Archive for July, 2012


On Patrol with Baykeeper

Last Friday morning, three Thinkshifters reported for San Francisco Bay patrol duty at Pier 1½. San Francisco Baykeeper, the recipient of our 1% for the Planet donation, invited us to join them on their patrol boat to show us more about what they do. Eliet Henderson, Baykeeper’s development director, met us with the day’s mission: locating drain pipes and outflows along the San Rafael Canal.

Here’s what we learned:

Storm water runoff is the biggest source of pollution in the bay.  Since outflows are not adequately mapped, so Baykeeper is skirting the bay looking for them  so that when the rainy season comes, they can track where storm water comes into the bay and monitor the pollutants.

Baykeeper does amazing work, and they manage it on a very tight budget.  Much of this is due to dedicated volunteers like the skipper and first mate on our boat. Volunteers like these, along with donations, are what allow Baykeeper to continue its vigilant protection of the bay.

Our patrol trip was a treat—we enjoyed a beautiful day on the bay and spotted some wildlife (ospreys, herons, a sea lion) as well as a few outflow pipes. We also learned a lot about Baykeeper’s day-to-day efforts, and we’re proud to support their work.

To learn more about San Francisco Baykeeper and how you can help, visit baykeeper.org.

Email: Still Here, Still Works—Just Keep It Fresh

Remember the time before Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest?

There was email.

There still is. For many companies—especially B2B firms—email rightfully remains a primary way to communicate with customers, prospects, partners, and other interested parties. But with the bright, shiny object of social media dangling before our eyes, it’s easy to lose focus on what makes boring old email effective. (Tip #1: don’t be boring.)

Much of getting email right involves getting the basics right, and it’s worth reviewing the following aspects of your email program on a regular basis to be sure you’re hitting the mark.

Sometimes clichés are true:  content really is king

If you don’t consistently give people something they find useful, funny or provocative, and that speaks to the reason they wanted to hear from you in the first place, they will tune out. In a heartbeat. And it has to be engagingly presented, in language your audience understands.

Nobody loves you that much: send selectively

Not even your mother wants to hear about everything you’re doing. (And do you want to tell her?) Segmentation is key to an active, effective email program. We’ve heard the argument that “people want to keep up with what we’re doing,” but it won’t wash. People want to keep up with what you’re doing only if it’s what they’re into. Chances are you’re into a number of things, and they appeal to different audiences. Send too many segment-specific messages to your entire list, and you’ll see people check out.

Garbage in, garbage out: manage your mailing list

It’s a drag. But if you don’t keep your list up-to-date and accurately segmented by target audience, your results will suffer, and it will be hard to figure out why. You won’t be reaching everyone who wants to hear from you, and the percentage of unresponsive addresses will increase. In these circumstances, a clickthrough rate may not tell you much about how effective your content is—a low rate could mean that no one’s interested in your latest missive, or that there’s so much deadwood on your list it only looks like no one’s interested, or that the people who are interested aren’t on your list.

Take a hard, honest look at your email program at regular intervals. This affordable workhorse can continue to serve you well, but only if you keep it fresh.

Our New Client: RSF Social Finance

We have long admired the work of RSF Social Finance, an organization that is transforming the way the world works with money. We are extremely proud to say that RSF is now a client! We’re working with them to help get their story out—or rather, their stories, which are incredibly rich and varied.

At a basic level, RSF provides loans and grants to social enterprises in food and agriculture, the environment, and education and the arts. Since 1984, they have made $285 million in loans and provided $109 million in grants. But their innovative work goes far beyond these numbers. RSF is a catalyst for social finance, working with organizations like B Lab and the Social Venture Network to build new models for doing business. RSF creates financial relationships among stakeholders that are direct, transparent and personal—adjectives not typically associated with finance as we know it.

One great example is RSF’s pricing meetings, begun in 2009, in which borrowers and investors discuss what’s happening with their money and work together to recommend interest rates. This creates a community working for mutual benefit rather than the typical adversarial relationship in which everyone seeks only their own advantage.

It seems fitting, or maybe ironic, that we’re celebrating our new relationship with RSF at a time when yet another story of financial misdeeds is in the headlines: Barclays’ chairman has resigned and the bank is paying a paltry $450 million to settle accusations that it manipulated interest rates to boost its bottom line at the expense of borrowers. The slightly bright side is that the Barclays affair is part of a wider investigation into the secretive and complex ways big banks set rates that affect borrowing costs.

It goes without saying that this is antithetical to RSF’s work, which is based in associative economics, a philosophy that considers all stakeholders’ needs. RSF’s transformative work is helping to build the next economy. We’ll keep you updated on their progress.