Selling Good Works Marketing a Non-Profit Organization Chris Houchens www. ShotgunConcepts .com

Marketing is not a dirty word. &!*$?”^#@

Non-profits have “customers” Non-profits are a “business” Non-profits need “marketing”

The Challenge Non-profit organizations in the U.S. Source: NCSS 2006 profiles 1,478,194 Non-profit organizations in Indiana 34,960

Marketing is not a dirty word Marketing is a persuasion tool Marketing is an information tool Tools can be misused Respect your audience Communicate truthfully Share relevant info with a relevant audience Learn good marketing from the for-profit organizations that excel

Marketing is a persuasion tool

Marketing is an information tool

Tools can be misused

Respect your audience

Communicate truthfully

Share relevant info with a relevant audience

Learn good marketing from the for-profit organizations that excel

Marketing? To communicate a consistent intended message to a specific intended audience. Marketing is NOT just advertising. Marketing is NOT just PR. Marketing is NOT just sales. Marketing helps CREATE the sales opportunity. Successful marketing develops relationships

To communicate a consistent intended message to a specific intended audience.

Marketing is NOT just advertising.

Marketing is NOT just PR.

Marketing is NOT just sales.

Marketing helps CREATE the sales opportunity.

Successful marketing develops relationships

Non-profit Marketing Hurdles Money People Limited marketing experience/knowledge High turnover rate – loss of relationships Focus on the mission rather than the marketing Multiple messages to multiple audiences Coordinating delivery of those marketing messages

Money

People

Limited marketing experience/knowledge

High turnover rate – loss of relationships

Focus on the mission rather than the marketing

Multiple messages to multiple audiences

Coordinating delivery of those marketing messages

People Problems On average, only 52 percent of non-profits in Indiana have paid employees The majority of non-profits in Indiana have less than the equivalent of 2 full-time employees The average non-profit employee in Indiana stays with the same organization for 1.5 years The majority of work in most Indiana non-profits is done by volunteers Source: IU 2004 Survey

On average, only 52 percent of non-profits in Indiana have paid employees

The majority of non-profits in Indiana have less than the equivalent of 2 full-time employees

The average non-profit employee in Indiana stays with the same organization for 1.5 years

The majority of work in most Indiana non-profits is done by volunteers

Apathy

You and your cause are insignificant (to most people)

Typical Non-Profit Message Cycle Us Here’s what we’re doing Send us money Us Here’s what we’re doing Send us money Us Here’s what we’re doing Send us money

Us

Here’s what we’re doing

Send us money

Us

Here’s what we’re doing

Send us money

Us

Here’s what we’re doing

Send us money

Marketing messages should be conversations, not announcements.

Successful marketing messages ask for the consumer’s attention FIRST

Effective Non-Profit Message Cycle Here are RESULTS Here’s how it affects YOU Send us money Here are the results from YOUR money Here’s how it affects YOU Send us money

Here are RESULTS

Here’s how it affects YOU

Send us money

Here are the results from YOUR money

Here’s how it affects YOU

Send us money

Dealing with Multiple Audiences The Big 3 Target Markets for Non-Profits Constituents / Clients Donors Volunteers Other important groups to consider Media Staff Board Members Government / Lobbying Others? Each group needs individual attention in the marketing plan !

The Big 3 Target Markets for Non-Profits

Constituents / Clients

Donors

Volunteers

Other important groups to consider

Media

Staff

Board Members

Government / Lobbying

Others?

Each group needs individual attention in the marketing plan !

Databases are one key to dealing with non-profit audiences Mailings Calls Events Donors Contacts Track everything Research Market Development

Mailings

Calls

Events

Donors

Contacts

Track everything

Research

Market Development

Only 46% of non-profits have a strategic or business plan.

A Marketing Plan... Defines Marketing Costs Shows Marketing Value Defines Mission / Provides Focus Written Game Plan Evolving Document A Marketing Plan is On Paper…On Purpose

Defines Marketing Costs

Shows Marketing Value

Defines Mission / Provides Focus

Written Game Plan

Evolving Document

Elements of a Marketing Plan At a minimum... a Marketing Plan should include the following: Who/where you are (BRAND) Where you want to go How you’re going to get there Budget Summary of Strategy Timetable of Actions Less is (sometimes) more

At a minimum... a Marketing Plan should include the following:

Who/where you are (BRAND)

Where you want to go

How you’re going to get there

Budget

Summary of Strategy

Timetable of Actions

Less is (sometimes) more

BRAND Any organization’s most valuable asset

Case Study: Brand Kentucky State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns Governor Ernie Fletcher proposed an unified state brand Goal: Provide an unified message for tourism & economic development Citizens voted for logo at welcome centers & online

State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns

Governor Ernie Fletcher proposed an unified state brand

Goal: Provide an unified message for tourism & economic development

Citizens voted for logo at welcome centers & online

Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand

Successful Non-profit Brands have a face

Non-profit brand strategies You’re selling abstract ideas Define what is being provided Develop a look Develop a story Maintain the core message

You’re selling abstract ideas

Define what is being provided

Develop a look

Develop a story

Maintain the core message

Public Relations What is PR? Coverage of your business in the media NOT public perception (that’s your brand) A PR program is PART of your marketing strategy....... not the other way around Best Part - FREE / low cost Worst Part - Lots of time and work Extremely effective & credible OVERALL GOALS of a PR Program: Establish credibility and become a “source” Media Coverage

What is PR?

Coverage of your business in the media

NOT public perception (that’s your brand)

A PR program is PART of your marketing strategy....... not the other way around

Best Part - FREE / low cost

Worst Part - Lots of time and work

Extremely effective & credible

OVERALL GOALS of a PR Program:

Establish credibility and become a “source”

Media Coverage

PR Hints and Tips Press Releases Is it News or an Ad? Media Opportunities Media List / Contacts Media / Press Kits Persistence with media is the key MUST be ongoing and active

Press Releases

Is it News or an Ad?

Media Opportunities

Media List / Contacts

Media / Press Kits

Persistence with media is the key

MUST be ongoing and active

Alliances strengthen non-profit marketing Businesses Government Media Schools Other non-profits Whenever 1+1=3

Businesses

Government

Media

Schools

Other non-profits

Whenever 1+1=3

Working with a Small (no) Budget More than half of all non-profits have budgets below $200,000 per year Solutions Make every dollar work (marketing plan) Media Relations and PR Becoming a pro-bono marketing client Guerilla Marketing

More than half of all non-profits have budgets below $200,000 per year

Solutions

Make every dollar work (marketing plan)

Media Relations and PR

Becoming a pro-bono marketing client

Guerilla Marketing

Only 27% of all non-profits have a web presence Source: Stanford SPEN

Online Giving keeps growing 2001 – 9/11 20% of giving was online 2004 – Tsunami 33% of giving was online 2005 – Hurricane Katrina 50% of giving was online Organizations who raise money online report that 10-15% of their donations are coming in on the Internet. Source: Chronicle of Philanthropy

2001 – 9/11

20% of giving was online

2004 – Tsunami

33% of giving was online

2005 – Hurricane Katrina

50% of giving was online

Organizations who raise money online report that 10-15% of their donations are coming in on the Internet.

E-Marketing Online Spending Budget for Website Banner Ads Contextual Search Advertising SEO – Search Engine Optimization E-mail Marketing Phishing / Spam Permission-Based Blogs / Social Media

Online Spending

Budget for Website

Banner Ads

Contextual Search Advertising

SEO – Search Engine Optimization

E-mail Marketing

Phishing / Spam

Permission-Based

Blogs / Social Media

What do you mean by Social Media? Blogs Microblogs Twitter Video Google & YouTube Revver Social Networks MySpace Facebook Wikis Photo Flickr Photobucket Virtual reality Second Life Social / News Bookmarks Digg Reddit Del.icio.us Community / user generated content

Blogs

Microblogs

Twitter

Video

Google & YouTube

Revver

Social Networks

MySpace

Facebook

Wikis

Photo

Flickr

Photobucket

Virtual reality

Second Life

Social / News Bookmarks

Digg

Reddit

Del.icio.us

Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing

Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth

Warhol Revisited “ In the future, everyone will be famous for 15 minutes .” With social media, everyone is famous to 15 people.

“ In the future,

everyone will be famous for

15 minutes .”

With social media,

everyone is famous to

15 people.

Long Tail

Do NOT use Social Media as a press release machine

Kaimana Shanti Aurora Humphrey Mikaela Kaimana

Kaimana

Shanti

Aurora

Humphrey

Mikaela

Kaimana

Mr. Splashy Pants

We’re not finished… Biggest opportunity for FAILURE is right after the marketing begins Inform all your touchpoints Everyone who is associated with your organization Develop a tracking system

Biggest opportunity for FAILURE is right after the marketing begins

Inform all your touchpoints

Everyone who is associated with your organization

Develop a tracking system

Tracking / Effectiveness "I know that half my advertising works. I just don't know which half." John Wanamaker (1838- 1922) If you say the same thing... STOP ADVERTISING.

Final Takeaways Non-profit marketing is not evil Craft marketing messages that appeal to the recipient Develop a marketing plan Cultivate your brand Get online The challenge is worth it

Non-profit marketing is not evil

Craft marketing messages that appeal to the recipient

Develop a marketing plan

Cultivate your brand

Get online

The challenge is worth it

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