Marketing 101forNonprofit 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 Some important elements of marketing Incorporating marketing elements into the beginning of a marketing plan
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
Marketing 101 forNonprofit Organizations Background Community Foundations
What is marketing? It is NOT the equivalent of: Sales Public Relations Advertising Fundraising Marketing 101
Assessing the needs of your target audience Understanding those needs, and Developing a plan to meet those needs What is marketing?
Marketing 101 Who is your target market? Distinction Primary market and secondary market
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 Marketing 101
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?
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?
Marketing 101 • How do you position your organization?
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]
Marketing 301 • For [ target end user] who wants/needs [compelling reason to use]. For good. For ever.
Marketing 301 • The [program name] [key differentiation] • The Community Foundation of Tampa Bay connects donors who care with causes that matter.
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
Marketing 101 A mind is a terrible thing to waste. United Negro College Fund The world. On time. Fed Ex If you don’t look good, we don’t 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
Marketing 101 • Programs or services • Positioning – what makes you _______ • Promotion – communication elements
Marketing 101 • Determining your communications capacity • Exercise: • complete the communications capacity survey
Marketing 101 • TIPS FOR PROMOTING YOUR PROGRAMS AND SERVICES • Website • Media • Newsletters
Marketing 101 • Webpagesthatsuck.com • Confirm what you know • Raise some questions about your site • Provide new terminology to explore
Marketing 101 • Seven Deadly Newsletter Flaws • Information taken from Tom Ahern's Raising More Money with Newsletters Than You Ever Thought Possible.
Marketing 101 • Fails the "you test".A good newsletter is friendly, even intimate, and avoids the institutional voice.
Marketing 101 2. Skimps on emotional triggers.Tug at the heartstrings; giving starts when you move a heart.
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.
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.
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.
Marketing 101 6. Plagued by weak headlines. Headlines should focus on key points and be eye -catching. And remember the emotional trigger.
Marketing 101 7. Depends too much on statistics to make your case. Tell a story.
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
Marketing 101 • Media Relations – Helpful Hints (cont’d) • Look for regional tie-ins and trends • If you don’t know who to contact, ask • Yes – send your press release to more than one person in the same organization
Marketing 101 • Media Relations – Helpful Hints (cont’d) • Double check your facts. Check them again. • Include sender’s email address in the contact line • Always include a website address as part of the contact information
Marketing 101 • Media Relations – Helpful Hints (cont’d) • 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.
Marketing 101 • Media Relations – Helpful Hints (cont’d) • 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 • It’s ok to follow-up with an email after the press release has been sent; do not phone
Marketing 101 • Media Relations – Helpful Hints (cont’d) • 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!
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.
Marketing 101 • Choose a target audience • Write an objective • Specific • Measurable • Achievable • Reasonable • Time sensitive
Marketing 101 • Customers buy for their reasons, not yours.- Orvel Ray Wilson
MARKETING 101 THANK YOU. YOU DO GREAT WORK!