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Marketing and Fund Development

Marketing and Fund Development. Northland Foundation Kathy Keeley October 19, 2010. Agenda. Why Marketing Definitions and more Definitions Marketing – Five Key Steps Effective Tools Tips. So Why Now!. Nation of Consumers Technology Competitive Environment Generational Demographics

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Marketing and Fund Development

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  1. Marketing and Fund Development Northland Foundation Kathy Keeley October 19, 2010

  2. Agenda • Why Marketing • Definitions and more Definitions • Marketing – Five Key Steps • Effective Tools • Tips

  3. So Why Now! • Nation of Consumers • Technology • Competitive Environment • Generational Demographics • Community Engagement

  4. So Why! • Awareness and Recognition • Clients – Outreach • Image • Fundraising • Educating Donors • Asking Donors • Closing the Ask

  5. RESULTS RELATIONSHIPS RESOURCES

  6. Why Marketing! • Produce and Message Results • Build and Develop Relationships • Demonstrate Stewardship of Resources

  7. Definitions and More

  8. The Terms • Guerilla Marketing • Viral Marketing • Marketing Metrics • Blogs • Twitter • Web Hits and Page Views • Video Marketing • Marketing • Branding • Messaging • Marketing Plan • Public Relations • Promotion • Advertising • Social Marketing • Social Media

  9. Communication vs. Marketing

  10. Marketing • 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

  11. Brand - Branding • 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

  12. Advertising and Public Relations • Advertising – Ads to sell something • Public Relations – media press releases, promotion, name awareness activities, • Promotion – media, trade booths, outreach activities, presentations

  13. Social Marketing • Creating a Campaign • Define the Purpose • Community Engagement • Message - Theme • Call to Action • National • Statewide • Local • Cause Related Marketing

  14. Social Media • What is the purpose? • Experience for the visitor? • Demographics of Target Market • Fundraising Goals • Networking • Policies • Website • Blogging • Email Blasts • Facebook • Twitter • LinkedIn

  15. Just In Case $ $ $ = fundraising

  16. Five Steps To Effective Marketing

  17. Five Steps to Marketing Define – Plan – Execute – Measure- Review/Renew • Define: Your Brand and Message • Plan: Develop Marketing Plan • Execute: Get the Marketing Mindset • Measure: Work the Plan and Measure • Review: Evaluate, Learn and Adapt

  18. Define the Brand and the Message Be Consistent Reflect Your Image Speak to Your Target Audiences

  19. What is Your Brand? • Name • Logo • Colors • Font • Design and Placement • Image

  20. Keeley 20

  21. Keeley 21

  22. Keeley 22

  23. Concepts • 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 Keeley 23

  24. Market Research • Focus Groups • Surveys • Interviews • Industry • Competition - Comparison Keeley 24

  25. Plan: The Marketing Plan

  26. Why Plan? • Yet Another Plan • Organizes your goals and provides measures • Informs the budget • Ensures impact for the dollars spent

  27. The Plan Outline • Marketing Purpose/Rationale • Dashboard • Services/Program Description • Marketing Objectives • Target Market • Strategies to reach target market • Action Plan – calendar

  28. Dashboard • 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

  29. Marketing Objectives • 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.

  30. Target Market • Multiple Constituencies = Multiple Messages • Clients • Referrals • Current donors • Prospective Donors • Community Awareness

  31. Marketing Strategies • 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?

  32. Execute: Get the Marketing Mindset

  33. The Mindset • It’s an Attitude!

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

  35. Marketing • It is everything you do! • Location • Office • People • Web site • Materials • Business cards

  36. Marketing Mindset A clear understanding of what the customers value • Donors • Partners • Clients • Families • Stakeholders

  37. The 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

  38. Concepts • Brand • Image=Brand • Message • Tag line consistently used • Elevator Pitch • Marketing Activities • Creating visibility and awareness of the brand

  39. Marketing Activities • What can you do this week? • What can you do this month?

  40. Measure: Work the Plan

  41. Measure What Happens • Measure what happens • Be Deliberate

  42. Marketing Activities • 12 month workplan for program • Quarterly individual workplan Keeley 42

  43. 12 month Action Plan

  44. Review: Revise and Adapt

  45. Revise and Adapt • What works and what did not work? • Revise plan quarterly • Timing • Was the dollar investment worth the return?

  46. 5 Steps to Marketing • Define • Plan • Execute • Measure • Review/Renew

  47. Tips and Lessons

  48. Lessons • 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

  49. Tips • Target Market • Consistent Brand • Simple Marketing Plan with Calendar • Tie to Fundraising • Social Media Appropriately

  50. Resources Market segmentation claritas.com/MyBestSegments/Default.jsp Nonprofits managementhelp.org northlandfdn.org Social Media bethkanter.org Newsletter agoodmanonline.com/newsletter

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