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Marketing to Funders

Marketing to Funders. Strategic Planning for Providers to Improve Business Practices National Conference ~ Washington, DC ~ October 21-23,2009 Jim Aiello Director, Northeast ATTC Erin Fridley Associate Director, ATTC National Office. Today’s Agenda.

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Marketing to Funders

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  1. Marketing to Funders Strategic Planning for Providers to Improve Business PracticesNational Conference ~ Washington, DC ~ October 21-23,2009 Jim AielloDirector, Northeast ATTC Erin FridleyAssociate Director, ATTC National Office

  2. Today’s Agenda • Who We Are • Marketing/Branding Overview • Creating a Message • Identifying Funders and their Needs • A Case Study • Creating Your Marketing Plan

  3. Who We Are http://www.ATTCnetwork.org Southern Coast

  4. Why Market?

  5. Marketing = Response THE RESPONSE PROCESS: FOUR MODELS

  6. Benefits of Branding • Allows repositioning • Increases recognition • Increases professionalism • Increases *perceived dependability * Perception is EVERYTHING

  7. Some Branding Examples....

  8. Some Branding Examples....

  9. Some Branding Examples....

  10. The branding bottom line.... less is more.

  11. Creating Your Message!

  12. Creating a Message for Funders When creating your message, remember… • Marketing Goals --- What do you want to accomplish? • Target Market --- Who are you targeting and what are their characteristics? • Products --- What benefits are you trying to “sell”? • Delivery --- Where and how will you get your message out?

  13. Creating a Message Exercise: In small groups, look over the marketing pieces on your tables and answer the following questions… • What is the marketing goal of the piece? • What is their target market? • What product/benefitare they trying to sell to this market? • Where are they reaching their target market?

  14. Identifying Funders & Their Needs • Government – Federal, State, Local • Foundations • Corporations • Community Organizations • Individuals …..Others???

  15. Identifying Funders & Their Needs Three steps to building funder relationships: • determine mutually satisfying goals between the organization and identified funders • establish and maintain funder rapport • produce positive feelings in the organization and the funder

  16. Rules • Rule No 1 - You cannot assume that you know what a customer's expectations are ... You must ask. • Rule No 2 - Customer expectations will constantly change so they must be determined on an on-going basis. • The expectations of different customers for the same service will vary according to: • social and demographic factors • economic situation • educational standards • experience

  17. Identifying Funders & Their Needs Group Activity – Analyzing Target Markets In small group, choose three funders to analyze: • What do each of the funders want? What do they care about? What is important to them? • How can you give it to them?

  18. A Case Study

  19. Build Relationships

  20. Access

  21. Demonstrated outcomes to funders – duration of stay

  22. Creating a Marketing Plan

  23. Creating a Marketing Plan • Group Activity – In small group, choose one agency and create an initial marketing plan by identifying: Goal: broad, overall desired outcome Objective: specific outcome, timeline Strategy: relates to achieving objective Tactic: specific task relating to identified strategy Measurement: how will you know if the objective was met?

  24. That’s all Folks! Jim Aiello Northeast ATTC jaiello@ireta.org 412-258-8557 Contact us: Erin Fridley ATTC National Office fridleye@ATTCnetwork.org 816-235-6989

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