Tuesday, October 7, at 12 noon, U.S. Eastern time

Making Marketing Messages That Matter

As competition for attention grows, charities need to do more than have a great mission to win attention from donors and other supporters. Experts say they also need to put more effort into marketing their ideas and causes.

As a start, Nancy E. Schwartz, a marketing consultant in New York, suggests that charities develop a catchy slogan to capture their work - and cement an image in the public's mind. For instance, the American Lung Association uses the tag line "Improving Life, One Breath at a Time."

Ms. Schwartz recently studied the tag lines of more than 1,900 organizations to identify some of the nonprofit world's most effective messages. As part of her research, Ms. Schwartz found that seven in 10 nonprofit groups rate their tag lines as poor — or do not have tag lines at all.

So what makes a winning tag line? Why are they important? And how do you create a tag line that makes others remember what you stand for? Ms. Schwartz will answer these questions — and many more.

We hope you will use this forum to submit your organization's tag line, along with your questions, so the discussion can help you improve what's not working, and so that other Chronicle readers can benefit from examples of tag lines that have helped transform an organization's image.

• Read a transcript of the discussion.

Tuesday, September 30, at 12 noon, U.S. Eastern time

Compensation Trends in the Nonprofit World

The current economy has many nonprofit organizations wondering how, with limited resources, they can create attractive compensation packages for their employees. And it has many employees worried that it might be harder than ever to negotiate raises.

Against this backdrop, what should you be doing to deal with the sensitive issue of compensation in your organization? What strategies can you use to make sure you're getting the best possible deal from your employer? What are the current trends in the field? And are some of the longtime gaps in nonprofit compensation being narrowed?

• Read a transcript of the discussion.

Tuesday, September 23, at 12 noon, U.S. Eastern time

Weathering a Financial Storm

On the heels of the news of Lehman Brothers' collapse and the federal takeover of the financial giant AIG, many charities are bracing for a tough fund-raising environment as they head into the crucial holiday giving season.

The bad news on Wall Street — combined with the recent hurricanes and the attention the public is giving to the November elections — is causing considerable angst and has many in the nonprofit world worried about how to best approach their donors.

What can your organization do to state its case to donors and supporters during anxious times? How have groups weathered previous uncertainty? And how can you stretch your resources to meet your mission when money gets tight?

• Read a transcript of the discussion.

Tuesday, September 16, at 12 noon, U.S. Eastern time

Recruiting Minorities to Volunteer

As minority groups grow in proportion to the United States population, charities are increasingly serving more and more people with diverse backgrounds. They are also seeking to diversify the workers and volunteers who serve their constituents.

The efforts that charities have taken offer many lessons on what works and what does not. Join our experts to learn how charities have overcome cultural divides, and share your ideas about how your nonprofit group has tackled this challenge.

• Read a transcript of the discussion.

Tuesday, September 9, at 12 noon, U.S. Eastern time

Creating a Better Annual Report

Annual reports can be an effective way for nonprofit groups to communicate with their donors, outline their goals and accomplishments, and thank those who have contributed money and time to their causes.

But, too often, groups waste valuable time and money producing reports that aren't read and that fail to meet even their most basic goals.

As a result, some marketing experts are advising charities to rethink the way they produce annual reports. And with the growth of online marketing, some groups are finding new and creative ways to communicate with their supporters without producing costly, bulky reports.

How can your organization get more mileage out of its annual reports? What are some creative ways to present these reports to donors and supporters? How can your organization use online tools to present its annual report in new ways?

• Read a transcript of the discussion.

Tuesday, September 2, at 12 noon, U.S. Eastern time

Money Without Strings: The Debate Over Operating Support

Eighty percent of the money that foundations distribute to charitable causes is earmarked for charity programs and other purposes, so it cannot be used for basic operating costs like utilities, rent, supplies, and clerical help.

Many grant makers say they earmark most of their grants out of concern that otherwise the nonprofit groups will become too dependent. And they say it is too hard to measure the specific results of an unrestricted grant.

But in recent years, a handful of grant makers have become more willing to provide money for operating costs. Advocates of operating support say nonprofit groups can be more innovative and manage their operations better if they don't have to worry about following a grant maker's instructions for how every dollar should be used.

In an online discussion, grant makers and grant seekers will discuss the pros and cons of operating support -- and how nonprofit groups can find donors willing to give them unrestricted dollars.

• Read a transcript of the discussion.

Tuesday, August 26, at 12 noon, U.S. Eastern time

Celebrities and Charity

In a celebrity-driven culture, charities are often eager to enlist the support of a rock star, Hollywood actor, or big-name athlete to promote their causes. Celebrity icons such as Oprah Winfrey, Bono, and Angelina Jolie have helped nonprofit groups worldwide expand their profile, raise money, and improve their ability to deliver on their missions.

But cultivating relationships with celebrities isn't an easy process. It takes considerable work — often without the promise of significant results.

What should your organization know about working with celebrities? What are the potential drawbacks of these relationships? And what are some other groups doing to encourage celebrities to support their causes?

• Read a transcript of the discussion.

Tuesday, August 19, at 12 noon, U.S. Eastern time

Corporate Fund Raising in a Turbulent Economy

Nearly three quarters of America's largest corporations expect donations to charity to remain flat or decrease this year, according to The Chronicle's annual survey on corporate giving.

Based on that projection, nonprofit groups are facing a tough market for corporate donations. But there are ways for charities to attract the attention of businesses, even during tough economic times.

• Read a transcript of the discussion.

Tuesday, August 12, at 12 noon, U.S. Eastern time

Becoming a Consultant: Is This the Job for You?

Nonprofit executives often dream of becoming consultants who advise charities on fund raising, management practices, or other topics.

Not only can you potentially earn more money as a consultant than you do as an employee, but a consultant's job has other perks: You can choose which nonprofit groups you want to advise and often can work flexible hours from a home office. But a consultant's job is not for everyone. Working from home can easily becoming isolating, for example.

What do you need to be aware of in deciding whether to attempt a career switch and become a consultant? What are the hidden expenses from a financial standpoint, as well as the personal and professional costs? Join us for a discussion with people who have made the leap into the consulting world after years of working on the staff of a nonprofit organization.

Read a transcript of the discussion.