Spicy Mystery Solved

first_imgBirdwatchers have long known that a little chili pepper added to the birdfeeder keeps the squirrels away. Now biochemists can tell them why. A new study reveals the cellular difference that makes mammals uniquely sensitive to capsaicin–the fiery molecule that makes chili peppers the bane of gringos and the delight of culinary masochists. The finding may lead to a new class of pain medications.In 1999, researchers showed that desert rodents scorn chilies, whereas birds wolf them down (ScienceNOW, 13 August 1999). That preference works out nicely for the chili plants–because the seeds break down in the rodent gut, but not in the avian gut, birds are better at dispersing the seeds. Cell biologists later found that in mice the same pain receptor is responsible for sensitivity to both heat and capsaicin (ScienceNOW, < AHREF="http://sciencenow.sciencemag.org/cgi/content/full/2000/413/1">13 April 2000). This led them to suspect that the receptor, called VR1, might differ between birds and mammals.David Julius and Sven-Eric Jordt of the University of California, San Francisco, have confirmed this hunch. In the 8 February issue of Cell, they report the discovery of a segment of the VR1 protein that is unique to mammals and enables the receptor to bind capsaicin. To find the segment, the team tried inserting various snippets of the rat DNA that codes for VR1 into corresponding positions of chicken DNA. These hybrid stretches of DNA were then incorporated into easily-cultured kidney cells. A particular excerpt of rat DNA made the chicken receptor sensitive to capsaicin. This DNA encodes the region of the VR1 protein that binds capsaicin.Sign up for our daily newsletterGet more great content like this delivered right to you!Country *AfghanistanAland IslandsAlbaniaAlgeriaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBolivia, Plurinational State ofBonaire, Sint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBrunei DarussalamBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCape VerdeCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos (Keeling) IslandsColombiaComorosCongoCongo, The Democratic Republic of theCook IslandsCosta RicaCote D’IvoireCroatiaCubaCuraçaoCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFalkland Islands (Malvinas)Faroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and Mcdonald IslandsHoly See (Vatican City State)HondurasHong KongHungaryIcelandIndiaIndonesiaIran, Islamic Republic ofIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKorea, Democratic People’s Republic ofKorea, Republic ofKuwaitKyrgyzstanLao People’s Democratic RepublicLatviaLebanonLesothoLiberiaLibyan Arab JamahiriyaLiechtensteinLithuaniaLuxembourgMacaoMacedonia, The Former Yugoslav Republic ofMadagascarMalawiMalaysiaMaldivesMaliMaltaMartiniqueMauritaniaMauritiusMayotteMexicoMoldova, Republic ofMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorwayOmanPakistanPalestinianPanamaPapua New GuineaParaguayPeruPhilippinesPitcairnPolandPortugalQatarReunionRomaniaRussian FederationRWANDASaint Barthélemy Saint Helena, Ascension and Tristan da CunhaSaint Kitts and NevisSaint LuciaSaint Martin (French part)Saint Pierre and MiquelonSaint Vincent and the GrenadinesSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint Maarten (Dutch part)SlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth Georgia and the South Sandwich IslandsSouth SudanSpainSri LankaSudanSurinameSvalbard and Jan MayenSwazilandSwedenSwitzerlandSyrian Arab RepublicTaiwanTajikistanTanzania, United Republic ofThailandTimor-LesteTogoTokelauTongaTrinidad and TobagoTunisiaTurkeyTurkmenistanTurks and Caicos IslandsTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUnited StatesUruguayUzbekistanVanuatuVenezuela, Bolivarian Republic ofVietnamVirgin Islands, BritishWallis and FutunaWestern SaharaYemenZambiaZimbabweI also wish to receive emails from AAAS/Science and Science advertisers, including information on products, services and special offers which may include but are not limited to news, careers information & upcoming events.Required fields are included by an asterisk(*)”The most important ramification is that the VR1 receptor is a very interesting target for pain,” says David Clapham, a neurobiologist and pediatrician at Harvard Medial School in Boston. The receptor transmits other types of painful stimuli in addition to the chili’s sting, and knowing where capsaicin binds narrows down the range of molecules that could prevent the receptor from sending pain impulses. But much more work is needed to fully understand the receptor structure, and novel painkillers that block capsaicin are at least 5 years off, Clapham says.Related siteJulius lab home pagePepperfool: hot pepper recipes, etc.last_img read more

Physicists create a quantum refrigerator that cools with an absence of light

first_imgThis new device shows that an LED can cool other tiny objects. Physicists create a quantum refrigerator that cools with an absence of light For decades, atomic physicists have used laser light to slow atoms zinging around in a gas, cooling them to just above absolute zero to study their weird quantum properties. Now, a team of scientists has managed to similarly cool an object—but with the absence of light rather than its presence. The technique, which has never before been experimentally shown, might someday be used to chill the components in microelectronics.In an ordinary laser cooling experiment, physicists shine laser light from opposite directions—up, down, left, right, front, back—on a puff of gas such as rubidium. They tune the lasers precisely, so that if an atom moves toward one of them, it absorbs a photon and gets a gentle push back toward the center. Set it up just right and the light saps away the atoms’ kinetic energy, cooling the gas to a very low temperature.But Pramod Reddy, an applied physicist at the University of Michigan in Ann Arbor, wanted to try cooling without the special properties of laser light. He and colleagues started with a widget made of semiconducting material commonly found in video screens—a light-emitting diode (LED). An LED exploits a quantum mechanical effect to turn electrical energy into light. Roughly speaking, the LED acts like a little ramp for electrons. Apply a voltage in the right direction and it pushes electrons up and over the ramp, like kids on skateboards. As electrons fall over the ramp to a lower energy state, they emit photons.Sign up for our daily newsletterGet more great content like this delivered right to you!Country *AfghanistanAland IslandsAlbaniaAlgeriaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBolivia, Plurinational State ofBonaire, Sint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBrunei DarussalamBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCape VerdeCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos (Keeling) IslandsColombiaComorosCongoCongo, The Democratic Republic of theCook IslandsCosta RicaCote D’IvoireCroatiaCubaCuraçaoCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFalkland Islands (Malvinas)Faroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and Mcdonald IslandsHoly See (Vatican City State)HondurasHong KongHungaryIcelandIndiaIndonesiaIran, Islamic Republic ofIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKorea, Democratic People’s Republic ofKorea, Republic ofKuwaitKyrgyzstanLao People’s Democratic RepublicLatviaLebanonLesothoLiberiaLibyan Arab JamahiriyaLiechtensteinLithuaniaLuxembourgMacaoMacedonia, The Former Yugoslav Republic ofMadagascarMalawiMalaysiaMaldivesMaliMaltaMartiniqueMauritaniaMauritiusMayotteMexicoMoldova, Republic ofMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorwayOmanPakistanPalestinianPanamaPapua New GuineaParaguayPeruPhilippinesPitcairnPolandPortugalQatarReunionRomaniaRussian FederationRWANDASaint Barthélemy Saint Helena, Ascension and Tristan da CunhaSaint Kitts and NevisSaint LuciaSaint Martin (French part)Saint Pierre and MiquelonSaint Vincent and the GrenadinesSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint Maarten (Dutch part)SlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth Georgia and the South Sandwich IslandsSouth SudanSpainSri LankaSudanSurinameSvalbard and Jan MayenSwazilandSwedenSwitzerlandSyrian Arab RepublicTaiwanTajikistanTanzania, United Republic ofThailandTimor-LesteTogoTokelauTongaTrinidad and TobagoTunisiaTurkeyTurkmenistanTurks and Caicos IslandsTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUnited StatesUruguayUzbekistanVanuatuVenezuela, Bolivarian Republic ofVietnamVirgin Islands, BritishWallis and FutunaWestern SaharaYemenZambiaZimbabweI also wish to receive emails from AAAS/Science and Science advertisers, including information on products, services and special offers which may include but are not limited to news, careers information & upcoming events.Required fields are included by an asterisk(*)Crucially for the experiment, the LED emits no light when the voltage is reversed, as the electrons cannot go over the ramp in the opposite direction. In fact, reversing the voltage also suppresses the device’s infrared radiation—the broad spectrum of light (including heat) that you see when you look at a hot object through night vision goggles.That effectively makes the device colder—and it means the little thing can work like a microscopic refrigerator, Reddy says. All that’s necessary is to put it close enough to another tiny object, he says. “If you take a hot object and a cold object … you can have a radiative exchange of heat,” Reddy says. To prove that they could use an LED to cool, the scientists placed one just tens of nanometers—the width of a couple hundred atoms—away from a heat-measuring device called a calorimeter. That was close enough to increase the transfer of photons between the two objects, due to a process called quantum tunneling. Essentially, the gap was so small that photons could sometimes hop over it.The cooler LED absorbed more photons from the calorimeter than it gave back to it, wicking heat away from the calorimeter and lowering its temperature by a ten-thousandth of a degree Celsius, Reddy and colleagues report this week in Nature. That’s a small change, but given the tiny size of the LED, it equals an energy flux of 6 watts per square meter. For comparison, the sun provides about 1000 watts per square meter. Reddy and his colleagues believe they could someday increase the cooling flux up to that strength by reducing the gap size and siphoning away the heat that builds up in the LED.The technique probably won’t replace traditional refrigeration techniques or be able to cool materials below temperatures of about 60 K. But it has the potential to someday be used for cooling microelectronics, according to Shanhui Fan, a theoretical physicist at Stanford University in Palo Alto, California, who was not involved with the work. In earlier work, Fan used computer modeling to predict that an LED could have a sizeable cooling effect if placed nanometers from another object. Now, he said, Reddy and his team have realized that idea experimentally. Joseph Xu/Michigan Engineering, Communications & Marketing By Daniel GaristoFeb. 14, 2019 , 3:50 PMlast_img read more

Vijender knocks out Gillen to win second pro-boxing bout

first_imgStar Indian boxer Vijender Singh knocked out Dean Gillen of England in the opening round to register his second consecutive victory at the professional level at the National Stadium on Saturday.The bout turned out to be a total mismatch as the Haryana pugilist moved well in the ring, showcasing some nice footwork and putting his opponent under pressure right from the start with powerful punches.The Englishman was visibly struggling to withstand Vijender’s blows and was sent crashing to the canvas within the first minute when the Indian caught him on the jaw with a straight punch.Vijender – who entered the ring to loud drum beats, Punjabi music and colourful dancing by a group of bhangra dancers – continued his brutal assault and even knocked over the referee at one point when he mistakenly caught the official with his elbow.Vijender soon sent Gillen crashing to the ropes for a second time and the Nottingham lad could not recover from the blow as the Indian fans among the sparse crowd in the arena erupted in joy.last_img read more

Ratan Tata impressed with UPs industrial progress

first_imgUnnao (UP), Nov 27 (PTI) Impressed with the pace of progress in Uttar Pradesh, business doyen Ratan Tata today assured full support to the state for its industrial development.”The development which has taken place in Uttar Pradesh or which is on the cards that I have come to know in my meeting with Chief Minister Akhilesh Yadav … I can only say that I am very much impressed,” said Tata, chairman Emeritus of Tata Sons.Terming the picture of development of the state as “fantastic”, Tata also assured that he will extend full support in the development of the state in future.He was speaking here during the foundation laying function of Shahid Chandrashekhar Azad handicapped sports academy to be set up by Padma Shri Arunima Sinha, the first female amputee to have climbed Mount Everest.Speaking on the occasion, Uttar Pradesh Chief Minister Akhilesh Yadav, recalling Arunimas struggle, said, “when she met with the accident (in which she lost her left leg) I was the state unit president of the Samajwadi Party and on coming to know about it I had also gone to the hospital to meet her.””She had later met me in the Janata Darbar and on my question as to where will she go she had replied that she will go to Mt Everest. I could not believe that she will scale it,” Yadav recalled.Yadav also said that he had asked Arunima to set up her special sports academy in the capital city of Lucknow but she chose the adjoining district of Unnao for her project. However, the CM assured all possible support to the academy.advertisementHe added that despite the state having a large number of poor people, balanced development is taking place here.On the occasion, Arunima said that during treatment when she lost her leg in a train mishap in 2011, a resident of Bethar village, Umashankar Dixit, had promised her land and other facilities for setting up the academy and so despite the chief ministers desire she opted for Unnao.She said that in case the government extended facilities, one branch of her academy will be set up in Lucknow also. PTI COR SAB KISlast_img read more

Revelations by arrested youths under probe: J-K Dy CM

first_imgJammu, Dec 30 (PTI) Jammu and Kashmir government today said the police was looking into the revelations made by three arrested youths from Hyderabad that they were planning to meet separatist leader Asiya Andrabi and join jihadi terror groups.”We are in touch with the Telangana police. All the agencies are investigating. It is a serious case so we are on the job,” Deputy Chief Minister Dr Nirmal Singh told reporters here.Singh was asked for comments on the revelations made by the three youths who were arrested on December 27 following their detention by police last week from the Nagpur airport before they were to leave for Srinagar.A senior officer of the special investigation team of police in Hyderabad yesterday said that the youths, identified as Mohd Abdulla Basith, Maaz Hasan Farooq and Syed Omer Farooq Hussaini, had no direct connection with Andrabi, nor did she know them.After reaching Srinagar the youths, all aged between 20-22 years, wanted to meet her using the name of their late uncle, former chief of Students Islamic Movement of India (SIMI) Syed Salahuddin, and seek her help to cross the border and reach Jalalabad in Afghanistan, the official had revealed.Andrabi is a leader of the separatist Kashmiri womens group, Dukhtaran-e-Millat.Further speaking, Singh said “I have reports that there was some communication when one of the relatives of the boys who was killed in an accident… who was a SIMI activist…”Asiya had sent condolences to them. It has not been so far established whether or not they were in communication,” he said.advertisementStating that the matter is under probe, he said, “I think it is not proper to say more unless we pick up some more threads, but we are on the job. We are taking it seriously.”Asked about the communication between the arrested boys and Andrabi, Singh said that she had sent her condolences at that time. “I think it happened last year, but in between, whether they had some communication with her is a matter of investigation,” he added.”Definitely, they were coming to Srinagar to meet her because they were knowing her name and all that. All these things have to be established,” Singh said.”Definitely, the government and police will verify these facts. There is every apprehension of such a thing. If it is proved, then the government will act as per law,” Singh said. (MORE) PTI AB KISlast_img read more

SPORT-IND-LUNCH-BOARD

first_imgKingston, Aug 2 (PTI) The scoreboard at lunch on day Kingston, Aug 2 (PTI) The scoreboard at lunch on day five of the second Test between India and the West Indies here today. West Indies first innings: 196 India first innings: 500/9 decl West Indies 2nd innings: (48/4 overnight) K Brathwaitec Rahul b Mishra23 R Chandrikab Sharma1 D Bravoc Rahul b Mohammed Shami20M Samuelsb Mohammed Shami0 J Blackwood c Pujara b Ashwin63 R Chase batting 70 S Dowrich?batting 33 Extras (LB-2, WD-1, NB-2) 5Total (For 5 wickets in 54 overs) 215 Fall of wickets: 1-5, 2-41, 3-41, 4-48, 5-141.Bowling: I Sharma 10-1-34-1, M Shami 13-3-53-2, A Mishra 11-1-56-1, U Yadav6-1-21-0, R Ashwin14-3-49-1. PTI AT ATlast_img read more

Yes, You Should Eat That Radish Garnish On Your Plate

first_imgThere are two kinds of foods: the ones that you actually eat, and the ones that are used as garnish. (Really. Who eats that sprig of parsley that comes with every restaurant omelette?)On that list of after-thought foods: radishes. What are radishes good for, anyways?Nutrition-wise, radishes are actually pretty awesome, says Katie Simmons, a plant-based personal chef in Chicago. “This spring-to-summer staple is a great source of vitamin C,” she says—about 22 percent of your daily value in each cup of sliced radishes, according to the USDA. The super-low calorie veggie (literally 1 calorie per radish) also adds a surprising, peppery, spicy crunch to your food.Skeptical? Here’s the low-down on the spring vegetable:What to do with radishes:Different radishes are best prepared in their own unique ways, says Simmons. Here’s what to do with five of the most common types of radishes:Cherry Belle RadishesThis little, round red radish is the most common you’ll find in most supermarkets. Slice it thin and add it to salads, tacos, sandwiches, or burgers for a peppery crunch. Serve as radish chips to accompany hummus, olive tapenade, or fava bean dip. Or layer on top of avocado toast made with hearty whole-grain bread and mashed avocados with lemon juice.French Breakfast RadishesThese longer oval pink-to-white radishes are mild and crunchy. Simmons recommends roasting them, then adding whole to side salads or eating as a light snack. To roast, toss radishes in salt, pepper, and olive oil and heat in the oven for 10 to 15 minutes at 425 F.Daikon (Chinese) Radishes“This is a good intro to radishes if you don’t want something too spicy,” says Simmons of this long, white radish. “Plus because of the shape, it’s easy to cut,” she says. The daikon radish cooks up well in broths and soups (red radishes tend to turn things red), or works thinly sliced in cabbage slaw.Black Spanish RadishesBecause they’re super spicy, black radishes are best pickled to cut the kick, says Simmons. Toss about 40 to 50 washed radishes in a large pot. Add one and a half cups water, one tablespoon white vinegar, two tablespoons of honey or maple syrup, two tablespoons olive oil, and a dash of salt and pepper. Bring to a boil and simmer for 10 to 15 minutes, until radishes are nicely cooked and glazed. Use over salads or on foods like tacos and chili for a sweet and spicy kick.Easter Egg RadishesThese round radishes come in a rainbow of colors: pink, red, scarlet, and gold. Simmons likes to pair with other spring vegetables to highlight their colors. Slice and toss a half cup sliced radish with two cups steamed snap peas, two teaspoons rice vinegar, half a teaspoon toasted sesame seeds, and one teaspoon maple syrup for a light, healthy salad.Okay, so how do I pick the freshest radishes?Whenever possible, opt for radishes with the greens attached; the leaves should look healthy and fresh, which tells you it hasn’t been sitting on the shelf for too long. The radishes themselves should look firm and bright, with no wrinkles, mold, or mildew.How to store radishesTake radishes out of their plastic produce bag and store in a cool, dry, well-ventilated place (like your refrigerator veggie bin), says Simmons. Keep the top inch or so of the greens attached so it stays fresh for a bit longer.Radishes should store for quite a while, like carrots or potatoes—two to three weeks. If you’ve pre-sliced radishes to use later on, keep them in water in your fridge so they stay crisp and retain their color.How to cut and prep radishesMany radishes are small and round, plus you’re often slicing them thin—making them especially tricky to prep. Simmons recommends investing in a Japanese-style mandolin, which you can find online for under $50. You don’t need to peel. Just use a veggie scrubber to take off the dirt and grit, then trim the ends and slice. For longer radishes or larger chunks, use a paring knife instead.Sourcelast_img read more

Kylie shares the simple beauty secrets that keep her looking so young at 49

first_imgHer age-defying appearance means it’s almost impossible to believe that Kylie Minogue is about to turn 50, and now the Australian star has revealed the simple skin secrets that keep her looking so youthful.Chatting in a pre-recorded interview on ITV’s Lorraine this morning (16 April), the Golden singer joked that it takes a lot of work to help her look so flawless…‘It takes a team [to look like this], I can tell you,’ she said. ‘I don’t roll out of bed like this!’But, sharing her top anti-ageing tips, Kylie revealed the three beauty rules to follow: ‘This is going to sound like a boring infomercial…‘Tips would be sunblock, cleanse with a cloth, like a muslin [cloth]… I always take my makeup off; I’ve been wearing makeup for work for a long, long time.’She continued: ‘A good dermatologist, if you’ve got time to go, and have some treatments.’Speaking about getting older, Kylie revealed that she’s a firm believer in celebrating yourself at every age.‘That’s [the album] Golden is about. There’s a line in the song Golden – “We’re not young, we’re not old, we’re golden” – it was the only line I wanted to put somewhere in a song on the album, meaning you can’t make yourself younger, you can’t make yourself older, you are only you, who you are in that moment.‘It could be a great moment in your life; if could be a really crappy moment in your life.‘That’s just where you are. Try to shine whatever time it is whether it’s a dark time or a bright time.’Sourcelast_img read more

The Apparel Industry’s Environmental Impact in 6 Graphics

first_imgWater use and pollution also take place during clothing production. About 20 percent of industrial water pollution is due to garment manufacturing, while the world uses 5 trillion liters (1.3 trillion gallons) of water each year for fabric dyeing alone, enough to fill 2 million Olympic-sized swimming pools.Climate ChangeThe carbon footprint of a garment largely depends on the material. While synthetic fibers like polyester have less impact on water and land than grown materials like cotton, they emit more greenhouse gasses per kilogram. A polyester shirt has more than double the carbon footprint of a cotton shirt (5.5 kg vs. 2.1 kg, or 12.1 pounds vs 4.6 pounds). Polyester production for textiles released about 706 billion kg (1.5 trillion pounds) of greenhouse gases in 2015, the equivalent of 185 coal-fired power plants’ annual emissions. Fast-changing trends and low prices have allowed people to consume more. The average consumer is now purchasing 60 percent more items of clothing compared to 2000, but each garment is kept half as long. Assuming infinite resources in a finite world is not a sustainable business model. Beyond environmental concerns, unchecked consumption will undermine the world’s economic and social goals. Some apparel companies will ignore those signals and continue with traditional take-make-waste business models. Others will embrace innovative new models that work within planetary boundaries and are a better fit for tomorrow’s markets.What to do?Apparel is just one sector competing for natural resources, but it’s important that clothing makers start transforming their business models now given the industry’s strong growth trajectory. Many companies are aware of the environmental risks and are ready to act.The first step is for companies to measure their environmental impacts and understand areas where they can improve. The Sustainable Apparel Coalition’s Higg Index lets companies measure the environmental, social and labor impacts of their products and services, and work is being done on Science Based Targets guidance for the apparel industry.Some companies are working to improve their resource efficiency. H&M and Zara, both purveyors of fast fashion, joined 33 other fashion companies in a pledge to increase their clothing recycling by 2020 and are collecting and recycling used clothing at many of their stores. Reformation, a smaller Los Angeles-based clothing brand that is gaining popularity, claims that it produces its clothing with far less water and emissions than typical clothing companies, and even publishes the spared water and emissions quantities on each product webpage.The next step is to recognize that companies must do more than improve efficiency to sustainably meet demand in the years ahead. They must produce less stuff. Some companies have already acknowledged this and are testing new models, though these examples are still the exception rather than the rule. Patagonia’s Worn Wear program offers a service to fix old clothes rather than only sell new ones. Companies like Mud Jeans, Rent the Runway and Gwynnie Bee are experimenting with rental models. Some companies, such as Zady’s, are calling for a return to “slow fashion,” promoting it as a key component to their business model.To keep the apparel industry viable in tomorrow’s markets, the issue of consumption must be brought to the forefront—and it must begin now. By 2030, there will be 5.4 billion people in the global middle class, up from 3 billion in 2015. We can expect increased demand for clothes and other goods that define middle-income lifestyles. If consumption continues at its current rate, we’ll need three times as many natural resources by 2050 compared to what we used in 2000. Roughly 20 pieces of clothing per person are manufactured each year. Growth of the multi-trillion-dollar apparel industry has been fed by “fast fashion,” which makes clothing cheaply and quickly with a low price-tag. These visuals illustrate why the apparel industry must embrace a new approach to sustainably meet demand in tomorrow’s markets.Increased Production and ConsumptionFast fashion uses innovative production and distribution models to dramatically shorten fashion cycles, sometimes getting a garment from the designer to the customer in a matter of a weeks instead of months. The number of fashion seasons has increased from two a year – spring/summer and fall/winter – to as many as 50-100 microseasons. What’s apparel’s future?Apparel spending is projected to grow tremendously. This is particularly true in Asia, as hundreds of millions of people in China and India enter the global middle class. Water Stress and PollutionCotton is the most common natural fiber used to make clothing, accounting for about 33 percent of all fibers found in textiles. Cotton is also a very thirsty crop, requiring 2,700 liters of water—what one person drinks in two-and-a-half years—to make one cotton shirt. In areas already facing water stress, cotton production can be particularly damaging. In Central Asia, for instance, the Aral Sea has nearly disappeared because cotton farmers draw excessively from the Amu Darya and Syr Darya rivers. (Check out WRI’s Aqueduct tool to see where cotton production and water risks intersect.) Cotton farming is also responsible for 24 percent of insecticides and 11 percent of pesticides despite using about 3 percent of the world’s arable land.last_img read more

Beyond Electric Cars: As China Leads in Electric Buses, India Could Follow Suit in Electric Motorcycles

first_imgThe number of electric cars on the world’s roads has zoomed from zero in 2008 to 2 million in 2016, with many of those in China and the United States. But China is staking out new territory with electric buses, and India could do the same with electric motorcycles.China has seen a remarkable increase in electric buses. In 2016 alone, approximately 80,000 electric buses were added to fleets.Transitioning to electric buses will help China’s commitment to reduce its climate intensity by 60-65 percent from 2005 levels by 2030, and help address growing concerns about rising air pollution.Buses also offer a chance for China to capture a growing market. In that sense, China’s experience is essentially a lesson in industrial policy—one that India and other rising economies facing similar challenges would do well to study: Identifying and prioritizing a single sector can be a sharp strategy for green growth.China Prioritizes Electric BusesAn electric BYD bus in Hangzhou. Flickr/shankar s. China is one of the largest automobile manufacturers in the world, but most of its demand is domestic. Chinese manufactures can’t compete with international car manufacturers, such as Toyota.But they might be able to beat world producers to the electric bus industry.To get there, China adopted a program in 2009 – Ten Cities, One Thousand Vehicles – which encouraged provincial governments to identify pilot programs, form industrial alliances and provide policy and financial support.By giving provincial governments incentives to form alliances through the program, stakeholders such as energy utilities and battery manufacturers and suppliers have worked together.Led by China’s national government, this program succeeded because it addressed the electric mobility sector holistically, from manufacturing to end use.Underlying it all is an economic strategy that recognizes the need for government to protect and nurture new niche technology that competes against what’s already there. This means that through subsidies and local partnerships, public agencies will be able to develop better support mechanisms, like standards and regulation. Partnerships also help businesses and solution providers optimize and improve business models. Once the benefits of the technology out-weigh the economic costs, this protection can be phased out.What Can India Learn From China?Like China, the national government in India has called for electrification of its passenger transport sector. The power ministry, transport ministry and the government think tank Niti Aayog have all supported this call and have introduced policies in some cases. However, the kind of national strategy that powered China’s electric bus ascent has not yet been initiated.Some state governments, including Karnataka and Telangana, have constituted or are in the process of announcing policies to promote electric mobility and attract investments and the Department of Heavy Industries has drafted a national policy to promote electric buses.While these policies and initiatives are welcome, they might not be sufficient to achieve similar outcomes as China, largely because they lack cohesion. It might make more sense for India to choose a different sub-sector altogether: motorcycles.When Two (Or Three) Wheels Are Better Than FourA clutch of motorbikes wait for a traffic signal. Flickr/WRI Ross Center for Sustainable Cities India is the largest market for two-wheelers (including motorcycles, motorbikes and motor scooters) and one in three Indians use two-wheelers to get to work. Industry experts opine that the market for auto-rickshaws, which have three wheels and similar engines to motorbikes, will increase.In addition, while a significant portion of India’s population commutes by bus, which cuts down on air and noise pollution compared to personal cars, the capital cost of full electric buses is more than twice that of diesel buses. Considering city bus operators are struggling to break even and would require significant assistance to procure new buses, the two-wheeler and auto-rickshaw markets might be better entry points for India’s electric mobility transformation.To achieve full vehicle electrification by 2030, India needs to urgently develop a roadmap. China’s progress on electric mobility could provide lessons for India: a strategy to promote electric mobility as a co-benefit of increasing jobs by tying it to an industrial policy, a program to study the roll out and develop standards for procurement, battery technology, and finally, coordination between national and sub-national governments to identify common goals. Finally, it is important to remember that electric mobility fits within the Improve part of the Avoid-Shift-Improve framework that cities would need to use to better their sustainable mobility strategy.last_img read more

The Evolution of SEO [Infographic]

first_img Originally published Nov 25, 2014 12:00:00 PM, updated February 01 2017 Great marketers are always on their toes, keeping up with the news, anticipating and adapting changes as they happen. SEO is no exception: According to Moz, Google changes its algorithm 500-600 times per year. With so many updates happening so often, even the most diligent marketers can miss an important release or two.To make sure you’re all caught up with the latest and greatest in SEO, check out the infographic below created by Neil Patel of Quick Sprout. It’ll walk you through the major changes SEO has undergone in the context of mindset, keywords, content, and link building.932Save Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlackcenter_img 932Save Technical SEOlast_img read more

Why Tuesday Feels Like the Longest Day of the Week: A Science-Backed Explanation

first_imgPeople often joke about coming down with “a case of the Mondays,” but for science writer Bahar Gholipour, Tuesday is the real worst day of the week.As Gholipour noted in a story for New York Magazine, “Why Does Time Seem to Slow Down on Tuesdays?”, Tuesday is the day when “last weekend feels like it was ages ago,” while next weekend still feels “ages away.” As a result, time can feel like it’s passing more slowly on Tuesdays compared to other days of the week.It might sound like science fiction, but studies — including this one on how emotions can subconsciously affect our perceptions of time — demonstrate that the phenomenon has a foothold in reality. In certain situations, time does seem to move at different speeds.Why Tuesday Feels Like the Longest Day of The WeekTo quote Gholipour:The brain, studies on time perception have shown, has a strange way of stretching and squishing time depending on the drugs you may be on, the emotions you are experiencing, and even the amount of attention you pay to the moment.”One of the most well-known examples of when this stretching or squishing of time occurs is during life-or-death situations, like car accidents. People often remember such events as lasting longer than they actually did, and even describe time as having moved in slow-motion.However, research shows that in such cases, the perceived change in time’s speed is a function of memory, not perception (i.e., you remember time having moved more slowly, but you didn’t actually perceive it that way). What’s more, this life-or-death situation research doesn’t apply to Tuesdays.For most of us, we don’t encounter life-or-death situations on Tuesdays. In the words of Gholipour, Tuesdays are “dull and unemotional.” So, why is it that Tuesdays seem to throw us into some sort of strange time warp?Gholipour uncovered two promising hypotheses …1) The Time GapResearch shows that the brain “time stamps” events using contextual clues. And things that happen in the same context (e.g., while you’re at a party) get grouped together in your memory — separate from things that happen in other contexts (e.g., while you’re in a cab going home). The end result is that we tend to remember like-moments as having occurred more closely together in time.When applied to Tuesdays, the hypothesis works like this: Going into the office on Monday is such a jolt, such a change from your weekend routine, that by Tuesday the previous weekend feels further away than it actually is.You see, on Monday, you can still easily tap into your weekend memories because you’re still in the process of making that contextual shift from “weekend mode” to “weekday mode.” By Tuesday, however, the shift is complete, and you now have your Monday memories — the beginning of your weekday memories — blocking the way back to your weekend memories. And this could explain, as Gholipour wrote, why we feel “a vague sensation of a time gap” on Tuesday mornings.2) Memory OverloadA second hypothesis explaining why time seems to move more slowly on Tuesdays: Our brains simply have more stuff to process during the workweek than on the weekend, and all that processing uses up a disproportionate amount of space in our memories.During the weekend, we tend to engage in relaxing, predictable behavior (e.g., watching TV, going out to dinner, and so on). During the work week, on the other hand, our schedules tend to become more complex and less predictable. We have emails to read. Emails to write. Assignments to complete. Meetings to attend. On Mondays, we’re just getting caught up. On Tuesdays, we’re in the thick of it.Hence, it’s possible that our brains generate more discreet memories on Tuesdays, making Tuesdays seem as though they’re longer than other days.As cognitive neuroscientist Virginie van Wassenhove of France’s INSERM-CEA Cognitive Neuroimaging Unit explained:Considering the amount of stuff that you’ve been engaged with during workdays, your recollections of these days are encoded with high granularity, taking a lot of space, so to speak, in memory.”So there you have it: Two possible explanations for why Tuesday feels like the longest day of the week. What’s a marketer to do with this information? Well, knowledge is power. And while we can’t offer you an insta-cure for the Tuesday blues, the hope is that this insight will help you focus less on the passing of time, and more on the work that needs to get done. Happy Tuesday!Have any suggestions for how we can make Tuesdays feel shorter? Sound off in the comments section below! Company Culture Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Apr 12, 2016 6:00:00 AM, updated July 28 2017last_img read more

3 Easy Ways You Can Speed Up a Video

first_img Youtube Marketing Don’t forget to share this post! Transitions are arguably the most important element of any piece of creative work. Whether it’s an article or video, engaging someone throughout its entirety requires you to elegantly weave your individual ideas and thoughts together into a cohesive narrative. Otherwise, if you abruptly hop from one point to another, you’ll throw your audience off and confuse them, increasing the likelihood that they’ll disengage with your work.If you’re a video editor, you know that one of the most common and effective transitions when creating videos is shooting a clip in slow motion, and then speeding up the ending during post-production. To show you how to do this, we’ve put together a guide that fleshes out three easy ways you can speed up a video and, in turn, craft engaging transitions in Adobe Premiere Pro.Access videos, templates, and tips, to help you launch an effective video marketing strategy. How to Speed Up a VideoUse the Speed/Duration command in Adobe Premiere Pro.Use the Rate Stretch tool in Adobe Premiere Pro.Use the Time Remapping tool in Adobe Premiere Pro. Topics:center_img Originally published Feb 15, 2019 7:00:00 AM, updated October 30 2019 1. Use the Speed/Duration command in Adobe Premiere Pro.If you want to use the Speed/Duration command in Adobe Premiere Pro to speed up one of your videos, follow the instructions below.1. In your Timeline Panel or Project Panel, select one or multiple clips.2. Click “Clip” and then choose “Speed/Duration”.Image Credit: Adobe3. Change your clip speed to your desired percentage. The higher your percentage, the shorter the duration of your clip will be.4. To keep your clip’s audio at its original pitch, click “Maintain Audio Pitch”.2. Use the Rate Stretch tool in Adobe Premiere Pro.Premiere Pro’s Rate Stretch tool adjusts your clip’s duration by altering the clip’s speed so the entire clip fits within the desired duration, no matter how much you shorten it. To use this tool to speed up one of your clips, follow the instructions below.1. Click on the Rate Stretch tool2. Shorten your clip by dragging either edge of it in toward the middle of your clip. This will speed it up.Image Credit: Adobe3. Use the Time Remapping tool in Adobe Premiere Pro.Time Remapping is another tool in Adobe Premiere Pro that you can use to speed up one of your video clips. To do this, follow the instructions below.1. Right-click on your clip, select “Show Clip Keyframes”, “Time Remapping”, and then “Speed”.2. After you do this, the clip will be shaded blue and a horizontal line will appear across it. To increase the speed of your clip, drag the line up toward the top. The change in speed will be displayed as a percentage of your clip’s original speed. Time Remapping doesn’t alter your clip’s audio.Image Credit: Adobelast_img read more

The Ultimate Guide to Nonprofit Marketing in 2019

first_imgEvery marketing team is challenged to do more with less — especially nonprofit organizations. Often times, resources are tight, and teams are small. Sound like your organization?We want to help. That’s why we created this nonprofit marketing guide. Your organization might not operate for profit, but it can still value from the traffic, funds, and awareness marketing brings in.Bookmark this guide for later and use the chapter links below to jump around to sections of interest.Free Access: A Guide to Nonprofit Inbound Marketing WebsitePage views Inbound Marketing for Nonprofits Inbound Marketing for NonprofitsYour nonprofit organization likely takes up all of your time, and building a marketing plan might seem like an added responsibility that’s just not worth it.We’re here to convince you otherwise. Inbound marketing is all about creating valuable experiences that have a positive impact on people and your business.Inbound marketing for nonprofits can help you attract new supporters for your cause, connect to valuable donors, engage your constituents, and inspire your community.Boost your organization’s awareness and compel action. See firsthand how HubSpot can transform your nonprofit organization.Here’s how else nonprofit marketing can help.Nonprofit marketing raises awareness.Your nonprofit organization is a brand, therefore you need to raise awareness just like any other business or company. Marketing raises awareness of your brand, and brand awareness spreads the word about your organization and your overall cause.Nonprofit marketing raises funds.Nonprofit marketing and nonprofit fundraising go hand-in-hand. The more people that know about your organization, the more potential funding you can bring in.Nonprofit marketing drives donor memberships and recurring donations.Many nonprofit organizations offer donation memberships and monthly giving programs, like this one from Charity: Water. These programs are valuable because your organization doesn’t have to fundraise so actively and so often, and they can actually help you raise more money — the average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128.Marketing your nonprofit gets your cause in front of fresh eyes and informs your donors about how they can consistently contribute.Nonprofit marketing recruits volunteers.Nonprofit marketing isn’t just for funding — it also drives manpower (and woman-power!) to your organization. Regardless of industry or size, all nonprofits benefit from volunteers, and marketing your organization can help bring in new hands.Moreover, volunteers are twice as likely to donate as non-volunteers.Nonprofit marketing promotes your services.Awareness, funding, and volunteers are integral to your nonprofit, but what about the purpose of your organization? What about the people, animals, or cause you’re helping? Marketing can help with that, too.The more people who know about your nonprofit organization, the more people you can help.These are just a handful of reasons you should invest in marketing (particularly inbound marketing!) for your nonprofit. Now, let’s discuss how to build a nonprofit marketing plan so you can start bringing in new funds, volunteers, and constituents. How to Create a Nonprofit Marketing Plan SpecificEducate the community on the state of animal welfare by producing one blog post per week. Marketing Strategies for Nonprofit Organizations Event marketingTicket sales You’ve created your nonprofit marketing plan. Now, let’s talk about how to execute that plan with actionable marketing strategies.Many of these nonprofit marketing strategies will overlap, like sharing your blog content on social media or releasing an event invite over email. These methods can and should be used in tandem, but we recommend introducing each strategy slowly so your team doesn’t overwhelm itself.In fact, we recognize that your nonprofit is likely operating with a small (but agile!) marketing team. For this reason, throughout these sections, we’ll recommend tips for doing more with less. Ultimately, though, don’t hesitate to outsource your nonprofit marketing where needed.Nonprofit Email MarketingYou might be using email sporadically to call for volunteers or confirm an online donation, but that’s not enough. Email marketing is a highly effective marketing resource, especially for nonprofit organizations. Why? It’s personal and powerful.Here are a few ways to leverage email marketing to reach all of your audiences:Send a weekly newsletter with your newest content, updates about your organization, industry data, and volunteer needs.Send monthly emails with donation needs and opportunities.Set up an email sequence for new subscribers thanking them for joining and educating them on your organization.Set up an email sequence for new donors thanking them for their contribution and sharing how else they can support your organization.Also, don’t forget to put information on your website about how to subscribe to your email list. Nonprofit organization Acumen does a great job of this by putting subscription opportunities on their homepage and in their main menu.👉🏼Nonprofit marketing tip: Automate as much as possible. Email marketing automation (like HubSpot) saves precious time and energy for your team and can be the key to growing your email list, donations, and memberships. You can also automate an email sequence triggered by website visitor behavior indicating a high level of interest, such as downloading educational content.Click here to download our free beginner’s guide to email marketing.Nonprofit Event MarketingEvent marketing is one of the most effective (and enjoyable!) ways to grow awareness of your organization, connect with your community, raise funds, and garner support for your cause.PAWS, which stands for Pets are Worth Saving, is another local animal rescue that I’m a fan of. They hold a PAWS 5K race every summer to raise awareness and funding for the organization.This type of event impactful for multiple reasons:It inspires competition and physical activity. Runners raise money for the organization and participate in the run.It brings people in the community together to celebrate the organization and bring awareness to the PAWS cause.It provides PAWS a channel to promote their services and adoptable pets.It’s fun to attend and be a part of! Many people go to the event to support runners, play with dogs, and simply be a part of the fun — all while supporting and sharing PAWS.From fundraisers to auctions to competitions, there are many different kinds of events you can organize to market your nonprofit organization.Nonprofit Video MarketingWhether they’re consuming content for work, school, or fun, people prefer video content. As a nonprofit organization, video marketing is a surefire way to garner interest and support from all of your audiences.Here are a few reasons that video can help you market your nonprofit:Video is visual. We process visual content 60,000 times faster than written content. We also remember more content, longer.Video is personal. It inspires empathy and emotions, which can’t be said about other types of marketing.Video is educational. Many organizations need to educate their communities on their causes in order to garner attention and funding. Video can help you do that.Video is shareable. Over 700 YouTube videos are shared on Twitter every minute. Consumers love sharing videos, especially those that inspire and resonate with them.Video is interesting. Viewers spend 100% more time on pages with videos on them. Keep your visitors, followers, and supporters engaged and interested with video.Access videos, templates, and tips, to help you launch an effective video marketing strategy. The Girl Effect, a nonprofit that works to empower girls worldwide, is a great example of video marketing. The organization’s homepage is a video, which captures visitors’ attention right away. Moreover, when you click “See more,” the site opens an informative video telling you all about The Girl Effect.Nonprofit Social Media MarketingSocial media is a highly popular marketing strategy among nonprofits. Not only is it free, but it provides an avenue for organizations to show their brand personalities and engage with their followers and supporters.Here are some ways to use social media for your nonprofit marketing, as inspired by a HubSpot study of 9,000 nonprofits:Share news about your organization and causeBoost brand awareness and recognitionFundraiseRecruit volunteers and employeesRecognize donors, employees, and volunteersDon’t forget to use the key messaging you crafted in your nonprofit marketing plan to keep your social media posts consistent and targeted. Also, make the most of each platform to promote your organization, such as the Donate button on Facebook.HubSpot customer FIRST, which stands for For Inspiration and Recognition of Science and Technology, is a nonprofit organization that works to advance STEM (science, technology, engineering, and math) education among children.FIRST makes use of social media in many different ways, such as using Facebook to post videos, news, fundraisers, and reviews — as well as making use of the Donate button. The organization has amassed almost 100,000 followers.👉🏼Nonprofit marketing tip: Curate content from volunteers, customers, supporters, event attendees, and donors. Implementing a user-generated content (UGC) campaign not only lessens your workload, but it also acts as strong social proof. To enact your UGC campaign, put out a call for constituent stories, images, and videos. Create a hashtag that people can use to alert you of new UGC.Also, let curation tools work for you. Use Google Alerts and social monitoring tools to alert you when your organization, hashtags, or relevant topics or keywords are mentioned. This provides opportunities to source UGC, get inspiration for new topic ideas, and participate in relevant conversations.Nonprofit WebsiteEvery nonprofit organization should have a website. A website serves as a digital home base for your organization and includes critical information — what you stand for and how visitors can participate and help.Your website also houses important assets like your blog, social media streams, event information, videos, and more … basically the rest of your marketing strategies. Lastly, your website serves as a way to intrigue, inspire, and engage your audiences.Nonprofit organization (and HubSpot customer) American Nursing Association (ANA) is an example of an organization with an outstanding nonprofit website. The site clarifies the ANA mission, shares news and educational content, and informs visitors how to get involved through memberships, events, certifications, or donations.Nonprofit Public SpeakingIt’s said that people buy into other people, not products. The same can be said about nonprofit organizations. If consumers believe in the people behind your organization, they’re likely to buy in your cause and donate money or time.One of the best ways for consumers to get to know your leadership team, not to mention spread the word about your cause and organization, is public speaking. Whether you speak at a local event of 100 people or a multi-day conference with thousands, the impact is the same: telling a powerful story to real people who may not yet know about your cause.charity:water founder Scott Harrison spoke at INBOUND18. While he shared some about the conception and organization of the nonprofit, he mostly talked about the people that his organization helps — and how the audience can support the mission. Harrison not only moved the audience of thousands but also effectively marketed the charity:water purpose and brand. Marketing Strategies for Nonprofit Organizations Define your marketing goalsUnderstand your audiencesCraft your key messagesChoose, plan, and create your marketing strategiesAnalyze your marketing performance AttainableOur blog traffic increased by 10% last year when we upped our publishing frequency to twice a month. A 15% boost in traffic with a 100% increase in production seems attainable. Social mediaShares and comments TimelyWe will start producing one post per week and the start of next month. Topics: MeasurableIncrease traffic by 15%. SMART Goal: By the start of next month, our blog will see a 15% boost in traffic by increasing our content production from two posts per month to one post per week. This increase will boost awareness of our organization, educate the community, and alert more people of our adoption opportunities — thus, saving more animals and bringing in more funding.See how I turned the organizational mission into a marketing objective, and then into a SMART goal? SMART goals are especially important when it comes time to analyze and measure your marketing performance (which we talk about later), so be sure to finish this step before moving forward in your nonprofit marketing plan.Download your free marketing goal-setting template here. 2. Understand Your Audience(s)Nonprofit marketing is different from other types of marketing because your organization is likely targeting multiple groups: constituents, customers, volunteers, and donors.It’s imperative to define and understand each of these audiences (a.k.a. buyer personas) because your marketing will differ based on who you’re talking to. (We’ll get into key messaging next.)For example, following our animal shelter example from above, an email targeting donors will have different messaging than an email calling for volunteers.One easy way to organize your different audiences is using a CRM to segment the different groups. By separating contacts with tags and lists, you can easily send marketing messages to the appropriate groups.3. Craft Your Key MessagesKey messages encompass the information you want your audiences to hear, remember, and share about your nonprofit organization. Crafting these before you employ your marketing is important for a few reasons:Key messages keep your organization aligned. No matter who’s doing the marketing, you can be confident the same thing is being said and promoted.Key messages simplify your marketing. With these created ahead of time, you already know what you’re going to say in your marketing messaging.Key messages help organize your different audiences (as we talked about above). As a nonprofit organization, you’re likely talking to donors, volunteers, constituents, and your community … more personas than a typical for-profit business. Developing key messages for each of your audiences informs your team and your marketing to make sure you’re targeting the right groups.Continuing with our animal shelter example, here’s a look at how you can craft a key message for different audiences.Key message: We protect the welfare of animals in our community through education, adoption and fostering, and animal advocacy.For adoption customers/constituents: By adopting or fostering, or by alerting us of animals in need, you can help us protect the welfare of animals in our community.For volunteers: We protect the welfare of animals through round-the-clock animal care and advocacy.For donors: You can help us protect the welfare of animals by donating to support animal care, advocacy, and adoption promotion.All of these key messages have the same purpose and undertone, but they vary slightly depending on your audience. Together with your nonprofit organization’s mission, vision, and goals, these messages will help effectively communicate and market your organization’s needs and purpose.Download Now: Free Brand Building Guide4. Choose, Plan, and Create Your Marketing StrategiesMany marketers jump right to this step — creating and publishing various marketing tactics. Marketing encompasses much more than an advertisement, blog post, or event. In order to execute successfully, you must complete all the steps prior to this.Now that you’ve established your goals (what you want), your key messages (what you’re going to say), and your audience (who you’re going to say it to), you can determine your marketing tactics (how you’re going to say it).Marketing tactics refer to channels like email marketing, social media, events, and more. We’ve dedicated an entire section to these marketing strategies — read about them in detail below.Regardless of which tactic you choose, be sure to conduct thorough planning before and as you execute on it. Here are some questions to ask yourself as you prepare:What will you do with this marketing tactic?When will these marketing activities take place?Why is this tactic important?Who will be responsible for these activities?How much do we plan to spend?How does this tie to our organization’s marketing goals?Tactical planning is an integral part of your overall nonprofit marketing plan. How you approach your marketing strategies and how they impact your organization is just as important as how you execute on them.Before you hit the ground running on any of these strategies, be sure your team has a solid game plan and a full understanding of it.5. Analyze Your Marketing PerformanceYour marketing probably won’t perform perfectly from the get-go. That’s OK. Routine reporting and analysis help you figure out what’s working and what you need to change.As you choose and establish your marketing channels, pay attention to the measurable performance indicators for each. Here’s a list of examples from our list of marketing strategies below: Nonprofit Content MarketingContent marketing and blogging are valuable marketing assets for any nonprofit organization. Here’s why:Content educates your audiences about your mission, cause, and industry news and trends.Content (and SEO) bring in new visitors, subscribers, donors, and leads.Content is shareable and serves as free PR among your audiences.Content can be repurposed and made into different types of media, saving your marketing team precious time and energy.Creating a nonprofit marketing blog isn’t always easy. Teams are short-staffed, budgets are low, and time is precious. Thankfully, there are lots of ways around those blogging challenges, such as sourcing story ideas from volunteers, donors, and customers as well as implementing an editorial calendar so you can plan ahead.One of my very favorite nonprofit organizations is called Blurt Foundation, a UK-based organization that exists to increase awareness and understanding of depression and support those who struggle with it. There’s a lot of misconception and misunderstanding around depression, so Blurt Foundation uses their blog content and other content resources to educate constituents and supporters. They also incorporate these content assets into their emails, social media posts, and online store.👉🏼Nonprofit marketing tip: Save time and resources by repurposing your content. Content is an appreciating asset that you can reuse and re-promote over and over. Repurposing content to create new marketing assets costs far less than creating entirely new content.Outline all the ways you could repurpose the content you produce. For example, you could create the following list for your blog content:Short version for use in emails or newsletters with link back to full postGroup with related posts for reportTwo to three visuals images to share on socialInfographic with post informationReaction piece to original postSince you’re not going to promote and distribute each piece of repurposed content immediately, your content pipeline is never empty.Check out HubSpot’s free nonprofit content today.Strengthen Your Marketing, Promote Your CauseRaise your hand if your organization has to constantly do more with less. 👋🏼If that sounds like your organization, we recommend you use this guide to build a nonprofit marketing plan ASAP. Your organization might not operate for profit, but it can still value from the traffic, funds, and awareness that systematic marketing brings in.And not only will these activities and strategies help promote your organization, but they’ll take a valuable load off the backs of your team and volunteers — freeing them up to dedicate more time to your cause and constituents.center_img Email marketingEmail opens Email marketingEvent marketingVideo marketingSocial mediaWebsitePublic speakingContent marketing What is Nonprofit Marketing? Video marketingVideo views How to Create a Nonprofit Marketing Plan Nonprofit Marketing Content marketingSubscriptions Crafting a nonprofit marketing plan might not be too different than a for-profit marketing plan, but it’s debatably more important. Increasing awareness and constituent engagement without exhausting your hardworking team requires approaching your marketing systematically.That’s where a nonprofit marketing plan comes into play. Putting systems in place to produce and distribute your marketing content allows you to focus on operating and scaling your nonprofit.Here’s how to create a successful nonprofit marketing plan.1. Define Your Marketing GoalsYour nonprofit marketing plan exists to transform your organization’s mission and big-picture objectives into strategic, actionable goals.For example, let’s say one of your objectives was to protect the welfare of animals in your community (like one of my favorite local rescues, ALIVE Chicago). I’d ask you to brainstorm three to five marketing ideas to advance that objective.Some ways you could use marketing to advance that objective include:Create and publish content that educates your community on the state of animal welfare.Post on social media about your organization and the animals you have for adoption.Send a weekly email newsletter sharing your content, adoptable animals, and volunteer needs.Host a quarterly event with educational resources, foster training, and adoption opportunities.Next, I’d ask you to turn these ideas into SMART goals. Let’s use idea number one as an example: Public speakingReferrals Originally published Jun 12, 2019 3:39:00 PM, updated October 15 2019 Nonprofit marketing is the use of marketing tactics and strategies to amplify an organization’s cause and mission, solicit donations, and attract volunteers and supporters. Remember the goals you defined in step one? The point of measuring your marketing performance is to stay aligned with those goals.You can track these performance indicators using tools like Google Analytics, HubSpot, and the analytics tools built into Facebook, Twitter, and other social media sites.If you know what you want to measure before you start marketing your nonprofit, you’ll know exactly what to look for — and how to determine success and impact — when your marketing is in play. Don’t forget to share this post! Marketing StrategyPerformance Indicator Nonprofit Marketing RelevantAn increase in blog traffic will boost awareness of our organization, educate the community, and alert more people of our adoption opportunities — thus, saving more animals and bringing in more funding.last_img read more

Pakistan to host Sri Lanka in ODI, T20I series in September

first_imgPakistan will host Sri Lanka in three one-day internationals and the same number of Twenty20 internationals starting in September before two Tests as part of the World Test Championship in December, the cricket boards of both countries said on Friday.Pakistan are preparing to host their first Test on home soil since a 2009 militant attack on Sri Lanka’s team bus in Lahore that left six security personnel and two civilians dead while six players were injured.Sri Lanka Cricket (SLC) and the Pakistan Cricket Board (PCB) agreed to bring forward the limited-overs leg of the split series and pushed back the two Tests, which were originally set to take place in October.”The PCB is pleased with the outcome of its discussions with SLC, which has supported Pakistan in its efforts and endeavours for the complete revival of international cricket,” PCB chairman Ehsan Mani said in a joint statement.”The tour for limited-overs matches will also provide Sri Lanka with an even better understanding of the ground situation before discussing the schedule of the tests.”SLC president Shammi Silva said the two boards had a long history of friendship and the move strengthened that bond.”The SLC security experts had visited the two cities earlier this month and had given a positive report, which made our job of decision-making easy,” he said.”If there had been any doubts, the SLC would not have gone ahead with this arrangement that we envisage will improve the players’ confidence and trust level and will also be critical when we start discussions on the schedule of the test matches.”advertisementPakistan did not host international cricket for six years following the 2009 attack, with the team playing their home matches in the United Arab Emirates.However, Pakistan has since hosted limited-overs games featuring Zimbabwe (2015), a World XI (2017), Sri Lanka (2017) and West Indies (2018) apart from Pakistan Super League games.Limited-overs series schedule:September 27 Sep: First ODI (Karachi)September 29: Second ODI (Karachi)October 2: Third ODI (Karachi)October 5: First T20 (Lahore)October 7: Second T20 (Lahore)October 9: Third T20 (Lahore)Also Read | Kohli elated as Jadeja hits 4th 50-plus score in last 8 inningsAlso See:last_img read more

Feroz Shah Kotla Stadium to be renamed as Arun Jaitley Stadium

first_imgThe Delhi and District Cricket Association (DDCA) on Tuesday decided to rechristen Feroz Shah Kotla Stadium as Arun Jaitley Stadium in the memory of its former president who passed away on Saturday.The renaming will take place on September 12 at a function where a stand at the Kotla will be named after India captain Virat Kohli as announced earlier.Meanwhile, the DDCA tweeted out a clarification that seems to be a little confusing.Speaking on this initiative, DDCA president Rajat Sharma said: “It was Arun Jaitley’s support and encouragement that players like Virat Kohli, Virender Sehwag, Gautam Gambhir, Ashish Nehra, Rishabh Pant and many others could make India proud.”A clarification from the DDCA president: The stadium has been named as Arun Jaitley Stadium. The ground will continue to be called the Feroz Shah Kotla.DDCA (@delhi_cricket) August 27, 2019Jaitley, during his tenure at DDCA, is credited with renovating the stadium into a modern facility, increasing its capacity to accommodate more fans besides constructing world class dressing rooms. The function, to be held at the Jawaharlal Nehru Stadium, will be graced by the presence of Home Minister Amit Shah and Sports Minister Kiren Rijiju.Meanwhile, Gautam Gambhir had urged Lt Governor Anil Baijal to rename the Yamuna Sports Complex in Delhi after former finance minister Arun Jaitley.Gambhir wrote to Baijal on August 24, the day Jaitley passed away at AIIMS after a prolonged illness, proposing to rename the sprawling complex in his constituency after the BJP stalwart in recognition of his contribution towards nation-building and his love for cricket.advertisementMay he remain in our hearts forever. As a mark of respect to our beloved leader, I hereby propose to rename Yamuna Sports Complex as Arun Jaitley Sports Complex #RiPJaitleySir pic.twitter.com/ooK95RZHiQGautam Gambhir (@GautamGambhir) August 26, 2019The cricketer-turned-politician has also been endeavoring for use of the Yamuna Sports Complex to host international cricket matches.Also Read | Virat Kohli pays his respects to Arun Jaitley in a heartfelt postAlso Read | Arun Jaitley hosted Virender Sehwag’s wedding at his houseAlso Seelast_img read more

India Red clinch Duleep Trophy after Akshay Wakhare, Abhimanyu Easwaran star in innings win

first_imgRight-arm off-spinner Akshay Wakhare picked up a brilliant five-wicket haul to hand India Red the Duleep Trophy title as they defeated India Green by an innings and 38 runs in the final on Saturday.On the final day of the match, India Red bowled out India Green for a mere 119 runs inside 40 overs at the Chinnaswamy Stadium. Only Siddhesh Lad (42) and Akshath Reddy (33) could manage to stay at the crease for a while as none of the India Green batters were able to cope with the pressure created by Wakhare and Avesh Khan. The duo finished with figures of 5/13 and 3/38 respectively.Earlier in the day, India Red started from their overnight score of 345/6, 114 runs ahead of India Green’s first-innings total of 231. Aditya Sarvate and Jaydev Unadkat, who had remained unbeaten on 30 and 10 on Stumps on Day 3, managed to add another 8 and 22 respectively to their individual scores as India Red were eventually bundled out for 388 runs.Abhimanyu Easwaran, who played a stupendous knock of 153, was the leading run-scorer for India Red. Apart from him, Ishan Kishan (39), Aditya Sarwate (38) and captain Priyank Panchal (33) also made noticeable contributions to help the team reach a total which ultimately they defended to clinch the trophy.Dharmendrasinh Jadeja and Ankit Rajpoot were the pick of the bowlers for India Green as they both scalped 3 wickets each. Left-arm seamer Tanveer-Ul-Haq contributed with two wickets, including that of Easwaran while Mayank Markande also picked one wicket. Easwaran was adjudged the Player of the Match.Brief scores: India Green 231 and 119 (Siddhesh Lad, 42, Akshath Reddy 33; Akshay Wakhare 5/13); India Red 388 (Abhimanyu Easwaran 153, Ishan Kishan 39; Dharmendrasinh Jadeja 3/93)advertisementAlso Read | Completely agree with Sourav Ganguly, Rohit Sharma should open for India in Tests: Gautam GambhirAlso Read | For me, every Test match is my last: Hanuma Vihari after successful West Indies serieslast_img read more

India vs South Africa: Rohit Sharma hits 1st Test hundred since November 2017

first_imgRohit Sharma hit a hundred in his maiden innings as Test opener and gave India firm control over South Africa on day one of the first match in Vizag on Wednesday.This was Rohit Sharma’s 4th hundred in Test cricket and the first since an unbeaten 102 against Sri Lanka in Nagpur back in November 2017.India vs South Africa, 1st Test Day 1: Live Cricket ScoreRohit Sharma had made a sensational start to his Test career nearly 6 years ago when he smashed hundreds in his first two matches. Against the West Indies, Rohit made 177 at the Eden Gardens before scoring an unbeaten 111 in Mumbai – that was incidentally Sachin Tendulkar’s last game for India.Rohit’s Test career has been an enigma. The only man with 3 double hundreds in ODIs and 4 hundreds in T20 Internationals, has so far failed to cement his place in the traditional format.Rohit Sharma had to return home from Australia after the Melbourne Test for the birth of his daughter. Despite scoring 5 hundreds in the 2019 World Cup, Rohit was not picked to play the 2 Tests matches in West Indies in August.But the team management ran out of patience with KL Rahul and Rohit Sharma was slotted to open the innings alongside Mayank Agarwal in the first Test against South Africa in Vizag.On Wedensday, Rohit negotiated the opening burst from Vernon Philander and Kagiso Rabada before unleashing his wide array of shots. He also became the second Indian after Rahul Dravid to hit 6 consecutive scores of over 50 in Tests at home.advertisementAfter a dream start to his Test career, Rohit Sharma struggled to hold on to his place. Modest returns in South Africa, New Zealand, England and Australia startled experts even as he continued to break the barriers in the shorter formats.Rohit Sharma showed the hunger for Test cricket with two fifties against New Zealand in 2016. He made a return to the team in whites a year later and hit a century against Sri Lanka. After a poor tour of South Africa meant he did not play the England Tests but the voices in support of a longer run in Tests for Rohit got louder with his increasingly consistent performances in the shorter formats.Also Read | India vs South Africa: Rohit Sharma equals Rahul Dravid’s Test record at homeAlso Read | Rohit Sharma showed he was mentally ready for Test opener role: VVS LaxmanAlso See:last_img read more

South Africans were hesitant to Shami’s kind of bowling in 2nd innings of Vizag Test: Bharat Arun

first_imgAhead of the second Test against South Africa, India’s bowling coach Bharat Arun on Tuesday said that if a team wants to be number one in the game, they must adapt themselves according to the wicket.”To be a good number one team in the world, any conditions that come your way, you got to accept and say these are home conditions,” Arun told reporters.”If you want to be the number team in the world, you got to look at the wickets and adapt your bowling instantaneously to be successful,” he added.On the final day of the first Test, pacer Mohammad Shami scalped five wickets enabling India to register a victory before the tea interval.”It was a purely magnificent spell by Shami that put us back in the game. Otherwise, I think given the conditions it would have been very very difficult,” said Arun.South Africa scored 431 in the first innings in response to India’s 502 runs. Dean Elgar and Quinton de Kock both smashed a century. However, in the second innings, they were bundled out for 191 runs.”I thought South Africans batted exceptionally well in the first, but in the second innings they were little hesitant to Shami’s kind of bowling,” said Arun.India will now face South Africa in the second Test of the series in Pune from October 10.Also Read | You can become the king of reverse swing: Shoaib Akhtar to Mohammed ShamiAlso Read | Kohli as a captain gives us the freedom to follow our strategy: ShamiAlso Read | Secret behind Shami’s success: Short spells and some biryaniadvertisementlast_img read more

Ben Stokes takes legal action against English daily that leaked his tragic past

first_imgBen Stokes and his mother have reportedly taken legal action action against a UK newspaper that published sensitive information about the England all-rounder’s family.English news daily The Sun had published a front-page story headlined Stokes’ Secret Tragedy that revealed that Stokes’ half-brother and sister were shot dead by his mother’s ex-partner in New Zealand, three years before he was born.According to The Guardian, over a month after the incident, Stokes and his mother, Deborah have filed proceedings against The Sun for invasion of privacy and recalling the tragic past that had been long forgotten.However, The Guardian has mentioned that it is unclear whether papers have been formally served on the Sun’s publisher, News Group Newspapers, which is part of Rupert Murdoch’s media empire.When The Sun leaked personal information about Stokes’ family, the crickter took to his social media accounts to post a message slamming the news article. Stokes also called the story the lowest form of journalism, focused only on chasing sales with absolutely no regard for the devastation caused to lives as a consequence.pic.twitter.com/ojjjvstZI2Ben Stokes (@benstokes38) September 17, 2019According to the message posted by Stokes, the news agency “sent a reporter to his parents’ house in New Zealand to question them out of the blue on this incredibly upsetting topic”. Stokes called the article immoral, contemptuous and heartless in the message he posted on social media.”It is hard to find words that adequately describe such low and despicable behaviour, disguised as journalism. I cannot conceive of anything more immoral, heartless or contemptuous to the feelings and circumstances of my family,” Stokes had said in the post.advertisementAlso Read | England Cricket chief backs Ben Stokes in family story rowAlso Read | Ben Stokes and his family deserve better: Manchester United star Marcus RashfordAlso Seelast_img read more