New York Council of Nonprofits Fund Development and Marketing Partnership: Increasing Your Nonprofit's SuccessApril 20, 20...
Who is the Watershed Agricultural Council?<br />Incorporated in 1993 following the success of a 10-pilot farm initiative i...
<ul><li>Protect water quality for nine million New Yorkers
PES: Payment for EcoServices model recognized worldwide
Collaboration with agency and third-party business contractors that comprise a watershed management industry
3 offices: Hamden, Walton, Yorktown Heights
Staff of 50</li></ul>Neversink Reservoir @JoshDickPhoto.com<br />
Council’s 7 Core Programs<br />Agriculture<br />Forestry<br />Conservation Easements<br />East of Hudson <br />Farm to Mar...
The Watershed Agricultural Council is funded in part by:<br />along with other federal, foundation and private sources.  <...
Keys to Our Program Success<br /><ul><li>  100% voluntary participation
  Locally controlled
  Fully funded by the City of New York</li></ul>Mission: Support the economic viability of agriculture and forestry throug...
NYCON’s theme for the year: <br />Entrepreneurial Strategies for Running a Nonprofit<br />Fund Development and Marketing P...
How many of you consider yourself…?<br /> The Face of the Organization Public relations professionalCommunications special...
You’re ALL Marketers!You’re “selling” your organization’s experience, benefits and investment to volunteers, participants ...
What’s this thing we call <br />Marketing & Communications?<br />Sharing your organization’s message <br />through a varie...
Moving marketing from support function to<br />Board of Director<br />Governance<br />Mission statement<br />Organization ...
Our Marketing Strategy Dictates <br />How, Why and Why How Much<br />Executive Director<br />Budget Negotiations<br />Just...
What Makes Good Marketing/Communications?<br />Sharing your successes through personal stories<br />Building relationships...
Multi-pronged Approach<br />Traditional: Press releases Calendars<br />Interviews<br />Pitches<br />Media kit HARO.com New...
How many of you…?<br />Have a written marketing strategy<br />Have one in your head<br />Are you kidding? time? strategy? ...
Sample Marketing Strategy 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
Evaluate your current marketing strategy<br />Who’s your audience?<br />What do you want them to know?<br />How are you go...
WAC Organizational GoalsDraft 10/19/10<br />
Sample Marketing Strategy 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
WAC Marketing GoalsDraft 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
Gather up your marketing materials<br />Conduct a communications audit<br />What works? <br />What doesn’t? <br />If not, ...
Communications Audit<br />Primary Audience: Who are we hoping to reach through this channel?<br />Primary Uses: For what p...
Look at your communications pile, Kivi says answer these questions:<br />Do our communications present a unified brand to ...
Ashokan Reservoir, Ulster CountyIn service since 1915 122.9 billion gallon capacity  @JoshDickPhoto.com<br />
What We Found<br />Council web visitors wanted<br />Program information<br />Educational information<br />Resources, data,...
Website = primary marketing tool<br />Drive traffic to the website for information<br />
Cross-platform Branding<br /><ul><li>Duplicate look & feel of website
eNews sends readers back to website for more information
Show, Tell, Like, & Share!
Branding in print & online</li></li></ul><li>How many of you have…?<br />A dedicated paid staffer for fund development, fu...
“A goal without a plan is just a wish.”<br />Make time to plan<br />Create a Marketing Strategy<br />Write it down<br />Re...
Organizational Message = Marketing<br />Mediums/Media<br />In person:<br />	public speaking<br />	workshops & conferences<...
Pepacton Reservoir, Delaware County<br />In service since 1955<br />140.2 billion gallon capacity<br />@JoshDickPhoto.com<...
You Don’t Have to Go It Alone<br />Find support in unlikely places<br />Use Your Board as ambassadors for your cause/organ...
Staff = Ambassadors, Too<br />Provide staff with tools so they can CONFIDENTLY represent your organization<br />Wallet car...
Schoharie Creek, Greene County @JoshDickPhoto.com<br />
More Tools<br />Policies, Guidelines and SOPs (aka the Marketing Bank)<br />Social Media Policy<br />Letter to Editor guid...
Story & Messaging Tips<br />Clear<br />Concise<br />Compelling<br />Lose the jargon<br />Tell the story about someone; Rem...
Water & Land: Finite Natural Resources<br />“Buy land, they're not making it anymore.”  Mark Twain<br />
I prefer: “Save land, they're not making it anymore.”  <br />Rondout Reservoir, Sullivan County @JoshDickPhoto.com<br />
How many of you…?<br />Have a Facebook Profile?<br />Have a LinkedIn profile?<br />Post to a blog?<br />Started a Facebook...
Things You Should Be Doing NOW<br />Collecting emails<br />Collecting mobile phone numbers<br />Asking your supporters how...
Be Adventurous<br />Start small<br />Measure<br />Experiment<br />Think long-term<br />Be aware of time<br />Improve your ...
Be Zen at Work<br />Start your day with a project<br />20-20-20<br />Get away from your desk<br />Eat lunch<br />Identify ...
Discounted software:TechSoup, Google, IdealwareWorkshop: Total Focus Marketing Workshop, 10/12/2011www.nancyandkivi.com  $...
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Leatherstocking AEA: Marketing Focus from Fund Development and Marketing Partnership

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Leatherstocking AEA program presentation by Tara Collins, Communications Director, Watershed Agricultural Council, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.

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Leatherstocking AEA: Marketing Focus from Fund Development and Marketing Partnership

  1. 1. New York Council of Nonprofits Fund Development and Marketing Partnership: Increasing Your Nonprofit's SuccessApril 20, 2011Oneonta, NYTara Collins, Communications Director Watershed Agricultural Council<br />Looking south from Route 10, Stamford, Delaware County<br />
  2. 2. Who is the Watershed Agricultural Council?<br />Incorporated in 1993 following the success of a 10-pilot farm initiative in 1991<br />2010 Annual Budget ~ $18M<br />Often called “WAC” or “The Council”<br />Concerned with <br />farmland protection through land conservation best practices, <br />improving economic viability of watershed farm and forest industries, and <br />water quality protection<br />
  3. 3. <ul><li>Protect water quality for nine million New Yorkers
  4. 4. PES: Payment for EcoServices model recognized worldwide
  5. 5. Collaboration with agency and third-party business contractors that comprise a watershed management industry
  6. 6. 3 offices: Hamden, Walton, Yorktown Heights
  7. 7. Staff of 50</li></ul>Neversink Reservoir @JoshDickPhoto.com<br />
  8. 8. Council’s 7 Core Programs<br />Agriculture<br />Forestry<br />Conservation Easements<br />East of Hudson <br />Farm to Market<br />Farmer Education<br />Outreach<br />Neversink Reservoir , Sullivan County<br />
  9. 9. The Watershed Agricultural Council is funded in part by:<br />along with other federal, foundation and private sources. <br />The WAC is an equal opportunity employer and provider. <br />
  10. 10. Keys to Our Program Success<br /><ul><li> 100% voluntary participation
  11. 11. Locally controlled
  12. 12. Fully funded by the City of New York</li></ul>Mission: Support the economic viability of agriculture and forestry through protection of water quality and promotion of land conservation in the New York City Watershed region.<br />Nutshell:We’re all about farmland protection through land conservation practices; we look to protect farms, forests and their natural resources by keeping them in a working landscape: Watershed, Viewshed, Foodshed.<br />Pepacton Reservoir, Delaware County<br />
  13. 13. NYCON’s theme for the year: <br />Entrepreneurial Strategies for Running a Nonprofit<br />Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success <br />Define the role of marketing and fund development<br />Discuss what defines success in these areas<br />Discuss how these two are connected/work together<br />Discuss overlap/partnership between the two areas.<br />Share tips, experience, and resources<br />
  14. 14. How many of you consider yourself…?<br /> The Face of the Organization Public relations professionalCommunications specialist Outreach personnel Executive DirectorSpokespersonFundraiserEducator…any Marketers?<br />
  15. 15. You’re ALL Marketers!You’re “selling” your organization’s experience, benefits and investment to volunteers, participants and donors.<br />
  16. 16. What’s this thing we call <br />Marketing & Communications?<br />Sharing your organization’s message <br />through a variety of mediums, media and messengers <br />in order to meet your organization’s goals<br />and deliver a benefit to an audience.<br />
  17. 17. Moving marketing from support function to<br />Board of Director<br />Governance<br />Mission statement<br />Organization & Staff Buy-in<br />Strategic Plan<br />A strategic planning tool<br />
  18. 18. Our Marketing Strategy Dictates <br />How, Why and Why How Much<br />Executive Director<br />Budget Negotiations<br />Justified Web Designer Expense<br />Supporting Document for Marketing Choices Going Forward<br />Work Plan Guided by a Marketing Strategy in Organization’s Best Interest<br />Identifies Unfunded Liability: Easement Stewardship Endowment Fund<br />Inevitable Fundraising & Donor Relationships<br />
  19. 19. What Makes Good Marketing/Communications?<br />Sharing your successes through personal stories<br />Building relationships<br />Helping people WANT to support your cause<br />Because they know you<br />Because they believe you’re delivering good results<br />Creating a high-value investment scenario<br />Offering a giving experience that’s easy to engage<br />Asking in a variety of ways that allow people to GIVE in a variety of ways <br /> (doesn’t this sound like Fund Development???)<br />
  20. 20. Multi-pronged Approach<br />Traditional: Press releases Calendars<br />Interviews<br />Pitches<br />Media kit HARO.com NewsBasis<br />Flyers<br />Internal: <br />Email signature<br />PayCheck News<br />Public speaking Conferences<br />LinkedIn<br />
  21. 21. How many of you…?<br />Have a written marketing strategy<br />Have one in your head<br />Are you kidding? time? strategy? sit down?<br />A marketing strategy helps you<br />Reach audiences more effectively<br />Spend your time more efficiently<br />Save money in the long run<br />
  22. 22. Sample Marketing Strategy 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
  23. 23. Evaluate your current marketing strategy<br />Who’s your audience?<br />What do you want them to know?<br />How are you going to reach them?<br />What action do you want them to take?<br />Who’s going to do it? How much will it cost (staff time & hard dollars)?<br />Don’t confuse a marketing strategy for a list of tactics/outreach tools<br />
  24. 24. WAC Organizational GoalsDraft 10/19/10<br />
  25. 25. Sample Marketing Strategy 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
  26. 26. WAC Marketing GoalsDraft 10/19/10<br />Total Focus Marketing Workshop http://nancyandkivi.com/<br />
  27. 27. Gather up your marketing materials<br />Conduct a communications audit<br />What works? <br />What doesn’t? <br />If not, why not? <br />If not, test another approach? <br />If not, get rid of it.<br />
  28. 28. Communications Audit<br />Primary Audience: Who are we hoping to reach through this channel?<br />Primary Uses: For what purpose are we communicating through this channel?<br />Frequency: How often are we communicating through this channel?<br />Content Mix: How do we vary the content? Is it user-focused? What are our primary messages in this channel? What are our calls to action?<br />Writing Style and Tone: What voice do we use in this channel? What's our personality? What's the overall tone and approach to the communications?<br />Writing Mechanics: Are we using good grammar and is the content free of typos? Is the length of the content appropriate for the channel?<br />Micro-content: Do we make our content skimmable with strong headlines and subheads, email subject lines, linked text, etc.?<br />Design: Is layout simple and clean? Do we use consistent colors and typography?<br />Visuals: Do we use photos, info, graphics and/or video effectively?<br />Branding: Is this channel aligned with our overall brand?<br />Integration: Is this channel connected to other channels? is the messaging in this channel integrated across other channels?<br />Download Communications Audit Template from <br />nonprofitmarketingguide.com/resources/strategy/do-it-yourself-communications-audit-for-your-nonprofit/<br />
  29. 29. Look at your communications pile, Kivi says answer these questions:<br />Do our communications present a unified brand to our supporters across channels?<br />Do our communications present consistent messages and calls to action to our supporters across channels?<br />What needs to change <br />in the short-term (next three months) <br />in the long-term (within a year)?<br />
  30. 30. Ashokan Reservoir, Ulster CountyIn service since 1915 122.9 billion gallon capacity @JoshDickPhoto.com<br />
  31. 31. What We Found<br />Council web visitors wanted<br />Program information<br />Educational information<br />Resources, data, grants, assistance<br />Branding/identity issues to solve<br />Materials to look more like one organization<br />
  32. 32. Website = primary marketing tool<br />Drive traffic to the website for information<br />
  33. 33. Cross-platform Branding<br /><ul><li>Duplicate look & feel of website
  34. 34. eNews sends readers back to website for more information
  35. 35. Show, Tell, Like, & Share!
  36. 36. Branding in print & online</li></li></ul><li>How many of you have…?<br />A dedicated paid staffer for fund development, fundraising<br />A dedicated staffer for communications, public relations, outreach, marketing<br />A staffer without the title but does all this and more<br />Who’s doing it all by themselves?<br />Who isn’t doing it at all?<br />
  37. 37. “A goal without a plan is just a wish.”<br />Make time to plan<br />Create a Marketing Strategy<br />Write it down<br />Review it quarterly <br />Remember that it is a “Work in Progress”<br />Plan Is fluid: make changes, corrections, additions, deletions as needed<br />
  38. 38. Organizational Message = Marketing<br />Mediums/Media<br />In person:<br /> public speaking<br /> workshops & conferences<br /> presentations & interviews<br />Electronic:<br /> audio/video<br /> website &eNews<br /> social media/Facebook/LinkedIn<br />Print:<br /> annual report<br /> newsletters<br /> press releases<br /> 3rd party coverage<br />Messengers<br />Staff<br />Board<br />Volunteers<br />Participants<br />Donors<br />Vendors<br />Contractors<br />Partners<br />Collaborators<br />Reporters<br />
  39. 39. Pepacton Reservoir, Delaware County<br />In service since 1955<br />140.2 billion gallon capacity<br />@JoshDickPhoto.com<br />
  40. 40. You Don’t Have to Go It Alone<br />Find support in unlikely places<br />Use Your Board as ambassadors for your cause/organization <br />Provide them with guidelines, training and tools so they can represent you correctly<br />Wallet card with key talking points<br />Elevator pitch<br />Letter to Editor guidelines<br />List of ways they can help (see handout)<br />
  41. 41. Staff = Ambassadors, Too<br />Provide staff with tools so they can CONFIDENTLY represent your organization<br />Wallet card with key talking points (see handout)<br />Elevator pitch (organization & their program area)<br />Training <br />public speaking<br />social media use/help set up profiles<br />Ask for a favor; empower staff to contribute content, photos, stories & video for the eNews, blog, website & newsletters<br />
  42. 42. Schoharie Creek, Greene County @JoshDickPhoto.com<br />
  43. 43. More Tools<br />Policies, Guidelines and SOPs (aka the Marketing Bank)<br />Social Media Policy<br />Letter to Editor guidelines<br />SOPs: email signatures<br />PowerPoint Templates<br />Style Guide (editorial, logo usage & graphic design)<br />Position statements<br />Calendars<br />Editorial<br />Event<br />
  44. 44. Story & Messaging Tips<br />Clear<br />Concise<br />Compelling<br />Lose the jargon<br />Tell the story about someone; Remember: it’s all about THEM<br />Use photos, videos<br />Go to where your audience is. <br />
  45. 45. Water & Land: Finite Natural Resources<br />“Buy land, they're not making it anymore.” Mark Twain<br />
  46. 46. I prefer: “Save land, they're not making it anymore.” <br />Rondout Reservoir, Sullivan County @JoshDickPhoto.com<br />
  47. 47. How many of you…?<br />Have a Facebook Profile?<br />Have a LinkedIn profile?<br />Post to a blog?<br />Started a Facebook Fan Page?<br />
  48. 48. Things You Should Be Doing NOW<br />Collecting emails<br />Collecting mobile phone numbers<br />Asking your supporters how THEY WANT you to communicate with them<br />Applying for Google Nonprofits google.com/nonprofits and Google Grants www.google.com/grants/<br />
  49. 49. Be Adventurous<br />Start small<br />Measure<br />Experiment<br />Think long-term<br />Be aware of time<br />Improve your skills & confidence<br />Don’t freak out<br />
  50. 50. Be Zen at Work<br />Start your day with a project<br />20-20-20<br />Get away from your desk<br />Eat lunch<br />Identify 3 End-of-day items for tomorrow’s To Do List<br />
  51. 51. Discounted software:TechSoup, Google, IdealwareWorkshop: Total Focus Marketing Workshop, 10/12/2011www.nancyandkivi.com $697 For Impact www.forimpact.orgWebinars: www.nonprofitmarketingguide.comwww.CharityHowTo.comJune 23, 2-3p Chronicle of Philanthropy hosts “The Art & Science of Marketing: How to Make a Big Impact on a Small Budget”  I’ll be sharing the Watershed Agricultural Council as case study with Nancy Schwartz the marketing guru.http://philanthropy.com/page/Webinar-Listing/333/Teleconferences: Network For Good www.fundraising123.comBooks: Nonprofit Marketing Guide by KiviLeroux MillerNondesigner’s Design Handbook by Robin WilliamsBrandraisingby Sarah DurhamLet’s Have Lunch Together by Marshall Howard  <br />
  52. 52. ORGANIZATIONS: NTEN www.nten.orgFREE STUFFGood360  http://good360.org/Default.aspx opportunity to purchase close-out items at discount prices; items can be used for fundraisers, program needs and organization bottom line; free to sign up, fee for truckload deliveriesFREE COVERAGENewsBasis  http://newsbasis.com/HARO  www.helpareporter.com/Great Nonprofits (free directory listing supported by GuideStar info)  http://greatnonprofits.org/GuideStar  http://www2.guidestar.org/BLOG: Getting Attention, Duck CallVOCUS LIST:www.GreenMediaToolshed.orgVIDEOMovie Mondays www.501videos.com weekly fundraising video in 6 minutes or less; stay connected with fund development passion and board governance by hearing from peers and industry professionals. Free to sign up; free to view <br />
  53. 53. ENEWSLETTERS -FREEPhilanthropy Journal  http://www.philanthropyjournal.org/resources/marketingcommunications/nonsense-sensible-messagingFundraising Success http://www.fundraisingsuccessmag.comChronicle of Philanthropy  http://philanthropy.com/section/Home/172/ <br />
  54. 54. For more information:Tara CollinsCommunications Director(607) 865-7090, ext. 226taracollins@nycwatershed.orgOr visit us online:Website: www.nycwatershed.orgSubscribe to our Blog: www.nycwatershed.blogspot.comwww.pure-catskills.blogspot.comBecome a “Fan” on FaceBook:Twitter: @WaterFarmForest@TaraCollinsNYAdditional websites:www.BuyPureCatskills.comwww.CatskillWoodNet.orgwww.YouandYourWatershed.org<br />
  55. 55. Multi-pronged Approach<br />Traditional: Press releases Calendars<br />Interviews<br />Pitches<br />Media kit HARO.com NewsBasis<br />Flyers<br />Internal: <br />Email signature<br />PayCheck News<br />Public speaking Conferences<br />LinkedIn<br />
  56. 56. Take a seat at the Board Table…Why?<br />Marketing, along with Fund Development, must be part of a strategic planning process.<br />Marketing is integral in the collection of your participant/donor data, demographics, addresses, emails.<br />Marketing is in charge of your messaging.<br />Marketing is the face of your organization.<br />
  57. 57. Watershed, Foodshed,<br />Viewshed<br />Ashokan Reservoir In service since 1915122.9 billion gallon capacityJoshDickPhoto.com<br />f2TUu7u6<br />Saving Farms and Forest Lands That Protect Water Quality<br />
  58. 58. Next Steps for The Council<br />Complete the 2011 Strategic Plan<br />Continue supporting participants across all programs<br />Diversify our funding stream<br />Resolve our unfunded liability regarding conservation easement stewardship<br />Intensify focus on economic development of agricultural and forestry industries<br />Watershed Hayfields, Delaware County @JoshDickPhoto.com<br />
  59. 59. To date, DEP has spent $1.5 Billion on watershed management programs, best management practices and landowner incentives.The Watershed Agricultural Council has spent ~$130 Million since 1991.To build a filtration plant today would cost ~$10 Billion to construct and ~$1 Million per day to run.We can pay for it at the end, or we can up front…<br />

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