OPUBCO Presents: Guerrilla Marketing for Nonprofits in OKC (December 2006)

Slide 1: Guerrilla Marketing for Nonprofits in OKC Guerrilla Marketing for Nonprofits in OKC “An ordinary marketer sells to markets. A Guerrilla Marketer sells to individuals” – Jay Conrad Levinson www.MinistryMarketingCoach.com

Slide 2: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 3: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 4: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 5: Guerrilla Marketing for Nonprofits in OKC The Ever Expanding Guerrilla Marketing Library… www.MinistryMarketingCoach.com

Slide 6: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 7: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 8: Guerrilla Marketing for Nonprofits in OKC When You Don’t Have A lot of Money… • Time! • Energy! • Imagination! www.MinistryMarketingCoach.com

Slide 9: Guerrilla Marketing for Nonprofits in OKC When You Don’t Have A lot of Money… • Overtime! • Hard Work! • Thoughtfulness! www.MinistryMarketingCoach.com

Slide 10: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 11: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 12: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 13: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 14: Guerrilla Marketing for Nonprofits in OKC Both are Excellent Books • But a little on the dry academic side • Needs Cranberry sauce! • You Need Help Now! www.MinistryMarketingCoach.com

Slide 15: Guerrilla Marketing for Nonprofits in OKC 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? www.MinistryMarketingCoach.com

Slide 16: Guerrilla Marketing for Nonprofits in OKC 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. www.MinistryMarketingCoach.com

Slide 17: Guerrilla Marketing for Nonprofits in OKC Seven Signs You Need a GM Make-Over • Two: Your programs or services are inferior to similar for-profit services available in the community www.MinistryMarketingCoach.com

Slide 18: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 19: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 20: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 21: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 22: Guerrilla Marketing for Nonprofits in OKC 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. www.MinistryMarketingCoach.com

Slide 23: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 24: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 25: Guerrilla Marketing for Nonprofits in OKC What Do “They” Know? • They Think: Brochures Are “All That! “ • Nonprofit Guerrillas Think: This Time I’ll Make a Brochure that Really Gets Read! www.MinistryMarketingCoach.com

Slide 26: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 27: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 28: Guerrilla Marketing for Nonprofits in OKC Eight Simple Questions to Kick-start Your Guerrilla Marketing 1. Who is my focus? 2. What is my niche? 3. What can I use that’s free? 4. Who can I partner with? 5. How can I use publicity? 6. How many tools can I use? 7. How can I help people succeed? 8. What do I need to learn? www.MinistryMarketingCoach.com

Slide 29: Guerrilla Marketing for Nonprofits in OKC 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” www.MinistryMarketingCoach.com

Slide 30: Guerrilla Marketing for Nonprofits in OKC “Me” Marketing *Courtesy of Third Degree Advertising, Oklahoma City www.MinistryMarketingCoach.com

Slide 31: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 32: Guerrilla Marketing for Nonprofits in OKC A Few Websites That Help www.MinistryMarketingCoach.com

Slide 33: Guerrilla Marketing for Nonprofits in OKC The Inner Amazement www.MinistryMarketingCoach.com

Slide 34: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 35: Guerrilla Marketing for Nonprofits in OKC 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. www.MinistryMarketingCoach.com

Slide 36: Guerrilla Marketing for Nonprofits in OKC 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! www.MinistryMarketingCoach.com

Slide 37: Guerrilla Marketing for Nonprofits in OKC A Marketing Plan in Seven Sentences 1. Purpose of your Marketing 2. Benefits that will motivate people to respond 3. Target Audience 4. Marketing tools (name them all) 5. What your ministry stands for (niche) 6. Your Message 7. Your budget www.MinistryMarketingCoach.com

Slide 38: Guerrilla Marketing for Nonprofits in OKC 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 www.MinistryMarketingCoach.com

Slide 39: Guerrilla Marketing for Nonprofits in OKC Nonprofit Marketing in Action 10 Behavior Knowledge 1. Neg. Pos. Attitude Copyright © 2006 Chris Forbes, All www.MinistryMarketingCoach.com rights reserved.

Slide 40: Guerrilla Marketing for Nonprofits in OKC Active Emotional Attachment, Commitment, Need for Information, Loyalty 10. Ready to Teach 9. Adapting to Being Involved 8. Joining or Participating 7. Forming Relationships 6. Limited Participation 5. Willingness to Consider Joining 4. Beginning to Learn 3. Surfing Information 2. Initial Contact and Impressions 1. Initial Awareness Passive www.MinistryMarketingCoach.com Copyright © 2006 Chris Forbes, All rights reserved.

Slide 41: Guerrilla Marketing for Nonprofits in OKC Less Info. Creating Interest 1-4 Response Filter Participation 5-7 Response Filter Involved 8-10 More Info. Copyright © 2006 Chris Forbes, All www.MinistryMarketingCoach.com rights reserved.

Slide 42: Guerrilla Marketing for Nonprofits in OKC Start Your Plan Today! 1. Purpose of your Marketing 2. Benefits that will motivate people to respond 3. Target Audience 4. Marketing tools (name them all) 5. What your ministry stand for (niche) 6. Your Message 7. Your budget www.MinistryMarketingCoach.com