Basic Marketing for Nonprofit Organizations
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A workshop designed for small non-profit organizations to help them use online marketing to increase donations, attract Board Members and Volunteers. Audience targeting, developing compelling messaging, and selecting the right media are demonstrated in this presentation. A template is provided to be used as an aid to implementing effective online marketing. Contact Art@ohiobusinesshelp.com
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Basic Marketing for Nonprofit Organizations
- 1. BASIC MARKETING FOR SMALL NON-PROFIT ORGANIZATIONS WELCOME âMaking Engaging Connections For Lasting Relationshipsâ 1
- 2. 40 Years of Business Experience ďź With large and small companies Specialized in: ďź Sales and Marketing ďź Business/Strategic Planning ďź P & L responsibility ďź Nonprofit management Now: ďźSCORE Counselor for 5 Years ďźESCC Volunteer for 3 Years ďźSmall Business owner Education: BS, MBA, MS Art Helmstetter Dayton 2
- 3. WORK shop Process - Share Ideas â˘Best practices you are using â˘Issues you face in marketing â˘Help that you need in marketing Dayton 3
- 4. Marketing: âThe process of planning and executing the conception of ideas, goods, services, organizations and events to create and maintain relationships that will satisfy individual and organizational objectives. Source: Boone and Kurtz,Dryden Press Foundation Concepts Dayton 4
- 5. We are now in the Era of âEngagement Marketingâ 5 âMass Marketingâ3/24/2016
- 6. Think of Marketing As A Magnet Attracting the Right People 6
- 7. TOPICS 1. The Basics 2. Marketing Plans, Audience, Message, Media! 3. Building Your Community of Supporters 4. Developing Your Marketing Effectiveness Dayton 7
- 8. I. THE BASICS ⢠Definition of Non-Profit Marketing ⢠Realities of Non-Profit Marketing ⢠Importance of Listening Dayton 8
- 9. DEFINITION OF NON-PROFIT MARKETING A Process to Help Non-Profits Promote Their Values, Accomplish Their Mission, and Develop Supporters. Marketing Can Help Non-Profits: ⢠Reach their target audiences with messages that motivate them to respond. â˘Differentiate yourself from the crowd and attract the kind of attention, support you need. â˘Focus on communicating what your audiences value. Dayton 9
- 10. SOME REALITIES OF NON-PROFIT MARKETING 1. Marketing is not fundraising, but it is essential to it 2. Good non-profit marketing uses more time than money 3. Using multiple communication tools reinforces your message 4. There is no such thing as the âgeneral publicâ 5. EVERYONE including seniors, are online Dayton 10
- 11. KEY METHODS IN MODERN MARKETING Dayton 11
- 13. LISTENING IS KEY TO GOOD MARKETING Historically input has been gained using groups and questionnaires Online survey tools such as Survey Monkey and Constant Contact are now being used (www.surveymonkey.com, www.constantcontact.com) Websites, social media, and email responses provide the ability to track user behavior and elicit their input Dayton Two-way communication is the foundation to builds relationships on 13
- 14. VALUE OF REPETITION AND PERSISTANCE Dayton 14 Strong relationships are built on TRUST TRUST is like a bank account where you build value through many deposits But TRUST can be destroyed by one event This is why you need to have numerous contacts to achieve support
- 15. II. KEY ELEMENTS OF MARKETING PLANS ⢠An Overview ⢠Audience Reach the RIGHT people? ⢠With the RIGHT Message? ⢠Using the RIGHT Media to Deliver The message? Dayton 15
- 16. Your Marketing Plan Model 16 Marketing Strategy
- 17. MARKETING PLANS Section What Goes Into It Goals What you need to accomplish; what actions you need others to take Audience Who you must reach and convince, understanding their interest and values Messaging Specific messages that will move your audience to action. Vision and key words. Media How you will communicate your messages Action Steps Actions you should take to build a community and your brand Budget/Staffing Resources required to implement the plan Metrics How you measure progress against your goals See your handout for a simplified plan template Let us know if you need small group coaching on this Dayton 17
- 18. WHO IS YOUR AUDIENCE? ⢠Most non-profits have 3 audiences: clients, donors, and volunteers ⢠Segment each audience into meaningful groups based on what they care about (their values, needs and interests) ⢠Most people will never care about your mission. Focus on those who matter most to your organizationâs success Dayton VOLUNTEERS DONORS CLIENTS 18
- 19. WHAT ARE YOU SELLING TO YOUR: Dayton VOLUNTEERS DONORS The feeling that they are good people doing good work Affiliation with people who share their values An opportunity to use and develop their talents and skills Feeling appreciated The feeling that they are good people contributing to a good cause Hiring the non-profit to deliver services which they are not able to That their âinvestmentâ is providing a good return Feeling appreciated 19
- 20. THE 3 TYPES OF SUPPORTERS Wallflowers ⢠Subscribe to your mailing list but donât volunteer, donate, or advocate for your cause Buddies ⢠Sometimes volunteer, donate money, attend your events, and take an action for you if asked Ambassadors ⢠Regularly connect with your cause and spread the word to others. They are your loyal volunteers, donors and advocates Dayton 20
- 21. INCREASE SUPPORTERSâ ENGAGEMENT Wallflowers â Reach Out Convert to Buddies by sharing information offering helpful resources and building trust over time using appropriate media Buddies â Encourage them Convert to Fans by thanking them personally for what they do and reporting back on the difference they are making Fans â Reward Them Fully engage them in your work and reward them for their support by making them feel part of the team using a personal, one-on-one touch Dayton 21
- 22. Campaign Plan - Define Your Audience 22 What Do They Value And What Do You Offer Them? Who Do You Want To Reach? (Pick One) ďąFunders ďąVolunteers or Staff ďąClients ďąOther What Is Their Demographic And Geographic Profile? What Things Do They Have In Common As A Group? Why Would They Support You?
- 23. WHATâS YOUR MESSAGE? Powerful messages have at least one of these characteristics: ⢠They are personal, about the impact on one person or animal or specific to the person being contacted ⢠They evoke emotions ⢠They validate a decision or action by appealing to reason ⢠They have a clear call to action Use the characteristic(s) above most likely to move your target audience. Dayton 23
- 24. Campaign Plan â Create Your Message 24 What Keywords and Phrases Describe Your Unique Value Proposition? What Is Your Mission and Vision? What Problem Do You Solve, and For Who? Why Do They Come To You Versus the Competition? Be Realistic! What Is The Story That Describes Your Impact on the World or Your Purpose? What Words and Images Can Best Tell That Story?
- 25. THE BEST WAYS TO DELIVER THE MESSAGE? MEDIA Communication channels: Based on a 2014 study, the âBig 6â for small non-profits are: Dayton Channel Ranked as #1 Ranked in Top 4 Website 32% 81% Email Marketing 15% 64% Traditional Social Media 11% 62% In-Person Events 19% 54% Print Marketing 9% 39% Media Relations/PR 8% 34% 25
- 26. THE TOP THREE MEDIA TO DELIVER THE MESSAGE ⢠Without a good website, your credibility drops. ⢠Email marketing, particularly an email newsletter, is key for most non-profits; quarterly is common, but monthly is better. â˘Social media, especially Facebook, is used widely by most non-profit marketing, allowing an organization to start conversations, and thank people. Dayton All of these can facilitate two way virtual conversations 26
- 27. The Key To A GREAT Website 1. DESIGNED â colors and fonts, layout, objective 2. Presents Your Uniqueness 3. Good Keywords and content 4. Appropriate Images and Video â use tags & large format 5. Mobile Friendly 6. Links to relevant sites & social media 7. Dynamic 10-20% changes per month 8. Accessible contact information 9. Contains Call to Action & âregistrationâ 10. Integrated with other online content 27
- 28. WHATâS THE BEST WAY TO DELIVER THE MESSAGE? EMAIL ⢠Email is the most effective non-profit communication channel to trigger donations and volunteer sign-ups ⢠But email lists wither over time ⌠on average 19% per year, so list growth is critical 1. Prominently displayed sign-up form on website 2. Add subscribers from social media 3. Sign-up sheet at meetings, receptions, etc. 4. Use email content that people really want 5. Provide something valuable for free (e.g., reports) Dayton 28
- 29. MORE MEDIA TO DELIVER YOUR MESSAGE? These are harder ⢠Print marketing has been dropping in importance due to cost. Print newsletters are better short and often (500 words monthly) than long and infrequently ⢠Events Workshops, seminars, and receptions are good ways to meet your audiences face to face ⢠Media coverage is a good means of acquiring new supporters, whether in print, online, TV or radio Dayton 29
- 30. THE BEST MEDIA TO DELIVER THE MESSAGE? USE THE RIGHT WORDS You must package the message in words and images that will inspire your audience Words: ⢠Straight âjust the factsâ with supporting messages can work, but are more effective using the emotion in stories, profiles of people, or client testimonials ⢠Use a friendly, conversational tone, using words that your audience find engaging and compelling Dayton 30
- 31. THE BEST MEDIA TO DELIVER THE MESSAGE? USE THE RIGHT IMAGES ⢠Photography and graphics can be powerful in conveying your message â˘Use actual images of your organizationâs activities â˘Take photos all the time and use them in all your communications, offline and online â˘ALWAYS respect the copyright laws Dayton 31
- 32. Dayton 32
- 33. THE BEST WAY TO DELIVER YOUR MESSAGE? USE POWERFUL STORIES ⢠Stories work because they are easy to remember, and make it more likely that people will share them ⢠Most non-profits have a wealth of stories based on changes theyâve made in peopleâs lives ⢠Good stories are 500 words or less or 1-2 minute video, straightforward, about specific people, and end with a clear message ⢠Respect the privacy of the people in your stories by asking if itâs OK to tell their story Dayton 33
- 34. WHATâS THE BEST WAY TO DELIVER THE MESSAGE? CREATE MULTIPLE CONVERSATIONS ⢠Use multiple channels to reinforce your message and increase the odds that your supporters pay attention to it ⢠Make your communications two-way, giving your supporters options for providing their opinions and ideas e.g. likes, links, comments, retweets, reposts etc. ⢠Be persistent. It takes 5-10 interactions to build relationships over a period of time Dayton 34
- 35. SOCIAL MEDIA DISCUSSION ⢠Using social media? ⢠Which platforms? ⢠Time/week invested? ⢠Integrated with overall marketing plan ⢠How measured? Dayton 35
- 36. CAN SOCIAL MEDIA MARKETING HELP YOU? Is social media right for your organization now? ⢠Are your website and newsletter in good shape? ⢠Where is your target audience using social media? ⢠Do you have the staff time and expertise? Are you ready to utilize social media effectively? â˘How can social media amplify your marketing ? ⢠Do you have measurable goals for social usage? ⢠Do you have the resources to reach those goals? Dayton 36
- 37. You Have to Pay to Play! ⢠Pay per click advertising â Use Google adwords for noprofits (FREE) â https://www.google.com/grants ⢠Boost your Facebook posts â https://www.facebook.com/business/help/347839548598012 ⢠Targeted Facebook ads â https://www.facebook.com/business/products/ads/ad- targeting ⢠Twitter ad targeting â Https://biz.twitter.com/ad-products ⢠Paid Retargeting ads â Follow interested people 37
- 38. SOCIAL MEDIA START-UP PLAN Dayton 1. Have your website in good shape 2. Update content routinely 3. Email system set up with an enewsletter 4. Select the social media platform right for you 5. Have a person responsible for social media 6. Allocate the time to be spent ( ie 10 hr./week) 7. Establish and monitor measurable goals 38
- 39. WHAT ABOUT CROWDFUNDING? The Latest Thing 39 Local Dayton for the arts www.cultureworks.org ⢠$5 Billion 2013 projected to $90 Billion in 2025 ⢠Average of $7,000 raised over 9 week period with an average donation of $85 ⢠Fees range from 3.5 to 4.5% of funds raised $100 Million raised www.razoo.com Biggest overall www.kickstarter.com
- 40. CREATE A CALENDAR Be Persistent For each channel, create a schedule for the month, quarter and or year, including: ⢠The frequency you will communicate through each channel ⢠The message and content idea(s) for each communication ⢠The intermediary steps, e.g., when youâll conduct research, or complete a first draft Dayton 41
- 41. Campaign Plan â Select Your Media 42 What Is Your Primary Channel to Engage Your Target Audience? ďąWebsite ďąEmail ďąSocial Media â Which One ďąOther â What is it? What Is Your Subordinate Channel to Engage Your Audience? ďąWebsite ďąEmail ďąSocial Media â Which One ďąOther â what is it? What Media Will You Use To Engage Your Audience & Tell Your Story? ďąPhoto ďąVideo ďąWords ďąOther - Describe What Paid Promotion Will You Use?
- 42. III. BUILD YOUR COMMUNITY OF SUPPORTERS ⢠Make It Up Close and Personal â ⢠Branding â Your Public Reputation ⢠Stay in Touch with Your Supporters ⢠Adopt an Attitude of Gratitude ⢠Increase Your Supportersâ Involvement ⢠Set Goals and Measure Results Dayton 44
- 43. MAKE IT PERSONAL ⢠Make it One to One â Communicate as an individual â Be relevant to the personâs interests ⢠Make it Genuine â Be specific to a situation or result â Do it immediately or soon after an action ⢠Know the other person â Track their âengagement behaviorâ, donations, clicks etc. â Reach out to introduce yourself â Let them get know you too Dayton 45
- 44. You Have A Brand Be Genuine and Honest To ⌠⢠Define the uniqueness of your mission and services ⢠Generate positive perceptions, attitudes and behaviors for those who interact with it ⢠Be relevant, believable, and sustainable Dayton 47
- 45. ADOPT AN ATTITUDE OF GRATITUDE It Keeps You Genuine ⢠Donors want a prompt, meaningful thank-you note that explains how the donation will be used ⢠Improve your thank-you notes by getting them out within a week, personalize by name, and signed by hand ⢠Produce an annual report and use as a special kind of thank-you letter by stating your accomplishments and recognizing people Dayton 48
- 46. Campaign Plan â Measure Your Results 49 What Are Your Goals And How Will You Measure Success? ďąIncrease revenue or profits ďąIncrease awareness ďąIncrease Engagement ďąOther â What is it? How Will You Measure Success? ďąNumber of transactions ďąValue of transactions ďąWebsite traffic, page hits, time on site, new visitors ďąSocial Engagements â likes, links, shares, followers ďąOther â what is it? What Are Your Quantitative Goals? 1.- 2.- 3.- 4.-
- 47. IV. DEVELOP YOUR EFFECTIVENESS AS A NON-PROFIT MARKETER ⢠Get More Done Faster and Smarter ⢠Keep Learning ⢠Get Good Help ⢠Market on a Tight Budget Dayton 50
- 48. GET MORE DONE FASTER ⢠Follow marketers who post blogs on best practices ⢠Get systematic: organize what you use often in one place (your logo , mission, photos, etc.) and set policies â˘Avoid the social media time sink; set limits on your social media presence ⢠Track supporter contact information and donation history with a database or CRM package Dayton 51
- 49. MANAGEMENT SYSTEMS Customer Relationship Management Systems (CRMs) Dayton Cost/yr. /user NP Discount URL $144- $240 Yes Zoho.com $144 30% Vtiger.com $720 flat fee Flipcause.com www.softwareadvice.com/nonprofit/crm-software-comparison 52
- 50. 8 THINGS A CRM SHOULD HAVE 1. Database with custom fields 2. Email management 3. Social media integration 4. Cloud storage and backup 5. Export of data 6. Card reader app 7. Integration to Google apps 8. Project and task management 53
- 51. USE VOLUNTEERS EFFECTIVELY ⢠Use communication channels to spread the word about the need for volunteers in marketing ⢠Delegate to volunteers tasks such as writing, design, photography, research, posting, etc. ⢠Empower volunteers by, letting them do what they love, and thanking them profusely ⢠Establish clear expectations and monitor how the perform Dayton 54
- 52. MARKET WITH LIMITED FUNDS The KISS Principle ⢠Focus on your most important target audiences Write handwritten notes to your VIP supporters Make calls and send personal emails versus print mail ⢠Forget the 8-page newsletter, or annual report, go shorter and more often ⢠Make your events casual, personal experiences ⢠Operate at the level or your capabilities Dayton 55
- 53. SUMMARY: 5 Steps to Success 1. Develop A Plan Defining: Audiences, Message and Media, Objectives & Goals 2. Create Your Message Your vision, say why, use key words and phrases 3. Focus On Your Best Media Media that fits best, optimized to achieve goals 4. Build Relationships with KEY Stakeholders Make it personal and compelling 5. Be Persistent Consistently focus on the important areas Dayton 57
- 54. If you canât ⌠1.Do it right yourself hire a professional 2.Afford a professional solicit in kind donation 3.Get in kind donations call SCORE 4.SCORE can help! YOU HAVE TO MARKET EFFECTIVELY TO SURVIVE! If You Canât Market, Your Days Are Numbered. Plan B 58
- 55. Campaign Plan â Select Your Media 59 What Is Your Primary Channel to Engage Your Target Audience? ďąWebsite ďąEmail ďąSocial Media â Which One ďąOther â What is it? What Is Your Subordinate Channel to Engage Your Audience? ďąWebsite ďąEmail ďąSocial Media â Which One ďąOther â what is it? What Media Will You Use To Engage Your Audience & Tell Your Story? ďąPhoto ďąVideo ďąWords ďąOther - Describe What Paid Promotion Will You Use?
Editor's Notes
- Thank you, Wally. Good morning everyone, and thanks for being here. First I want to thank the 6 local organizations shown here who have supported development of this workshop series. Second I want to congratulate everyone in this room for three things today: Your dedication to improve our community Secondly for saving your company $1,000 today, for this program and the tools and follow on training you can get. And Thirdly// and this is only for those you who actually USE what you learn, for providing your organization with a $5000 return. How can I say this? Because this stuff works. Maybe even better for non-profits than for profit making organizations. Why do I know this? Because it works for GOOGLE. Who here knows that GOOGLE is a search engine company? Well you are wrong. Do you pay google for search? Google is the largest paid advertising company in the WORLD. Finally, I would like to know what the most valuable asset of your organization. Something that it cannot survive without. What does getting money depend on? Could your operate with money without a dedicated staff Who here works in a business? Today I want do three things: make you more aware of what transactions occur in your organization. Explain how these transactions shape your marketing program, and How you can use marketing to improve the effectiveness of your organization.
- This is my background. Up until 4 years ago my working career was in the for-profit sector. But I have had the pleasure of working with several non-profit organizations over the last few years. Let me introduce my SCORE associates in the back. âŚâŚâŚâŚ. In your handout you have a copy of the slides weâll be using, so feel free to follow along with them and make notes if you wish. Also there is an evaluation form that Iâll ask you to complete before you leave so we can improve the workshop based on your feedback. One final point, if during the session if any of you and the folks around you become uncomfortable with the temperature in the room, please feel free to tell Carol at the registration table and we will correct the problem. Alright, letâs get rolling.
- I am also not the smartest person in the room when it comes to non-profit experience, and I know that you have experience that can help others, so I want us to work as a team to get the most value from this workshop. When you see a question mark, be ready to engage. In addition to the slides which outline the topic, you have two hand-outs you can use after the workshop. The first is an assessment where you can determine how effective your current program is. And the second is a template that you can use to help you develop your plan. This should be done with as many people as possible in your organization and reviewed with Board members. We will go through these at the end of the presentation to answer any questions you have about them.
- There are 3 key points that I want you to write on this page and keep even if you through the rest away. Marketing is a process â it is ongoing and involves numerous activities The fundamental purpose is to build relationships â Does anyone want to argue my premise that relationships are your organizations most important asset? What relationships are we talking about? The goal is to satisfy INDIVIDUAL and organizational objectives â what individual objectives are we talking about here.
- A key first step in planning your marketing program is to have a clear view of the purpose of your marketing program. My general answer is to build relationships with your key supporters. In fact, I would argue that your organizationâs greatest asset is RELATIONSHIPS In your handout there is an assessment which follows the topics we will be discussing. You can use it to evaluate the effectiveness of your marketing program to build relationships as we go through each topic in the slides.
- Here is our agenda, which Iâve broken into four sections. Weâll start with some basics of the non-profit marketing field including definitions and fundamental concepts. Then weâll talk about developing and implementing marketing plans, which will include defining your target audiences, developing the most effective messages to these audiences, and choosing the communication vehicles to use in reaching your audiences. Then weâll discuss ideas and techniques for building your organizationâs support base. And finally, weâll talk about steps you can take to enhance your skills as a professional non-profit marketer. If your organization has a staff person with a full-time responsibility for marketing, would you please raise your hand? For those that do not, may I ask who in your organization has marketing responsibility as part of his/her duties?
- So our first topic, âThe Basics of Non-Profit Marketingâ, will touch on the following: Weâll define marketing in a non-profit environment. Iâll describe some points that I think are basic realities regarding non-profit marketing to see if youâre in agreement with them. Iâll lay out the components of what the marketing academics would say is a comprehensive marketing plan. And finally, weâll discuss the fact that marketing is not just about communicating; itâs also about listening.
- Marketing is obviously about communicating the importance of your cause and developing supporters, but itâs more than that. It is also about understanding the needs of those you are trying to serve and using that information to design and create your programs and services and deliver them well to your target audiences. In other words, marketing helps you define your cause niche and have the right services for that niche. It helps you communicate with your target audiences and motivate them to support you. It helps your organization differentiate itself and have a major positive impact on your community.
- Here are some points about non-profit marketing that hopefully we can agree on up front: 1 Non-profit people often say that their target audience is the general public, i.e., everyone. But no matter how hard you try, you canât reach everyone. And if you try, chances are youâll reach no one. You need to focus your marketing on specific groups of people that can relate to your cause. 2 Donât depend on the mainstream media to get your message out. Instead consider media relations as just one of your communication channels and build your own communication strategies using affordable online tools. 3 Although older generations are not online in the same proportions as younger ones, that gap is closing quickly. The desire of seniors to connect online with their favorite charities is growing rapidly. 4 Because the internet has revolutionized communications between organizations and individuals, effective marketing programs can be implemented online for a fraction of the cost of print. So the lack of money is no longer the biggest constraint to good non-profit marketing; time is. 5 Using multiple communication channels to connect with your supporters greatly increases the odds of them paying attention to and acting on your messages. 6 Raising money is one use of good marketing, but marketing is also used to raise awareness of your cause and to find clients and volunteers. So, relative to fundraising, you might think of marketing as how you talk to your donors between times when you ask for money. Any thoughts, disagreements or discomfort with any of these points?
- There are many choices available to you as a nonprofit marketer. The key is to focus on those activities which achieve your specific goals. However, your website is one of the most common pieces to all marketing plans since it provides a platform to provide a wide range of content to your supporters. This ranges from your âelevator pitchâ to detailed reports and documents and links to other resources.
- All of these pieces must fit together to create a clear picture of who you are, what you represent, and what you need the audience to do. If a piece is missing, the picture will not be able to be interpreted by your audience. Using multiple pieces let you 1. reach different audiences, 2. interact in different ways that match the stage of your relationship, and 3. provide more interesting content that keeps your audience engaged.
- A very useful technique for listening is the focus group. But not the very expensive type facilitated by professional market researchers in a conference room with a two-way mirrors. Have any of you used online surveys as a marketing tool? Are there ways other than focus groups and online surveys that your organizations employ for listening and learning from your clients, donors, or volunteers?
- There are many choices available to you as a nonprofit marketer. The key is to focus on those activities which achieve your specific goals. However, your website is one of the most common pieces to all marketing plans since it provides a platform to provide a wide range of content to your supporters. This ranges from your âelevator pitchâ to detailed reports and documents and links to other resources.
- Now on to our second topic, developing and implementing marketing plans . I briefly discussed comprehensive marketing planning, but concluded that the elaborate form of planning was infeasible for most small non-profits due to the staff, time and money involved. So this section will focus on a âquick and dirtyâ type of marketing planning.
- This may seem to be out of the reach of most small NPOâs due to the lack of time, money or staff to pull it off. But these elements should be addressed even in a âquick and dirtyâ approach to marketing plans. Pull out your handout as a reference as we go through the elements of the plan. Please understand that this needs to be a living document that changes as you learn through experience during the year. I would also like to have you identify some possible goals for your marketing plan, and specific measurements to track progress Also, notice the area in the template to include keywords and phrases. This is one of the areas that seldom are addressed in plans.
- You need to focus your limited marketing efforts on the people who really matter most to your organizationâs success. If you do this youâll spend less money and time, and get better results. In general, NPOâs have three target audiences: Their clients and potential clients: the people they want to serve. Their donors and potential donors: the people who support them financially. Their volunteers and potential volunteers: the people that give their time and talents. If some members of one of your target audiences vary significantly from the other members in terms of their needs or values or their relationship to you, you might want to segment them out and frame your messages to them differently to address their differences. For example, if your donor audience contains a group that have consistently made major gifts to you, and you are preparing a message announcing a new fundraising campaign, I would suggest having a separate process for these major donors, possibly even contacting them personally to explain the purpose of the campaign and possibly seeking their involvement in a campaign committee.
- You need to focus your limited marketing efforts on the people who really matter most to your organizationâs success. If you do this youâll spend less money and time, and get better results. In general, NPOâs have three target audiences: Their clients and potential clients: the people they want to serve. Their donors and potential donors: the people who support them financially. Their volunteers and potential volunteers: the people that give their time and talents. If some members of one of your target audiences vary significantly from the other members in terms of their needs or values or their relationship to you, you might want to segment them out and frame your messages to them differently to address their differences. For example, if your donor audience contains a group that have consistently made major gifts to you, and you are preparing a message announcing a new fundraising campaign, I would suggest having a separate process for these major donors, possibly even contacting them personally to explain the purpose of the campaign and possibly seeking their involvement in a campaign committee.
- The people who make up your various lists of supporters, using the words of non-profit marketing guru Kivi Miller, fall into one of three categories: Wallflowers: They subscribe to your newsletter but arenât otherwise actively participating for your cause. Buddies: They like your organization and sometimes volunteer, donate money or attend your events. But if you donât ask them to act, they probably wonât do it on their own. Fans: They frequently connect with you and advocate for your cause. They are your most loyal volunteers, donors and advocates.
- You can convert Wallflowers into Buddies by continuing to share positive news and making it easy for them to get involved, thus building up their trust over time. You can convert Buddies into Fans by thanking them for what they do, by offering them some kind of special status, and acknowledging them at special events. For Fans, you need to do more than staying in touch. You need to fully engage them in your work, reward them for their support, and make them feel part of your team. It requires a personal, conversational, one-on-one approach. Do any of you formally categorize your supporters in a way similar to this?
- The second important question, now that weâve identified our target audiences, is how to get them to help you with the big problems you are trying to solve. You need to craft messages that connect personally with the members of your target audiences. The most powerful messages used by non-profits employ one or more of the following characteristics: The power of one over many ⌠research shows that people who are otherwise caring and who would go out of their way to help another person or puppy that is suffering, become indifferent to the suffering of the masses. So the lesson is to focus your message using one specific individual rather than the entire population of the suffering. (Wounded Warrior Project example) Research shows that marketing campaigns with purely emotional content outperform those with purely rational content. You can use all the facts, figures and statistics you want, but unless you make an emotional connection with people they usually wonât connect to your cause. So lead with emotion and follow with facts. (Ronald McDonald House story ⌠out of town mother with baby that needed surgery or would die ⌠without RMcDH she couldnât afford âŚ.) Most of your messages should end with some kind of next step or call to action. Calls to action can be very forceful (e.g., donate now, volunteer today, register for an event) or more suggestive and lighter in tone(e.g., learn more, tell a friend). So, use those elements above based on which is most likely to move your target audience.
- Now that you have your text and images, the next task is to select the appropriate communication channels for your messaging. A study conducted late last year looked at which channels were viewed as very important to their marketing programs of small non-profits. The study concluded that the six most important, in sequence, were: website, e-mail marketing, social media, in-person events, media relations and public relations, and print marketing Does this ranking surprise you? Letâs discuss each of these âBig 6.â
- As we all know, today every non-profit needs at least a basic website. Having a decent website is a sign of professionalism, and without it the credibility of your organization is significantly damaged. Newsletters are the default communication channel to supporters for non-profits, particularly email newsletters. Quarterly newsletters are the norm, but research says that if that is your only communication to your supporters, itâs better to do shorter monthly newsletters than longer quarterly ones. We are all aware that social networking sites have changed the way that people connect and stay in touch. And itâs not just for young people. Many people in their fifties, sixties and seventies are using these sites daily. Facebook is by far the most utilized social media site by small non-profits. By the way, Iâve put a handout in your folder that gives tips on how to make your website, your email marketing, and your Facebook channels work best for you. I encourage you to use this handout. How many of your organizations use social media and view it as a significant part of your marketing program?
- Whatâs missing
- Despite the rapid growth of social media, email is still the most effective non-profit communication channel. Ask any successful non-profit which online tool triggers the bulk of their donations, advocacy actions and volunteer sign-ups, and they will say email. And the absolute law of non-profit email marketing is: always be growing your list. Why? People leave your list; email addresses become defunct; subscribers stop responding. You need fresh interest; you need new subscribers. A recent study that blew me away showed that, on average, an annual churn of 19% occurs; so list growth is critical. The ways to effectively grow your list are obvious, but letâs discuss them: First, have a sign-up form on your website, and make sure that itâs displayed where it will be easily found. Second, lure subscribers from social media with a sign-up form; add a email list sign-up app to your Facebook page . Third, have sign-up sheets at your table at public meetings, receptions, etc. that you attend. Fourth, and very important, make email content that people really want. And finally, offer them something they value for free, possibly a report thatâs relevant to your mission. Any other ideas for growing your email list?
- In-person events, including parties, donor receptions, meet and greets, seminars, etc., are tried and true ways of reaching current and potential supporters. Publicity, such as getting media coverage of your organization and its work, can bring your story to new supporters. Weâll discuss this in more depth in the next section. Print marketing, including newsletters, appeal letters, thank-you notes, event invitations, etc., are central to non-profit marketing. Print newsletters, however, are fast losing ground to email due to cost considerations. As I mentioned, short monthly newsletters are better than long quarterly ones.
- So now that youâve defined your audience and created a message idea that will appeal to them and move them to follow through on your call to action, the third question is how do you frame that message in words and images, and most likely use multiple communication channels, to accomplish this. Letâs start with the âwordsâ. A âjust the factsâ reporting of your messages and supporting information can be effective, but your messaging will be more effective if you use the emotion in storytelling approaches, such as success stories, profiles of interesting people, or letting your clients or supporters tell their own stories. Your writing style and word choices should support the storytelling approach, using a friendly, conversational tone.
- Almost as important as the words, are images, photography and graphics, to visually show problems and solutions, They can be very powerful in conveying your message. Itâs best to use your own original photos and video of your organizationâs activities, but if you donât have the right images for your message use stock photography. Get in the habit of taking photos all the time, and use them in all your communications, print and online. By the way, taking photos is a great job for a volunteer.
- OK, what did your brain just do? Did anyone smile? Relax? Get angry? Images are powerful well beyond words.
- An powerful but underused non-profit marketing technique is storytelling. It works because stories well told are easy to remember, which allows them to be spread by word of mouth. Stories help us put a human face on the description of your mission, which is very effective for fundraising. Most non-profits are sitting on a goldmine of stories because they are continually bringing about important changes in peopleâs lives. The best stories are short, 500 words or less, or not more than 2 minutes for a video. They are clear and straightforward. They are real stories about real people. And they end with a clear message. Finally, when using storytelling, ask the person in your story if itâs OK to share it. If need be, you can change elements of the story (for example: name, location, age) if those elements are irrelevant to the key point of the story.
- It is best to connect with your supporters through multiple channels. You can reinforce a message you sent via a postcard with an email. You can remind people about an event you announced through email by messaging the fans on your Facebook page. Repetition has its benefits in marketing. Youâve probably heard the old axiom that a person has to hear or see a message between three and seven times before it sinks in. To the extent possible, make your communication channels two-way to give your supporters the opportunity to say something back. Some will prefer to call you during your office hours, others will prefer to send you an email or a message on Facebook in the evening.
- Letâs take a few minutes to see where you all are relative to social media. I asked earlier how many of your organizations have social media as a significant part of your marketing program. Letâs do it again. Please raise your hand raise your hand if thatâs the case with your non-profit. (Comment) For those that responded in the positive, raise your hand if you use just one social media platform ⌠more than one. For those of you using only one platform, raise you hand if it is Facebook ⌠what other platform? Who is using more than one platform ⌠what are they? Raise your hand if you estimate that your organization spends 20 or more hours per week on social media ⌠between 10 and 20 hours per week ⌠between 5 and 10 ⌠less than 5 Anyone feel that their organization has done a respectable job of integrating its social media marketing with its overall marketing? Please elaborate. Have any of your organizations set specific goals for your social media marketing? Please elaborate.
- Letâs talk about social media as a communication channel for your marketing program. As you know, we at Dayton SCORE specifically targeted small non-profits for our workshop series. Generally speaking, small non-profits have very small staffs and budgets. So while itâs popular to say that a small non-profit should have a social media presence, I would offer a couple of cautions. First understand that it isnât free when you consider the opportunity cost of your limited staff time. And if your website and newsletter need work, they should probably be your priority, not social media. Assuming that your NPO is using social media, or will begin soon, to be successful you must integrate it with your overall marketing activities. Donât put social media in a silo. Some examples of integration are to promote your email program in social media and vice versa, embed social media feeds on your website to add dynamic content, post inspiring program statistics from your annual report on Facebook, keep your visual brand imagery consistent with your other communication channels, etc. Itâs important to have measurable goals for your social media usage that are aligned with the organizationâs objectives. Some examples might be increase website traffic by 25%, increase email list sign ups through social media channels by 200 names, increase online and print mentions by 20%, etc. Finally, you need to think realistically about your ability to allocate adequate trained staff time to social media to reach these goals.
- My recommendations to a small non-profit wanting to jump into the social media pool would be as follows: referring back to the âBig 6â communications channels, make sure your website and newsletter are in good shape before starting; pick the one platform that is right for you, which in most cases will be Facebook; appoint the staff member you want to manage social media and give him or her any needed training; determine how much time can realistically be allocated to social media (for example, 5 hours per week); and finally, establish and implement measurable metrics that reflect the organizationâs purpose for social media. The reason Iâm so conflicted by the use of social media for very small NPâs is because the social media experts Iâve studied tend to argue that you should update content daily, spend at least 10 hours per week on social media to start, and answer questions and feedback that are posted on a very timely basis.
- If you are interested in digging deeper into social media for your organization, here are a few resources I think youâll find useful. Iâve made the point that you need be integrate your social media marketing into your organizationâs overall marketing strategy to maximize its value. The first article, by Beth Kanter who is a well-known blogger on non-profit marketing topics, addresses how to do this. Weâve just been discussing the challenge for small non-profits of starting up a social media presence. The first link here is to an online slide show that provides some good advice . The second reference is to a book titled âThe little book of LIKES: Social Media for Small (and Very Small) Nonprofits. It was published in April of 2013, so itâs fairly current. I bought and read it, and found it useful. It focuses on Facebook and Twitter. Finally Iâve provided a link to a good article that provides social media tips for small non-profits.
- When you have decided on the target audiences you want to reach, what you are trying to get them to do, what messages you want to share with them, and which channels are best to carry those messages, you are ready to plan all the details of your communications. An editorial calendar is a simple but useful tool for planning your communications for the upcoming month, quarter or year. You can organize your calendars by channel, target audience or program, but I think by channel is the most useful. The calendar will include, for each channel, the frequency of your communications through the channel, the messages/content ideas for each communication, and the steps involved in completing each component of the communication. You can use a spreadsheet or a table in a word processor. The key is if you put something in writing, saying what you are going to do and when you are going to do it, youâre much more likely to actually do it.
- Now on to our third topic, building a network of supporters. As a non-profit marketing professional, you donât have to do it alone. Instead you build a community of supporters who will take certain actions or donate their time or money. In this section weâll discuss some of the basic steps in building your network of supporters; that is: Building a positive brand image for your non-profit organization Helping people easily find you and connect with your cause Becoming an expert that the media can turn to for information Staying in touch with your supporters through frequent communications Using an editorial calendar as a communication planning tool Showing sincere gratitude to your supporters Empowering your supporters to build even more support for you Considering the feasibility of social media as a supporter builder
- Branding is appropriately a hot topic in the marketing arena today, so Iâm going to address it, although at a very high level. I think many people see branding as primarily a graphics design exercise, dealing with logos, fonts, color palettes and imagery. Clearly thatâs part of it, but itâs much more than that. A non-profitâs brand is the set of feelings and expectations that your constituents have about your organization and what you do, based on their experiences with you. In short itâs your reputation with your stakeholders. So your brand essentially helps your constituents decide whether they want to join, work for, partner with, volunteer for, give money to, or pay attention to your organization. .
- So what are the elements you need to build to end up with a successful brand? I suggest there are four. First you need a messaging package containing the core messages you want to communicate. These would include your mission and vision statements, a positioning statement such as your 30-second âelevator pitchâ, and other supporting statements. The purpose of the package is to help you keep âon messageâ in your communications. It should address the questions of who you are, what you do, how you do it, and why you are worthy of support. Second you need a visual brand identity via your logo, fonts, colors, etc. Consistent use of color, graphics, typeface and message content helps people quickly identify and more clearly understand your organization. Consistency signals reliability, longevity and strength.
- What are the characteristics of a successful brand for a non-profit? Clearly it must define the uniqueness of your organizationâs mission and its programs and services, particularly relative to other organizations with overlapping missions. It will change the way current supporters think about you, It can be the chief reason they stay loyal to you. And it can help educate potential partners, donors, and volunteers. And importantly, it has to be relevant to the needs and wants of your supporters. It has to pass the smell test of believability, and its implicit promises to your supporters has to be what you can deliver now and in the future.
- When you, as a donor, receive a well-written, personal thank-you note, you are more likely to give again and to give even more generously the next time. When you donât get a thank-you note, you remember and probably think less of the recipient. Adopt an attitude of gratitude and write personal, timely thank-you notes. Recent research showed that 65% of first-time donors do not make a second gift. Thatâs a huge drop-off rate. Research also shows that donors want something simple; a timely, personal thank-you note that tells how the donation will be used. The same research said that 80% of donors say that would convince them to make a second gift. Too many thank-you notes from non-profits are more like a receipt for a purchase you made than a warm, personalized acknowledgement of generosity. Although non-profits arenât required to produce annual reports as publicly traded companies are, they can help you demonstrate your accomplishments to current and future donors, gain new supporters, and recognize important people. Think of your annual report as a special kind of thank-you note. How many of your organizations produce annual reports?
- Our final section is about ways to build your skills and professionalism as a non-profit marketer. Weâll explore ways to get more done in less time. Weâll discuss ways to build your pool of talent, both by continually learning and by working with others. And finally weâll think about ways to market your good cause on a tight budget.
- Here are some tips on getting more done in fewer hours. First, keep up with the big brains in the non-profit marketing field by following their online writings. Iâll name three of them on the next slide. Many small non-profits would like to try social media but are understandably afraid to because they fear it will take too much time. But if you have a plan stating who you are trying to connect with and why, and have a specific goal, then social media may be manageable. Decide how much time you want to spend on social media, then budget that time accordingly. Every non-profit marketer needs to get his or her hands on the same files over and over again. Get all that information together in one place. For example, get clean copies of your logos in the proper resolutions, put all those chunks of text that you use over and over again in one place (e.g., mission and vision statements, positioning statement, descriptions of your programs, your history, staff bios, etc.). Track the contact information and donation history for your supporters in a simple database or spreadsheet or a more robust Customer Relationship Management package. Do any of you use a CRM package to track your supporters? Would you recommend a particular package?
- So how can you manage relationships if you are dealing with hundreds of people? You may or may not be familiar with CRMs, they are used extensively in for profit marketing. To be effective you MUST AUTOMATE your processes. In addition to keeping track of your interactions with donors, volunteers, and other supporters CRMs provide email capability or integrate with email systems, and support social media, events, sales as well as other tools. A CRM takes time to set up and learn, but once you have it, it save a LOT of time. You can see 76 additional CRM systems at the URL on this slide. Many focus on donors and donations, not what I am talking about. Or you can start by using a simple spreadsheet. The key is to focus the right amount of time on the right supporters.
- There are only so many hours in the day, so you must decide what only you can do and what you can ask others to do, even if it means you have to accept that they may approach the task differently than you. Delegate what you can to volunteers. Use your website and newsletter to communicate the volunteer opportunities available in your marketing area. Content creation is a good place to utilize volunteers. Find volunteers who are into writing, design, photography, and research. Ask volunteers to interview and write stories about your clients, donors and other volunteers. You want to get something out of your volunteers, and they want to get something out of the experience. So to ensure that your volunteers want to stay with you: set clear expectations, let them do what they enjoy, and thank them often and sincerely.
- Iâm sure you all found yourself, at one time or another, or maybe always, to be budget strapped. Hereâs a few ideas for dealing with this dilemma: Forget the general public and focus your marketing on the people who matter most to your success. Shorten your communications. Cut down on your print mail; make phone calls and send email instead. Write personal handwritten notes to your most important supporters. Make your events more casual, personal, and less expensive experiences; for example, wine and cheese get-togethers versus lavish galas.
- You should look at ways to improve your own skill set. Some tips to do this are the following: There are many good free or reasonably priced webinars and tutorials on non-profits you might utilize. Three sites that Iâve found that offer them are OrgSpring.com, NonProfitWebinars.com, and CharityHowTo.com. I mentioned that there are some big brains on non-profit marketing that write good blogs. They are Katya Andresen, Beth Kanter, and Kivi Miller. And finally, if you find a group of smart, experienced non-profit marketers to hang out with, youâll pick up some tips, get some great advice, and save a lot of time. Do any of you have other tips for staying up to speed in the non-profit marketing field?
- Some other ideas are: Recruit volunteers to provide core marketing support in such areas as graphic design, website development, taking pictures of your operation, etc. Consider creating a marketing committee including board members and other supporters who have a professional background in marketing, communications or public relations. You might be able to get pro-bono professional marketing and communications help. For example, consider contacting the Dayton chapters of the American Marketing Association and the Public Relations Society of America and asking if one of their members would be willing to assist you. For many non-profit organizations, printing their collateral materials is a major expense. Consider soliciting printing donations from local printers to offset these expenses. Other in-kind donation areas might be fundraising door prizes and auction items. Can anyone add to this list of cost savers based on your experience?
- So folks, the floor is now yours. And please fill out your evaluations and leave them on the table. Also, if you would like to receive information or sign up for future activities please let us know.