Guerrilla Marketing for Nonprofits in OKC “ An ordinary marketer sells to markets. A Guerrilla Marketer sells to individuals” – Jay Conrad Levinson

What is Guerrilla Marketing? No monkeys were harmed in the making of this seminar! But you wouldn’t believe how many bananas we had to eat!

No monkeys were harmed in the making of this seminar!

But you wouldn’t believe how many bananas we had to eat!

Misconceptions about going Guerilla What is meant by “Guerrilla”? Not monkey business! You have to be nice to make a friend Being strategic with communications Guerrilla Marketing is a mindset

What is meant by “Guerrilla”?

Not monkey business!

You have to be nice to make a friend

Being strategic with communications

Guerrilla Marketing is a mindset

Guerrilla Marketing Books Best selling small business marketing books in history! More than 41,000,000 Guerrilla Marketing books sold in 39 Languages A marketing revolution for small business Profit producing insights! Available at any bookstore!

Best selling small business marketing books in history!

More than 41,000,000 Guerrilla Marketing books sold in 39 Languages

A marketing revolution for small business

Profit producing insights!

Available at any bookstore!

The Ever Expanding Guerrilla Marketing Library…

Guerrilla Marketing? Apply Guerrilla Marketing to your context Leverage media channels in OKC Local cost-cutting marketing Even free marketing opportunities! Free 33 page e-book of this seminar will be sent to you!

Apply Guerrilla Marketing to your context

Leverage media channels in OKC

Local cost-cutting marketing

Even free marketing opportunities!

Free 33 page e-book of this seminar will be sent to you!

Break through the Clutter OKC Market is changing rapidly 1500-3500 Attempts to get your attention each day! A lot of competition to get people’s attention! If you don’t get serious you will be invisible!

OKC Market is changing rapidly

1500-3500 Attempts to get your attention each day!

A lot of competition to get people’s attention!

If you don’t get serious you will be invisible!

When You Don’t Have A lot of Money… Time! Energy! Imagination!

Time!

Energy!

Imagination!

When You Don’t Have A lot of Money… Overtime! Hard Work! Thoughtfulness!

Overtime!

Hard Work!

Thoughtfulness!

Ways to Get More Creative Drive a different way to work today Hang out where your target audience lives Play with toys and games! Get up insanely early! Carry a “bonehead ideas” notebook with you at all times

Drive a different way to work today

Hang out where your target audience lives

Play with toys and games!

Get up insanely early!

Carry a “bonehead ideas” notebook with you at all times

The Guerrilla Edge “They” can’t out-spend you in the things money can’t buy! “They” can’t out-think you! You can use new strategies and tactics

“They” can’t out-spend you in the things money can’t buy!

“They” can’t out-think you!

You can use new strategies and tactics

General Nonprofit Marketing “ Marketing management is the process of planning and executing programs designed to influence the behavior of target audiences by creating and maintaining beneficial exchanges for the purpose of satisfying individual and organizational objectives.” Programs and services

“ Marketing management is the process of planning and executing programs designed to influence the behavior of target audiences by creating and maintaining beneficial exchanges for the purpose of satisfying individual and organizational objectives.”

Programs and services

Social Marketing “ Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.” Behaviors, Beliefs, Awareness

“ Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.”

Behaviors, Beliefs, Awareness

Both are Excellent Books But a little on the dry academic side Needs Cranberry sauce! You Need Help Now!

But a little on the dry academic side

Needs Cranberry sauce!

You Need Help Now!

What Kind of Marketer Are You? Panic-stricken? Don’t You Realize Who I Am? Daddy Donor Bucks Left Us a Ton of Money? Just Give Me Something that Looks Better? Marketing Cost Too Much Money?

Panic-stricken?

Don’t You Realize Who I Am?

Daddy Donor Bucks Left Us a Ton of Money?

Just Give Me Something that Looks Better?

Marketing Cost Too Much Money?

Seven Signs You Need a GM Make-Over One: Programs and committees drive your organizational planning more than the ongoing measured impact your organization is having on people.

One: Programs and committees drive your organizational planning more than the ongoing measured impact your organization is having on people.

Seven Signs You Need a GM Make-Over Two: Your programs or services are inferior to similar for-profit services available in the community

Two: Your programs or services are inferior to similar for-profit services available in the community

Seven Signs You Need a GM Make-Over Three: Your organization has no written marketing goals or plans except for the line-items for “ marketing ” or “ communication ” in your annual budget

Three: Your organization has no written marketing goals or plans except for the line-items for “ marketing ” or “ communication ” in your annual budget

Seven Signs You Need a GM Make-Over Four: Your organization plans basically the same events and programs from year-to-year, yet you cannot measure what their impact is in achieving your organization’s mission

Four: Your organization plans basically the same events and programs from year-to-year, yet you cannot measure what their impact is in achieving your organization’s mission

Seven Signs You Need a GM Make-Over Five: Most of the contacts you get for new clients or development come from staff members or volunteers in your organization

Five: Most of the contacts you get for new clients or development come from staff members or volunteers in your organization

Seven Signs You Need a GM Make-Over Six: Even your most staunch supporters and advocates don’t know everything your organization offers to the community

Six: Even your most staunch supporters and advocates don’t know everything your organization offers to the community

Seven Signs You Need a GM Make-Over Seven: You have a database of supporters, clients, or volunteers, yet you speak to them all the same; or speak to all in each category the same way.

Seven: You have a database of supporters, clients, or volunteers, yet you speak to them all the same; or speak to all in each category the same way.

What Do “They” Know? They Think: Marketing is mainly about how you do your “special” advertising Nonprofit Guerrillas Think: Advertising is One of the Powerful Weapons in My Arsenal

They Think: Marketing is mainly about how you do your “special” advertising

Nonprofit Guerrillas Think: Advertising is One of the Powerful Weapons in My Arsenal

What Do “They” Know? They Think: Direct Mail is mainly the way you connect with donors for raising funds Nonprofit Guerrillas Think: Direct mail does work. But what if I work direct mail

They Think: Direct Mail is mainly the way you connect with donors for raising funds

Nonprofit Guerrillas Think: Direct mail does work. But what if I work direct mail

What Do “They” Know? They Think: Brochures Are “All That! “ Nonprofit Guerrillas Think: This Time I’ll Make a Brochure that Really Gets Read!

They Think: Brochures Are “All That! “

Nonprofit Guerrillas Think: This Time I’ll Make a Brochure that Really Gets Read!

What Do “They” Know? They Think: “One of Our major donors has a nephew who can do that cheaper, let’s use him! “ Guerrillas Think: We need to build our brand on good quality and great relationships!

They Think: “One of Our major donors has a nephew who can do that cheaper, let’s use him! “

Guerrillas Think: We need to build our brand on good quality and great relationships!

What Do “They” Know? They Think: When we have a cool website, all the planets will align and there will be peace on earth Nonprofit Guerrillas Think: My website is a vital tool in my overall marketing strategy!

They Think: When we have a cool website, all the planets will align and there will be peace on earth

Nonprofit Guerrillas Think: My website is a vital tool in my overall marketing strategy!

Eight Simple Questions to Kick-start Your Guerrilla Marketing Who is my focus? What is my niche? What can I use that’s free? Who can I partner with? How can I use publicity? How many tools can I use? How can I help people succeed? What do I need to learn?

Who is my focus?

What is my niche?

What can I use that’s free?

Who can I partner with?

How can I use publicity?

How many tools can I use?

How can I help people succeed?

What do I need to learn?

Unconventional Secrets of Guerrilla Marketing for Nonprofits Narrow Your Target or Narrow Your Niche Find Partners Who Will Work In Fusion Get them saying “Yes” before you “Ask” with Permission Marketing Learn the Secret of “ Me Marketing ” vs. “ You Marketing ”

Narrow Your Target or Narrow Your Niche

Find Partners Who Will Work In Fusion

Get them saying “Yes” before you “Ask” with Permission Marketing

Learn the Secret of “ Me Marketing ” vs. “ You Marketing ”

“Me” Marketing *Courtesy of Third Degree Advertising , Oklahoma City

Unconventional Secrets of Guerrilla Marketing for Nonprofits Read the Minds of Your Audience with Demographic Data How to Make an Instant Advocacy Newsletter Using News Releases Leverage the Power of Free Web Resources Find the Inner Amazement of Your Message

Read the Minds of Your Audience with Demographic Data

How to Make an Instant Advocacy Newsletter Using News Releases

Leverage the Power of Free Web Resources

Find the Inner Amazement of Your Message

A Few Websites That Help

The Inner Amazement

Unconventional Secrets of Guerrilla Marketing for Nonprofits Use the Power of Repetition to Break-though the Clutter Back up Paid Investment with Free Activities How to Find Your Ideal Target Audience and Reach them

Use the Power of Repetition to Break-though the Clutter

Back up Paid Investment with Free Activities

How to Find Your Ideal Target Audience and Reach them

Sixteen Unconventional Secrets of Guerrilla Marketing for Nonprofits The Secret to Making the News Every time How to Use Fusion Marketing Tactics to Multiply Your Results How To Use Research To Understand People And Earn Media Attention.

The Secret to Making the News Every time

How to Use Fusion Marketing Tactics to Multiply Your Results

How To Use Research To Understand People And Earn Media Attention.

The Guerrilla’s Personality Commitment: It takes time don’t give up Investment: You are not “spending” Consistent: Integrate Your Marketing Confident: You help People! Subsequent: Follow-up is your greatest task!

Commitment: It takes time don’t give up

Investment: You are not “spending”

Consistent: Integrate Your Marketing

Confident: You help People!

Subsequent: Follow-up is your greatest task!

A Marketing Plan in Seven Sentences Purpose of your Marketing Benefits that will motivate people to respond Target Audience Marketing tools (name them all) What your ministry stands for (niche) Your Message Your budget

Purpose of your Marketing

Benefits that will motivate people to respond

Target Audience

Marketing tools (name them all)

What your ministry stands for (niche)

Your Message

Your budget

Getting Prospects is Just the Tip of the Iceberg! 10% Prospects and New Referrals: Attracting People 30% Following-up on Prospects: Establishing Participation 60% Assimilating Existing Contacts Getting People Involved

Copyright © 2006 Chris Forbes, All rights reserved. Behavior Neg. Pos. Attitude 1. 10 Knowledge Nonprofit Marketing in Action

Passive Active Emotional Attachment, Commitment, Need for Information, Loyalty Copyright © 2006 Chris Forbes, All rights reserved. 1. Initial Awareness 2. Initial Contact and Impressions 3. Surfing Information 4. Beginning to Learn 5. Willingness to Consider Joining 6. Limited Participation 7. Forming Relationships 8. Joining or Participating 9. Adapting to Being Involved 10. Ready to Teach

Creating Interest 1-4 Participation 5-7 Involved 8-10 Response Filter Response Filter Copyright © 2006 Chris Forbes, All rights reserved. More Info. Less Info.

Start Your Plan Today! Purpose of your Marketing Benefits that will motivate people to respond Target Audience Marketing tools (name them all) What your ministry stand for (niche) Your Message Your budget

Purpose of your Marketing

Benefits that will motivate people to respond

Target Audience

Marketing tools (name them all)

What your ministry stand for (niche)

Your Message

Your budget