About Us

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Evolotus principals Gary Smith and Kezia Jauron have decades of experience in advertising, marketing, and public relations for a range of clients and products. They left the profitable world of corporate high-tech PR to create Evolotus in 2006. Evolotus and its clients share the same goal: to get the word out about a particular product or service in a way that serves the client as well as the world at large. (www.evolotuspr.com)

Thursday, September 22, 2011

PR drives mobile donations

A new study on mobile giving reveals that of respondents who have made a text-to-give donation, 68 percent were inspired to donate by a television or radio news mention.

"Perhaps the most important observation based on these numbers, charities must support their text‑to‑give campaigns with cross-channel marketing activities that include television, radio, print media, events, and viral, word-of-mouth promotions," says the article on Nonprofit Technology Network's website here. "These activities drive greater response to a charity's call to action to donate."

While the rules applying to text-to-give campaigns are prohibitive for smaller organizations, there are still several ways to implement mobile strategies, according to our colleagues at Mobile Matters, a firm specializing in mobile fundraising for health and animal protection nonprofits. If your organization cannot receive texted donations, you can still create a mobile campaign, build a database of supporters' mobile phone numbers, send action alerts, send petitions and polls, and ask for phoned-in credit card pledges.

We look forward to any opportunity to work on projects that combine media/PR outreach with mobile campaigns. People are receptive to mobile giving, and forward-thinking nonprofits need to consider how they can combine it with their current PR strategies.

Wednesday, September 21, 2011

BUST magazine review of Yogawoman

BUST is a magazine that offers "an uncensored view on the female experience and tells the truth about women's lives and presents a female perspective on pop culture."

This review by writer Casey Krosser includes some wonderful quotes: "the most joyful documentary I’ve ever seen," "the film radiates such positive energy, you can’t help but be moved," and "In the film, many of the yoga teachers discussed how yoga can unite communities, and it seems like this film could also do just that."

See the review here

Tuesday, September 13, 2011

Newsletter worth getting: ACC&D

The Alliance for Contraceptives in Cats & Dogs has some interesting news about a new permanent non-surgical sterilant for male dogs. This alternative to neutering, if successful, will save time and money, and allow shelters and rescue groups to sterilize more animals and prevent more unwanted animals. The manufacturer plans to begin training in November and the product is expected to be available in February.

For the complete newsletter click here. To learn more about ACC&D see www.acc-d.org.

Saturday, September 10, 2011

At War with the Internets

When a nonprofit client gets a sizable donation, or a for-profit client gets a sizable sales order, I try to ask how the donor or buyer heard about the client. Very rarely do I get a clear answer. If I’m lucky the answer is “they saw it on the news.” If I’m unlucky it’s “on the internet” or more recently, “on Facebook.”

The ongoing search for publicity involves legitimate mass media outlets – newspapers, magazines, websites, television, radio – as well as content generated by individuals. Individually generated content today includes bloggers, tweeters, podcasters, tumblrs, flickrs, and no doubt by the time you read this, another Next Big Web Thing.

A great deal of public-generated content is a result of news media content. Bloggers see something in the news they want to share with the world. Their analysis or commentary about what they’ve seen gives added value to their followers, and many blogs are collections of re-posted content the blogger found interesting and relevant. But without that initial media hit, there would be nothing for the blogger to analyze or curate. Of course we include influential bloggers in our PR outreach, and the lines between blog and online publication are blurrier than ever. However, this type of content-inspired-by-content is one of the more obvious hallmarks of a blog. (With rare exceptions, a media outlet does not consider coverage in another media outlet to be newsworthy.)

Social media content similarly derives from news media. People frequently share magazine articles and broadcast news clips with their social networks. In a campaign earlier this year, one article about our client was shared more than 1,200 times on Facebook alone. Rather than posting the client’s website with the comment “check out this great org,” people posted and reposted the link to the article itself. PR generated the article; individuals shared it with others on their social sites.

My war with the internets comes from the confusion these content trails can create. When a donor tells my client they heard about the organization “on Facebook” or “on the internet,” there’s no way of tracking what they may have seen and whether it came from PR efforts. It’s possible my client hears “on Facebook” and wonders whether their promotional dollars would be better spent on social media instead of a hardworking public relations agency. “I read about you on a blog” doesn’t say much either, and might cause a client to consider hiring a marketing intern to post spammy comments on blogs.

But if someone says “I heard about what you do on a blog that linked to a Time Magazine article,” or “my Facebook friend posted a story from her local TV news in Florida,” the content trail is identified.

There’s a mistaken belief that social and viral media success come from grassroots publicity, a small-d democratic internet. On the contrary, there’s a good chance that grassroots effort isn’t real grass, it’s astroturf that is a result of strategic PR.

Thursday, September 8, 2011

Newsletter worth getting: FARM

Newsletter du jour: FARM

FARM (Farm Animal Rights Movement) is a national nonprofit founded over 20 years ago, working to end the use of animals for food through public education and grassroots activism.

In today's newsletter: World Farm Animal Day October 2, free copies of Farm to Fridge courtesy of Mercy for Animals, and an invitation for small nonprofits to submit proposals for a FARM Sabina Fund grant.


Wednesday, September 7, 2011

Prevention magazine on Yogawoman

The October issue of Prevention magazine (circulation just under 3 million) devoted a half page to the documentary Yogawoman: