Your Nonprofit Marketing Plan: A Roadmap to Building Support for Your Organization Kivi Leroux Miller Nonprofit Marketing Guide Flickr: jurvetson
The Agenda Marketing goals, strategies and tactics Defining your audience Crafting and delivering your messages Staff and budget Measuring success
You’re Talking Too – Yes, YOU! Flickr: B Tal
Creating a New Handout, Together This will be a very rough outline of a marketing plan based on today’s discussions. I’ll upload it here: nonprofitmarketingguide.com/ resources/mowaa-plan/ Flickr: jurvetson
No Matter Where You Are Heading . . . • Changing Behavior • Changing Attitudes • Changing Policy • Motivating Action • Raising Money • Raising Awareness
Most Marketing Goals are Related to • Making it easy for people to find you • Welcoming them into the community you are building • Keeping them engaged with you and your mission Flickr: Mike Rosati Photography
Yes, You Do Need a Written Strategy Flickr: Joyseph
What Does a Complete Plan Look Like? Marketing Goals Environmental Analysis Audience & Segmentation Messaging Marketing Tactics Short-Term Steps Long-Term Steps Budget & Staffing Metrics
Three Essential Questions 1. What are you trying to do? (or who are you trying to reach?)
Three Essential Questions 1. What are you trying to do? to get someone else (or who are you trying to reach?)
Three Essential Questions 2. Why shouldthey care? (or what should you say?)
Three Essential Questions 3. What’s the best way to reach them? (or how should you say it?)
Another Approach: The Marketing Mix Product Price Place Promotion Policy
1. Product The change or behavior you want to bring about and any items needed to support that behavior
2. Price What’s the cost to make this behavior change (money, time, status, social disapproval, inconvenience, etc. = treasures)
3. Place Can this change happen where the people are now? How do the surroundings help or hurt?
4. Promotion What messages will make sense and how should they be delivered?
5. Policy How can rules and requirements help or hurt when trying to change behaviors?
Marketing Goals What you needto accomplish through your communications
Your Goals = Their Behavior What changes are you trying to bring about?
The Installment Plan What baby steps can people take to get there? Flickr: Andydr
People Adopt New Ideas That . . . Have advantages over what exists now Are compatible with social norms Aren’t too complex Can be tried out You can see someone doing or using Source: “The Basics of Social Marketing” by Turning Point
Let’s Get Specific to MOW Two Marketing Goals: 1. Make potential recipients feel more comfortable about receiving assistance 2. Convince more corporations to offer financial and staff support
Environmental Analysis The conditions under which you are operating
What’s the Competition? What other choices or actions are we up against?
What’s the Competition? What myths must be overcome?
MOW’s Competition 1. With participants: Other feeding agencies, frozen meals at store, stigma about accepting help 2. With corporations: other “feel good” opportunities with other nonprofits, other demands on money or time within company
Audience and Segmentation Who specifically you need to communicate with, and their interests and needs
Everyone Should Care About . . . Child abuse Global warming Homeless pets Hungry seniors But not everyone does, and youcan’t change that.
What Should We Do? What should our website look like? What kinds of articles should we put in our newsletter? What should we emphasize in our fundraising?
Forget about the “General Public.” In marketing, there is no such thing! The Answer to Both Problems
Focus on the People Who Matter You’ll reach people who really are interested in what you have to say. Your decisions about language, imagery, format, etc. will be much easier.
Know Your Audience Who are these people? What’s important to them?
Ways to Group People Together Demographics Behaviors Stages of Change
Think about Relevant Demographics Gender Age Ethnicity Income Education Hobbies Employment Family Status Affiliations Religion Ownership (home, cars, etc.) Location Health Status Likes/Dislikes
Target Audience Demographics 1. Younger seniors versus older seniors 2. Why they need assistance (homebound v. income) 3. Location (far away from other sources of assistance/only lifeline)
Think about Behaviors What do they do now? What don’t they do? Are they doing the right thing, but not regularly or in the right place? Flickr: vieux bandit
Target Audience Behaviors 1. Corporations: Employees already volunteering, so get HQ involved; those who need a PR boost; those who are not currently engaged with any nonprofits; those who sell related products or services
Now, what do these people value? • Fitting In • Change • Self-Help • Competition • Action • Formality • Openness • Pragmatism • Cooperation • Idealism Time Sleep Convenience Adventure Public recognition Good karma Control Love Status Power Safety Money Efficiency Challenge Privacy Connecting Independence Teamwork Predictability Fun
Target Audience Values 1. Recipients: convenience, independence, self-help 2. Corporations: public recognition, teamwork, money, competition
Where Do They Get News & Info? Mainstream Media (radio, tv, papers) Friends Co-Workers Church Family Online / Social Media
Target Audience Info Sources 1. Recipients: Family members, health care providers, clergy, TV 2. Corporations: Business associations and CEO personal networks
What Else Do We Know about Them? What do they respond well to? What annoys them? What do they think is cool or lame? What language do they use?
More about Target Audiences 1. “Big Wheels Deliver Meals” – showcasing CEOs as volunteers 2. Competition among companies for how many routes are covered by company employees
What’s in It for Them? What BENEFIT EXCHANGE is going to work with this group?
Target Audience Benefit Exchange 1. Recipients: Get to stay in own home; get a daily visitor (not usually about the nutrition) 2. Corporation: Be seen as a good citizen; increase employee satisfaction
Watch for Bouncers Look for who controls the flow of info or who is really making the decisions
Listening and Watching Are Essential YOU arenot the audience! Listen to and watch REAL people.