Marketing and Fund Development

Northland FoundationKathy Keeley

October 19, 2010

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Why Marketing Definitions and more Definitions Marketing – Five Key Steps Effective Tools Tips

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Agenda

Nation of Consumers

Technology

Competitive Environment

Generational Demographics

Community Engagement

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So Why Now!

Awareness and Recognition

Clients – Outreach

Image

Fundraising◦ Educating Donors◦ Asking Donors◦ Closing the Ask

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So Why!

RESULTS

RELATIONSHIPS

RESOURCES

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Produce and Message Results

Build and Develop Relationships

Demonstrate Stewardship of Resources

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Why Marketing!

Definitions and More

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Marketing Branding Messaging Marketing Plan Public Relations Promotion Advertising Social Marketing Social Media

Guerilla Marketing Viral Marketing Marketing Metrics Blogs Twitter Web Hits and Page

Views Video Marketing

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The Terms

Communication vs. Marketing

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Market Research – data to inform your marketing

Target Market – who is the very specific audience

Marketing Metrics – what are you measuring

Marketing Plan – objectives, activities, timeline, budget

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Marketing

name, term, design, symbol, or other feature

identifies one as distinct from those of other organizations

◦ Brand Identity◦ Brand Image

◦ Logo, name, tag line all together- Trademark

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Brand - Branding

Advertising – Ads to sell something

Public Relations – media press releases, promotion, name awareness activities,

Promotion – media, trade booths, outreach activities, presentations

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Advertising and Public Relations

Creating a Campaign◦ Define the Purpose◦ Community Engagement◦ Message - Theme◦ Call to Action

◦ National◦ Statewide◦ Local

◦ Cause Related Marketing

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Social Marketing

Website

Blogging Email Blasts

Facebook Twitter LinkedIn

What is the purpose?

Experience for the visitor?

Demographics of Target Market

Fundraising Goals Networking Policies

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Social Media

Just In Case

$ $ $ = fundraising

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Five Steps To Effective Marketing

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Define – Plan – Execute – Measure- Review/Renew

1. Define: Your Brand and Message2. Plan: Develop Marketing Plan3. Execute: Get the Marketing Mindset4. Measure: Work the Plan and Measure5. Review: Evaluate, Learn and Adapt

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Five Steps to Marketing

Define the Brand and the Message

Be Consistent

Reflect Your Image

Speak to Your Target Audiences

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Name Logo Colors Font Design and Placement

Image

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What is Your Brand?

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Brand ◦ Image=Brand

Message◦ Tag line consistently used

Marketing Activities◦ Creating visibility and awareness of the brand:

• Sets an organization apart from its competitors• Presents a clear, consistent message• Delivers a unique, enduring value that creates

preference• Provides focus• Increases a sense of connection or affiliation

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Concepts

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Focus Groups Surveys Interviews Industry Competition - Comparison

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Market Research

Plan: The Marketing Plan

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Yet Another Plan

Organizes your goals and provides measures

Informs the budget

Ensures impact for the dollars spent

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Why Plan?

Outline1. Marketing Purpose/Rationale2. Dashboard3. Services/Program Description4. Marketing Objectives5. Target Market6. Strategies to reach target market7. Action Plan – calendar

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The Plan

Marketing Metrics Numbers of What you Going to Do

Examples◦ 20% increase in referrals ◦ 25% increase in donors, members, etc.◦ 3 Newspapers articles◦ Lunches with key individuals (4 per quarter)◦ Event Tickets – sold out

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Dashboard

What do you want to accomplish? What is your real objective?

◦ Increase referrals from medical personnel, counselors, and case managers.

◦ Increase awareness and name recognition among prospective donors and current donors.

◦ Increase donations from current donors.

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Marketing Objectives

Multiple Constituencies = Multiple Messages

◦ Clients◦ Referrals◦ Current donors◦ Prospective Donors◦ Community Awareness

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Target Market

What are you going to do to achieve goals?

Develop 30- and 60-second PSA’s Add Donate Now button on web site Create email blast –monthly

Note: Where does Social Media fit into your strategy?

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Marketing Strategies

Execute: Get the Marketing Mindset

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It’s an Attitude!

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The Mindset

What does the client, consumer, donor experience when they enter your door?

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It is everything you do!

o Location o Officeo Peopleo Web siteo Materialso Business cards

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Marketing

A clear understanding of what the customers value

Donors Partners Clients Families Stakeholders

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Marketing Mindset

Market Research ◦ Understanding what the customer wants and

needs

Target the Market◦ Be Aware Multiple Constituencies

Marketing Plan – Everyone is responsible◦ Promotion Activities◦ Networking

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The Mindset

Brand ◦ Image=Brand

Message◦ Tag line consistently used◦ Elevator Pitch

Marketing Activities◦ Creating visibility and awareness of the brand

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Concepts

What can you do this week?

What can you do this month?

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Marketing Activities

Measure: Work the Plan

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Measure what happens

Be Deliberate

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Measure What Happens

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12 month workplan for program

Quarterly individual workplan

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Marketing Activities

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12 month Action PlanActivity

Jan Feb Mar April May June July Aug Sept

Review: Revise and Adapt

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What works and what did not work?

Revise plan quarterly

Timing

Was the dollar investment worth the return?

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Revise and Adapt

1. Define2. Plan3. Execute 4. Measure5. Review/Renew

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5 Steps to Marketing

Tips and Lessons

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People have to see something seven times

Build it and they will come – unlikely

Timing is key

“Everyone is our Market” – not◦ Targeting – niche society

Consistency

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Lessons

Target Market Consistent Brand Simple Marketing Plan with Calendar Tie to Fundraising Social Media Appropriately

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Tips

Market segmentationclaritas.com/MyBestSegments/Default.jsp

Nonprofitsmanagementhelp.org

northlandfdn.org

Social Mediabethkanter.org

Newsletteragoodmanonline.com/newsletter

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Resources