Marketing 101 for Nonprofit Organizations. Beverley McLain, MBA Vice President of Marketing. Welcome and Introductions Why did you originally accept a job at your organization? Why are you still there?. Marketing 101. Welcome and Introductions What marketing is not
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Beverley McLain, MBA
Vice President of Marketing
Welcome and Introductions
What marketing is not
Some important elements of marketing
Incorporating marketing elements into the beginning of a marketing plan
It is NOT the equivalent of:
Understanding those needs, and
Developing a plan to meet those needsWhat is marketing?
Who is your target market?
Primary market and secondary market
Consumers of your programs and services
Former Board Members
Regulatory AgenciesMarketing 101
For good. For ever.
A mind is a terrible thing to waste.
United Negro College Fund
The world. On time.
If you don’t look good, we don’t look good.
Making the most of life.
Allowing lives to blossom one paw at a time.
Improving life one breath at a time.
American Lung Association
2. Skimps on emotional triggers.Tug at the heartstrings; giving starts when you move a heart.
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.
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.
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.
6. Plagued by weak headlines. Headlines should focus on key points and be eye -catching. And remember the emotional trigger.
7. Depends too much on statistics to make your case. Tell a story.
YOU DO GREAT WORK!