Selling Good Works -- Fundamentals of Marketing a Non-Profit Organization
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Selling Good Works : Fundamentals of Marketing a Non-Profit Organization Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including: --Important similarities and differences between non-profit and for-profit marketing --How non-profits should develop a marketing plan --Getting the message out to those who need it --Effective ways to use a small marketing budget --Using the web and social media to communicate --Tracking and evaluation of non-profit marketing efforts
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Selling Good Works -- Fundamentals of Marketing a Non-Profit Organization
- 1. Selling. Good. Works. Chris Houchens www.ChrisHouchens.com @shotgunconcepts Fundamentals of Marketing a Non-Profit Organization
- 2. Marketing is not a dirty word.
- 3. Non-profits have “ customers ” Non-profits are a “ business ” Non-profits need “ marketing ”
- 4. There are over 1,500,000 non-profit organizations in the United States Source: National Center for Charitable Statistics (NCCS)
- 5. You and your cause are insignificant (to most people)
- 9. “Tastes like Chicken” is NOT a compliment
- 11. Marketing messages should be conversations , not announcements.
- 12. Typical Non-Profit Message Cycle Send us money Have you heard we need money ? We need money
- 13. Effective Non-Profit Message Cycle Send us money Here’s the story of what we do Here are the results of how your money helped How what we do affects you
- 15. BRAND Any organization’s most valuable asset
- 16. Successful non-profit brands have a face
- 18. Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand
- 19. Branding Success Microwave vs. Slow Cooker
- 31. Only 46% of non-profits have a strategic or business plan.
- 34. Where’s your web presence?
- 35. Website Email Facebook Twitter Search Results Viral Video
- 39. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing
- 40. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth
- 41. Social Media are NOT mass media.
- 43. Do NOT use Social Media as a press release machine
- 49. Tracking / Effectiveness "I know that half my advertising works... I just don't know which half." John Wanamaker (1838- 1922) If this is true of your business... STOP ADVERTISING
- 52. Thank You Connect with Chris & read his marketing blog: www.ChrisHouchens.com Follow Chris on Twitter: twitter.com/shotgunconcepts Find Amazon links & more about the book at: www.BrandZeitgeist.com Find these slides online at www.slideshare.net/shotgunconcepts
Editor's Notes
- Textbook Ps include Price, Promotion, Place, and Product. Think about Passive vs. Active Marketing
- Voice overs no longer have the “voice of God” announcer I.e. don pardo, johnny, ed macmahon Jeff Bridges for Duracell Richard Dreyfuss for Honda Gene Hackman – Lowes and Oppenhimer Funds consumers aren't eager to be ordered around by a stern baritone. Rather than obeying an authoritative voice, they look to the voice of a friend for guidance
- Tracks Costs Measures Value / Cash Flow a step-by-step guide to what you are spending money on and when. budget marketing expenses--helping you keep control of your expenditures, manage your cash flow, track sales to marketing expense ratio, and measure success of your marketing efforts. ensures that dollars are not wasted. Helps with Focus gives the company something to rally behind. helps staff understand goals and become customer-focused. It also empowers them to make decisions on their own that are consistent with the company's objectives. Charts Success: Serves as a Business Handbook Captures Thinking on Paper: The finance department isn't allowed to run a company by keeping numbers in their heads. It should be no different with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, the information in the written marketing plan stays intact. Reflects the Big Picture: In the daily routine of putting out fires, it's hard to turn your attention to the big picture, especially those parts that aren't directly related to the daily operations. Writing your marketing plan helps in determining your current business status and provides a roadmap for business goals. Becomes a Document to Build On: Creating your very first marketing plan is a time and resource consuming endeavor, but well worth the effort. Once the plan is complete, you just need to make minor adjustments and tweaks to it; you won't have to re-create it from scratch. It will serve as a template and benchmark for you to work from as you define your objectives and strategies for next year. It becomes a living document for measuring sales success, customer retention, product development, and sales initiatives.
- 65% of American households have internet access. This has all happened in the When you consider it took 30 years for the same penetration when radio was invented and 20 for television, you can see that the Internet is becoming a dominant medium for Americans.
- Greenpeace has been running a poll to name some whales that are traveling in the Pacific. 29 of the 30 nominations are for either mythical, Zen-ish, or new-age-type names like Kaimana, Shanti, and Aurora. And then scanning down the list, you see " Mr. Splashy Pants ". And he's winning the vote. Overwhelmingly . While there was some noted vote tampering (votes that are not going to be counted), the reason that Mr. Splashy Pants is winning is because he went viral on the net through blogs and other forms of social media. Greenpeace saw the opportunity and grabbed it. They've extended the voting to capitalize on the buzz. They quickly mobilized to develop Mr. Splashy Pants merchandise . They're embracing it on their blog . The entire affair is getting lots of press and it will probably pop up in the MSM in next few days. It's an immeasureable PR coup for the cause. But when you read through the comments on their blog and posts on other blogs, you'll find some Greenpeace supporters who are not happy at all about the name. One of the main reasons that so many non-profits (and for-profit businesses) languish is that they spend most of their time talking to the people who are already familiar with the cause and are already ardent supporters. While it's important to cultivate your core, you have to find new people in order to grow. For some of the inside core, this feels like outsiders are hijacking the organization. Some people are so comfortable and locked up in the "normalcy" of the cause or the business that they can't see the massive opportunities right below the surface. This seems obvious -- but the best way to get attention is to stand out from the crowd.