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?