The NonProfit Times - March 1, 2008 - (Page 4)

Who When Where How WHAT? Browning Receives Award • Emailing’s “Seven Dirty Words” • United Ways ‘Super Ad’ • Make-A-Wish Cries From Onion *&%$#@* Your Email Got TRASHED With a little imagination and a bit of potty mouth, it shouldn’t be too hard to think of what the “Seven Dirty Words” might be in George Carlin’s infamous 1970s stand-up comedy routine. SubscriberMail offers up a different set of words, not ones that the Federal Communications Commission might have an issue with, but rather those that email junk filters might flag and not deliver to inboxes. The Lisle, Ill.-based email marketing services and technology company issued a white paper, titled “The Seven Dirty Words you can’t say in subject lines; plus 100 others.” Among the words that made the black list were pretty obvious ones that you likely have seen in your own junk folder: Eliminate debt Free, or FREE, or maybe Free access, free gift, free info and free instant Any words having to do with sex, pornography, cures or medication; and more specifically, Cialis (though nonprofits probably don’t have to worry about putting that last one in an email subject line) Other words might not be as obvious, or they might be more frequently used by nonprofits: Undisclosed recipient Text that has gaps, or numerical digits at the end Multi level marketing For a complete list of the dirty words to avoid in subject lines, visit: http://www.subscribermail.com/white_papers/seven_dirty_words/ — MARK HRYWNA • • • • Browning Receives Hart Award For Achievement Kelly B. Browning, executive vice president & chief operating officer of the American Institute for Cancer Research in Washington, D.C., and chief financial officer of the World Cancer Research Fund, was awarded the 2008 Max L. Hart Nonprofit Achievement Award. Recognizing outstanding achievement by an individual within the nonprofit community, the award was presented during the recent conference of The Nonprofit Federation of the Direct Marketing Association at the JW Marriott Hotel in Washington, D.C. “We are thrilled to recognize Kelly for the extensive contributions he has made to the nonprofit sector, as well as for the innovation and commitment he has brought to the direct marketing community as a whole,” said Brian Cowart, senior director of direct mail donor acquisition and cultivation for ALSAC/St. Jude Children’s Research Hospital and chairman of the Nonprofit Federation Awards Committee. Browning’s 23 years with the American Institute for Cancer Research have resulted in a huge jump in revenue for the organization, from $9.6 million in 1984 to $39.2 million in 2006. As chief financial officer of the World Cancer Research Fund, Browning oversees the financial and direct-response fundraising operations for each of the Fund’s national members. National members have enjoyed worldwide revenue growth from $18.5 million in 1991 to $61.3 million in 2006. As the 2008 vice chairman of DMA’s Board of Directors, Browning is a tireless advocate for nonprofits, and his knowledge of complex postal regulations and political expertise benefit the entire direct marketing community. Established in 1990 as the Nonprofit Achievement Award, the award in 2005 was renamed for Max L. Hart, formerly of the Disabled American Veterans. Hart is a DMA Hall of Fame honoree and longtime advocate, supporter, and champion of professionalism for the nonprofit fundraising community. • • ‘Super’ Ad Scores For United Way United Way of America CEO Brian Gallagher will never be mistaken for Justin Timberlake or Danica Patrick, but they all had some connection to Super Bowl Sunday. While viewers watched Timberlake get dragged and Patrick begin to unzip her top for sponsors Pepsi and GoDaddy.com, respectively, the United Way of America had a 10-second animated spot plugging a textmessaging fundraising initiative. The 10-second animated spot featured New England Patriots’ quarterback Tom Brady and encouraged people to text “fit” to 864833 (United) to support United Way’s youth fitness programs. Each text message billed $5 to the caller’s cell phone bill, with $4.50 going to United Way, and the remaining $0.50 administrative fee to Mobile Accord, with the support of VeriSign. The program raised more than $10,000 for United Way youth fitness programs in the days following the Super Bowl, while generating more than 14,000 hits on YouTube the night of the big game.To see the video, visit http://youtube.com/watch?v=b38idebP4ag The ad will continue to run through the summer. — MARK HRYWNA Make-A-Wish Cries From Onion A spoof television show prompted the Make-A-Wish Foundation to set the record straight about its wish policy and even spawned an entry on the urban legends Web site: www.snopes.com The Onion News Network, the television version of the satirical newspaper, featured Chad Carter, a fictitious Boston-area boy stricken with leukemia who wished for “unlimited wishes,” sending the Make-A-Wish Foundation teetering toward bankruptcy.The boy wished for, among other things, his face carved on Mount Rushmore (by 2031), a water balloon catapult, and “all Batmobiles ever.” Enough people must not have realized the satirical nature of The Onion, or were duped by the high-quality broadcast. But one television anchor hoping for the boy’s prompt demise probably could have been a clue. Either way, Make-A-Wish cleared things up to be sure. On its Web site, the Phoenix-based organization assures donors that it’s financially sound.“Make-A-Wish will not grant ‘unlimited wishes’ to a wish child.The policy is clear: We grant the one true wish of each eligible child with a life-threatening illness.” The fictional television show “Today Now!” even “interviewed” the foundation’s “president,” someone by the name of Dean Feinglass, who informed the morning show anchors that every time he tries to address the issue, such as a pro bono legal team, the boy wishes it away.“Boy, this kid thinks of everything,” the anchors exclaimed. See the story at: www.theonion.com/content/video/child_bankrupts_make_a_wish_0 — MARK HRYWNA 4 MARCH 1, 2008 THE NONPROFIT TIMES www.nptimes.com http://www.subscribermail.com/white_papers/seven_dirty_words/ http://godaddy.com http://youtube.com/watch?v=b38idebP4ag http://www.snopes.com http://www.theonion.com/content/video/child_bankrupts_make_a_wish_0 http://www.nptimes.com

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The NonProfit Times - March 1, 2008 Fuel Costs Eating Up Food Banks California Legislation Pushing Foundation Funding Diversity Estate Tax Won't Die Contents Who...When...Where...How...What? Red Cross Cuts Jobs, Regional Support In $200 Million Deficit General Ramblings: What the....? Briefs Taxing Issues: New for 2008 Foundations: Rebooting At Gates Mail Drove Donors to Give Online Streetsmart Nonprofit Manager: The Power of the Founder Software: Technology Innovation Calendar Fundraising Guide NPT Jobs Resource Directory AFP International Conference Insert

The NonProfit Times - March 1, 2008

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