It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.

1. Marketing Fundamentals for
Nonprofits
Deborah Spector
NPO Connect Marketing & Communications Expert
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• Email: info@npoconnect.org
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2. Marketing Fundamentals for Nonprofits
Goals for today’s session:
 Understand the role of marketing in nonprofit
organizations
 Review the elements that comprise the marketing
mix
 Discover why a strategic marketing plan is essential

3. What is Nonprofit Marketing?
“Marketing is so basic that it cannot be
a separate function. It is the whole
business seen from the point of view
of its final results, that is, from the
stakeholder’s point of view.”
Marketing Guru Peter Drucker

4. What is Nonprofit Marketing?
“Nonprofit marketing is a way to
harmonize the needs and wants of the
“outside” world with the
purpose, resources and objectives of
the institution.”
Peter Drucker

5. Why Marketing is important to your Nonprofit

6. What does Nonprofit Marketing do?
Marketing helps define and then defend an
organization’s position & moves it closer &
closer to success in defending its mission.
Marketing helps answer the questions:
 How is our program distinctive?
 What do we want to be known for?
 Why is our work relevant?
David Williamson, Marketing and Communications in Nonprofit Organizations

7. A Marketing Mindset
Requires that your organization
systematically study customer’s
needs, wants, perceptions, preferenc
es, and satisfaction – using
surveys, focus groups and other
means.
Kotler & Andreasen, Strategic Marketing For NonProfit Organizations

8. Why do I need a marketing plan?
A marketing plan is a clear, actionable roadmap
to strategically promote your organization.
“If you don’t know where you’re going, it doesn’t
matter which way you go!”
The Cheshire Cat, “Alice in Wonderland”

9. What are the benefits?
 Crystallizes and propels mission, vision
 Coordinates branding/messaging
 Educates, increases visibility
 Provides a framework for decisions
 Benchmarks performance, justifies
budget
 Develops a strategy for funding
Sherry Treco-Jones, Building a Strategic Marketing Plan

11. Strategic Marketing
I. Develop Your Goals
II. Situation Analysis
III. Market Analysis and Segmentation
IV. Target Markets
V. Develop Market Strategies for Target Markets
VI. Programs and Services
VII. Promotion and Outreach
VIII. Budget Development
IX. Implementation and Leadership
X. Evaluation

12. What is a Goal?

13. I – Develop Goals
A goal -
 Identifies what an organization wants to
achieve.
 Can be seen as equal to an organization’s
vision statement.
 Defines the desired outcome of a plan of
action.
 Shows the big picture of where you want to
go.

14. Research, Research, Research

15. II – Situation Analysis
A situation analysis evaluates the internal and
external environment. Knowing the
environment is fundamental to success.
The analysis includes:
Primary research - focus groups and
interviews.
Secondary research - a review of the literature
related to the organization.

16. Situation Analysis – Internal
Environment
Starts with where your organization is right now.
 Mission
 Values
 Skills
 Culture
 Systems
 Strengths, Weaknesses in
structure, technology, support services, etc.

17. Situation Analysis – External
Environment
 Funding climate
 Comparative analysis of other organizations –
your competition, and
 An understanding of your organization’s
market position relative to your competition.
 Social, cultural, technological, ecological, econ
omic, and political factors to effect your
nonprofit.

18. III – Market Analysis & Segmentation

19. Market Analysis
“The way an organization thinks about its constituencies
determines how it interacts with them.”
Market is defined as a group of people who
behave in similar ways relative to your
organization’s products or services.
Market is synonymous with audience,
stakeholders, constituents, or clients.
Nonprofit Marketing with a Purpose

20. Market Segmentation
Segmentation is the process of defining the largest
potential market in a way that is most useful to an
organization.
Identifying market segments & their needs is the 1st
step in target marketing.
Market segmentation variables:
 Geographic – place people call home
 Demographic – age, income, gender, ethnicity, marital
status, race, religion, social class
 Psychographic – lifestyle, interests, attitude
 Behavioral – way people use, benefit, obtain and are loyal to your services
Nonprofit Marketing with a Purpose

21. IV – Target Markets

22. Target Market & Target Audiences
The terms target market and target audience are
interrelated, but they are not interchangeable. An
organization’s target market may also be its target
audience for various marketing communications, but
this is not always the case. Knowing the difference
can help decision-makers strengthen their
organization's overall marketing strategy and
develop more effective marketing communications.
MarketingProfs.com

23. Target Markets
Marketing experts Philip Kotler and Gary
Armstrong define target market as a set of
individuals sharing common needs or
characteristics that the organization decides to
serve. These individuals are usually the end
users of a product or service.

24. Target Audience
Advertising specialist Tom Duncan defines target
audience as "a group that has significant
potential to respond positively to a brand
message." The key here is the word message.;
Effective marketing communications, or
messages, each target a particular kind of
reader or viewer. These individuals make up
the message's target audience.

25. Really know your stakeholders
“Getting to know your supporters, volunteers,
clients and other participants in your mission
is easy, if you build that listening and learning
into your everyday work.”
Kivi Leroux Miller

26. V - Marketing Strategies
o Market strategies are the comprehensive approach an
organization takes to engage its target markets. They must be
action oriented.
o Strategies include:
 how the organization designs and delivers programs and
services;
 how it positions itself on issues;
 how it designs campaigns;
 where it locates or places its programs and information;
 how it prices or values its services; how it executes its
communication, public relations, and outreach efforts.

27. Classic Marketing Mix Strategies
o Product/Service - What exactly are you providing
to people?
o Place - How and where will you deliver it to them?
o Price - At what “price” will you provide it? How will
you get the funds to cover your expenses?
o Promotion - How will you get stakeholders to use
your services?

28. Social Marketing Mix Strategies
Social Marketing boosts the effectiveness of your organization’s
programs and activities & helps ensure you will make a
difference. It adds P’s to the classic marketing mix:
 Price – Adds emotional and social costs
 Publics – Involves internal audiences with external target
audience
 Partnership – Organizations that join a nonprofit to focus on
an issue
 Policy – Governmental or organizational policies can act as a
catalyst for social change
 Purse Strings -- Social marketers must be creative and
proactive in seeking funding for their campaigns
Nedra Kline Weinreich, Strategic Social Marketing for Nonprofits

29. Competitive Positioning
Sets your organization apart from your competitors and helps
ensure a lasting, defensible place in the marketplace.
Identifies your services & helps ensure that your target
audiences perceive your organization & offerings distinctly
from your competitors.
Helps identify your competitive advantage that differentiates you
from other providers.

30. What is a positioning statement?
A positioning statement is a tight,
focused description of the core target
audience to whom a brand, is directed, and it
provides a compelling picture of how the
nonprofit wants its targeted audiences to view
them. A well-constructed positioning
statement brings focus and clarity to the
development of a marketing strategy and
tactics. Brandeo

31. VI - Programs & Services
An organization’s programs/services are the most
visible way it distinguishes itself in the marketplace.
 To engage its target market, a nonprofit may need to
redesign or develop new programs.
 Programs must support the mission & show
congruency between activities and messages.
 Programs must have substance behind promises and
messages.
Nonprofit Marketing with a Purpose

32. VII - Promotion & Outreach
Promotion refers to all communications and
outreach efforts:
Engage
Inform
Illustrate
Support meaningful relationships with target
audience
Promote meaningful engagements

33. Most Effective Tools or Tactics
o Peer to Peer
o Networking
o Interpersonal connections
o Public Relations
o Media/blogger outreach
o Events
o Interactive activities that engage
o Integrated marketing channels
o Social media

34. 3. Create The Awareness
Invite Your Audiences To Your Party
Stakeholders
Strategies
Tactics
Banner Ad Signature
Twitter Blog Website
Enterprise
A Integrated Marketing Model
http://bloombergmarketing.blogs.com/

35. Integrate The Mix

36. Communications Central

37. Special Events

38. Building Community

39. Funding-Related
o Databases
o Website
o Direct mail
o Email
o Newsletters
o Testimonials
o Events
o Celebrity endorsements
o Media Promotions
o Sponsorships

41. Implementation & Leadership
A strategic marketing plan is meaningless unless
it is implemented.
Implementation includes buy-in from staff and
leadership.
Evaluation is important to gauge if the
implementation is on target.
Identify your leadership to support and
promote the implementation of your plan.

42. Evaluation
Measure outcomes -
 What is working best/not working at all
Have we met our objectives
Have we engaged our leadership, volunteers
and members

43. Takeaways
Nonprofit marketing is a matter of
survival.
Create a dynamic team to
participate in the process.
No process or plan is written in
stone, so be prepared to tweak as
you proceed.

44. Marketing Fundamentals for
Outcomes Measurement
For Programs
Nonprofits
Deborah Spector
Marilyn L. Donnellan
NPO Connect Marketing & Communications Expert
NPO Connect Program Planning Expert
Thank
You!
http://npoconnect.org