Marketing 101 for nonprofit organizations
1 / 39

Marketing 101 for Nonprofit Organizations - PowerPoint PPT Presentation

  • Updated On :

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

Related searches for Marketing 101 for Nonprofit Organizations

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Marketing 101 for Nonprofit Organizations' - EllenMixel

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Marketing 101 for nonprofit organizations l.jpg

Marketing 101forNonprofit Organizations

Beverley McLain, MBA

Vice President of Marketing

Slide2 l.jpg

Marketing 101 l.jpg

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 1014 l.jpg
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 for nonprofit organizations5 l.jpg

Marketing 101 forNonprofit Organizations


Community Foundations

Marketing 1016 l.jpg

What is marketing?

It is NOT the equivalent of:


Public Relations



Marketing 101

Slide7 l.jpg

Assessing the needs of your target audience

Understanding those needs, and

Developing a plan to meet those needs

What is marketing?

Marketing 1018 l.jpg

Marketing 101

Who is your target market?


Primary market and secondary market

Marketing 1019 l.jpg

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 10110 l.jpg
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 10111 l.jpg
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 10112 l.jpg
Marketing 101

  • How do you position your organization?

Marketing 301 l.jpg
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 30114 l.jpg
Marketing 301

  • For [ target end user] who wants/needs [compelling reason to use].

    For good. For ever.

Marketing 30115 l.jpg
Marketing 301

  • The [program name] [key differentiation]

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

  • Marketing 301 key elements of a positioning statement l.jpg
    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 10117 l.jpg
    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.


    Allowing lives to blossom one paw at a time.

    SPCA International

    Improving life one breath at a time.

    American Lung Association

    Marketing 10118 l.jpg
    Marketing 101

    • Programs or services

    • Positioning – what makes you _______

    • Promotion – communication elements

    Marketing 10119 l.jpg
    Marketing 101

    • Determining your communications capacity

    • Exercise:

      • complete the communications capacity survey

    Marketing 10120 l.jpg
    Marketing 101


    • Website

    • Media

    • Newsletters

    Marketing 10121 l.jpg
    Marketing 101


    • Confirm what you know

    • Raise some questions about your site

    • Provide new terminology to explore

    Marketing 10122 l.jpg
    Marketing 101

    • Seven Deadly Newsletter Flaws

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

    Marketing 10123 l.jpg
    Marketing 101

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

    Marketing 10124 l.jpg
    Marketing 101

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

    Marketing 10125 l.jpg
    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 10126 l.jpg
    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 10127 l.jpg
    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 10128 l.jpg
    Marketing 101

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

    Marketing 10129 l.jpg
    Marketing 101

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

    Marketing 10130 l.jpg
    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 10131 l.jpg
    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 10132 l.jpg
    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 10133 l.jpg
    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 10134 l.jpg
    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 10135 l.jpg
    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 10136 l.jpg
    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 10137 l.jpg
    Marketing 101

    • Choose a target audience

    • Write an objective

      • Specific

      • Measurable

      • Achievable

      • Reasonable

      • Time sensitive

    Marketing 10138 l.jpg
    Marketing 101

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

    Marketing 10139 l.jpg