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- 1. Marketing Best Practices 1. Find a marketer - generalists vs specialists
- 2. Marketing Generalists and Specialists Event Brand managers consultants Writers Graphic artists Ad agency PR firms Social media consultants
- 3. Marketing Generalists and Specialists Event Events Brand managers consultants One2One Letters Sales Aides Writers Brand Large mailings Graphic Newsletters artists brochures Mass Promotion Print Ads Ad agency Media relations PR firms Online Social media consultants
- 4. Marketing Best Practices 1. Find a marketer 2. Protect your brand - promotion audit - brand checklist 3.
- 5. Marketing Best Practices 1. Find a marketer 2. Protect your brand 3. Analyze revenue efficiency
- 6. 3. Analyze revenue efficiency Revenue efficiency - Cost effectiveness of each stream - Improve CRA Fundraising ratio Donor Churn - Acquiring vs retaining donors
- 7. Marketing Best Practices 1. Find a marketer 2. Protect your brand 3. Analyze revenue efficiency
Editor's Notes
- In the non-profit industry in Canada, there are 3 Best Practices for marketing. The first is to find a marketer. Large non-profits already have marketing departments. Smaller non-profits need to find a marketing volunteer. So who are marketers? Marketers are either generalists or specialists.
- These are marketing specialists. Many non-profits already have connections with graphic artists, writers, pr firms and they are typically external consultants. Very large non-profits may have employees performing these functions. If you don’t have connections to specialists, this website contains sample job descriptions you can circulate to find volunteers with these specialized skills.
- What connects the specialists is a marketing generalist. Generalists must know a little about every aspect of marketing. Typically called Marketing Managers, they are usually employees within large corporations and large non-profits … not external consultants. Why do you need a generalist? There is always a risk in self-diagnosing a marketing problem. A generalist will help you diagnose where your gaps are and either fill the gaps themselves or call in a specialist. To find a marketing generalist, look in the drop down box called Marketing Help.
- Clarifying and protecting your brand is important to donors as well as employees, volunteers and the public you are serve. First ask your marketer to perform an audit on all your promotional material. Then work together to clarify what your message is. This can be summarized in a Brand Checklist that is approved by the Board of Directors.
- Who on your staff is analyzing the efficiency of your revenue? Are you tracking which marketing activities are working and which aren’t? How do you set your marketing strategy for next year?
- The Revenue Efficiency report compares the cost effectiveness of each revenue stream. It is simplified into one page that you show your Board of Directors at year end and takes about one hour to produce. It shows how diverse your revenue streams are and points to ways to improve your CRA Fundraising ratio.The Donor Churn report shows how much your donor database churns in a year. It is also one page that your show your Board of Directors and takes about 3 hours to produce. It shows how successful you are at either acquiring new donors or retaining existing donors. This report sets your marketing strategy for next year.
- When the Board of Directors approvesthese 3 Best Practices, the ED is then empowered to sign off on any day-to-day marketing decisions.