MARKETING 101

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WELCOME
www.iyi.org
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HOUSEKEEPING

• Cell phones, silent please.
• Questions. Feel free anytime!
• Please sign In or give me a business card.
• Introductions Who are you? Tell us about it!
• Name
• Title
• Organization Name
• What does your organization do?
• What do you hope to learn today?
• What is your biggest marketing challenge?

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MARKETING 101

• The Basics

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DEFINE THE TERMS

• Please take a moment to jot down your
  definitions
• MARKETING
• ADVERTISING
• BRANDING

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DEFINING THE TERMS

• MARKETING The total of activities involved in
  the transfer of goods or services from the
  producer or seller to the consumer or buyer,
  including advertising, shipping, storing, and
  selling. (Your Tool Box)
• ADVERTISING To announce or praise (a product,
  service, etc.) in some public medium of
  communication in order to induce people to buy or
  use it to advertise a new brand of toothpaste.
  (A Tool)
• BRANDING A trademark or distinctive name
  identifying a product or a manufacturer. A
  product line so identified a popular brand of
  soap. A distinctive category a particular kind
  a brand of comedy that I do not care for. (A Tool)

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The Myths

• You have to be a big to do marketing!
• You have to have a lot of money!
• I dont have time to do marketing!
• I need to be fundraising in everything I do!
• You can do everything in-house for less!
• You can get volunteers to help do marketing
  projects!
• You cant afford professional services!
• FREE is for me!

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The Truth

• You can be any size and be successful!
• You need to commit a dollar amount whatever it
  is!
• Create a marketing committee!
• Branding builds Friends, Friends Raise Money!
• Doing it in-house can cost more in time and
  money!
• Volunteers are not always there when you need
  them.
• Many professional organizations that assist
  non-profits!
• You get what you pay for!

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It Starts with Your Mission

• What is your mission?
• Who does it speak too?
• What does it really say?
• Is it something people can remember?
• How do you use it?
• Examples? Who wants to share?
• Building a marketing, advertising and branding
  plan around your mission just makes sense!

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A MARKETING THERORY

• Marketing any product or service takes time,
  energy, good ideas and money.
• Most nonprofits are so concentrated on raising
  money they don't feel they have time to think
  about establishing or maintaining their community
  image, or trying to market their organization
  other than by "word or mouth" to let people know
  what they are all about.
• Many nonprofit's attitudes are based on a false
  hope that because they are good and do good
  things money will follow.

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TEST THE THERORY

• As a test to see how good you think you have
  been, start first with your board of directors.
  Ask each individual board member privately to
  tell you as if you were a stranger all about the
  nonprofit they serve.
• Time the person and see if they can talk to you
  for at least five minutes. While this may sound
  easy, you would be surprised how few can actually
  do this! Example?
•  
• With this in mind, ask yourself the question, "If
  the board of directors can't even tell me about
  the nonprofit then, what does the public truly
  know?"

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MARKETING 102

• A Raving Fan Model

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DECIDE, DISCOVER, DETERMINE DELIVER

• Decide what you want!
• Discover what they want know.
• Determine a strategy.
• Deliver your message through people.
• Do you having Raving Fans?

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Step OneDECIDE WHAT YOU WANT

• You are the source! It starts with you and your
  organization all being on the same page starting
  at the board all the way down to the volunteers
• Develop a perfect vision of what you want your
  organization to be. (Outline your perfect picture
  of your organization)
• Be as specific as you can right down to the color
  of the walls if necessary.
• Write it down on paper. This will become your
  model for making decisions about your marketing
  plan.
• ITS YOUR MARKETING MISSION STATEMENT.

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Step TwoDISCOVER WHAT THEY WANT

• Unless you have your own vision how can you
  decide what the customer wants?
• Remember its hard to market your service if you
  cant talk about it with passion vision.
• Find out what the customer really wants! Ask
  questions and listen. Dont judge, just get the
  facts.
• Your vision should fill in the gaps between their
  vision and yours.
• Compromise is good, concession is not.
• Lastly, know when to ignore the customers vision
  when necessary, sending them somewhere else.

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Step ThreeCREATE A MARKETING PLAN

• Create a marketing plan that puts your best foot
  forward, using your vision and discovery model.
• Determine what it is you are going to deliver and
  be the best at it. Dont try to be something you
  are not.
• Tell your story as part of the total marketing
  plan, advertise it verbally, and make it your
  brand.
• Your marketing vision is what you want people to
  think of when they hear your name.
• DELIVER IT WITH PEOPLE!

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DETERMINE

• Determine what kind of marketing you are going to
  do
• Information Based
• Who are we?
• What do we do?
• Why do we do it?
• Why its is important.
• Recruitment Based
• Volunteers
• Mentors
• Clients
• Board Members
• Event Based
• Fundraising
• Friend-raising
• Special Events

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DELIVER IT WITH RAVING FANS

• Public Speaking
• Create a speakers bureau!
• Have others tell your story
• Create an ambassadors committee
• Educate your Staff, Board Volunteers
• Can they tell your story for 5 minutes?
• Then let them loose.

DO YOU HAVE RAVING FANS?
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MARKETING 103

• Back to Basics

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DELIVER IT IN OTHER WAYS

• Be Creative
• Use a skywriter?
• How can you use a hot air balloon?
• Sponsorships
• Advertising
• Newspaper
• Radio
• TV
• Email
• Direct Mail
• Website (This is Marketing 104)
• Collateral Items
• Brochures
• Banners
• Posters
• Specialty Items

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COLLECT DATA

• Collect Data in everything you do.
• Name
• Email
• Address
• Birthday (without year)
• Be creative. Ask things no one else does!
  Favorite Holiday?
• Your list is the most important thing you have
  when it comes to marketing.
• Maintain it! Clean Purge
• Use it! Dont Abuse It!
• Every event, speaking engagement, meeting or
  social event is a chance to get data.
• Everyone is a data miner!

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FOLLOW UP

• Follow up is probably the most important aspect
  in the data mining process. We all know it! Do we
  do it?
• Use what you collected to follow-up in unique
  ways.
• Send a birthday card?
• Send a candy bar or bag of tea?
• Be sensitive to how much you contact people and
  how.
• Provide an opportunity in the follow-up for
  giving Time, Talent and Treasure.
• Make it personal, if you can.
• Drop by on a winter day and fill their washer
  fluid! WHAT?
• Dont be afraid to do it in person!
• Individual
• Groups
• Take Clients or Staff

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EVALUATE

• Evaluate your success! Rediscover!
• There is good in everything sometimes we just
  have to look for it!
• Rediscover what your audience thinks knows
• Measure it against your vision
• If yes, then bookmark the idea to use again
  later.
• If no, make adjustments.

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MAKE ADJUSTMENTS

• Dont abandon the plan, tweak it.
• Use VERB COMMANDS to change it!
• Make it bigger!
• Make it hot
• Change the package
• Make it appeal to a specific group
• Make it part of something else

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MARKETING 104

• Everybody Talks About the Web

YOUR WEBSITE AND MISSION SHOULD WORK TOGETHER
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WEBSITE MISSION

• How They Work Together

WWW.IYI.ORG
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What is a Mission Statement?

• Mission statements are designed to provide
  direction and thrust to an organization, an
  enduring statement of purpose.
• A mission statement acts as an invisible hand
  that guides the people in the organization.
• A mission statement explains the organizations
  reason for being, and answers the question, What
  business are we in?

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What is a Website?

• Website should be designed to communicate your
  organizations statement of purpose.
• A Website acts as an visible hand that guides
  people and offers a clear message into who and
  what you are.
• A Website should explain your organizations
  reason for being, and answers the question, What
  business are you in?

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Working Together Mission Website?

• Do your website mission..
• Effectively illustrate your purpose for being in
  business?
• Communicate your message defining Who What you
  are?
• Speak to the right group?
• Give you a sense of pride in your organization?
• Do you tell people about them?
• Do you use them and promote them to assist you in
  your efforts?
• Have value to your organization?
• Create action or emotion?
• Are they memorable?

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Why Build a Website?
Your mission is the basis for your organizations
reason for being. Because someone asked why?

• Why is always my first question
• Why is the basis for your whole site!
• What do you hope to accomplish? Why?
• What features do you need now? Why?
• What feature do you want later? Why?
• Some Answers to Why
• The guy down the street has one!
• Everybodys doing it!
• Its cool, and it would be nice to have!
• Just think we need one!
• Because!

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Why Know Why?

• Why Not?
• Philosophy majors will tell you that there is
  only two right answers to the question why?
• Take the time to really know why before you
  start, it is just smart!
• Because
• Websites are expensive if you do not have a plan.
• Not knowing why is just wasting time and effort.
• Knowing why gives you a measuring stick for
  content.
• Would you know why without a Mission Statement?

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Who is the Site for?

• Who is the Second Question
• Who is the site going to service?
• How will they use it?
• Who cares!
• Who cares about whats on your site?
• People help support, what they help create!
• Get input from the who.
• What sites does your who visit now?.
• Your Mission is based on who you service right?
• Dont Design for You, Design for Who!
• Its not about you! Unless you are the who!
• Keep who in mind every step of the way!
• Is your mission about you or who?

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Whats in a Website?

• Determining What is Easy
• What does your mission say?
• What is your message?
• What are your services?
• What does the who need to know?

The What is easy once you know Why and Who
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Building a Website

• Its Like Creating a Mission

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Easy to Read

• Choose text carefully
• Script vs. Plain
• Dark text on light backgrounds
• Text size.
• 12pt to 14pt no bigger!
• Do not center body text
• Centering is for headlines and Poems.
• Keep it easy for you and the designer
• Just like your mission your keep site simple,
  clean and clear so all can enjoy and understand it

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Keep it Simple

• There are many reasons for keeping it simple!
• It downloads faster.
• People leave it does not load quickly.
• Simple A clean look feel.
• Simple Easy to manage and create.
• Simple Easy to maintain!
• Remember to KISS IT!
• You all know what KISS means right?

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Keep it Quick

• 15-20 Seconds to take off
• People will leave your site before it loads.
• Animation and Flash
• Why? Because its cool!
• Does it add value?
• Is it important to the mission?
• I dont like the way it looks
• Function vs. Creative Expression
• Remember its not about you!
• Keep copy points short if possible
• Create downloads for large documents and forms

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Easy to Navigate

• Links Labeled and Easy to locate
• It is what it is!
• Down the left side
• Easy to Understand
• Use terminology the user will understand.
• Colors and links should be familiar
• Blue unviewed link and Purple viewed link
• Other colors like Red are becoming more common
  place.
• Find info in 3 clicks or less
• Dont make me search. Remember quick is it!

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Be Consistent

• Fonts
• Use the same font from page to page.
• Fonts are based on each person computer set. It
  may look good to you but others see it as garble.
• Colors Backgrounds
• Dont change every page
• Sometimes its ok to call out different areas of
  your site
• Picture sizes in galleries
• Size photos the same
• Click to enlarge
• Email addresses
• somebody_at_yourorganization.org

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Easy to Find

• Wheres Waldo
• Dont be a Waldo!
• Make it easy for people to find you!
• If I build it people will find me!
• Its a myth.
• Promote your site
• Search Engines, Directories, Banner Ads
• Links to others
• Domain Name Trains- Keep it short
• www.thelongestnameicouldthinkofeverbeforeigottired
  oftyping.com
• Multiple URLs when necessary.
• Misspellings
• .com, .org, .net, .biz

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Remember Your Friends

• Give Credit Where Credit is Due
• IYI helped us build this great site!
• Offer links to community partners.
• Reference your donors and board members, its not
  about you!
• Make your site a resource for everyone.
• Promote other services business that relate to
  you.
• Develop partnerships with others to build future
  allies in tough times.
• Be an ambassador for your community!

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So You Have a Website

• Let people know you have one
• Promote It. Tell everyone! (Do you keep your
  Mission a Secret?)
• Advertise It!
• Put on toilet paper!
• Search engines vs. promotion
• Grow it.
• Take it where it needs to go for who it was
  designed for.
• Ask for feedback.
• Evaluate it.
• Every month
• Keep it fresh and new.
• Add Features that assit you in your mission
  like.

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Online Donations

• In 2003 online giving topped 100 million
• 25.00 to 50.00 dollars at a time.
• Dont expect BIG donations online.
• A growing in comfort with online donations
• Its still a trust factor
• Its not for everyone
• Dont be fooled by the numbers
• National exposure and world crisis help inflate
  the numbers.

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How Do I Do It?

• Online Fundraising Handbook
• www.groundspring.org
• Its in your packet
• You Still Need to Make the Ask!
• Online allows you a presence 24-7
• It will never eliminate the personal ask
• You have many different options.
• Percentage based options.
• Fee based options.
• FREE based options.
• Nothing is FREE

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Help with Online DonationsLook No Further!

• www.clickandpledge.com
• www.acceptiva.com
• www.etransfer.com
• www.networkforgood.org
• www.paypal.com
• www.kinterainc.com
• www.groundspring.org
• Contact IYI Youth Service Help Line (877) IYI-TIPS

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Online Success Stories

• www.redcross.org
• www.habitat.org
• www.donate.care.org
• www.doctorswithoutborders.org
• www.iyi.org
• Its not for everyone. Be Patient! It Takes Time.

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Build it with Purpose

• Remember
• Your Mission
• Know Why
• Know Who
• What is Easy
• Keep it Simple
• Be Found
• Promote It
• Remember Your Friends
• Be a Community Partner
• Your Website is the definition of your mission on
  a 24-7 billboard around the world. Make sure it
  sends the right message!

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Web TipsWebsites That can Help
www.webmonkey.com www.htmlhelp.com www.web-source.
net www.werbach.com
There are many websites, to many in fact to list
here. Just type html help in your search bar
and have fun!
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Friends of IYI
Here are just a few of the websites that have
been built by Rose and Rose using OneSite
Technology. Most are IYI Customers!

• www.leadership3.org
• www.ryans-place.org
• www.stayinschool.biz
• www.indianathunder.org
• www.goshenfootball.com
• www.achievingbettercommunities.org
• www.lfsfamilies.org
• www.ciswayneco.org
• www.broadwayumcsb.org
• www.familiesfirst-ec.org

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Are We About Finished?
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Brought to You ByBrock RoseRose Rose
Associates
brockrose_at_comcast.net brock_at_roseandrose.biz
1305 Copley Ct. Goshen, Indiana 46526 574-534-0750
www.roseandrose.biz
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