Marketing Basics for Fundraising Professionals

1. Marketing Basics for Fundraising Professionals PRESENTED BY LISA PARKERMARKETING & MANAGEMENT CONSULTANTTO THE NON-PROFIT COMMUNITY OCTOBER 20, 2010 Association of Fundraising Professionals

2. Agenda • Introductions • What is marketing? • Definition • PR • Branding • The Marketing Plan • Goals • 4 P’s • Cutting through the clutter

3. Marketing Defined • The process of planning and executing programs designed to create, build, and maintain beneficial exchange relationships with target audiences for the purposes of satisfying individual and organizational objectives.- Philip Kotler, Strategic Marketing for NonProfit Organizations

4. Customer-Centered Approach • Marketing starts with customer perceptions, needs, and wants. • Highest volume of exchange will always be generated if the way the organization’s offering is described, priced, packaged, and delivered is fully responsive to where the customer is coming from. - Kotler

5. Public Relations Defined • Process of maintaining and enhancing the reputation of the organization among key publics. - Kotler

6. Public Relations vs. Marketing • Influence attitudes • Primarily a communications tool • Dependent on others to deliver message • Influence behavior • Encompasses needs assessment, product development, pricing, distribution • Message controlled by marketer

7. Branding • Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. • Brand Identity: How you want the consumer to perceive your product or your brand. • Brand Image: The perception of your product or your brand by the consumer • Branding attempts to bridge brand image and brand identity - www.marketing.about.com

8. Branding con’t • Branding is NOT marketing. • Despite what many believe, brand is NOT about your logo, tagline and glossy brochure. A strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts.

9. Ultimate Marketing Objective GENERATE REVENUE AND CUSTOMERS ($ AND PEOPLE)

10. Anatomy of a Marketing Plan • Analysis • Strategy • Goals • Target markets • Budget • Marketing Mix • 4 P’s • Action Plan/Implementation • Evaluation

11. StrategyDefine Goals and Objectives Specific and Measurable Right Goals • Advertising reach & frequency • Publicity exposures • Direct marketing response • Customer satisfaction • Attitude, awareness • Marketing efficiencies/effectiveness • Revenue & sales • Service or product usage • It it NOT about: • Name recognition • Good will • Press clippings • It IS about: • People • Money • Lifetime Value

12. Marketing Mix • 4 P’s • Product • Customer value • Price • Customer cost • Place • Customer convenience • Promotion • Communication

13. Marketing Mix: Product • A proposal by a marketer to make available to a target customer a desirable set of positive consequences if, and only if, the customer undertakes a desired action. - Kotler • Marketers influence as well as create • Often underutilized by marketers

14. Marketing Mix: Price • What the customer “pays” to get the offering • Monetary • Psychological • Time, hassle, step out of comfort zone • Doesn’t have to be the same for everybody • Two basic camps • Those who buy on price • Those who would probably pay more than you are asking

15. Marketing Mix: Price con’t • Powerful marketing tool • Low prices and discount offers can motivate behavior • Maintaining a low entry price helps make organizations more accessible • Powerful revenue-generating tool • People will pay high prices for something they want…or something they think they can’t get • Challenge: minimize cost to customer but maximize revenues to organization

16. Marketing Mix: Place • Channels of distribution • A channel is a conduit for bringing together a marketer and a target customer at some place and time for the purpose of facilitating a transaction. - Kotler • Generally, more opportunities to buy = more sales • Hours, locations, in person, phone, online

17. Marketing Mix: Promotion • Communications vehicles • Personal • Direct sales • Telemarketing • Social networking • Impersonal • Advertising • Paid newspaper, radio, TV, outdoor, online • Publicity • Free; generally results of PR efforts • Direct response marketing • Direct mail, email, other electronic/online vehicles

18. Marketing Mix: Promotion • Return on Investment - $ • Biggest bang for your buck • Based on solid analytics • Ability to track • Return on Investment – Time • Staff • Volunteer • Advanced planning

19. Marketing Mix: PromotionCutting Through the Clutter • Know your audience • Understand your “product” • Understand what motivates the prospect • Understand how creative works • Design Awards = Results • Role of Creative • Grab attention • Quickly explain the offer • Make it easy to respond

20. Review • Marketing is about influencing behavior for mutual benefit of the customer and the organization

21. Questions? CONTACT: LISA PARKER 479-466-1906 LISA3PARKER@GMAIL.COM