Nonprofit Marketing Fundamentals Webinar


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It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.

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Nonprofit Marketing Fundamentals Webinar

  1. 1. Marketing Fundamentals for Nonprofits Deborah Spector NPO Connect Marketing & Communications Expert Need Help? Contact: • Email: • Twitter: @npo_connect Ask Deborah! Use the Private Chat functionto send questions to Kenny during the webinar
  2. 2. Marketing Fundamentals for NonprofitsGoals for today’s session: Understand the role of marketing in nonprofit organizations Review the elements that comprise the marketing mix Discover why a strategic marketing plan is essential
  3. 3. What is Nonprofit Marketing?“Marketing is so basic that it cannot be a separate function. It is the whole business seen from the point of view of its final results, that is, from the stakeholder’s point of view.” Marketing Guru Peter Drucker
  4. 4. What is Nonprofit Marketing? “Nonprofit marketing is a way to harmonize the needs and wants of the “outside” world with the purpose, resources and objectives of the institution.” Peter Drucker
  5. 5. Why Marketing is important to your Nonprofit
  6. 6. What does Nonprofit Marketing do?Marketing helps define and then defend an organization’s position & moves it closer & closer to success in defending its mission.Marketing helps answer the questions: How is our program distinctive? What do we want to be known for? Why is our work relevant? David Williamson, Marketing and Communications in Nonprofit Organizations
  7. 7. A Marketing Mindset Requires that your organization systematically study customer’sneeds, wants, perceptions, preferenc es, and satisfaction – using surveys, focus groups and other means. Kotler & Andreasen, Strategic Marketing For NonProfit Organizations
  8. 8. Why do I need a marketing plan?A marketing plan is a clear, actionable roadmap to strategically promote your organization.“If you don’t know where you’re going, it doesn’t matter which way you go!” The Cheshire Cat, “Alice in Wonderland”
  9. 9. What are the benefits? Crystallizes and propels mission, vision Coordinates branding/messaging Educates, increases visibility Provides a framework for decisions Benchmarks performance, justifies budget Develops a strategy for funding Sherry Treco-Jones, Building a Strategic Marketing Plan
  10. 10. Strategic MarketingI. Develop Your GoalsII. Situation AnalysisIII. Market Analysis and SegmentationIV. Target MarketsV. Develop Market Strategies for Target MarketsVI. Programs and ServicesVII. Promotion and OutreachVIII. Budget DevelopmentIX. Implementation and LeadershipX. Evaluation
  11. 11. What is a Goal?
  12. 12. I – Develop GoalsA goal - Identifies what an organization wants to achieve. Can be seen as equal to an organization’s vision statement. Defines the desired outcome of a plan of action. Shows the big picture of where you want to go.
  13. 13. Research, Research, Research
  14. 14. II – Situation AnalysisA situation analysis evaluates the internal and external environment. Knowing the environment is fundamental to success.The analysis includes:Primary research - focus groups and interviews.Secondary research - a review of the literature related to the organization.
  15. 15. Situation Analysis – Internal Environment Starts with where your organization is right now. Mission Values Skills Culture Systems Strengths, Weaknesses in structure, technology, support services, etc.
  16. 16. Situation Analysis – External Environment Funding climate Comparative analysis of other organizations – your competition, and An understanding of your organization’s market position relative to your competition. Social, cultural, technological, ecological, econ omic, and political factors to effect your nonprofit.
  17. 17. III – Market Analysis & Segmentation
  18. 18. Market Analysis“The way an organization thinks about its constituencies determines how it interacts with them.”Market is defined as a group of people who behave in similar ways relative to your organization’s products or services.Market is synonymous with audience, stakeholders, constituents, or clients. Nonprofit Marketing with a Purpose
  19. 19. Market SegmentationSegmentation is the process of defining the largest potential market in a way that is most useful to an organization.Identifying market segments & their needs is the 1st step in target marketing.Market segmentation variables: Geographic – place people call home Demographic – age, income, gender, ethnicity, marital status, race, religion, social class Psychographic – lifestyle, interests, attitude Behavioral – way people use, benefit, obtain and are loyal to your services Nonprofit Marketing with a Purpose
  20. 20. IV – Target Markets
  21. 21. Target Market & Target AudiencesThe terms target market and target audience are interrelated, but they are not interchangeable. An organization’s target market may also be its target audience for various marketing communications, but this is not always the case. Knowing the difference can help decision-makers strengthen their organizations overall marketing strategy and develop more effective marketing communications.
  22. 22. Target MarketsMarketing experts Philip Kotler and Gary Armstrong define target market as a set of individuals sharing common needs or characteristics that the organization decides to serve. These individuals are usually the end users of a product or service.
  23. 23. Target AudienceAdvertising specialist Tom Duncan defines target audience as "a group that has significant potential to respond positively to a brand message." The key here is the word message.; Effective marketing communications, or messages, each target a particular kind of reader or viewer. These individuals make up the messages target audience.
  24. 24. Really know your stakeholders“Getting to know your supporters, volunteers, clients and other participants in your mission is easy, if you build that listening and learning into your everyday work.” Kivi Leroux Miller
  25. 25. V - Marketing Strategieso Market strategies are the comprehensive approach an organization takes to engage its target markets. They must be action oriented.o Strategies include: how the organization designs and delivers programs and services; how it positions itself on issues; how it designs campaigns; where it locates or places its programs and information; how it prices or values its services; how it executes its communication, public relations, and outreach efforts.
  26. 26. Classic Marketing Mix Strategieso Product/Service - What exactly are you providing to people?o Place - How and where will you deliver it to them?o Price - At what “price” will you provide it? How will you get the funds to cover your expenses?o Promotion - How will you get stakeholders to use your services?
  27. 27. Social Marketing Mix StrategiesSocial Marketing boosts the effectiveness of your organization’s programs and activities & helps ensure you will make a difference. It adds P’s to the classic marketing mix: Price – Adds emotional and social costs Publics – Involves internal audiences with external target audience Partnership – Organizations that join a nonprofit to focus on an issue Policy – Governmental or organizational policies can act as a catalyst for social change Purse Strings -- Social marketers must be creative and proactive in seeking funding for their campaigns Nedra Kline Weinreich, Strategic Social Marketing for Nonprofits
  28. 28. Competitive PositioningSets your organization apart from your competitors and helps ensure a lasting, defensible place in the marketplace.Identifies your services & helps ensure that your target audiences perceive your organization & offerings distinctly from your competitors.Helps identify your competitive advantage that differentiates you from other providers.
  29. 29. What is a positioning statement?A positioning statement is a tight, focused description of the core target audience to whom a brand, is directed, and it provides a compelling picture of how the nonprofit wants its targeted audiences to view them. A well-constructed positioning statement brings focus and clarity to the development of a marketing strategy and tactics. Brandeo
  30. 30. VI - Programs & ServicesAn organization’s programs/services are the most visible way it distinguishes itself in the marketplace. To engage its target market, a nonprofit may need to redesign or develop new programs. Programs must support the mission & show congruency between activities and messages. Programs must have substance behind promises and messages. Nonprofit Marketing with a Purpose
  31. 31. VII - Promotion & OutreachPromotion refers to all communications and outreach efforts:EngageInformIllustrateSupport meaningful relationships with target audiencePromote meaningful engagements
  32. 32. Most Effective Tools or Tacticso Peer to Peero Networkingo Interpersonal connectionso Public Relationso Media/blogger outreacho Eventso Interactive activities that engageo Integrated marketing channelso Social media
  33. 33. 3. Create The AwarenessInvite Your Audiences To Your Party Stakeholders Strategies Tactics Banner Ad Signature Twitter Blog Website Enterprise A Integrated Marketing Model
  34. 34. Integrate The Mix
  35. 35. Communications Central
  36. 36. Special Events
  37. 37. Building Community
  38. 38. Funding-Relatedo Databaseso Websiteo Direct mailo Emailo Newsletterso Testimonialso Eventso Celebrity endorsementso Media Promotionso Sponsorships
  39. 39. Implementation & LeadershipA strategic marketing plan is meaningless unless it is implemented.Implementation includes buy-in from staff and leadership.Evaluation is important to gauge if the implementation is on target.Identify your leadership to support and promote the implementation of your plan.
  40. 40. EvaluationMeasure outcomes - What is working best/not working at allHave we met our objectivesHave we engaged our leadership, volunteers and members
  41. 41. TakeawaysNonprofit marketing is a matter ofsurvival.Create a dynamic team toparticipate in the process.No process or plan is written instone, so be prepared to tweak asyou proceed.
  42. 42. Marketing Fundamentals for Outcomes Measurement For Programs Nonprofits Deborah Spector Marilyn L. Donnellan NPO Connect Marketing & Communications Expert NPO Connect Program Planning Expert Thank You!