First, know thyself. The ancient Greek maxim is good advice for organizations embarking on a marketing plan. All the fancy online communication tools don't mean a thing unless you have a compelling and authentic message. And that's virtually impossible to create without a clear understanding of what the organization is all about. Keep in mind that your audience is more savvy and skeptical than ever before. They're bombarded with sales pitches all day long. They can smell spin a mile away. And few things will undermine your message faster than the whiff of inauthenticity. I'm not talking about intentional deception. That's clearly out of bounds. What I'm getting at is a sense of uncertainty or outright confusion about the organization's mission. Maybe the group has evolved over the years, adapted to changing circumstances, drifted in the direction of a successful program, experienced changes in leadership. Whatever the cause, uncertainty about the organization's mission leads inevitably to fuzzy and ineffectual messaging. The remedy? Look upon every major communications initiative as an opportunity to assess and affirm the organization's mission. Often, it's not until you sit down to write about the organization that you detect slippage between the organization's declared mission and what it actually does. Check in with your board, staff, and key supporters. Be sure everyone is more or less on the same page. If not, you may find your communications efforts are more confusing than clarifying.

Italians have an expression: fare una bella figura . It means to make a good impression. But more than that, it’s a commitment to present oneself well, to look and act one’s best. It’s not just about good looks or expensive clothing. It’s a personal choice to cultivate grace and style. There’s a lesson here for nonprofit organizations that are struggling to find the resources to produce effective marketing material. Even on a tight budget it’s possible to create something thoughtful, effective, even beautiful. 1. Don’t underestimate the power of good design. Even a modest investment in a professional designer can elevate an otherwise mediocre piece into something special. 2. Don’t let poor design get in the way of a good message. Remember that your message is competing with an unprecedented level of media noise. Readers typically spend less than a second or two deciding to read new material or toss it out. Even the smallest obstacle (a poor choice of font, a confusing layout, an awkward phrase) is enough to put them off. 3. Good design doesn’t mean fancy design. In fact, it’s often said that the best design is invisible. While a little bit of eye candy can attract attention, no amount of whiz-bang graphics will compensate for weak or confusing content. Equally bad are over-designed pieces that distract readers from core messages with intrusive visuals. 4. Avoid kitchen sink syndrome. Adding extra information doesn’t add extra value. Usually it muddies the water, making it more difficult for readers to understand what’s important or, worse, discouraging them altogether. Stick to your key messages. State them clearly and persuasively, and always give your readers an option to seek more information if they wish. 5. Take advantage of electronic media. Printing and postage are expensive. Save money (and trees) by using e-mail marketing, social media and blogs. Redirect those funds toward copywriting and design. Cultivate a corps of volunteers and press contacts who will publish your organization’s message on their own networks. Be sure your website and blog are properly integrated with social networks so viewers can share, follow, like, retweet or repost your information with a click of a button. At some point in its evolution – and that point ought to come sooner rather than later – an organization will need the help of a communications design professional. It’s an investment worth making. In fact, it’s a priority.

As a kid, I loved poring over maps and globes. Still do. So many places to go, so many stories to tell. Nowadays, with digital technology at our fingertips, the narrative use of maps – not to mention satellite imagery, aerial video and 360-degree photography – is more powerful than ever. In the last few months, for example, we've been working with the USDA Northeast Climate Hub on a virtual tour of climate-related project sites utilizing 360-degree photography, drone video, digital maps, and conventional video and still photography. The tours can be experienced on a monitor or mobile device or with virtual-reality goggles. We're expecting the tours to go live in the next few months. In yet another project, we'll be creating a "story map" on the ESRI platform, which, in turn, will be embedded in a WordPress website. Now that we're flying GIS-equipped drones, there are all sorts of possibilities for combining maps with aerial video and using aerial photography to create three-dimensional models of landscapes and structures. And of course, as we've always done, we'll be creating stylized maps for print and web-based projects. But remember, all the whiz-bang technology in the world is no substitute for effective storytelling. As Sam sang in Casablanca , "the fundamental things apply." In this case, the fundamentals include accurate information, emotional engagement, and relatable issues. The objective is to connect your audience more deeply and durably to the organization's mission. Maps are just another tool to that end – albeit an extremely powerful one.

norxdel, Author at Gattuso Media Design

Q: Google's Ranking Factors

Search Engine Journal recently posted this infographic listing Google's 200 ranking factors. It's extremely infomative and, if nothing else, will give you an idea of just how complex SEO can get. But don't be dazzled by the details. For small organizations, content is still the key to smart SEO. Technical savvy will only take you so far. The essential ingredient in any successful SEO strategy is the frequent posting of useful, relevant, original content that your viewers actually look forward to receiving.

Q: Sneak peek: Flemington Area Food Pantry

We're pleased once again to help the Flemington Area Food Pantry with its communications program. This time, we're putting together a website. It's still in development, but here's a quick preview of the overall look. The Food Pantry welcomes donations and volunteers. Call 908-788-5568 for information about how you can help.

22 07, 2019

Know Thyself

norxdel2019-07-25T13:34:27-04:00July 22nd, 2019|

An ancient Greek maxim is good advice for organizations embarking on a marketing plan.

5 06, 2019

Bella Figura

norxdel2019-07-25T13:42:30-04:00June 5th, 2019|

There's a lesson for nonprofits in a lovely Italian expression. Invest in making a good impression, even if money is tight.

27 02, 2019

A Story in Every Map

norxdel2019-07-25T13:33:19-04:00February 27th, 2019|

Thanks to digital technology, the narrative use of maps is more powerful than ever.

29 12, 2016

200,000 Views for NJ Environment News

norxdel2017-02-27T16:10:50-05:00December 29th, 2016|

New Jersey needed a one-stop daily overview of environmental news, so we created one.

7 08, 2014

Underwater Dreams ‘Inspiring and Insightful’

norxdel2017-02-19T15:47:04-05:00August 7th, 2014|

Congratulations to super-talented film editor (and my brother) Paul Gattuso of Paul's Place in Boston for editing the feature documentary Underwater Dreams.

3 07, 2013

Sneak Peek: Center for Movement

norxdel2017-02-19T15:50:19-05:00July 3rd, 2013|

Here's a sneak peek at the art and copy we're putting together for the Center for Movement's new website. CFM is a Pilates studio with three locations …

13 06, 2013

Rules of the Knife Fight … with Penguins

norxdel2017-02-19T15:52:54-05:00June 13th, 2013|

Brafton's infographic about Google's new Penguin algorithm caught our eye. Don't let the cute ninja penguins distract you from the main point: If you're serious about SEO, link-building gimmicks just don't cut it anymore. It's time to focus on content. Among Brafton's recommendations: Add high-quality, relevant content to your site – to which we add: [...]

10 06, 2013

Google’s Ranking Factors

norxdel2017-02-19T15:54:18-05:00June 10th, 2013|

The essential ingredient in any successful SEO strategy is the frequent posting of useful, relevant, original content that your viewers actually look forward to receiving.

16 05, 2013