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Selling Good Works -- Fundamentals of Marketing a Non-Profit Organization

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Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts

Publié dans : Business, Économie & finance
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Selling Good Works -- Fundamentals of Marketing a Non-Profit Organization

  1. 1. Selling Good Works Marketing a Non-Profit Organization Chris Houchens www. ShotgunConcepts .com
  2. 2. Marketing is not a dirty word. &!*$?”^#@
  3. 3. Non-profits have “customers” Non-profits are a “business” Non-profits need “marketing”
  4. 4. The Challenge Non-profit organizations in the U.S. Source: NCSS 2006 profiles 1,478,194 Non-profit organizations in Indiana 34,960
  5. 5. Marketing is not a dirty word <ul><li>Marketing is a persuasion tool </li></ul><ul><li>Marketing is an information tool </li></ul><ul><ul><li>Tools can be misused </li></ul></ul><ul><li>Respect your audience </li></ul><ul><li>Communicate truthfully </li></ul><ul><li>Share relevant info with a relevant audience </li></ul><ul><li>Learn good marketing from the for-profit organizations that excel </li></ul>
  6. 6. Marketing? <ul><li>To communicate a consistent intended message to a specific intended audience. </li></ul><ul><li>Marketing is NOT just advertising. </li></ul><ul><li>Marketing is NOT just PR. </li></ul><ul><li>Marketing is NOT just sales. </li></ul><ul><li>Marketing helps CREATE the sales opportunity. </li></ul><ul><li>Successful marketing develops relationships </li></ul>
  7. 7. Non-profit Marketing Hurdles <ul><li>Money </li></ul><ul><li>People </li></ul><ul><ul><li>Limited marketing experience/knowledge </li></ul></ul><ul><ul><li>High turnover rate – loss of relationships </li></ul></ul><ul><li>Focus on the mission rather than the marketing </li></ul><ul><li>Multiple messages to multiple audiences </li></ul><ul><ul><li>Coordinating delivery of those marketing messages </li></ul></ul>
  8. 8. People Problems <ul><li>On average, only 52 percent of non-profits in Indiana have paid employees </li></ul><ul><li>The majority of non-profits in Indiana have less than the equivalent of 2 full-time employees </li></ul><ul><li>The average non-profit employee in Indiana stays with the same organization for 1.5 years </li></ul><ul><li>The majority of work in most Indiana non-profits is done by volunteers </li></ul>Source: IU 2004 Survey
  9. 9. Apathy
  10. 10. You and your cause are insignificant (to most people)
  11. 11. Typical Non-Profit Message Cycle <ul><li>Us </li></ul><ul><li>Here’s what we’re doing </li></ul><ul><li>Send us money </li></ul><ul><li>Us </li></ul><ul><li>Here’s what we’re doing </li></ul><ul><li>Send us money </li></ul><ul><li>Us </li></ul><ul><li>Here’s what we’re doing </li></ul><ul><li>Send us money </li></ul>
  12. 13. Marketing messages should be conversations, not announcements.
  13. 14. Successful marketing messages ask for the consumer’s attention FIRST
  14. 15. Effective Non-Profit Message Cycle <ul><li>Here are RESULTS </li></ul><ul><li>Here’s how it affects YOU </li></ul><ul><li>Send us money </li></ul><ul><li>Here are the results from YOUR money </li></ul><ul><li>Here’s how it affects YOU </li></ul><ul><li>Send us money </li></ul>
  15. 16. Dealing with Multiple Audiences <ul><li>The Big 3 Target Markets for Non-Profits </li></ul><ul><ul><li>Constituents / Clients </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>Other important groups to consider </li></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Board Members </li></ul></ul><ul><ul><li>Government / Lobbying </li></ul></ul><ul><ul><li>Others? </li></ul></ul><ul><li>Each group needs individual attention in the marketing plan ! </li></ul>
  16. 17. Databases are one key to dealing with non-profit audiences <ul><li>Mailings </li></ul><ul><li>Calls </li></ul><ul><li>Events </li></ul><ul><li>Donors </li></ul><ul><li>Contacts </li></ul><ul><li>Track everything </li></ul><ul><li>Research </li></ul><ul><li>Market Development </li></ul>
  17. 18. Only 46% of non-profits have a strategic or business plan.
  18. 19. A Marketing Plan... <ul><li>Defines Marketing Costs </li></ul><ul><li>Shows Marketing Value </li></ul><ul><li>Defines Mission / Provides Focus </li></ul><ul><li>Written Game Plan </li></ul><ul><li>Evolving Document </li></ul>A Marketing Plan is On Paper…On Purpose
  19. 20. Elements of a Marketing Plan <ul><li>At a minimum... a Marketing Plan should include the following: </li></ul><ul><ul><li>Who/where you are (BRAND) </li></ul></ul><ul><ul><li>Where you want to go </li></ul></ul><ul><ul><li>How you’re going to get there </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Summary of Strategy </li></ul></ul><ul><ul><li>Timetable of Actions </li></ul></ul><ul><li>Less is (sometimes) more </li></ul>
  20. 21. BRAND Any organization’s most valuable asset
  21. 22. Case Study: Brand Kentucky <ul><li>State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns </li></ul><ul><li>Governor Ernie Fletcher proposed an unified state brand </li></ul><ul><li>Goal: Provide an unified message for tourism & economic development </li></ul><ul><li>Citizens voted for logo at welcome centers & online </li></ul>
  22. 23. Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand
  23. 24. Successful Non-profit Brands have a face
  24. 25. Non-profit brand strategies <ul><li>You’re selling abstract ideas </li></ul><ul><ul><li>Define what is being provided </li></ul></ul><ul><li>Develop a look </li></ul><ul><li>Develop a story </li></ul><ul><li>Maintain the core message </li></ul>
  25. 27. Public Relations <ul><li>What is PR? </li></ul><ul><ul><li>Coverage of your business in the media </li></ul></ul><ul><ul><li>NOT public perception (that’s your brand) </li></ul></ul><ul><li>A PR program is PART of your marketing strategy....... not the other way around </li></ul><ul><li>Best Part - FREE / low cost </li></ul><ul><li>Worst Part - Lots of time and work </li></ul><ul><li>Extremely effective & credible </li></ul><ul><li>OVERALL GOALS of a PR Program: </li></ul><ul><ul><li>Establish credibility and become a “source” </li></ul></ul><ul><ul><li>Media Coverage </li></ul></ul>
  26. 28. PR Hints and Tips <ul><li>Press Releases </li></ul><ul><ul><li>Is it News or an Ad? </li></ul></ul><ul><li>Media Opportunities </li></ul><ul><ul><li>Media List / Contacts </li></ul></ul><ul><ul><li>Media / Press Kits </li></ul></ul><ul><li>Persistence with media is the key </li></ul><ul><li>MUST be ongoing and active </li></ul>
  27. 29. Alliances strengthen non-profit marketing <ul><li>Businesses </li></ul><ul><li>Government </li></ul><ul><li>Media </li></ul><ul><li>Schools </li></ul><ul><li>Other non-profits </li></ul><ul><li>Whenever 1+1=3 </li></ul>
  28. 30. Working with a Small (no) Budget <ul><li>More than half of all non-profits have budgets below $200,000 per year </li></ul><ul><li>Solutions </li></ul><ul><ul><li>Make every dollar work (marketing plan) </li></ul></ul><ul><ul><li>Media Relations and PR </li></ul></ul><ul><ul><li>Becoming a pro-bono marketing client </li></ul></ul><ul><ul><li>Guerilla Marketing </li></ul></ul>
  29. 31. Only 27% of all non-profits have a web presence Source: Stanford SPEN
  30. 32. Online Giving keeps growing <ul><li>2001 – 9/11 </li></ul><ul><ul><li>20% of giving was online </li></ul></ul><ul><li>2004 – Tsunami </li></ul><ul><ul><li>33% of giving was online </li></ul></ul><ul><li>2005 – Hurricane Katrina </li></ul><ul><ul><li>50% of giving was online </li></ul></ul><ul><li>Organizations who raise money online report that 10-15% of their donations are coming in on the Internet. </li></ul>Source: Chronicle of Philanthropy
  31. 33. E-Marketing <ul><li>Online Spending </li></ul><ul><ul><li>Budget for Website </li></ul></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><ul><li>Contextual Search Advertising </li></ul></ul><ul><ul><li>SEO – Search Engine Optimization </li></ul></ul><ul><li>E-mail Marketing </li></ul><ul><ul><li>Phishing / Spam </li></ul></ul><ul><ul><li>Permission-Based </li></ul></ul><ul><li>Blogs / Social Media </li></ul>
  32. 34. What do you mean by Social Media? <ul><li>Blogs </li></ul><ul><li>Microblogs </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Google & YouTube </li></ul></ul><ul><ul><li>Revver </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Wikis </li></ul><ul><li>Photo </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Photobucket </li></ul></ul><ul><li>Virtual reality </li></ul><ul><ul><li>Second Life </li></ul></ul><ul><li>Social / News Bookmarks </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Reddit </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul>Community / user generated content
  33. 35. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing
  34. 36. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth
  35. 37. Warhol Revisited <ul><li>“ In the future, </li></ul><ul><li>everyone will be famous for </li></ul><ul><li>15 minutes .” </li></ul><ul><li>With social media, </li></ul><ul><li>everyone is famous to </li></ul><ul><li>15 people. </li></ul>
  36. 38. Long Tail
  37. 39. Do NOT use Social Media as a press release machine
  38. 41. <ul><li>Kaimana </li></ul><ul><li>Shanti </li></ul><ul><li>Aurora </li></ul><ul><li>Humphrey </li></ul><ul><li>Mikaela </li></ul><ul><li>Kaimana </li></ul>
  39. 42. Mr. Splashy Pants
  40. 44. We’re not finished… <ul><li>Biggest opportunity for FAILURE is right after the marketing begins </li></ul><ul><li>Inform all your touchpoints </li></ul><ul><ul><li>Everyone who is associated with your organization </li></ul></ul><ul><li>Develop a tracking system </li></ul>
  41. 45. Tracking / Effectiveness &quot;I know that half my advertising works. I just don't know which half.&quot; John Wanamaker (1838- 1922) If you say the same thing... STOP ADVERTISING.
  42. 46. Final Takeaways <ul><li>Non-profit marketing is not evil </li></ul><ul><li>Craft marketing messages that appeal to the recipient </li></ul><ul><li>Develop a marketing plan </li></ul><ul><li>Cultivate your brand </li></ul><ul><li>Get online </li></ul><ul><li>The challenge is worth it </li></ul>
  43. 47. Selling Good Works Marketing a Non-Profit Organization Chris Houchens Blog & Website :: www.ChrisHouchens.com Email :: chris@shotgunconcepts.com Slides available online: www.slideshare.net/shotgunconcepts