Marketing That Matters
                             10 Practices to Profit Your
                             Organization ...
Agenda

  Ten practices of Marketing that Matters


  Questions and Discussion




               46th AFP INTERNATIONAL...
1. Don’t Fear Marketing

  Make sure marketing is “at the table” from the beginning


  Distinguish between strategy and...
Example: National Children’s Museum




           46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
2. Know Yourself


  Clarify your mission and live it


  Build a strong brand and live it




                         ...
3 Vs Social Purpose Branding




           46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: Openlands




          46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
3. What’s Your Definition of Success?
  Clarify and codify your goals


  Identify your return on investment and advance...
Example: National Assembly on School-Based Health Care




            46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — ...
4. Know Your Audience

  Engage with your donors and prospects in creating your
   programs and services


  Understand ...
Example: West Hollywood Library




           46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
5. Question Conventional Wisdom
  Evaluate your assumptions about your audience(s)

  Reposition your programs and servi...
Example: National Association of Hispanic Journalists




            46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — w...
6 A. What’s Driving the Prospect’s Decision?

  Don’t lose sight of your prospect’s core decision-making drivers


  Rea...
6 B. Framing the Message
  Definition: Framing is the use of images/words to
   intentionally associate an issue with cer...
Example: YMCA of the USA




           46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
7. Emotion Trumps Data
  Develop your brand story

  Develop avenues to connect with your audiences in
   emotionally au...
Example: CFED




          46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
8. Building a Community

  Empower your employees and volunteers as
   messengers


  Empower your members, donors and a...
Example: The Breast Cancer Fund




           46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
9. Walk the Talk
  Do the right thing


  Live the brand inside your organization


  Expose yourself


  Let particip...
Example: National Trust for Historic Preservation




            46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.a...
10. Using Your Platform to Change the World
  Expose how your core programs and services are social
   change tools
  Em...
Example: Rugmark




          46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Questions and Discussion




          46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Metropolitan Group: DC • Chicago • Portland • San Francisco
Contact Information:

Randi Hogan, CFRE, Vice President
1800 K...
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Marketing that Matters: 10 practices to profit your organization and change the world

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Is your organization using the power of values-based marketing to advance your mission? Learn how to turbo-charge your donor outreach by utilizing branding, strategic communication and message framing to connect more effectively with your donors and create lasting commitments. This session, presented at the Association of Fundraising Professionals International conference 2009, reviews ten practices to leverage marketing strategies to increase your donor base and achieve greater social impact.

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Marketing that Matters: 10 practices to profit your organization and change the world

  1. 1. Marketing That Matters 10 Practices to Profit Your Organization and Change the World March 30, 2009 Presented by Metropolitan Group 46th AFP International Eric Friedenwald-Fishman Conference on Fundraising Creative Director/President March 29 – April 1, 2009 Randi Hogan, CFRE New Orleans, Louisiana Vice President
  2. 2. Agenda   Ten practices of Marketing that Matters   Questions and Discussion 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  3. 3. 1. Don’t Fear Marketing   Make sure marketing is “at the table” from the beginning   Distinguish between strategy and tactics   Develop and use marketing plans Use Marketing as a Core Organizational Strategy 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  4. 4. Example: National Children’s Museum 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  5. 5. 2. Know Yourself   Clarify your mission and live it   Build a strong brand and live it Build Upon Your Mission 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  6. 6. 3 Vs Social Purpose Branding 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  7. 7. Example: Openlands 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  8. 8. 3. What’s Your Definition of Success?   Clarify and codify your goals   Identify your return on investment and advancement of mission expectations   Reward and publicize the results you value Define Your Goals 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  9. 9. Example: National Assembly on School-Based Health Care 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  10. 10. 4. Know Your Audience   Engage with your donors and prospects in creating your programs and services   Understand how your donors and prospects feel about the experience   Tap into your listening posts and foster “word-of-mouth/ mouse” Be Aggressively Audience Centered 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  11. 11. Example: West Hollywood Library 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  12. 12. 5. Question Conventional Wisdom   Evaluate your assumptions about your audience(s)   Reposition your programs and services so they reach and are relevant to a larger audience   Develop your outreach materials and tools so they speak to untapped audiences   Hire staff, engage volunteer leaders and create strategic partnerships that reflect your commitment Don’t Limit Your Audience 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  13. 13. Example: National Association of Hispanic Journalists 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  14. 14. 6 A. What’s Driving the Prospect’s Decision?   Don’t lose sight of your prospect’s core decision-making drivers   Reach out to the core values of your “bull’s-eye” prospect   As you grow, recognize that your message needs to resonate with a wider audience Communicate Value and Values 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  15. 15. 6 B. Framing the Message   Definition: Framing is the use of images/words to intentionally associate an issue with certain deeply held values, thereby providing a context that predisposes audiences to accept a particular definition of the issue.   To frame messages that are powerful to donors, causes need to: •  Demonstrate relevancy to people’s lives •  Identify benefits that reinforce values and needs Communicate Value and Values 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  16. 16. Example: YMCA of the USA 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  17. 17. 7. Emotion Trumps Data   Develop your brand story   Develop avenues to connect with your audiences in emotionally authentic ways   Package your programs and services in a way that creates an emotional response   Use your historical roots to create an emotional connection Connect With the Heart First, Mind Second 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  18. 18. Example: CFED 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  19. 19. 8. Building a Community   Empower your employees and volunteers as messengers   Empower your members, donors and audience members as messengers   Empower your strategic partners as messengers Empower People as Messengers 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  20. 20. Example: The Breast Cancer Fund 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  21. 21. 9. Walk the Talk   Do the right thing   Live the brand inside your organization   Expose yourself   Let participants have an authentic experience   Make marketing choices that mesh with your values Be Authentic and Transparent 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  22. 22. Example: National Trust for Historic Preservation 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  23. 23. 10. Using Your Platform to Change the World   Expose how your core programs and services are social change tools   Empower your audiences as change agents   Take a stand   Use cause-related marketing   Harness the power of organizational purchasing   Position philanthropy as helping donors impact their world, and as connecting their vision to your value/ values proposition Leverage Marketing for Social Impact 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  24. 24. Example: Rugmark 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  25. 25. Questions and Discussion 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
  26. 26. Metropolitan Group: DC • Chicago • Portland • San Francisco Contact Information: Randi Hogan, CFRE, Vice President 1800 K Street NW, Suite 200 Washington, DC 20006 Phone: (202) 380-3123 E-mail: rhogan@metgroup.com Eric Friedenwald-Fishman, Creative Director/President 519 SW Third Avenue, Suite 700 Portland, OR 97204 Phone: (503) 223-3299 E-mail: marketing@metgroup.com www.metgroup.com 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

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