marketing your work tees nhs
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TRANSCRIPT
Fundraising and Marketing Workshop
2013
Marketing Non Profit Organisations
In pairs
3 minutes each
Your key marketing
challenges
“finding, engaging and building a relationship with your supporters and users”
1. What is Marketing?
“The one key process which will ensure that your
organisation remains relevant, focused and well
resourced”
2. What is Marketing?
Your ‘publics’
YUPPIE
Young Upwardly Mobile Professional
Marketeers’ Analysis
PUPPIE
Previously Upwardly Mobile Professionals
DROPPIES
Disillusioned, Relatively Ordinary Professionals Preferring Independent Employment Status
DINKY
Double Income, No Kids (Yet)
SITCOM
Single Income, Two Children, Outrageous Mortgage
GOLDIE
Golden Oldie, Lives Dangerously
LOMBARD
Lots Of Money But A Right Dickhead
Shareholders
Staff
Customers
BT’s ‘Publics’
Step 1:
Identify Your Publics
Question 1:
Who are you speaking to?
Your Targets
Who are you speaking to?
Quangos
Health
Rich Individuals
Central Government
Trusts
User Groups
Legators
Corporates
Individual Officers
Step 2:
Define your objective
Question 2:
What do you want them to do?
Sector Objective Strategy
? Eat fast ?
Supermarkets ? Smaller floor tiles in certain
aisles
TV Producers Make you laugh ?(when it’s not funny)
Do you want their money?
…their expertise?
… their attention?
Pick a marketing
objective for each of your top 3 publics
Three Key Questions
Who are you speaking to?
What do you want them to do?
How will you make them do it?
Define your goals for your
key publics
Are you a real man?
Marketing Your Work - Using Your Promotional Material To Raise
Money
Some Big Numbers
“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”
Samuel Johnson 1759
Grab Attention!
Create Impact!
Motivate Your Reader!
Using your annual report as a flagship
marketing tool
“Annual reports are in a 5 minute race. That’s the amount of time according to statistics that the average reader will give the book before tossing it aside”
Communication World
Internal or External?
Target Your Document
A clear purpose for your Annual Report
CHARITY TARGET AUDIENCE
PURPOSE KEY MESSAGE
TBF
NSPCC
Natural History Museum
Teachers
Donors
Trusts
Boost Membership
Loyalty
Secure research grants
‘We are here for you’
Thanks!
‘We are serious!’
Golden Rules
Deadly Sins
Age Concern England
OR ‘Crime Watch’?
P32043269
The Chairman’s Flower
Chief Executive’s Flower
Are they about houses …
Or People
?
Artsline
Just what are the staff up to?
Bates Motel?
A 5-Star Service?
Gill Airways Magazine
And what really floats their boat!
How not to do it!
You don’t need a weather vane to know which way the wind blows
Childhood Asthma Initiative
Better?
Even better again?
Hope for Children
Lord Puttnam
Maintaining Anonymity
Betty’s Experience
People buy emotionally first - and then justify
their feeling with rationality
Annual report evaluation exercise
1. Examine the first annual report for 5 minutes. Study for the full five
minutes
2. Award up to 10 marks for each of the headings (max points per report is 50)
3. At the five minutes mark rotate the reports around your group. Repeat steps 1 and 2 for this new report.
4. Continue in this way until you have examined and scored every annual report in your group.
5. Share your conclusions with the rest of the group. Did you agree or disagree? Why?
6. Agree on key learning points and feedback?
The five headings to score
1.Pictures
2.Headlines
3.Copy
4.Design
5.The ask