Common Marketing Mistakes of Nonprofits


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  • Survey the room. How many are Business owners In-house marketers in a sales position At an agency of some sort Invite any agency or marketing people to chime in – glad they’re here to make presentation even more valuable for the others. And at the end, not just questions, but discussion. Book giveaway.????
  • Most common reason – don’t want to look like you’re wasting resources People want to give to successful organizations. Looking professional makes people proud to be associated with you. People judge things they don’t understand based upon things they do understand. If you look small and scrappy – small org, small staff, small budget – you won’t get big donations. People won’t give you $10 million if you look like you’d be overwhelmed by it and mismanage the funds
  • Trying to save $$ - I get it Things get missed. (people judge things… if your annual report is full of typos or you miss deadlines, you look like you don’t know what to do with your $$) Nobody is good at everything! Leads to inconsistency in communications efforts. Eventually, you are only contacting people when you want something. People don’t like that!
  • Lots of orgs only communicate when they are having a fund raising event. Never really develop a relationship with the participants. Only once a year! Runners or bikers do lots of events. Lots of nfps work with diseases that are common enough that everyone knows someone. Not too hard to get someone to care. (if you talk to them!)
  • Just do things as they come up. Don’t finish anything – follow up is sometimes the most important part! Stuff doesn’t work together Leads to one of the big social media challenges Don’t overdo it. See lots of NFPs who spend big bucks on consultants to do three day retreats. Get a binder that just sits on a shelf for three years.
  • For individuals, you need that personal connection. For corporate donors, it’s a business decision. Don’t donate just to feel good. Donate to put their brand in front of the right people. Lots of companies don’t approach it that way, but if you sell it that way, you will seem really smart! (good investment)
  • Nothing in marketing is a magic bullet. Have a plan – don’t overplan Execute consistently Success is achieved one step at a time
  • That said, are there any questions or comments. Questions do not need to be for me. You can share an experience to get group feedback or tell a story of a success you’ve had if people will learn from your experience or your mistakes. Book giveaway.
  • Common Marketing Mistakes of Nonprofits

    1. 1. Common Marketing Mistakes of Nonprofits
    2. 2. Common mistakes <ul><li>Afraid to spend money </li></ul><ul><li>Try to do it all in house </li></ul><ul><li>Too event focused </li></ul><ul><li>No plan </li></ul><ul><li>It’s all about feelings </li></ul>
    3. 3. Afraid to spend money <ul><li>People want to give to successful organizations </li></ul><ul><li>People judge things they don’t understand based upon things they do understand. </li></ul><ul><li>You need to look like you know what to do with the money! </li></ul>
    4. 4. Try to do it all in house <ul><li>Leads to mistakes (people judge things they don’t understand…) </li></ul><ul><li>Nobody is good at everything! </li></ul><ul><li>Leads to inconsistency </li></ul><ul><li>You end up only talking to people when you want money or have an event coming up </li></ul>
    5. 5. Too event focused <ul><li>Miss opportunities to develop relationships </li></ul><ul><li>Runners & bikers to lots of events – forget where they’ve been </li></ul><ul><li>You can get them to care if you follow up! </li></ul>
    6. 6. No plan <ul><li>Just do things as they come up. </li></ul><ul><li>Usually no overall marketing plan. </li></ul><ul><li>Nothing builds momentum. </li></ul><ul><li>Take time to plan. </li></ul><ul><li>Doesn’t have to be a big, hairy process! </li></ul><ul><li>Be realistic! </li></ul>
    7. 7. It’s all about feelings <ul><li>Corporate sponsorship is a MARKETING decision </li></ul><ul><li>Sell it like you’re selling advertising </li></ul><ul><li>Who will learn about their business because of you </li></ul><ul><li>How can you help them promote their business? </li></ul>
    8. 8. It’s not a magic bullet
    9. 9. Questions, comments, and discussion
    10. 10. Contact Information <ul><li>Clear Verve Marketing </li></ul><ul><li>890 Elm Grove Rd. </li></ul><ul><li>Suite 209-2 </li></ul><ul><li>Elm Grove, WI 53122 </li></ul><ul><li>262-796-9001 </li></ul><ul><li> </li></ul>