Marketing For Non Profits

... creating value through consumer insights

MARKETING FOR NON MARKETING EXECUTIVES

MARKETING FOR NON-PROFITS

www.customerpassionpoint.com

Reflections

Given a choice between changing and proving
that it is not necessary. Most people get busy
with the proof.
– John Galbraith

The nonprofit sector is an outstanding,
fulfilling…tricky, messy place. - Deirdre Maloney


NGO Frugal Mindsets

On the
Cheap

No Budget
All Volunteer

Frugal

Not necessarily a bad thing…… Can sometimes hinder Non-profits from reaching
their potential


Deirore Maloney has these to say..
….. The answer

….. Need integration of the four Ms into their
business to achieve optimal results
Management, Money, Marketing & Measurement
• Volunteers help run operations
• Donors, members, and sponsors bring
in revenue
• Revenue and operations keeps
an organization running.
• Marketing provides the engine to run
effectively and efficiently

Aren't these similar to the profit enterprises?


Social Marketing
......OUTCOME definition

Social marketing is focused
on identifying, anticipating
and satisfying citizens needs
through interventions that
people value and lead to
measurable social
improvement

Change.. Maintenance... Compliance


Not to be confused with…

‘social media’

social media marketing

Social Marketing
…….PROCESS definition

the systematic application of marketing, alongside other concepts and
techniques, to achieve specific behavioural goals,
for a social good.


marketing

criminology

AND MANY MORE…

The Marketing Mindset

Good Idea Plan
Hunch Test
Experiment Research


EVERY MARKETING PROGRAM
…… HAS FOUR KEY COMPONENTS:

Products and Services:
Product strategies - developing a highly specialized product or service or providing a product-
service package containing unusually high-quality service.

Promotion:
Direct and indirect customer interaction.
Good salesmanship is essential for small businesses because of their limited advertising budgets.
Online marketing is a cheap, quick, and easy way to ensure that your business and product receive
high visibility.

Price: When it comes to maximizing total revenue,
The right price is crucial. Higher prices mean lower volume and vice-versa

Distribution:
The manufacturer and wholesaler must decide how to distribute their products. ow-cost, low-traffic
location means spending more on advertising to build traffic.


Case study
….. Branding as a way to market..

Breast cancer advocacy uses a the pink ribbon and
The color pink as a concept brand to raise money
and increase screening.

The breast cancer brand is strong:

People who support the
"pink brand“ identify themselves
as members of the socially aware niche market,
who are in favor of women's health, screening
mammography, Positive thinking, and willing submission
to the current mainstream
medical opinion

Identity.. Association… Support for a cause.


Cash studies
…….Green Banana Marketing

The Fairtrade
Foundation began life
in 1992 as a movement
for a better deal in
international trade for
small farmers and
workers in poor
communities

WWF, well known for the
panda logo and its work to
protect endangered
species

Green Banana Marketing ….(http://www.greenbananamarketing.com/)


Cash studies
…….What was the outcome?

Action Focused Marketing Plan, well resourced and properly
executed.
WWF case study Awareness was up 100%. The positive affects of the
…… November 2005 campaign attracted new partners. 48% familiarity rating
communicating with amongst business leaders in 2007 as a result of the whole
the public and campaign to target business leaders.
business

The Fairtrade Foundation Fairtrade Fortnight was bigger than 2008 with more stall
case study April 2009 holders and products. 8 NGO’s and 25 licensees, and 2
… developing consumer retailers and over 10 international organisations taking part.
and business to business 470,000 consumers responding to a viral email. Corporate
marketing support grew exponentially. Sales of Fairtrade bananas
increased by 15% overall.
Green Banana Marketing (http://www.greenbananamarketing.com/)


The common public health mantra


Leverage events and milestones

40th Anniversary of SOS Children’s
Villages in Africa, Former President Alhaji
Ali Hassan Mwinyi was honored as the
Goodwill Ambassador. Press and
Dignitaries were in attendance..

Dec, 2012 the National Director of SOS Children
Villages in Tanzania received a grand
Achievement award.. This was leveraged in the
press to connect with the different publics.


If you can, Make it ‘fun, easy & popular’

900+ Pumps in South Africa

Providing easy access
to clean drinking water
Going from
150 to 1400 L an hour
Through CHILD’S PLAY
Advertising on storage tank
pays for system maintenance
for 10 years


OK so what do we do?


Adopt A Social Marketing Approach

1. Establish quantifiable goals and measure
performance

2. Segment and succeed

3. Focus on single, simple doable behaviours one
at a time

4. Make it fun, easy and popular if you can

5. Develop products, services and improve
environments


Simple Market Planning Process

Stage 1: What's your message?

Stage 2: Create infrastructure to
implement the plan

Stage 3: Market

Engage me, communicate with me, add value to my business, solve my problems,
create opportunity for me, educate me, inform me, but don’t try and sell me – it
won’t work.


Conclusion
….. Non-profits are doing great work and changing the world.

• Embrace marketing principles to grow,
flourish, and continue to make the world a
better place.

• Strike a good balance between creative use of
limited resources, and proper budgeting for
marketing.

• You don’t have to have a marketing team.. Use
good consultants.

Tell your stories.. Have a Plan… Don’t be afraid
to spend money.


THANK YOU
IKECHUKWU KALU
MANAGING PARTNER @
CUSTOMER PASSION POINT LIMITED
FIRST FLOOR, SEA CLIFF HOTEL,
P. O. BOX 105365, MSASANI, DAR ES SALAAM, TANZANIA.
WWW.CUSTOMERPASSIONPOINT.COM
TEL: +255773441964, +255786441964, +2348032002458
SKYPE ID: IKE.KALU1


Marketing For Non Profits

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