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Nonprofit Marketing Strategy
- 1. NONPROFIT MARKETING STRATEGY TOOLS FOR RAISING MORE MONEY, CHANGING MORE MINDS, AND GAINING MORE SUPPORT
- 2. WHAT’S IN HERE The marketing issues most nonprofits face Five principles for innovative marketing Six steps to better marketing Tools for setting and reaching your goals
- 3. THE ISSUES Competing for donors’ time and attention Convincing people to change their behavior Promoting a cause in a “noisy” world Evaluating your communication efforts
- 4. THE SOLUTIO N A simple framework for designing a sound communication strategy Concrete Steps, Principles, Tools
- 5. FIVE PRINCIPA LS Think scientifically Be analytical Focus on selling Look for leverage Search for opportunities
- 6. THINK ABOUT IT Take out a sheet of paper. Review that slide on principles. Take 10 minutes to think about those principles and how they apply to your own digital marketing challenges.
- 7. SIX STEPS Step 1 - Explore your challenge Step 4 - Study your environment Step 2 - Decide what counts as a good idea Step 5 - Look for ideas Step 3 - Design or brainstorm Step 6 - Evaluate and improve
- 8. MARKETIN G STRATEGY TOOLS LATERAL THINKING – PMI, PROVOCATIVE OPERATIONS, RANDOM INPUT ENVIRONMENTAL SCANNING – SWOT, OT MATRIX SYSTEMATIC CREATIVITY – MORPHOLOGICAL ANALYSIS, SCAMPER EXPLORING A CHALLENGE – PROBLEMS VERSUS SYMPTOMS, 5 WHY TECHNIQUE, RICK
- 9. CHECK YOUR ASSUMPTIO NS Need = demand Audience knowledge Audience objections Audience motivation The most important single cause of a problem
- 11. EXPLORIN G YOUR CHALLEN GE Write it down and be specific Consider causes and symptoms. What will you focus on? Why? If multiple causes or symptoms…choose a focal point
- 12. PICKING PRIORITIE S Resources – Do you have the money, people, and technical skill needed to address this factor? Impact – What activities or behaviors contribute to the problem? Concern – How much do people seem to care about each factor? Knowledge – Do we know how to address each factor?
- 13. YOUR TURN • IF YOU HAVE A CHALLENGE IN MIND, WRITE IT DOWN AND WORK ON IT. • THINK OF CAUSES AND SYMPTOMS. • PICK A SYMPTOM TO FOCUS ON.
- 14. RANDOM INPUT Write down your challenge. Open a dictionary at random. Pick the first noun you see. Now, take the essence of your challenge and compare it to your noun. Take two minutes to write down whatever that noun suggests. Take five minutes to force comparisons between the two things.
- 16. TRY IT 1- Pick a communication challenge 2 - What counts as a good idea? 4 - Use random input for five minutes 5 - Evaluate your ideas
Editor's Notes
- This is where you’ll learn about the steps, principles, and tools that apply to most any nonprofit marketing challenge. This is slideshow, but that doesn’t mean you can just read and learn. Nope. I’ve included a few exercises and a few suggested readings. Make sure you do the exercises!
- Any nonprofit faces one or more common communication challenges. It doesn’t seem to matter if you want to raise money for a specific event or get people to change their behavior or drive holiday donations. That’s the frame for the rest of the course. The next slide covers a set of principles for innovation in fundraising, social marketing, and general communication challenges. Next, you’ll be introduced to six steps that you can take to create a new or improved communication strategy. A marketing exercise follows some tools for setting goals and priorities and generating new marketing ideas.
- Here are the four main issues I created this system for. Which of these issues is foremost on your mind at the moment? Take a minute to write it down now. If you just need to work on your communication strategy, but nothing stands out, that’s fine.
- A general desire to do better or raise more money is not going to work, at least not that well. You need to work within a framework that gives your thinking structure and direction. Management consultants and personal development gurus know this well. So, most of this course describes just such a framework and invites you to apply it. Next, let’s look at principles you can use to guide a wide range of social change efforts. Later we’ll come back to some of those tools and techniques.
- These principles are not in order of importance. They can simply be used when and where they apply in your communication planning. Think scientifically by using data and research to guide your marketing decisions, evaluate your results, and refine your communication tactics. Be analytical by using data to guide your decisions, by thinking in terms of cause and effect, and by using logic models if you are trying to change peoples’ behavior using your communication resources. Focus on selling, because, let’s be honest, almost everything comes down to marketing. You are selling an idea, a value, a program, or your organization. Look for leverage means that you can do more with your resources or suffer a loss and still hit your development or communication objectives. Search for opportunities to secure more resources, make new connections, leverage new knowledge.
- I like to think these 6 steps are self-explanatory, so let’s look at some tools you can use to implement the steps. You should follow all six steps in order if you are creating or reviewing your marketing strategy.
- Here are some of the tools you can use to improve your marketing efforts. Some of those names will be familiar. I know most of you have heard of SWOT analysis. The OT Matrix© is a tool for scanning your environment to look for opportunities and threats. Lateral thinking is an older buzz phrase that you still encounter sometimes. We’ll look at a few of the tools and their social innovation uses next. In my complete social innovation course, you’’ll learn to use several of these tools and then practice them. Learning by doing is almost always better than just reading. For now, let’s focus on exploring a challenge…
- Look at the assumptions you make about the problem, the solution, and your audience. The need equals demand problem almost deserves a short course but, in short, don’t assume that because you see the need, the audience will want your program. Don’t assume because there is a need for behavior change, that there is a demand for help in making that change. If everyone knew how bad factory farming is for the planet, they'd stop supporting it. No. Remember that people have competing values and priorities. The audience might object to your idea because it conflicts with one of those competing values or priorities. Don’t assume some global cause like selfishness or capitalism or the patriarchy is at the root of resistance. People have different motivations for their behaviors, but avoiding a loss, protecting their career, health worries and many other things motivate a person to donate or not donate, to sign a petition or not, to cut back their meat consumption. Your social media marketing could be failing for several reasons, and one of them might be far more important than the others. Going back to audience knowledge, lack of knowledge may NOT be the single most important part of the problem.
- Your communication goals should be SMART. They must be Specific enough to know if you succeeded or not. They must be Measurable so you can see your progress and share it. The goals must imply concrete Actions. A Realistic goal is one you can possibly accomplish in a reasonable amount of time considering your resources. A good goal is also Time-bound, meaning it has a deadline. Getting more people to “stand up for animals” is not a SMART goal because It only barely, maybe meets the standard of being realistic. However, that goal is much too vague. A better, related goal would be like this: Get 15,000 signatures on our petition to restrict factory pig farms in the state by May 30. This goal satisfies all five criteria of a SMART goal. Check it against each one. Now, try to write a couple of communication goals for your own organization, and be SMART.
- Write it like this: In what ways might I increase our online fundraising results? In what ways might we increase participation in the city’s recycling campaign. You’ll want to think about that so you can take the next exploration step. Write down the symptoms of a deep-rooted problems, or the aspects of a problem you want to tackle. Consider four factors when choosing a symptom or cause to focus on… Impact – How much does each thing contribute to the problem? Think about how often it happens and how much it affects people each time. (EX: each time someone fails to recycle a week's worth of soda cans and bottles it hurts the environment a tiny bit, but if most people fail at this task, the impact mounts. Knowledge – Does the scientific or technology knowledge to address this aspect of the problem exist? What do you know about the causes or symptoms? About recent efforts to solve the problem? Resources – Do you currently have access to the money, people, and expertise it would take to address that aspect of the problem? Concern – How much public interest in the topic is there, really? If low, you may have to run an awareness campaign first.
- I invented RICK to help social changers think about big social problems and how to handle them. The four elements of RICK also apply to social marketing, fundraising, and other nonprofit communication-related challenges. Let’s look at each part of this focusing tool in a little more detail. Resources – Do you have the money, time, and technical skill you need to address the symptom? This isn’t a ‘yes’ or ‘no’ question though for a simple problem it could be treated as such. For a complicated marketing challenge, you’ll want to evaluate your resources carefully and then give yourself a score. A 1 means you are totally unequipped in terms of resources. A ‘5’ means you are positive that you have what you need. Impact – What is the effect on your marketing outcomes? You can rate this element on a 1 to 5 scale as well. If your neglected Facebook page is no longer that relevant, give it a 1. If your site doesn’t have a donation page with a good appeal for support, this could be a 5. If you are trying to sell behavior change Concern – If you are selling a policy or program or new behavior, think about how much people care about the problem involved. If you are selling vegan eating or recycling or whatever, you must know how much your audience cares about the problem. Knowledge – How would you rate your knowledge of how to address the problem? This is different from the Resources question, because here the focus should be on scientific knowledge. Do you have access to the research or analysis you need to address this aspect of the problem. This should be basic strategic thinking for any social marketing effort.
- Take about 10 minutes to complete this exercise before moving on.
- This popular & easy tool forces you to make creative connections between two unlike things, fundraising and lizards for example. Sometimes a creative and practical idea emerges. Suppose your challenge is to raise more money using the organization’s popular Facebook page and group. Your challenge relates to digital marketing, and to Facebook. We’ll go a bit abstract here and say that digital marketing is the essence of your challenge. Write that down too. You open your dictionary and the first noun on the page is ‘lizard’. Write it down. Then ask a silly question: How is digital marketing like a lizard? For two minutes write down everything about lizards that comes to mind. You might have a list like this: cold blooded, eats bugs, boys love them, sold in pet stores, scaly, can bite, can climb anything, and so on. Now, look at those things, taking them one at a time. See if each item sparks any thoughts about tackling that communication challenge you wrote down before.
- If you are trying to get people to change your behavior, or support a cause, you need to seek out every advantage you can. If you are trying to raise money on a limited budget, you have to think of leveraging your resources to get more donations with the same level of effort. If you are simply trying to build awareness of your organization, or just a new program, some creative and scientific marketing can only help. Right?
- Sometimes, you must design an innovation for a particular audience and social environment. This design thinking process isn’t easy but the rules for success are easy. Let’s look at what makes a design a GOOD design…