The document discusses modern marketing tactics for non-profits in the 21st century. It emphasizes the importance of message and activating supporters through emotional connections. New critical tools include email, video, and social media. Effective messages need to be emotional, connect to people's lives, and be simple and repetitive. Non-profits must also engage supporters as "passion points" by using compelling calls to action tailored for different audiences and demographic groups.

1. Making A MATE Marketing In The 21 st Century Curtis Brown Brandinthebox.com

2. Making A MATE Message – The Emotive Connection Activate – Creation of Stir Tactics – The Tools of Mission and Strategy Experience/Evaluate – Metrics for Us and Who Tactics Are Directed

3. Traditional Nonprofit Marketing Tactics Direct Mail – Appeal and Newsletter Fundraisers – Selling Candy, Run’s and Walks Events – Breakfast, Lunch and Dinner Web Sites Personal Meetings Phone

4. New Critical Nonprofit Tools Email Video on Demand Voice Over Flash eSurveys eNews Releases SEM & SEO Online PowerPoint Chat & Discussion Event Registration Community Calendars Petitions Data Bases Affiliate Marketing RSS & SMS Blog

5. Message The Power of Message

6. What is message? What is mission? What is vision? Eliminate The Vision Statement

7. Why is Message So Important? It connects us Keeps us focused It separates and differentiates Brings Brand home Other focus

8. What Do Effective Messages Need? Emotion Connection to life Myth or Folklore Visual Shock Simple Short Repetitive

11. What Messages Are Not Statement of what you do Long Values

12. Benefits Attributes Advantages Benefits Motives

13. Don’t Forget Who Is In Control 60 million on do-not-call registry 54 million homes with spam blockers 20% of homes have advertising blockers PVR households skip 83% of commercials Direct mail to the garbage for 45 and under 12 million homes have VOD capability

14. Activate

15. Concentric Circle Marketing Old Way Direct Marketing Addition Talk At Many Centralization Delay in Process and Metrics Fundraising Mass Marketing Donor New Way Concentric Circle Multiplication Conversation Mobilized Few Decentralization – Issue of Own Real-time Action and Metrics Marketing Targeted Marketing Evangelist

16. Passion Point People How Do You Find P3’s? SEM Web Site Visitors Spread of Your Email Come To Events Volunteers Clients/Users/Donors

17. How Do You Activate P3’s CTA’s Words & Phrases Stories Images

18. CTA’s Polls Surveys Purchase/Donate Petition Read/View This.. Pass On…

19. Questions For Effective CTA’s Does it connect with recipient? Is the CTA the start of finish? Does the person get a benefit from the CTA? Is there time to complete CTA? Is there a sense of immediacy? Will the CTA make a difference in their eye’s?

20. Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others

21. Key Words Must: Be Clear Invoke feelings and emotions Use other words to leverage impact Don’t use catch phrases that everyone else is using Simple Can be a teaser

22. Internet Marketing Contextual Marketing Behavioral Marketing Demographic Marketing Viral Marketing

23. Demographics 18-34 35-45 46-64 65+ 18-24 (50) 25-34 (44) 35-54 (43) Primary source of info from the Internet

24. Viral Marketing Email capture plan Use viral tools Disseminate information Valuable and Relevant Make appealing Recruit Marketing Evangelists Stay focused Develop Marketing Evangelists Make them co-conspirators and part of movement Bring in new blood

46. Short Messaging Service (sms) Executives Youth Heavy Cell Phone Users Tech Savvy Sales/Field Workers

48. What is Email? Tactics For Conversation Not Spam Email is a discussion starter Positioning yourself Partnership – talk with not to Starter not closer Viral Relevant and Segmented Personal Automated Fulfillment Metrics Not stand alone tool