2. Today, you will learn…
1. The importance of ‘why, what, who,
how’
2. How to create a Marketing Action
Plan (MAP)
3. What makes some messaging fly and
some flop
4. Which trends to watch
3. Landscape
• ~1.6 M charitable organizations in the U.S.
• ~68,000 charitable organizations in Illinois
• Number of is increasing by ~4.5% per year
• Charitable giving per year: ~$300B
11. Belief Proposition
We believe…
Technology can play a pivotal role in
creating the greater good.
Every child deserves to be a great
reader.
Hunger is unacceptable.
14. The Team Read Brand
We believe all kids deserve to be
great readers.
Approachable, dependable,
outspoken.
15. Case Study:
Komen/Planned Parenthood
Komen Planned
Parenthood
Announcement: Silence Media
No more interviews
funding for PP
Feb 1: SM Silence Media
frenzy begins Interviews/
Active on FB &
Twitter
Feb 2: Frenzy Scripted Video Media
continues Interviews/SM/
Grassroots
energized
Feb 4: Reversal Formal Formal
of decision statement statement +
SM
17. 1, 2, 3 Marketing Tree
1. WHAT does marketing success look like?
2. WHO do you need to reach for your
marketing to be successful?
3. HOW can you most effectively reach your
ideal supporters?
34. HOW: The 3 M’s
• Message (What’s your message?)
• Mechanism (How can you most effectively
deliver it to your target audience?)
• Measurement (How will you know if your
message and mechanisms are working?)
40. Lean in Line (aka Elevator Pitch)
• Door opener, not deal closer
• Generic + target audience = tailored
• Got to be able to say it with conviction
over and over again.
41. Benevolent: Messaging
“Benevolent fosters individual giving to meet
individual needs - connecting people who face
hurdles along their paths to stability and success
with people who want to help.”
42. Benevolent: Messaging
Tagline: Where giving fosters success.
Written: We connect people who face hurdles
with people who want to help.
Spoken: We run a website that connects people
who face hurdles with people who want to help.
43. Top 5 Words to Avoid
1. Provide
2. Just
3. Trying
4. Self-sufficiency
5. Thriving communities
54. Measuring Success
– 3E: Outcomes: the change you want to see
• Paint a picture of the change you want to see and
make it SMART
– 1E: Outputs: emails sent, blogs posted, articles
published, etc. – things you control
• Measure early and often