Black Friday and Cyber Monday Marketing Resources for Social Enterprises

Last month, we covered #GivingTuesday resources for nonprofits, so this month I thought we’d tackle Black Friday and Cyber Monday marketing resources for social enterprises. Not only that, I wanted to also make sure we gave a proper and well-deserved shoutout to Small Business Saturday.

Even through it’s been trending that way for many years, 2020 will certainly shift in favor of online shopping due to the pandemic.

As a social enterprise leader, you are already aware that consumers are on the hunt for more social impact products, but I think this year’s spotlight on the election as well as racial injustice has really fueled the desire for people to understand how they can make a bigger difference each and every day. Your socially conscious products are certainly a part of that, and by supporting you, people can feel good about where they spend their money.

We just have to make sure they can find you online (or in person)! So, here are some marketing resources that can not only boost your presence, but help your social enterprise increase sales this holiday season.

Feel like you’re too late to get into the game this year?

Some of the resources below may help provide you with some quick and easy ideas, but even if they don’t, you can still plan to at least push gift cards as an alternative!

Gift cards are an easy marketing message to communicate, contribute to your bottom line, and allow people to support your mission.

GENERAL MARKETING AND AWARENESS RESOURCES FOR SOCIAL ENTERPRISES

Besides the holiday season, there are plenty of things you can do year-round to spread the word about all the good that you’re doing.

• Apply to have your products listed on the DoneGood website, which features a large variety of social impact brands.

• Hive’s goal is to “Reimagine retail. For good.” and may remind you a little of Thrive Market—without the membership fees. You can also apply to partner with them.

• Interested in catering to the business crowd? Gifts for Good specifically targets corporates gifts, and is looking for partners.

• Find online directories like my friend LeeAnne’s Change the World By How You Shop or The Honest Consumer to get your company listed on ethical purchasing sites. Every link helps build your reputation and increase your awareness. It may take some leg work to find websites like this, but the more people that know about you, the better, right? This could also be a strategy you implement during your slower months when you have more time on your hands.

• Pitch yourself to podcasts like my friend Molly’s Business With Purpose podcast, which focuses on generous individuals and social impact companies. You can even catch yours truly on episode 96.

• GoodCarts was launched specifically to help social enterprises in the e-commerce space. And it’s easy and fast to get started!

• Though this post is technically talking about Black Friday/Cyber Monday, I’m including it here because what The Good suggests is terrific information for optimizing your website, but it’ll be really time-intensive. So, maybe put this on your 2021 to-do list.

• I’ve learned most of what I know about Search Engine Optimization (SEO) from Meg at Love at First Search, and I highly suggest checking out these two posts: 6 Tips to Get Your E-commerce Product Page to Show Up on Google and Want to Boost Search Traffic? Set Up Google My Business. By the way, I’m also an affiliate for Meg’s Attract and Activate SEO course. I’ve taken it myself, and she is a terrific (and patient) teacher!

• Your website is more important than ever, so to get it in the best shape possible, check out my Ultimate Guide to Social Impact Websites.

BLACK FRIDAY AND CYBER MONDAY MARKETING RESOURCES

Now merged into one days-long holiday, Black Friday/Cyber Monday (or BFCM as it’s becoming known), is the Super Bowl of retail. Here’s how you can get a piece of the action.

• Contact BlackFriday.com and GottaDeal.com and get your deal listed.

• Shopify has a ton of resources for your Black Friday and/or Cyber Monday extravaganza, including 27-point checklist to keep you on task.

• It’s no surprise that Square has some advice for you, and I particularly like #2 that says to reward existing customers.

• Wondering what mistakes to avoid in your marketing and communications? AppSumo wants to tell you about five things they learned in 2019.

• Yotpo has outlined their trends for 2020’s Black Friday, and I particularly recommend reading their advice on advertising and making meaningful connections.

• Paypal put together an entire webinar that you can re-watch for Black Friday and Cyber Monday info. You’ve probably seen options similar to their “Pay in 4” selection pop up on websites already, and I think that trend will continue to grow.

• Mailchimp has their own list checklist for planning your promotions, and tells you how to use their services for maximum impact.

• Planoly gives some great suggestions on not only what you need to do to prep for BFCM, but also conveniently put them into a timeline for you!

• Check out #2 and #6 from eDesk on their social media specific recommendations for making the most of BFCM.

• There is some great technical advice in this post from Ai Trillion, including making your return policy clear and creating a welcome email sequence.

• Take a look at #6-8 on Sumo’s list of “Better Cyber Monday Emails” and see if one of these options could work for you. (It takes some list segmenting!)

• Feeling overwhelmed yet? Take a look at #2-4 in this post by New Relic to help put you at ease and keep you focused for a tight timeframe.

SMALL BUSINESS SATURDAY MARKETING RESOURCES

Though it’s only been around since 2010, I love the support that Small Business Saturday has garnered, and applaud American Express for being one of its founders. This year, it’s more important than ever to support small businesses, and I hope people turn out in record number for you!

• The American Express website gives you the ability to add your small business to their directory and also download promotional resources.

• Vivial put together a list of 11 Small Business Saturday Promotions Made Easy, several of which take minimum time and effort. I especially like #2, the idea of partnering with others, and that can be as simple as sending an email to each other’s lists.

• Though this article from Entrepreneur is from 2017, before COVID-19 was part of our daily vocabulary, it has some pretty timeless advice. I’d like to point out #6, “Don’t compete with the Big Boxes.” Stick with what makes you spectacular, and that doesn’t always come down to the price.

• SmartBiz made a smart move by giving you guidance on how to follow-up with your customers after Small Business Saturday. “Thank you” goes a long way!

• Square wants to remind you to showcase where your products are sourced from, since that is increasingly important to consumers.

• Not that you forget we’re in the middle of a pandemic, but Marlin reminds you to offer contactless pickup and delivery to make your customers feel safe and remove any excuses of buying from you.

• There is some great info in this post by When I Work, but I really like the second category about how to make decisions easier for shoppers.

• Some of this advice from Local IQ is repeated above, but if you want more specific examples, take a look at these 40 Easy Small Business Saturday Marketing Ideas to Stand Out from the Crowd. I like the idea of bundling products for a discount.

By the way, did you notice that a lot of resources suggest partnering with a nonprofit to increase visibility and goodwill? High fives that you already have a built-in cause component!

EXAMPLES FROM OTHER BUSINESSES (AND TEMPLATES, TOO!)

Need some inspiration? Here are some ideas to get your creative juices flowing.

• Keap put together five case studies for Small Business Saturday as well as ideas for how to track what promotional efforts worked.

• I found numerous city, district, and Chamber of Commerce websites promoting their local brick-and-mortar businesses for Small Business Saturday, so if yours doesn’t have something like that, gather your fellow business and city leaders to create one for the future! This is a nice Detroit example.

• What’s better than examples? Free visuals and templates. Printful has you covered.

• Honeycomb Credit has a social media kit with templates that you can download for free.

• Mailerlite now only has examples for you, but tells you exactly what emails you should be sending for Black Friday.

• SendGrid has some additional email marketing examples for both Black Friday and Cyber Monday, including from favorites like Patagonia and REI.

• Do you use text messaging in your campaigns? Postscript has both data and SMS examples for you to view.

• Need to skip 2020 and focus on 2021? I hear ya. OptinMonster will give you a timeline and examples so that you can take it slow and prep for next year.

• Here are 18 creative ideas from Oberlo with examples that companies of all kinds can try now or later.

• Wondering about the best Black Friday email campaigns of all time? SmartrMail has put together their own list. Do you agree?
  

Anything to add? Include it in the comments so we can learn from each other!

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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GivingTuesday: The Resources You Need to Succeed

Head’s up: GivingTuesday is just weeks away! Isn’t it funny how the holiday season happens at the same time each year, yet it always seems to sneak up on us?

Consider this your warning: It’s all going down on Tuesday, December 1st.

Around since 2012, GivingTuesday is a national day of philanthropy for nonprofits far and wide, large and small, and for every cause under the sun. It follows Black Friday, Small Business Saturday, Shop for Good Sunday, and Cyber Monday.

Yep. People will shop . . . drop . . . and then give back. (Even in 2020!)

Every year, more and more nonprofits are joining the fun. Yes, it can be a little intimidating for first-timers, but it can also payoff big time (if it’s done right). In fact, in 2019, over $500 million dollars were raised!

If you’re still on the fence, need some advice, want a marketing toolkit, or need to see some examples, I’ve got you covered. Keep reading to make your #GivingTuesday dreams come true!

If you only choose to look at one website, be sure it’s the official Giving Tuesday website. There you’ll find out how to participate, a toolkit and other resources, statistics, and stories of impact.

GivingTuesday: Should You Participate or Not?

• Pursuant laid out a short list of the pros and cons of #GivingTuesday participation for your nonprofit.

• Nonprofit Expert gives you five reasons to participate, including the fact that it helps you build trust.

• Need a specific reason to say yes or no? CauseVox will give you four scenarios to consider.

• While they may be a little biased, GivingTuesday can help persuade you, and also remind you that each year’s campaign doesn’t have to be completely new and fresh.

• Funraise presents some pretty compelling reasons to jump in with both feet, especially during the chaos of 2020.

• Red Start Creative shares their perspective, and #1 alone is worth the read.

#GivingTuesday Best Practices and Advice

• Nonprofit Hub has a terrific article about prioritizing relationships over tactics when it comes to your nonprofit’s fundraising efforts.

• GivingTuesdaySpark will help you inspire young people ages 6-21 to take action for your cause.

• One Cause has seven best practices that you should pay attention to. I particularly like #2.

• “Thank Your Donors” is just one tip that The Modern Nonprofit gives you. It’s a simple one, but should never be overlooked!

• The Chronicle of Philanthropy has compiled all their best articles and advice for you. I recommend taking a look at 6 Things Data Tells Us About Giving Tuesday.

• Have you jumped on the video bandwagon yet? If not, Wild Apricot may just convince you to press record.

• Are you a little technologically challenged? Soapbox Engage will guide you through some of the finer points.

• Keela has three tips to help you make the most of your #GivingTuesday campaign, and you should definitely take a gander at #2.

Resources and Toolkits for #GivingTuesday Campaign Success

• My friends at Funraise have put together a super helpful GivingTuesday Toolkit, including a step-by-step calendar and pre-written emails and social media posts.

• CauseVox has outlined a simple campaign timeline, and it’s a great place to start for some general guidance.

• While not exciting to look at, what I like about the Smithsonian’s toolkit is that it has options for starter, experienced, and advanced campaigns, as well as examples.

• Download Qgiv’s Ultimate #GivingTuesday Guide for messaging templates, promotion templates, and even a post card for your donors.

• Blackbaud has their own toolkit for you, and includes some items you won’t see from others such as webinars and podcasts.

• Wordpress’ nonprofit resource, GiveWP, created a whole workbook that you can download. It’ll walk you through campaign ideas, public relations and corporate partner options, and email templates.

• Be sure to check out your own state’s #GivingTuesday resources. Here in Georgia, we have GAgives.

• Kindful has curated a very comprehensive list of resources, and you’ll find ideas, examples, communications and marketing advice, and virtual fundraising suggestions.

• Want someone to walk you through a GivingTuesday strategy? Give Lively has you covered with an on demand webinar.

• Classy has a full resource center for you with a planning checklist, email templates, a webinar series, example campaigns, and more.

• The Whole Whale is priming you with 31 ideas for the big day, and you probably haven’t thought of some of these!

Examples for Your GivingTuesday Campaign

• You know storytelling is important in fundraising, and GoFundMe gives you five examples to learn from.

• Snowball Fundraising will show you nine of their favorite campaigns, and a template for your donation page.

• Campaign Monitor gives you four email examples to scrutinize—one for each prominent email of your campaign.

• Neon One is giving you a peak behind the curtains with four of their clients, and highlights examples for nonprofits both large and small.

• Donorbox explains the fundraising process in 10 steps . . . and gives you an example to go with each one.

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PIN THIS POST FOR LATER:

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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4 Tips for How to Become a Better Writer

As a copywriter with almost two decades of experience, one of the questions I get asked a lot is how to become a better writer. From grant proposals to product descriptions to blog posts to websites and more, you have a lot to say, and it needs to be said well in order to gain more support for your nonprofit or social enterprise.

Learning how to convince and compel with the written word is not just an essential skill, but one that stands the test of time.

No matter the format or latest trend, you’ll always be glad that you took the time to improve your writing. It’s a journey that never ends, but one you’ll gain confidence in as you go.

Plus, if you’re at a small cause-focused organization, it’s unlikely that you can outsource all of your writing needs anyway, which also makes it unavoidable. Might as well do the best with what you’ve got, right?

So, if you’re ready to get better at writing, sharpen your pencils because I have four tips that you can implement starting today.

A Disclaimer: Copywriting vs. content writing

Before we jump into how you can become a better writer, I first wanted to take a minute to explain copywriting versus content writing. Many nonprofit and social enterprise leaders are not well-versed in marketing terms because they are busy running their organizations—and that’s totally okay! That’s why you need people like me to not just do the work, but help you understand it as well. And I’m happy to!

Here’s the gist:

Copywriting is marketing copy that’s used to persuade. The words are intended to drive sales, increase leads and interest, and make people want to take action. The language is often strong, emotional, and engaging. (Here’s an example.)

Content writing is informative. The words are used to educate or tell stories. If you’ve heard of content marketing, then you know content writing is often utilized to build a know/like/trust factor so that people can get to know you over time. (This blog post you’re reading is one example.)

I point this out not just to make you a little smarter, though that’s always a good thing. I say this so that you understand that there are two different ways of writing for your organization, and they serve different purposes.

Good writers may be good at content writing, but may not be good at copywriting. You or another staffer may be terrific at creating blog content, but it doesn’t mean that you should be writing your fundraising or sales campaigns, or even the main pages of your website.

Definitely take the time to get better at writing, but know that you may still need to call in professional when it comes to marketing copy that’s intended to bring in dollars.

4 Tips That Will Vastly Improve Your Writing

1. Write (A Lot) to Improve Your Writing

“Practice makes perfect” is a cliche for a reason! Even (and perhaps especially) if you do not regularly write for your nonprofit or social enterprise, I encourage you to find an outlet to do so.

I actually started my personal blog while working as an Event Marketing Director because I had less writing to do for our nonprofit than in previous jobs. I needed that space to continue practicing at night and on the weekends since I wasn’t getting it during the day.

Writing is a bit of a use it or lose it skill, in my opinion. Not like you’ll completely forget how to write if you stop, of course, but it’ll be harder. You could experience more writer’s block or fall behind on best practices. Writing will become more of a mental game, and something you’ll likely keep putting off until “later.”

By writing more, you’ll also start to develop your own voice. Obviously, you’ll need to stick to the tone and voice of your organization for professional purposes, but as a more experienced writer, you can also help shape that for your team. Additionally, many leaders want to write a book, so developing your own voice will come in handy later, too.

The more you can write, the better—and more confident—you’ll get.

2. Read (A Lot) to Get Better at Writing

Sometimes it helps to learn from the pros, and one of the best way to do that is by reading as much as you can. That might mean blogs and newsletters, but I find that books are the best source.

Did you know that fiction books also increase empathy? Guess there’s more than one reason to read them now! But, seriously, following the same narrative over many chapters not only captures your imagination, but helps you learn how to tell a great story. (Just be sure to keep your marketing materials brief, ha!)

And nonfiction books have their own benefits, such as helping you learn new things, which is also an essential for any leader. Nonfiction is also, of course, more closely aligned to what you’ll be writing for your organization, so you’ll be able to see great content modeled for you.

Be sure to make time for both fiction and nonfiction books!

If you don’t consider yourself a very analytical person, don’t worry! I’m not asking you to methodically pick apart everything you read. It will likely just start soaking in subconsciously. You’ll begin to develop a preference for certain styles, and will see it play out as you begin to write as well.

3. Read What You Wrote Out Loud

It’s amazing how different something may sound in your head as opposed to when you read it out loud.

This trick can help you avoid any number of writing mistakes. The tone or pace of your words might sound “off,” or the meaning may even get lost. You may also find a run-on sentence or hear how a comma changes the entire structure. And you could discover that what you’ve written is actually a mouthful to say, and therefore shouldn’t be in your final version.

Reading your writing aloud is also a great way to detect new thoughts and paragraphs. Digital writing these days is done in smaller paragraphs, often of one to four sentences, so hearing places where you pause can help you figure out when to press “enter.”

Oh, and I don’t mean muttering the words to yourself under your breath, which I sometimes do. I mean actual, out-loud reading. Say it loud and proud, my friend! You might be surprised by what you hear.

4. Get Feedback on Your Writing

This tip may be the most difficult, because it means that you have to be vulnerable and ask for feedback. I don’t know about you, but that can be rough for me. However, having another person’s perspective can be invaluable, so give it a try.

And, who knows, if you’re feeling self-conscious because you don’t have much professional writing experience or have been struggling with writer’s block, your friend or peer may actually give you a boost of confidence by letting you know what a great job you did!

Here are a few ways to make the feedback process better:

• Ask someone who understands the purpose of what’s being said. Everyone has their own opinion on what makes for good writing, but if your best friend doesn’t have a good handle on your organization’s tone, voice, and message, they probably won’t give you the insight you need.

• Ask someone you trust. It’s not easy to ask for constructive criticism, so be sure to get feedback from someone who you care about, and who cares about you.

• Ask about something minor. Before you pour your heart and soul into your next campaign, get feedback on something minor and less important. See what kinds of feedback you receive on something of less consequence before the stakes are higher.

• Ask for specific feedback. If there’s a particular area you’d like someone to focus on, make it clear. Otherwise, you may not get the feedback you want.

• Ask from a good headspace. If you’ve just had a really bad day, receiving any sort of criticism is probably not going to be well-received. Ask on a day that you know you can take it.

What do you think? Which tip will you try first?

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PIN THIS POST FOR LATER:

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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Racial Justice Resources for Nonprofits and Social Enterprises

As a leader of a nonprofit or social enterprise, some form of justice is already at the heart of your work. You’re fighting for a cause because it’s worthy of your attention and your voice. It’s true, it’s right, it’s just.

So, if you aren’t already involved in the conversation regarding racial justice, now is the time to join in—no matter what issues you’re already working on. Racism is a virus, and each of us is susceptible.

You’ve, of course, seen overt and horrific examples played out on a national stage, but the real work—the hard work—begins in ourselves, our homes, and the places we work.

Implicit bias, microaggressions, off-hand comments, inappropriate jokes, favoritism, and more happen in small ways on a daily basis, sometimes without a second thought. It’s time to address our failings head-on and on-purpose, with the same amount of passion you already apply to your current work.

Even as a cause-focused organization, it’s possible that you may need some assistance in this area. We can all lose perspective when it comes to our own work, and even ourselves. You likely don’t consider yourself a racist, but have you considered becoming an anti-racist?

As an advocate for justice, inequality is your adversary. And it’s time to pick a fight.

Whether you are still trying to understand why “Black Lives Matter” or you are trying to figure out how your nonprofit or social impact company should respond at this critical time in history, here are some tools and resources to equip you on this journey.

I’ve also asked a few friends for their thoughts, because they are all incredibly smart, have a vital perspective, and are people you should know.

Understanding the Issues of Racial Inequality and Systemic Racism

If this is a topic that you feel largely ill-equipped to tackle, take the first steps to listen and learn before you speak. Let’s start by getting on the same page.

• Understand what terms like systemic racism, white privilege, white fragility, and microaggression mean, so that you can speak from an informed and allied perspective.

• Merriam-Webster is redefining what “racism” really means.

• Here’s a great explanation on why being color-blind is actually a bad thing, despite any good intentions.

• The Skimm created an easy-to-understand guide on why mass incarceration is such a big deal here in the US, an overview of systemic racism, and what it means to defund the police.

• Get an overview of how slavery transformed America through this audio series from The New York Times.

• Equity and equality aren’t the same thing, and this post gives 20 reasons why.

• Heard “BIPOC,” but not sure what it means? Read this explanation to understand where the acronym for Black, Indigenous, People of Color came from.

• Learn more about the term “anti-racist” from the guy who literally wrote the book on it.

• Still saying “all lives matter”? Here’s a great explanation on why black lives matter or you can read more about BLM on their website.

• This Anti-Racism Resource Guide includes definitions, getting started resources, and next steps for those just starting this journey.

• Critical Race Theory has received a lot of attention but may not always be used correctly. Read up to make sure you understand what it is—and what it isn’t.

Begin within

As the leader (or a leader) of your nonprofit or social impact company, the work begins with you. No matter what policies or changes you implement, trainings you conduct, or resources you make available to your team, the majority of the work has to be done in the heart’s of your people, starting with you. Set the example you’d want to follow.

• This short and simple “Guide to Allyship” is a great place to start as you begin to think what these topics will mean to you personally and professionally.

• There are a number of common phrases that have racist roots you should be aware of, so that you can remove them from your vocabulary. And here are five more, a couple of which caught me completely off guard.

• If you work internationally, take a look at this article, which makes the case for addressing racism here at home.

• The National Museum of African American History & Culture has created some tools to use for yourself and others when talking about race, including the exploration of bias.

• Ladies, check out The White Shift, which exists to “connect and activate a community of white presenting women to do the personal work it takes to uproot racism and build power for Black and Brown communities.”

• This creative “Justice in June” plan allows you to take bite-sized actions toward becoming an ally for the African American community, and can be utilized any month you’re ready to get started.

• Here is an extensive resource list by Tasha K, sorted by categories and topics for both personal and professional use.

• Get in the fight, but protect your mental health. This is hard internal work, but it takes a toll, even for the biggest of allies. Injustice needs you at your best.

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“Racism and racial injustice, at their core, are issues of dehumanization. Before engaging in racial justice, it's essential for those in the White community to expose the implicit bias and dehumanizing sentiment they may have in their hearts. Otherwise, we are just putting a Band-Aid on the problem.” 

- Bradley Tomlinson, Director of Content Strategy at Orchard

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Improving Diversity and Inclusion in the Workplace

You and your team spend so many hours of your lives working, and everyone deserves to feel seen, heard, welcomed, and safe at your nonprofit or social enterprise.

resources for the executive team

• In this article on the Triple Pundit, Cecily Joseph outlines a simple “blueprint for action on racial equity.”

• This is a great article on “How Companies Without Racists Perpetuate Racism,” which is written by Kafi Payne, who is a HR Director. Many companies will relate to her words.

• CEOs should speak out, but they should begin by making progress in their own boardrooms first.

• If you work in sustainability, read this advice from one of your own.

• JUST Capital outlines a few practices that social impact companies can take to combat systemic racism and provide a safe and supportive work environment for Black employees.

• The Stanford Social Innovation Review put together a list for change-makers who want to put an end to racism.

• The Female Founders Fund put together an incredible anti-racist resource list for the tech and VC community.

• Vivienne Dovi has laid out some excellent advice for what you can do after you declare that #BlackLivesMatter, including some low-cost and no-cost options for your small business.

• Use your position as an opportunity to mentor someone early in their career through an organization like Year Up.

• Racial Equity Tools has an extensive resource list for advocating for racial equity and social justice during COVID-19.

• While created with the nonprofit community in mind, The Communications Network has amassed an impressive and crowd-sourced resource list on this topic, including creating your language and narrative, management and operations advice, action steps, and much more.

• Consider providing bereavement leave to Black employees.

• Creating budgets for professional development allows marginalized communities to take advantage of new experiences that might not otherwise be open to them.

• Here’s a list of 50 ideas for incorporating diversity and inclusion in the workplace.

• Project Inkblot can educate you on how to design your products and services with diversity in mind.

• While professionalism can be a great thing in a workplace, it’s good to evaluate your practices to ensure they are non-biased.

• Here are 10 tips for becoming an ally to the Black women in your company.

• The extensive resource list by Teach.com includes racial equity toolkits for government agencies.

• Did you know racial inequality even affects your team’s sleep? Here’s an eye-opening guide on The Sleep Gap.

• This article cites “42% of U.S. employees have witnessed or experienced racism in the workplace.” However, they also give you seven ways to fight racism at work so you can do your part.

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“The workplace has a unique influence on each of our lives, and has huge potential to help us grow as teams and individuals - just as much as it has the potential to limit behaviors and possibilities. In this moment, we're seeing a societal awakening to realities that have been all too common for far too long, so its imperative for leaders to reconsider what's normal and reset their expectations for themselves and their teams, to truly realize the power of diversity and a thriving economy.”

- Lauren Dawson, Senior Program Manager, Diversity, Inclusion and Belonging at LinkedIn

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Hiring and Human Resources

• Listen to The Diversity Gap podcast where Bethany Wilkinson shares “stories of the people most impacted by diversity, equity, and inclusion initiatives.”

• We Are Rosie created a document that shows you how to find diverse talent in the advertising industry.

• Evaluate your hiring and firing policies for how employees may act away from the office.

• Learn how to champion diversity, inclusion, and racial equity at your nonprofit or social impact company.

• Have an open position? Post it on ColorComm, which reaches women of color in communications.

• Here’s how Buffer focuses on D&I, even when they’re not growing their team.

• Some job candidates are screened because of their names or racial indicators on their resume, which again stresses the need to check our own implicit bias before bringing that prejudice into the workplace.

• Avoid this mistake when it comes to diversity and inclusion in your workplace, and also receive some terrific advice for your small business.

• Here is a very candid essay on one Black woman’s hiring experience. I urge you to read it with openness, and examine if any of your own hiring practices reflect her account.

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“Human Resources plays an important role in creating people and culture strategies that support business success and the employee experience. In this time of racial unrest, HR is being called upon to create safe spaces where brave and inclusive conversations can occur. At ESPN, the diversity and inclusion team and employee resource groups have hosted numerous conversations that give employees the opportunity to share the pain of racial and social injustice in the United States and their hope for a better future. Our employees have also shared ways in which our company can be better in creating a more inclusive culture. These conversations are vital, and I am so proud that we have a culture where employees speak up and leaders listen and support. I hope HR practitioners across organizations are creating these safe spaces for their employees, listening, and committing to the change we all want to see.” 

- Dr. Tonya Harris Cornileus, Vice President, Development, Inclusion & Wellness, ESPN

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Marketing and Communications

• Examine your marketing and advertising to understand what you might be unconsciously communicating or what stereotypes you might be perpetuating.

• Take a look at these social media accounts to follow so that you can ensure your social listening is coming from a variety of voices. (Here’s another list.)

• Use culturally-diverse photos so that all of your fans, followers, and customers can see themselves in your brand. (More options here.)

• The Associated Press has officially decided to capitalize Black and Indigenous with regards to racial and ethnic groups.

• Working with influencers? “Our Shades of Influence” can help you diversify there, too.

• Diversity Best Practices has compiled resources for cultural and heritage holidays.

• Black Illustrations has “hundreds of diverse images for your online projects” in over 10 categories.

• When supporting causes like this online, you’ll also want to make sure you and your accounts are safe online. Here are nine tips.

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“It is critically important to me that my customers and their children see themselves in my brand. Not simply on a physical level, but more importantly, on a level of relatable cultural discoveries. My desire is for Aboki Box to be a direct channel to grow cultural IQ, so that children learn about a group of people and develop stronger sensitivity to cultural diversity. It’s important to me that my brand, in some way, empowers our leaders of tomorrow to educate, celebrate, and recognize our diversity. This will make us stronger, as individuals and as global citizens, so that we can make a difference in the communities in which we live.”

- Angela Halan, founder of Aboki Box

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Leading a Team

• Host a watch party or book club to get everyone involved and participating. Esquire put together a list of 10 movies to start with, while TED has you covered with inspiring talks, and The Good Trade has a list of 21 recommended books. Better yet, why not let your team vote on their preference to keep engagement high?

• If you are White, pass the mic to a BIPOC, elevating their voice on the team and showcasing their authority on a topic they already understand better than you do. Just be sure that 1) this isn’t the only time they get the mic, and 2) they have the emotional bandwidth to lead at this time.

• Allow employees time to reflect or protest. And provide them with this guide on how to stay safe while protesting.

• Instead of just “checking in” on your Black team members, take this time as an opportunity to do three things.

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“Leaders should first develop a process for collecting ideas and feedback that gives every team member a voice. Whether it be a survey or poll about new initiative, or an official structure for brainstorm meetings, build processes and systems that include everyone. Second, change your hiring process to expand the diversity of candidates. Require two or three online applicants for every candidate referred by an employee. Require each job opening be posted on jobs of HBCUs and other institutions or trade organizations with predominantly non-White constituents. This also should be done to attract candidates of various genders and ages (I.e generations).

Ultimately, you can’t benefit from other perspectives if you don’t have access to them and you don’t ask for them.”

- Kevin Jennings, CEO of KBJ2 Consulting

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Trainings and Facilitated Discussions

• Latasha Morrison provides cultural competency trainings, consultations, and coaching to nonprofits and companies so that they can become a more authentically-diverse organization.

• The Islamic Speakers Bureau provides cultural competency training for law enforcement and healthcare workers.

• KHL & Associates offers both diversity and inclusion training, as well as executive search services.

• Here is a toolkit full of activities, resources, writings, and prompts to lead your team through understanding and dismantling any bias in the workplace.

• Honeybook has a list of multiple anti-racism trainings for yourself or your team.

• Diversity Resources has numerous trainings, videos, resources, and events available to you.

• Prism has a wide variety of trainings, including those for talent management, discrimination, harassment, and unconscious bias.

• Starbucks has opened up its “To Be Welcoming” series everyone, and the first one focuses on bias and empathy.

Networking and Events

• Spectrum’s LinkedIn Group is “a community of multicultural changemakers creating an inclusive impact economy.”

• NODA’s Multicultural Network provides you with opportunities to connect, share, learn, and grow alongside other professionals.

• The Diversity Gap hosted “A New Kind of Leader” in the spring of 2020, and you can watch it online.

• If you consider yourself part of the creative community, check out ADCOLOR for upcoming events.

• Entelo put together a list of diversity and inclusion conferences.

• Planning an online or future in-person event? Here are five ways to make it more diverse.

• Have you considered creating event scholarships for those who might not otherwise be able to attend?

• You can watch the Allyship & Action conference on YouTube for free.

• The Anti-Defamation League wrote this list of Do’s and Don’ts for Diversity and Inclusion events for schools, but the rules are intuitive enough to use anywhere.

• The National Diversity Council has bunch of upcoming events in 2020.

• Be Social Change is hosting an Anti-Racist Business Virtual Summit on September 17th.

Work Culture

• If you tend to think that racism doesn’t exist in social justice organizations, think again. “Doing Good and Being Racist” sheds light on one woman’s experience at the UN, but this experience could happen in many other places as well.

• Here’s a guide on how to build a race equity culture at your nonprofit or social impact company.

• Is your organization practicing what it preaches when it comes to fighting racism and bias? Here are some action steps for discernment.

• This CNBC article sheds some light on what it looks like to be an anti-racist company, including one way to get employees involved. (And here’s an assessment tool.)

• Several Black employees shared their experiences about working in corporate America.

• As a POC or ally, here are a few ideas for addressing injustice at work.

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“During the latest #BlackLivesMatter movement, we have seen a lot of organizations scramble to release statements and programs externally, without first listening to their employees, especially their employees of color, about how they feel about social injustice in 2020. Especially when your workforce is remote or distributed, a culture of inclusion becomes even more important so that all of your employees are engaged. Then, during times of adversity, engaged employees will make it so that your company is better prepared to respond to social issues with empathy and transparency.”

- Kaleem Clarkson, Co-founder of Blend Me and Remotely One

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Give Your Time, Talent, and Treasure (and Get Your Team Involved!)

• The Renewal Project curated a list of nonprofits building racial equity, fighting racial justice in the legal system, and elevating the next generation of Black leaders.

• Black Lives Matter put together a simple list of action steps you and your organization can take in minutes.

• Create a resource, event, or fund that supports Black-owned business owners, especially those in early stages.

• Unsure where to give and make the most impact? This Money.com article has some great advice and action steps.

• Donations are great, but partnering with a nonprofit and having your team volunteer will be more meaningful in the long-term.

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“As Derek Sivers very clearly mentions in his TED talk, How to Start a Movement, ‘Leadership is over-glorified. It is really the first followers that transform a lone nut into a leader.’ At Vector, we understand that the only way to be truly authentic and fully committed to our culture and values is to listen, learn, and accept daily feedback from everyone in our company. Be accountable, brutally honest, and expect the same from everyone else—no matter how senior or junior anyone is.

Change moves at the speed of trust. So, unless everyone is engaged and intimately involved in all big initiatives and/or decisions, the depth of our relationship as a team will not be where it needs to be to trust each other and make such a unique, results-based work culture.

We are all in this together, and the main reason everyone is okay in doubling down on our culture is because we openly share every aspect of our company, from salaries to personal challenges, from cash flow statements to profitability, from investments to setbacks. More importantly, trusting each other has allowed us to be OK making mistakes and this is probably one of the key reasons we will continue to grow and succeed in such a demanding industry like logistics.”

- Enrique Alvarez, Managing Director at Vector Global Logistics

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Examples in Action

Need some inspiration for how your company can positively and thoughtfully respond to this issue?

• Read how The Center for Health Progress made racial equity a priority for their all White staff and board.

• Sephora is donating 15% of its shelf space to Black-owned businesses.

• United Auto Workers organized “peaceful and orderly stand downs” on Juneteenth. While we can all agree an organization’s efforts need to go beyond a moment of silence, statement, or social media post, this is one way all employees can participate and helps them see the company’s priorities in action.

• Ben & Jerry’s has a long history of putting their money where their mouth is, and they are a great example of how any type of brand can get involved in issues they care about.

• National Geographic first acknowledged their coverage was racist, and then they did something about it.

• There is a big push to make Juneteenth a national holiday, but Target made the decision on its own.

• The Communications Network has put together multiple examples of responses from nonprofits and foundations (that anyone can learn from), and they’ve discussed why they’re effective and provided links for deeper learning.

• Learn from these companies who took a stand, but didn’t immediately follow it up with action.

• Buffer posted their guidelines for event planning, speaking, and sponsorships to both convey their internal policies as well as serve as an example to others.

• The President and CEO of Living Cities explained the racial injustice he found in his own nonprofit, and steps they are taking to rectify it.

Consider Your Business Relationships

Who do you do business with? How do your partners model diversity, inclusion, and racial justice? Do you engage vendors and partners that are BIPOC-owned?

• Support Black-owned businesses

  • The Strategist put together a list of “125 Black-Owned Businesses to Support.”

  • Check out the Official Black Wall Street, the largest platform for Black businesses.

  • Black Wallet is a digital resource for Black entrepreneurs and their businesses.

  • We Buy Black is an online retail space with all kinds of products.

  • The Female Founder Collective created a list of woman-owned Black businesses.

  • Cause Artists highlighted 20 African Americans leading the way in social innovation and impact.

  • Here are hundreds of businesses run by Black women.

• Here’s a directory of Latinx designers for all your creative needs.

• Partner with other organizations who share your values. Here’s a huge list of companies who have made a public stand. This list includes mostly donations, so double-check their actions across the board.

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”Our world has become a village with clients, future employees, and business partners across the globe. For organizations to be successful in providing solutions to their customers, they need to know what their diverse customers and clients' needs are, the market itself, and so much more. Similarly, to gain a competitive edge, these same organizations must compete for talent. However, getting talent in the door is not good enough. Organizations have to support a variety of cultures, which invites talent to be their best. Therefore, creating diverse partnerships provides organizations with many benefits, including tapping into their customer’s needs, getting the best talent, and making a name for themselves in the marketplace.”

- Soumaya Khalifa, Cross Cultural and Diversity and Inclusion Consultant and President of Khalifa Consulting

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Racial EquITY Resources Specifically for Nonprofits

Because we focus specifically on nonprofits a lot around here, I wanted to make sure there was a special category for these beloved organizations.

• The Communications Network has been cranking out a lot of live trainings and webinars around equity, racial justice, racial violence, racism, and more. Get on their list to see what’s coming next.

• Nonprofit employees of color are still often at a disadvantage when compared to their White co-workers, and this report can help you gain a better understanding of what is happening in your sector.

• The Harvard Business Review published a great article on “The Problem with ‘Color-Blind’ Philanthropy” and how it can be corrected.

• Listen in on this conversation between Michele Norris, founder of The Race Card Project™, Ford Foundation President Darren Walker, and Jeff Raikes, Co-Founder of the Raikes Foundation and former Microsoft Business Division President, as they discuss why philanthropy has to talk about race, as well as the term “color-blind.”

• Here’s a webinar on responding to racial injustice as a nonprofit.

• Equity in the Center has a great resource for creating a “race equity culture” within nonprofits and philanthropic institutions, and includes how to bring in multiple stakeholders.

• Get your board on board with supporting leaders of color. This article from the Nonprofit Quarterly lays out some terrific action steps.

Resources Specifically for Faith-Based Organizations

As a person of faith who works with a lot of Christian ministries, I wanted to include this special category for those seeking racial reconciliation through the lens of their spirituality.

• The team at Be the Bridge has created all sorts of fantastic resources, including topics dealing with white privilege, implicit bias, and racial injustice. The founder, Latasha Morrison, also wrote, Be the Bridge: Pursuing God's Heart for Racial Reconciliation, which is a bestseller.

• Barna has put together 10 data-driven resources for talking to your church about race, as well as a “Where Do We Go From Here?” digital download (currently free).

• Daughters of Abraham is an interfaith book club where Christian, Jewish, and Muslim women can learn from one another and safely discuss their similarities and differences.

• The Anti-Defamation League has a long history of fighting injustice, and you’ll find a lot of resources on their website.

• The Islamic Speakers Bureau conducts interactive presentations designed to provide information about Islam and Muslims, answer questions, and cultivate relationships.

• The Lausanne Movement put together a few articles, videos, and even a devotional plan for working toward racial justice.

Did I miss something that should be included? Let me know!

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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