Welcome to Volume 1, Issue 12 of Fall 2008 Welcome to the 12th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-newsletter 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: Topic: What You Do—It’s about All of Us Bits & Bytes Latest book reviews Speaking schedule What You Do-It’s About All of Us "I must say that I have seen Americans make great and real sacrifices to the public welfare; and have noticed a hundred instances in which they hardly ever failed to lend faithful support to one another." --Alexis de Tocqueville, Democracy in America Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector. Your first reaction is likely to be in question form: How many more children and families would go hungry at night or not have access to health care of any kind? When a natural or manmade disaster strikes, who would provide all the necessary temporary food, shelter and clothing to the victims? Who would work to preserve our inner cities and rural communities or ensure that our artists have venues and means to support their talents? Such a list could go on forever. Yet for me it's these types of questions and answers that represent one of the biggest pitfalls most nonprofits stumble into when it comes to communicating their true value to the communities they serve. A True Story A couple of years ago, I was having lunch with the executive director of a small community development corporation (CDC) and her board chair in a little café when she turned to me and matter-of-factly said, "You know, last year we were responsible for more than $6 million worth of economic activity in this community, and most of it went to small construction firms, tradesmen, local retail stores and other small businesses." I was stunned. That was a big number for the size of the small city (about 80,000 residents) the CDC was serving, especially given the fact that the community was in the midst of a minor recession. "Who else, outside of your organization, is aware of that fact?" I asked. The executive director and board chair looked at one another, and almost in unison said, "No one." I became even more stunned. Here was one of the best brand messages this organization could have been shouting from the rooftops, and yet it was obvious they had no strategy for getting this kind of valuable information out to folks in their community with a keen interest in knowing-including civic organizations such as the local Chamber of Commerce, government officials, and potential funders. One of the Best-Kept Secrets in Town To most people in the community, some of whom may have benefited directly or indirectly from this organization's efforts, it was just another nonprofit out there doing whatever it is nonprofits do. Instead of effectively cultivating goodwill and new revenue streams by letting the community know the impact it was having on the lives of so many beyond its direct client population, this particular organization was content to be one of the best-kept secrets in town. Bring Community into Your Communications Tell the world how the entire community benefits from your work. When de Tocqueville wrote the comment above nearly 170 years ago, he wasn't just talking about people helping people; he was talking about people sacrificing for the betterment of the "public welfare," which translates into the betterment of their communities. And de Tocqueville was right. Whether your organization provides housing, health care, literacy classes, or drug and alcohol rehab services or supports conservation efforts or human rights, whatever, we all -as a community-benefit from your work. And that's a message each and every nonprofit needs to emphasize, as does the sector as a whole. It's not about our client base; it's about all of us. Now, ask yourself again, "What would our community-and nation-look like, or how different would it be, if the nonprofit sector did not exist?" The image is stunning! Bits & Bytes The leaders of two community development nonprofits--Community Frameworks, located in Spokane, Washington, and Umpqua CDC in Roseburg, Oregon--will be joining me on the web-based radio show "De-Mystifying Nonprofits", hosted by Celeste Terry. We will be discussing internal brand audits and their impact on raising the visibility and value of an organization. The show will be broadcast live over the internet on Wednesday, September 10, at 5 p.m. EDT. Simply log onto www.globaltalkradio.com and click on "Listen Live" on September 12th at the appropriate time, depending on your time zone. Please join us. The phone lines will be open for your questions. My thanks to the Harry and Jeanette Weinberg Fellows Program for inviting me to present to its class of 2008 Fellows in June and for inviting me to their September graduation. 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 What Clients Say Larry Checco is passionate about his work….He facilitated our first ever board retreat, as well as presented a branding workshop to our member organizations and opened our eyes and minds to look at our organizations in new and positive ways.. He put us on a path to successfully brand ourselves. If you do not understand who you are, what you do, or why anyone should care, you need Larry. Tara Rollins, Executive Director Utah Housing Coalition Larry Checco is our best friend... His service to all of us is commendable. One has the feeling that he will personally give you a pat on the back if you take the time to develop a solid brand for your organization. That his delivery is engaging, entertaining, and memorable is nonessential compared to the guidance inherent in his presentations. Larry really cares. You get the feeling that he will be there to celebrate with you when you instill his suggestions and reap the benefits." Jan Albus, Executive Director Variety the Children’s Charity of St. Louis "Assistance League has received practical, solid advice from Larry. His approach to branding is simple, cost effective and fun! Our organization has gained valuable insight into our current marketing practices and with Larry’s help we’ve been able to successfully build upon what we already have in place. The future of our brand looks very bright - thank you Larry!" Michele Cesca, Executive Director Assistance League Reviews of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization "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 to 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, Sept. 3 & Dec. 1, 2008. To register log onto www.eeicom.com/training Career Executives Services Program, Cleveland State University, Levin College of Urban Affairs, Oct. 17, 2008 Assistance League Regional Chapter Networking Events: Charlotte, NC, Nov. 11, 2008 Portland, OR, March, 2009; Northern and Southern CA, April, 2009 Giving Circles Network National Conference, National Press Club, Washington, DC, Oct. 24, 2008 NeighborWorks Training Institute, Atlanta, GA, Feb. 19-20, 2009 NeighborWorks Training Institute, Chicago, Summer, 2009 (date TBA) Government Executives Network Webinar, September (date TBA) To register, call 202-536-5248. 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.
Fall 2008 Welcome to the 12th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-newsletter 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: Topic: What You Do—It’s about All of Us Bits & Bytes Latest book reviews Speaking schedule What You Do-It’s About All of Us "I must say that I have seen Americans make great and real sacrifices to the public welfare; and have noticed a hundred instances in which they hardly ever failed to lend faithful support to one another." --Alexis de Tocqueville, Democracy in America Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector. Your first reaction is likely to be in question form: How many more children and families would go hungry at night or not have access to health care of any kind? When a natural or manmade disaster strikes, who would provide all the necessary temporary food, shelter and clothing to the victims? Who would work to preserve our inner cities and rural communities or ensure that our artists have venues and means to support their talents? Such a list could go on forever. Yet for me it's these types of questions and answers that represent one of the biggest pitfalls most nonprofits stumble into when it comes to communicating their true value to the communities they serve. A True Story A couple of years ago, I was having lunch with the executive director of a small community development corporation (CDC) and her board chair in a little café when she turned to me and matter-of-factly said, "You know, last year we were responsible for more than $6 million worth of economic activity in this community, and most of it went to small construction firms, tradesmen, local retail stores and other small businesses." I was stunned. That was a big number for the size of the small city (about 80,000 residents) the CDC was serving, especially given the fact that the community was in the midst of a minor recession. "Who else, outside of your organization, is aware of that fact?" I asked. The executive director and board chair looked at one another, and almost in unison said, "No one." I became even more stunned. Here was one of the best brand messages this organization could have been shouting from the rooftops, and yet it was obvious they had no strategy for getting this kind of valuable information out to folks in their community with a keen interest in knowing-including civic organizations such as the local Chamber of Commerce, government officials, and potential funders. One of the Best-Kept Secrets in Town To most people in the community, some of whom may have benefited directly or indirectly from this organization's efforts, it was just another nonprofit out there doing whatever it is nonprofits do. Instead of effectively cultivating goodwill and new revenue streams by letting the community know the impact it was having on the lives of so many beyond its direct client population, this particular organization was content to be one of the best-kept secrets in town. Bring Community into Your Communications Tell the world how the entire community benefits from your work. When de Tocqueville wrote the comment above nearly 170 years ago, he wasn't just talking about people helping people; he was talking about people sacrificing for the betterment of the "public welfare," which translates into the betterment of their communities. And de Tocqueville was right. Whether your organization provides housing, health care, literacy classes, or drug and alcohol rehab services or supports conservation efforts or human rights, whatever, we all -as a community-benefit from your work. And that's a message each and every nonprofit needs to emphasize, as does the sector as a whole. It's not about our client base; it's about all of us. Now, ask yourself again, "What would our community-and nation-look like, or how different would it be, if the nonprofit sector did not exist?" The image is stunning! Bits & Bytes The leaders of two community development nonprofits--Community Frameworks, located in Spokane, Washington, and Umpqua CDC in Roseburg, Oregon--will be joining me on the web-based radio show "De-Mystifying Nonprofits", hosted by Celeste Terry. We will be discussing internal brand audits and their impact on raising the visibility and value of an organization. The show will be broadcast live over the internet on Wednesday, September 10, at 5 p.m. EDT. Simply log onto www.globaltalkradio.com and click on "Listen Live" on September 12th at the appropriate time, depending on your time zone. Please join us. The phone lines will be open for your questions. My thanks to the Harry and Jeanette Weinberg Fellows Program for inviting me to present to its class of 2008 Fellows in June and for inviting me to their September graduation. 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 What Clients Say Larry Checco is passionate about his work….He facilitated our first ever board retreat, as well as presented a branding workshop to our member organizations and opened our eyes and minds to look at our organizations in new and positive ways.. He put us on a path to successfully brand ourselves. If you do not understand who you are, what you do, or why anyone should care, you need Larry. Tara Rollins, Executive Director Utah Housing Coalition Larry Checco is our best friend... His service to all of us is commendable. One has the feeling that he will personally give you a pat on the back if you take the time to develop a solid brand for your organization. That his delivery is engaging, entertaining, and memorable is nonessential compared to the guidance inherent in his presentations. Larry really cares. You get the feeling that he will be there to celebrate with you when you instill his suggestions and reap the benefits." Jan Albus, Executive Director Variety the Children’s Charity of St. Louis "Assistance League has received practical, solid advice from Larry. His approach to branding is simple, cost effective and fun! Our organization has gained valuable insight into our current marketing practices and with Larry’s help we’ve been able to successfully build upon what we already have in place. The future of our brand looks very bright - thank you Larry!" Michele Cesca, Executive Director Assistance League Reviews of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization "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 to 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, Sept. 3 & Dec. 1, 2008. To register log onto www.eeicom.com/training Career Executives Services Program, Cleveland State University, Levin College of Urban Affairs, Oct. 17, 2008 Assistance League Regional Chapter Networking Events: Charlotte, NC, Nov. 11, 2008 Portland, OR, March, 2009; Northern and Southern CA, April, 2009 Giving Circles Network National Conference, National Press Club, Washington, DC, Oct. 24, 2008 NeighborWorks Training Institute, Atlanta, GA, Feb. 19-20, 2009 NeighborWorks Training Institute, Chicago, Summer, 2009 (date TBA) Government Executives Network Webinar, September (date TBA) To register, call 202-536-5248. 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.
Fall 2008 Welcome to the 12th edition of Branding Bytes. Branding Bytes is a FREE quarterly e-newsletter 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:
What You Do-It’s About All of Us "I must say that I have seen Americans make great and real sacrifices to the public welfare; and have noticed a hundred instances in which they hardly ever failed to lend faithful support to one another." --Alexis de Tocqueville, Democracy in America Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector. Your first reaction is likely to be in question form: How many more children and families would go hungry at night or not have access to health care of any kind? When a natural or manmade disaster strikes, who would provide all the necessary temporary food, shelter and clothing to the victims? Who would work to preserve our inner cities and rural communities or ensure that our artists have venues and means to support their talents? Such a list could go on forever. Yet for me it's these types of questions and answers that represent one of the biggest pitfalls most nonprofits stumble into when it comes to communicating their true value to the communities they serve. A True Story A couple of years ago, I was having lunch with the executive director of a small community development corporation (CDC) and her board chair in a little café when she turned to me and matter-of-factly said, "You know, last year we were responsible for more than $6 million worth of economic activity in this community, and most of it went to small construction firms, tradesmen, local retail stores and other small businesses." I was stunned. That was a big number for the size of the small city (about 80,000 residents) the CDC was serving, especially given the fact that the community was in the midst of a minor recession. "Who else, outside of your organization, is aware of that fact?" I asked. The executive director and board chair looked at one another, and almost in unison said, "No one." I became even more stunned. Here was one of the best brand messages this organization could have been shouting from the rooftops, and yet it was obvious they had no strategy for getting this kind of valuable information out to folks in their community with a keen interest in knowing-including civic organizations such as the local Chamber of Commerce, government officials, and potential funders. One of the Best-Kept Secrets in Town To most people in the community, some of whom may have benefited directly or indirectly from this organization's efforts, it was just another nonprofit out there doing whatever it is nonprofits do. Instead of effectively cultivating goodwill and new revenue streams by letting the community know the impact it was having on the lives of so many beyond its direct client population, this particular organization was content to be one of the best-kept secrets in town. Bring Community into Your Communications Tell the world how the entire community benefits from your work. When de Tocqueville wrote the comment above nearly 170 years ago, he wasn't just talking about people helping people; he was talking about people sacrificing for the betterment of the "public welfare," which translates into the betterment of their communities. And de Tocqueville was right. Whether your organization provides housing, health care, literacy classes, or drug and alcohol rehab services or supports conservation efforts or human rights, whatever, we all -as a community-benefit from your work. And that's a message each and every nonprofit needs to emphasize, as does the sector as a whole. It's not about our client base; it's about all of us. Now, ask yourself again, "What would our community-and nation-look like, or how different would it be, if the nonprofit sector did not exist?" The image is stunning! Bits & Bytes
What Clients Say Larry Checco is passionate about his work….He facilitated our first ever board retreat, as well as presented a branding workshop to our member organizations and opened our eyes and minds to look at our organizations in new and positive ways.. He put us on a path to successfully brand ourselves. If you do not understand who you are, what you do, or why anyone should care, you need Larry. Tara Rollins, Executive Director Utah Housing Coalition Larry Checco is our best friend... His service to all of us is commendable. One has the feeling that he will personally give you a pat on the back if you take the time to develop a solid brand for your organization. That his delivery is engaging, entertaining, and memorable is nonessential compared to the guidance inherent in his presentations. Larry really cares. You get the feeling that he will be there to celebrate with you when you instill his suggestions and reap the benefits." Jan Albus, Executive Director Variety the Children’s Charity of St. Louis "Assistance League has received practical, solid advice from Larry. His approach to branding is simple, cost effective and fun! Our organization has gained valuable insight into our current marketing practices and with Larry’s help we’ve been able to successfully build upon what we already have in place. The future of our brand looks very bright - thank you Larry!" Michele Cesca, Executive Director Assistance League 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
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.
Other Issues of Branding Bytes Vol 1 Issue 01 Vol 1 Issue 02 Vol 1 Issue 03 Vol 1 Issue 04 Vol 1 Issue 05 Vol 1 Issue 06 Vol 1 Issue 07 Vol 1 Issue 08 Vol 1 Issue 09 Vol 1 Issue 10 Vol 1 Issue 11 Vol 1 Issue 12
