Marketing 101 for Nonprofit Organizations

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Marketing 101forNonprofit Organizations

• Beverley McLain, MBA
• Vice President of Marketing

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• Welcome and Introductions
• Why did you originally accept a job at your
  organization?
• Why are you still there?

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Marketing 101

• Welcome and Introductions
• What marketing is not
• Some important elements of marketing
• Incorporating marketing elements into the
  beginning of a marketing plan

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Marketing 101

• First you write down your goal your second job
  is to break down your goal into a series of
  steps, beginning with steps which are absurdly
  easy.
• Author  Fitzhugh Dodson

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Marketing 101 forNonprofit Organizations

• Background
• Community Foundations

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Marketing 101

• What is marketing?
• It is NOT the equivalent of
• Sales
• Public Relations
• Advertising
• Fundraising

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What is marketing?

• Assessing the needs of your target audience
• Understanding those needs, and
• Developing a plan to meet those needs

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Marketing 101

• Who is your target market?
• Distinction
• Primary market and secondary market

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Marketing 101

• Current Donors
• Potential Donors
• Consumers of your programs and services
• Board Members
• Staff Members
• Advisory Committees

• Former Board Members
• Government Agencies
• Professional Associations
• Policy Makers
• Regulatory Agencies

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Marketing 101

• Identify your top three (3) target markets
• How do you find out what is important to them?
• What do you need to do to learn about their
  needs?

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Marketing 101

• What are your key services or programs?
• How do you describe them?
• Why are they important?
• How do they distinguish you from your competitors?

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Marketing 101

• How do you position your organization?

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Marketing 301

• Developing a Positioning Statement
• For target end user who wants/needs
  compelling reason to use.
• The program name is a program category that
  provides key benefit.
• The program name key differentiation

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Marketing 301

• For target end user who wants/needs
  compelling reason to use.
• For good. For ever.

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Marketing 301

• The program name key differentiation
• The Community Foundation of Tampa Bay connects
  donors who care with causes that matter.

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Marketing 301Key Elements of a Positioning
Statement

• Creates a powerful identity with significance to
  all targeted markets
• Maximum of 7 or 8 words
• Provides clear differentiation from competitors
• Provides a promise of an important customer
  (buying) advantage

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Marketing 101

• A mind is a terrible thing to waste.
• United Negro College Fund
• The world. On time.
• Fed Ex
• If you dont look good, we dont look good.
• Vidal Sassoon
• Making the most of life.
• Hospice
• Allowing lives to blossom one paw at a time.
• SPCA International
• Improving life one breath at a time.
• American Lung Association

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Marketing 101

• Programs or services
• Positioning what makes you _______
• Promotion communication elements

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Marketing 101

• Determining your communications capacity
• Exercise
• complete the communications capacity survey

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Marketing 101

• TIPS FOR PROMOTING YOUR PROGRAMS AND SERVICES
• Website
• Media
• Newsletters

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Marketing 101

• Webpagesthatsuck.com
• Confirm what you know
• Raise some questions about your site
• Provide new terminology to explore

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Marketing 101

• Seven Deadly Newsletter Flaws
• Information taken from Tom Ahern's Raising More
  Money with Newsletters Than You Ever Thought
  Possible.

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Marketing 101

• Fails the "you test". A good newsletter is
  friendly, even intimate, and avoids the
  institutional voice.

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Marketing 101

• 2. Skimps on emotional triggers. Tug at the
  heartstrings giving starts when you move a
  heart.

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Marketing 101

• 3. Just an excuse to say hi. Often begun with a
  lengthy, state-of-the-union letter from the
  director or board chair, the newsletter reads
  more like a committee report.

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Marketing 101

• 4. Not donor-centered. Donors want very specific
  kinds of news about ways their gifts are making a
  difference failure to deliver this message can
  cause interest to wane. Give the donor credit as
  well as thanks.

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Marketing 101

• 5. Not designed for browsing. Most of your
  audience won't give your newsletter more than a
  glance. Keep articles short and easy to skim.

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Marketing 101

• 6. Plagued by weak headlines. Headlines should
  focus on key points and be eye -catching. And
  remember the emotional trigger.

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Marketing 101

• 7. Depends too much on statistics to make your
  case. Tell a story.

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Marketing 101

• Media Relations Helpful Hints
• Email is the best way to send press releases
• Send them as often as possible as a way to get
  noticed
• Meet with editors, publishers, and reporters when
  you do and do not have a story

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Marketing 101

• Media Relations Helpful Hints (contd)
• Look for regional tie-ins and trends
• If you dont know who to contact, ask
• Yes send your press release to more than one
  person in the same organization

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Marketing 101

• Media Relations Helpful Hints (contd)
• Double check your facts. Check them again.
• Include senders email address in the contact
  line
• Always include a website address as part of the
  contact information

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Marketing 101

• Media Relations Helpful Hints (contd)
• Beware of friendly chatter when the media
  requests a quote. Nothing is really off the
  record. Use the statement, Let me think about
  that. if you need time before responding.
• Use a press release to announce new employees
  and their responsibilities and new board
  members.

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Marketing 101

• Media Relations Helpful Hints (contd)
• Include the words press release in the subject
  line of your email to ensure it will be opened
• Use only one paragraph as a boilerplate
• Its ok to follow-up with an email after the
  press release has been sent do not phone

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Marketing 101

• Media Relations Helpful Hints (contd)
• If you notice that a story is particularly
  interesting, or if a publication or its writers
  win any awards, send an email noting these
  things. They are human beings, too, who also like
  recognition. They will remember you!

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Marketing 101

• Starting a marketing plan
• Exercise Write a 3-point plan for marketing to
  your 1 target audience using the form provided
  in your handouts.

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Marketing 101

• Choose a target audience
• Write an objective
• Specific
• Measurable
• Achievable
• Reasonable
• Time sensitive

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Marketing 101

• Customers buy for their reasons, not yours. -
  Orvel Ray Wilson

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MARKETING 101

• THANK YOU.
• YOU DO GREAT WORK!