123 Marketing Tree - Nonprofit Example

ee arketing Tr M 3c. Now imagine you get a call from your ideal ,3 supporter. Tell them why they should work with you. G,Q1,&/),&*'$%&*1:"'#=">*'&#'&7,"8$,&/)"/&)".& Mechanisms Message /1"#',5&-*$?'/,,1.&2)*&3"'&+"P,&.?1,&/)"/& 3d. List the top three ways (e.g. flyers, 2 $*2(#'3*+,4&.,'#*1.&$#-#':&2#/)&5,61,..#*'&)"-,& website, Facebook, etc.) you will reach /),&9,./&3"1,&6*..#9$,;&G,&2*?$5&$*-,&/*&)"-,& your ideal supporters over the next year. 1, %*?&3*+,&-#.#/&"&3$#,'/&.*&%*?&3"'&.,,&T1./()"'5& Assign who will be in charge of making )*2&2,&#+61*-,&/),&$#-,.&*0&/)*.,&2,&.,1-,; each one happen and by when. Measurement 3a. If your marketing is successful, U;&V$#,1.4&".&2*15&*0&+*?/)&)".&9,,'& 3e. How will you measure in one year you will be known 3b. Imagine you are at a cocktail party. What would *?1&$,"5#':&.*?13,&*0&',2&5*'*1.W the success of each as the organization that… you say if someone asked: “What do you do?” 7?,&"'5&X"/WX1#'/&9%&V,9&UI marketing mechanism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inally, figure out HOW )"-,&9,,'&5#":'*.,5& 3$#,'/.&.,1-,5; to most effectively reach 2#/)&5,61,..#*'; your ideal supporters. 2a. Name some common characteristics of HOW your best supporters – past and present. 2d. Based on what you know 2b. Why do your best supporters say 2c. How do your best supporters of your best supporters, they like working with you? find out about you? describe your ideal one. K),%&."%&/),%&.,,&*?1&2*1P&".&61*-#5#':& S#55$,&":,54&0,+"$,4&'?1.,& 2 G*+,'4&+"11#,5&2#/)& 3*'>'?#/%&*0&3"1,&0*1&/),#1&*2'&6">,'/.;& *1&5*3/*14&2#/)&5#.31,>*'"1%& 3)#$51,'4&61"3>3#':&5*3/*1.& K),%&P'*2&#0&2,&5*'Q/&1,"3)&*?/&/*&/),+4& R,0,11"$.&01*+&/),#1& /),%&2*'Q/&1,3,#-,&/),&),$6&*0&/1"#',5& Next, identify WHO #'3*+,&2)*&?'5,1./"'5.&/),& *1&'?1.,.4&":,&MI&N&OJ; you need to reach 3*$$,":?,.&*1&01#,'5.&"/&2*1P; 9,',T/.&*0&1,:?$"1&-#.#/.&0*1& 61*0,..#*'"$.&"'5&/)"/&/)#.&#.&31#>3"$&/*& for your marketing ,$5,1$%&.,'#*1.&5#":'*.,5& /),#1&2,$$(9,#':;& to be successful. 2#/)&5,61,..#*'&#'&$*2( #'3*+,&3*++?'#>,.; 1b. What do you do best? 1c. Who is your competition? WHO 1d. What differentiates you from your competition? </),1&*1:"'#=">*'.&/)"/&61*-#5,& B$$&*0&*?1&@#'()*+,&-#.#/*1.C&"1,&-*$?'/,,1&61*0,..#*'"$& #'()*+,&-#.#/.&0*1&$*2(#'3*+,4& '?1.,.&2)*&)"-,&9,,'&/1"#',5&#'&/1,">':&5,61,..#*';& [1#':&*%&/*&,$5,1$%&6,*6$,&2)*& ,$5,1$%&6,*6$,&2)*&',,5&.?66*1/4& F*&*/),1&*1:"'#=">*'&#'&/*2'&3"'&."%&/)"/; "1,&.?],1#':&01*+&5,61,..#*'; ,;:;&@!*2'/*2'&A"1,&B$$#"'3,C;& D<?1&3?11,'/&5*'*1.&"$.*&:#-,& +*',%&/*&/),+;E 1e. What will be different for your organization one year from 1a. What does your organization offer? now if your marketing is successful? 1 G,&2#$$&)"-,&#'31,".,5&*?1&0?'5#':&9%&HIJ4JJJ&/*& !"#$%&#'()*+,&-#.#/.&0*1&$*2(#'3*+,4& "3)#,-,&"'&*':*#':&"''?"$&9?5:,/&*0&HIJJ4JJJ;&& ,$5,1$%&6,*6$,&#'&7,"8$,&2)*&)"-,& K)#.&#.&/),&"+*?'/&',,5,5&/*&+"#'/"#'&*?1&3?11,'/& 9,,'&5#":'*.,5&2#/)&5,61,..#*'; $,-,$.&*0&3"1,&6$?.&.,1-,&LI&',2&3$#,'/.&,"3)&%,"1; WHAT Write your organization’s name here. /0 ()* +',-)$.- !"#$%&#'!

123 Marketing Tree - Nonprofit Example

by Mills Communications Group on May 03, 2010

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123 Marketing Tree - Nonprofit Example Document Transcript