2007 National Nonprofit Ethics Survey log onto: www.ethics.org/download.asp) So what is a nonprofit that wants to operate on a high moral and ethical plane—and keep its brand strong and healthy—to do? Here are some suggestions: 1. Recruit and hire well How often have you heard “We need to recruit board members of affluence and influence.”? I contend that if the portfolios of board members don’t include wisdom and integrity, their affluence and influence often translate into a liability rather than an asset. And the record shows many an organization enduring much pain because of poor (for lack of a better word) board leadership. But it is leadership at all organizational levels, including management, that establish the organization’s corporate culture. It is they who should be providing both example and oversight when it comes to moral and ethical issues, circumstances and decision making. 2. Educate what’s at risk Believe it or not, many people don’t understand what’s at risk if they don’t perform their jobs in an ethical, accountable manner. And ethical lapses are easy to make, especially when the corporate culture gives a wink and a nod to ethical behavior. What’s at risk? Just about everything. Think Enron, Arthur Andersen, World Com, Global Crossing and a slew of others, including numerous nonprofits that have suffered greatly because they failed to understand the risks of their questionable or unethical behavior. We’ll refrain from mentioning names here, but if you follow the sector you know who they are. 3. Be transparent with your finances Ever since Deep Throat told Bob Woodward to “follow the money”, scrutiny surrounding financial malfeasance has only intensified. Be sure that you can account to your funders for how your organization spent their money; better yet, how it made a difference in helping you achieve your mission. Poor bookkeeping is no excuse. Hire a certified accountant, if necessary. 4. Speak truth to authority Create a corporate culture in which employees feel free to speak truthfully to management. Surveys show that a large percentage of employees who see misconduct don’t speak up either because they believe their superiors won’t take action or fear they would face retaliation if they report what they saw. This tends to create an unhealthy, at-risk work environment. 5. Legal should not be the litmus test There’s a difference between what’s legal and what’s ethical, and it is up to an organization’s leadership to understand what that difference is. If you’re sitting around a conference table trying to split hairs between the two, don’t go to your legal department for a resolution to your dilemma. They’re being paid to find you a loophole. Rather ask yourself, “What would my mother think if this decision we’re about to make finds itself on the front page of the local newspaper or on the 6 o’clock news?” We don’t need polls and surveys to tell us Americans are losing faith in their government, corporate and even religious institutions, including the nonprofit sector. Let’s strive to give people something to believe in again! Bits & Bytes
Reviews of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization
Branding for Success can be ordered on line at my website (www.checcocomm.net), as well as through www.amazon.com, www.trafford.com, and the websites of numerous organizations.
My latest Speaking Schedule
Privacy Policy—we do not sell, rent, or lend the e-mail addresses of our subscribers.
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