PRESENTED BY LISA PARKERMARKETING & MANAGEMENT

CONSULTANTTO THE NON-PROFIT COMMUNITY

OCTOBER 20, 2010Association of Fundraising Professionals

Marketing Basics for Fundraising Professionals

Agenda

IntroductionsWhat is marketing?

Definition PR Branding

The Marketing Plan Goals 4 P’s

Cutting through the clutter

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

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

Public Relations Defined

Process of maintaining and enhancing the reputation of the organization among key publics. - Kotler

Public Relations vs. Marketing

Influence attitudesPrimarily a

communications toolDependent on others

to deliver message

Influence behavior Encompasses needs

assessment, product development, pricing, distribution

Message controlled by marketer

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

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.

GENERATE REVENUE AND CUSTOMERS

($ AND PEOPLE)

Ultimate Marketing Objective

Anatomy of a Marketing Plan

AnalysisStrategy

Goals Target markets Budget Marketing Mix

4 P’s

Action Plan/ImplementationEvaluation

Specific and MeasurableSpecific and Measurable Right GoalsRight Goals

Advertising reach & frequency

Publicity exposuresDirect marketing

responseCustomer satisfactionAttitude, awarenessMarketing

efficiencies/effectivenessRevenue & salesService or product

usage

It it NOT about: Name recognition Good will Press clippings

It IS about: People Money Lifetime Value

Strategy

Define Goals and Objectives

Marketing Mix

4 P’s Product

Customer value Price

Customer cost Place

Customer convenience Promotion

Communication

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

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

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 accessiblePowerful 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

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

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

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

Marketing Mix: Promotion

Cutting Through the Clutter

Know your audienceUnderstand your “product”Understand what motivates the prospectUnderstand how creative works

Design Awards = Results Role of Creative

Grab attention Quickly explain the offer Make it easy to respond

Review

Marketing is about influencing behavior for mutual benefit of the customer and the organization

CONTACT:

LISA PARKER479-466-1906

LISA3PARKER@GMAIL.COM

Questions?