Yes, non-profits need to market, too. Use these 5 questions to frame your message and boost response.

1. 5VITAL QUESTIONS
TO TRANSFORM YOUR MARKETING
AND BOOST YOUR RESULTS
Marketing for Non-Profits | December 4, 2014

2. Without marketing, organizations fail.
What is marketing?
“Marketing is the action or business
of promoting and selling products or
services, including market research
and advertising.”
It is not advertising.
It is not sales.
It IS a long-term, integrated strategy.

3. Yes … nonprofits must market …
to recruit donors, receive grants,
engage volunteers, run capital campaigns,
discover new audiences, provide services,
enroll members, connect with staff and …
be known for the value you deliver.

4. Then what’s a brand?
“Marketing is branding.
The two concepts are so inextricably linked
that it is impossible to separate them.
Furthermore, since everything a company
does can contribute to the brand-building
process, marketing is not a function that can
be considered in isolation.”
22 Immutable Laws of Branding
Al Ries and Laura Ries

5. Let’s transform your marketing and
build your brand …
WITH 5 VITAL
QUESTIONS
1. Where are they looking?
2. What do they see?
3. Do you stand out in 3?
4. What’s in it for me?
5. Is it easy to choose?

6. Remarkable marketing will
help your organization grow and bloom.

7. Remarkable marketing is about people
and how they choose.

8. What do they want from you?

9. SURPRISE ME!
(what’s unexpected
and delightful?)
What do they want?

11. I GET IT!
(simple, clear, essential
info up front)
What do they want?

12. Looks easy, simple!

13. THAT’S IT!
(clear and direct ,
what they need to know,
how to take action)
What do they want?

14. I get it,
I want to be
part of the
campaign

15. Looks easy and
fun, look who’s
involved!

16. TALK TO ME.
(be relevant , from
your audiences’ point of view)
What do they want?

17. Students and their parents want to know
the stories … they want to understand
the four-year experience.

18. Pictures, quotes, personal stories and interviews

19. We live in an
overwhelmed,
time-starved culture
packed with
too many choices.

20. A BRAND HELPS
PEOPLE CHOOSE
(remarkable marketing
requires great branding)

21. Are you
practicing
“head in the
sand”
marketing …
hoping you
can ignore all
the changes?

22. Move forward
The future is
here. NOW.
It’s time to choose a
new direction.

23. VITAL
QUESTION 1If someone is looking for
what you offer …
where are they looking?

24. 1 First, who is looking? Profile those you want to reach.

25. 88% of internet users conduct research online first
1 If they’re looking for what you offer, where are they looking?
By a show of hands …
Who uses the internet to
research before making a
decision—to compare, check
reviews, learn about an
organization?

26. 1 If someone is looking for what you offer, where are they looking?
Today’s audiences are
different.
Rethink your marketing
to reach them.
Online. Mobile.
Mapped. Yelped.
Shared. Streamed.
Texted. Emailed.

27. Being open
isn’t enough.
Today your
website is the
heart of your
marketing. And
the home page
is your lobby.
1 And where are they looking?

28. 1 Where are your target audiences looking?
• 85% of American adults are online.
• 88% of internet users conduct research online.
• 72% of American adults who
are online use social sites.
• Consumer review sites like Yelp
are growing exponentially
• Obsession? 23% of Facebook users
check their accounts five or more
times every day.
• Email is still a viable and valuable
communication for brands

29. 1 Where are your target audiences looking?
Inbound marketing is growing exponentially
Focused on digital tools to build marketing actions, leads and
conversions around an online brand.
Because people start their search online.

30. Where are they looking?
 Where can they find you?
 How can they find you?
Who are “they”?
 Profile your audiences
 Personas and anti-
personas
What are you offering?
 Define what you offer and
why those audiences buy
Review your marketing
 Where do people find
your brand?

31. VITAL
QUESTION2If they find you,
what will they see?

32. Is it
clear
what
you
provide?
2 If they find you, what do they see?

33. 2 If they find you, what’s the first impression?
Is your lobby,
display, brochure or
website friendly?
Can people quickly
understand why
they should choose
what you provide?

34. Will they be
touched and
delighted? Can
they relate to
your story?
Will they see
the outcomes
you create?
2 If they find you, what’s the first impression?

35. Is it welcoming?
 Friendly and helpful?
 Easy to find what’s
needed?
Does everything connect?
 More than the logo on ads,
signs, website
Is it right for your targets?
 Colors, message, visual
style, all must appeal
 Language that’s right for
your audiences

36. VITAL
QUESTION3Will you stand out in 3?

37. 3 Do you stand out at a glance? What makes you unique?
A brand brings recognition. But it’s more than a logo.

38. 3 Do you stand out? What’s different that people will care about?
A brand is the total experience.

39. 3 Will you stand out and be remembered?
Use design
and color to
grab attention
and be
recognized.
A brand promise
is what your
audiences can
count on.

40. 3 Will you stand out and be remembered?
Will you be lost in the crowd? Or are you …
 Remarkable
 Visible
 Memorable
 Different

41. Use the blink test
 Signing clear and easy to
read, inside and out?
 Website a quick read with
easy to find info and FAQs?
How do you stand out?
 What’s different, unique?
 Visual and verbal
What’s remarkable?
 What idea, fact, story or
“nugget” can people share
and remember?

42. VITAL
QUESTION 4Can they easily see
“what’s in it for me?”

43. 4 What’s in it for me? Why should I care?

44. They care about what they get …
not your point of view or a list of stuff you do.

45. Feature:
We will clean and
press your suit
and tie and have
it done in 3 days.
4 What’s in it for me? It’s personal, emotional.

46. Benefit:
You’ll look and
feel like a
rockstar in your
clean suit.
4 What’s in it for me? Focus on the why. The benefits.

47. So? …
So? …
So?

48. Messaging
hierarchy
clarifies the
context,
purpose,
benefits and
relationship.
It is the
foundation
for all copy.

50. Make a list of services
 Then figure out why
audiences join/give/get
involved/buy
 Benefits: Why? So?
Avoid default words
 “Quality” or “Service” or
“Solutions” … what does
that really mean?
What are the FAQs?
 Provide helpful details
 Answer common
questions

51. VITAL
QUESTION 5Is it easy to choose?

52. So many choices … where to start?
Help them choose you.

53. 2010 – 5.3
2011 – 10.4
2012 – 16+
5 Is it easy to choose? People are doing more research before deciding

54. Too many
choices
makes it
hard to
choose.

55. Help first …
be a resource.
Help people learn,
compare, take action.
Be clear
and authentic.
5 Help people choose, then make it easy to respond

56. 5 Is it easy to choose how to give, volunteer, join?
o Are options and choices
clear?
(good/better/best)
o Is there an easy-to-find
list?
o Will a picture tell the
story?
o Make it easy to give,
one call or one click
o Share the stories
o Do donors know what
they’re “buying”?

57. What’s the call to action?
Where’s the point of choice?
Online and offline.
Clear, easy to see.
Ask for the next step.

58. Comparisons or checklists?
 Help people choose you,
what’s the difference?
Calls to action? Urgency?
 Where/when do they
choose? (point of choice)
 What’s the action? Clear
and specific
Look at options, simplify?
 Bundle to make decisions
easier, or simplify
Need some help?
Ask about our marketing
consulting offer.

59. So much information!
Stop and breathe … questions?
And here’s some help …
Book a two-hour consultation … $250
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61. THANK YOU!
Any more questions?