2. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Your Packet Contains
1. Note pages of all slides
2. Worksheets
3. Marketing Plan brief
4. A survey to complete at the end of the workshop
5. Contact information for Dayton SCORE for mentoring or to
access the website
2
3. Marketing Non-Profit
Workshop Arnold Sandness
www.score.org daytonscore.org
• District Director, Southern Ohio SCORE, 2004 - 2010
• Chapter Chair, Dayton Chapter of SCORE, 2000 - 2001
• Past President, Presidents Club of Dayton, 2005
• Past President, Board of Trustees,
• Hithergreen Senior Center, 1998-2004
• Independent Marketing Consultant, 1987-1995
• Retired from Delco Products Division.
• General Motors, 1987 – Marketing Administrator
• 1954 Engineering Graduate – University of North Dakota
4. Marketing Non-Profit
Workshop John Glaser
www.score.org daytonscore.org
• BS Marketing Penn State University
• MBA Entrepreneurship Wright State
University
• Member of four non-profit organizations
• Chaired dinner/auction fundraiser for the
DePaul Center (4 yrs. - $80,000)
• Chaired auction fundraiser for House of
Bread ($5000)
• Member of the Board of Directors for the
Penn State Alumni Association
• Member of the National College Advisor
Board
6. Marketing Non-Profit
Workshop Outline
www.score.org daytonscore.org
• Integrated Functions for Success
• Communication
• Target Market/ Niche
• Marketing Goals (notional)
• ID your targets
• Breakout Description
• Strategy
• Media Options
• Developing the Plan
• Execution
• Evaluating Results 6
7. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Strategic Planning
Fundraising Board Development
Financial
Marketing Management
Inte g r ated Functions for Success
8. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Cover Page
Mission
Vision
Defining the Product
Or Service
Determine the
Target Market
And Demand
Research the Client
Demography
Attract Resources and
Develop a funding stream
9. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Communication is a vital success factor for
non-profit corporations.
• Your target market needs to know how the
organization is fulfilling its mission and how
they can contribute to its success through
volunteering and fundraising.
10. Communication
Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Name
• Your Organization
• Short Description of what your
product or service can do
• Casual Conversation not a sales
pitch
• Hand out business card
Elevator Pitch
talking on your feet
11. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Target MARKET
•Clients or customers –mission
•Sponsors and Donors – funding and resources
•Volunteers - manpower and talent
T he Mar ket is Dif ferent for Non-Profit
Or ganization
12. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Clients
•Who Are your clients going to be?
•Where Are they located?
•When Do they decide to use your product or
service?
•Why Do they “need” your product or service?
•How Will you find them or they find you?
•What Is your product or service worth?
Market Planning
13. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Sponsors
•Who Are your sponsors?
•Where Are they located?
•When Do they decide to provide you resources?
•Why should they support your organization?
•How Will you find them or they find you?
•What Is your product or service worth to the
sponsors and the community?
MARKET PLANNING
14. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Volunteers and Staff
•Who Are your human resources?
•Where Are they located?
•When Do they decide to join?
•Why do they want to support your organization?
•How Will you find them or they find you?
MARKET PLANNING
15. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Mar keting Goals
(notional)
Target Areas 2013 2014
A. Volunteers/Board Members +10/2 +5/1
B. Clients or Customers + 500 + 750
C. Sponsors/Contributors/ 5/400/3 10/800/4
Foundations
$50 K $ 100 K
21. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Use Community Services
• Newsletter
• Face Book
• Church Groups
• Public Service Announcements
• Newspaper
• Solicit using a booth or table at events
Attr acting Clients or Customer s
22. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Events like Golf, Dinners, Auctions, Walks, etc.
• Mailings emphasizing Tax deductions
• Use Community Services
• Newsletter
• Face Book
• Church Groups
• Public Service Announcements
• Web Page donations
• Solicit using a booth or table at events
• Submit Grant Applications
Raising Income
23. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Use Free Volunteer Website Ads
• Newsletter
• Face Book
• Church Bulletins
• Public Service Announcements
• Newspaper
• Solicit using a booth or table at events
Attr acting Volunteer, Member s, Staf f,
and Boar d member s
25. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Selecting a Media
• Web page
• Email
• Direct Mail
• Public Service Announcements
• Social Media
• Videos
27. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Marketing Video for clients,
volunteers, supporters
http://www.daytonscore.org/volunteer/Scor
eVideo.htmlSCORE video
29. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• General description of your service or product Elevator pitch
• Customers, Sponsors, Contributors, Volunteers; Market
The ones you will focus on. Mission
• What issue/need do you solve/provide
• How do you plan to reach them? Strategy
• What alternatives do your customers have or who
Competition
else can provide your solution to your customers?
• A Marketing budget by month (includes revenue
and expenses)
Invest $$
Your Mar keting Plan
30. Marketing Non-Profit
Workshop by the Numbers
Marketing
www.score.org daytonscore.org
Performance Goals by the Month
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
volunteer 1 2 2 1 1 1 2 2 2 2 16
-1 -1 -2 -2 -6 10
Board 1 -1 1 1 2 2
Clients 80 50 40 20 20 20 10 10 10 80 80 13 433 433
Sponsor 500 1000 500 2500 500 2000 500 7500 $7,500
Contributions 1000 200 200 100 100 100 100 5000 5000 11800 $11,800
Events 5000 7500 12500 $12,500
Grants 5000 10000 2000 17000 $17,000
# 1 1 1 3
$48,800
32. Market Plan
Marketing Non-Profit
Detailed Calendar
Workshop
www.score.org daytonscore.org
• Detailed Marketing Activities
for the month of March
• Use for pre-planning future
events and programs
• Assigns duties
• Categorized by Market area
• Targets due dates of
assignments
• Identifies frequency of
activity
35. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
A Realistic
Marketplace Perspective
Client Perspective A Sustainable
Resources Business Model
Board of Directors
$ Support
Marketing Success
Manpower
Marketing Plan
Volunteers Plan
Process
Road Map
36. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Commitment
Commitment
Plan to Plan
Plan to Plan
Set Goals and objectives
Set Goals and objectives
Write the Plan
Write the Plan
Assign responsibilities
Assign responsibilities
Invest in media
Invest in media
Measure and update frequently
Measure and update frequently
37. Professional Business
Marketing Non-Profit
Mentoring:
Workshop
www.score.org daytonscore.org
Staffed by local volunteers
Confidential business mentoring
Free of charge
Call for an appointment : 937-225-2887 or visit online
www.daytonscore.org
SCORE Office
Federal Building
Suite 104, 200 W. Second St.
Dayton, Ohio 45402
40. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Putting the Marketing Plan into
effect requires buy-In by the
managers and directors
The board must participate in
decision making during the plan
development and its
implementation
Measuring the results of the
strategies and adjusting to the
market done quarterly and
reported at each board meeting
41. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Personal Solicitation
~ Campaign Structure
~ Chairperson & Committee
Matching Gifts
~ Companies Match
• Gift Clubs Employee Gifts
~ Way to Solicit Larger Gifts
~ Scaled Donor Recognition
Challenge Gifts
~ Donor or Funder
• Telephone/Telethons Challenge
~ Volunteer Callers w/ Scripts
~ Most Similar to Personal Solicitation
• Direct Mail
~ Expensive & Technical
~ Mailing List is Key
Mar keting Annual Giving
42. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Strategic Plan Public Relations Plan
Development
Influential Community
Committee for Major
People Involved
Gifts
Gift Club System to Donor Recognition
Upgrade Donors Program
Professional Looking Compelling Case for
Materials Support
Readiness Checklist for a Major Giving Program
43. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Marketing Your Planned Giving Program
•Use Regular NPO Newsletters, Mail, Telephone Cultivation, Website
and Personal Visits
•Stress How Planned Giving Helps Donors Address Their Needs and
Also Support the NPO
•Use Real-Life Stories and Fictional Scenarios to Illustrate the Mutual
Benefit
•Enlist Professional Experts to Present Seminars on Planned Giving
Options to Your Prospects
•Create a “Legacy Society” to Recognize and Provide Benefits to
Those Who Make Planned Gifts
How to Mar ket Planned Giving
44. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Programs & Services Evaluation Data
• Testimonials to NPO’s Value
• Well-Known Spokesperson
• Community-Wide Visibility
• Collaborative Reputation
• Active Board
• Strong Volunteer Program
• Variety of Ways to Tell Your Story
Media, Brochures, Newsletters, Website, Presentations
• Comprehensive Database
Funders’ Contact Information and Giving History
Prospects’ Contacts Information
Using Fundr aising Success Factor s
47. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
• Special Events
• Board Contributions
• Individual Contributions
• Will and Trust Bequests
• Grants
• Sale of Products and Services
• Fee for Services
• Membership Dues
• Donations
Target Sources of Income
48. Marketing Non-Profit
Workshop
www.score.org daytonscore.org
Volunteers
• Canvas the Community
• Recruit the Skills Needed
• Offer Training
• Sign Up Reliable and Qualified
• Sell the Organization
• Obtain complete Buy-In
Editor's Notes
09/12/12 Announce the topic and state that this is an introductor y program for website development geared for attendees with limited knowledge of website development, Indicate that the packet includes the slides and a checklist for developing their website. You should also have materials for them to sign up for counseling.
09/12/12 www.scoreworks.org Announce the topic and state that this is an introductor y program for website development geared for attendees with limited knowledge of website development, Indicate that the packet includes the slides and a checklist for developing their website. You should also have materials for them to sign up for counseling.
09/12/12 www.scoreworks.org This presentation is intended to be comprehensive, and can be modified by the presenter to reflect their personal style. Have this slide up while attendees sign up and get seated. Make sure everyone signs in, even if they come in late. Distribute hand out materials and folders. Informally ask about where the attendees are in their development process and if they have a web site or not.
09/12/12 www.scoreworks.org
Chapter 2: Page 54 The Marketing Plan Model (What and Why) Chapter 12: Pages 352, 353 New Marketplace Communication Landscape 2 major change factors Shifting Marketplace Communication Model 2 Major shifts
Write these out and use the information later in your marketing plan or business plan. Product worth? Tough one to answer. What is it worth to who? Need to understand the application, customer and situation. Example, water leak in your house or apartment and you are going to entertain in a short time. How much is a plumber worth who will come in an hour? Vital that potential customers understand the benefits and that you understand what benefits are valuable.
Write these out and use the information later in your marketing plan or business plan. Product worth? Tough one to answer. What is it worth to who? Need to understand the application, customer and situation. Example, water leak in your house or apartment and you are going to entertain in a short time. How much is a plumber worth who will come in an hour? Vital that potential customers understand the benefits and that you understand what benefits are valuable.
Write these out and use the information later in your marketing plan or business plan. Product worth? Tough one to answer. What is it worth to who? Need to understand the application, customer and situation. Example, water leak in your house or apartment and you are going to entertain in a short time. How much is a plumber worth who will come in an hour? Vital that potential customers understand the benefits and that you understand what benefits are valuable.
These are points that anyone reviewing your business plan will want to see. Example, a laser measuring tool.. It can measure distance between walls, objects, points. Compare that to a tape measure… Market strategy…. Our plan is to demonstrate the product at shopping malls and use a special introductory price offer to reach initial customers with the provision that they give us testimonials that we can use to convince future customers.
Read the business plan if you haven’t already. Your feasibility plan is just a first draft—it doesn’t need to be perfect. Emphasize that clients can complete these for one or multiple ideas.
So if you need support to get your business going, be sure to contact us and we will be glad to help you out when and where you need it.
Inform the clients that if they are committed to all of the above bullet points, then all of the above will assist them in reaching a “go or no-go” decision.
