marketing for non profits

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MARKETING FOR NON MARKETING EXECUTIVES

MARKETING FOR NON-PROFITS


Reflections

Given a choice between changing and proving

that it is not necessary. Most people get busy

with the proof.

– John Galbraith

The nonprofit sector is an outstanding,

fulfilling…tricky, messy place. - Deirdre Maloney


NGO Frugal Mindsets

No Budget

On the Cheap

All Volunteer

Frugal

Not necessarily a bad thing…… Can sometimes hinder Non-profits from reaching their potential


….. Need integration of the four Ms into their business to achieve optimal results

Management, Money, Marketing & Measurement

Aren't these similar to the profit enterprises?

• Volunteers help run operations

• Donors, members, and sponsors bring in revenue

• Revenue and operations keeps an organization running.

• Marketing provides the engine to run effectively and efficiently

Deirore Maloney has these to say.. ….. The answer


Social marketing is focused on identifying, anticipating

and satisfying citizens needs through interventions that people value and lead to

measurable social improvement

Social Marketing ......OUTCOME definition

Change.. Maintenance... Compliance


‘social media’

Not to be confused with…

social media marketing


Social Marketing

…….PROCESS definition

the systematic application of marketing, alongside other concepts and

techniques, to achieve specific behavioural goals,

for a social good.


criminology

marketing

AND MANY MORE…


Good Idea

Hunch

Experiment

Plan Test Research

The Marketing Mindset


Products and Services: Product strategies - developing a highly specialized product or service or providing a product-service package containing unusually high-quality service. Promotion: Direct and indirect customer interaction. Good salesmanship is essential for small businesses because of their limited advertising budgets. Online marketing is a cheap, quick, and easy way to ensure that your business and product receive high visibility. Price: When it comes to maximizing total revenue, The right price is crucial. Higher prices mean lower volume and vice-versa Distribution: The manufacturer and wholesaler must decide how to distribute their products. ow-cost, low-traffic location means spending more on advertising to build traffic.

EVERY MARKETING PROGRAM …… HAS FOUR KEY COMPONENTS:


Case study ….. Branding as a way to market..

Breast cancer advocacy uses a the pink ribbon and

The color pink as a concept brand to raise money

and increase screening.

The breast cancer brand is strong:

People who support the

"pink brand“ identify themselves

as members of the socially aware niche market,

who are in favor of women's health, screening

mammography, Positive thinking, and willing submission

to the current mainstream

medical opinion

Identity.. Association… Support for a cause.


Cash studies …….Green Banana Marketing

The Fairtrade Foundation began life

in 1992 as a movement for a better deal in

international trade for small farmers and

workers in poor communities

WWF, well known for the panda logo and its work to

protect endangered species

Green Banana Marketing ….(http://www.greenbananamarketing.com/)


Action Focused Marketing Plan, well resourced and properly executed.

WWF case study

…… November 2005

communicating with

the public and

business

Awareness was up 100%. The positive affects of the campaign attracted new partners. 48% familiarity rating amongst business leaders in 2007 as a result of the whole campaign to target business leaders.

The Fairtrade Foundation case study April 2009 … developing consumer and business to business marketing

Fairtrade Fortnight was bigger than 2008 with more stall holders and products. 8 NGO’s and 25 licensees, and 2 retailers and over 10 international organisations taking part. 470,000 consumers responding to a viral email. Corporate support grew exponentially. Sales of Fairtrade bananas increased by 15% overall.

Green Banana Marketing (http://www.greenbananamarketing.com/)

Cash studies …….What was the outcome?


The common public health mantra


Leverage events and milestones

40th Anniversary of SOS Children’s

Villages in Africa, Former President Alhaji

Ali Hassan Mwinyi was honored as the

Goodwill Ambassador. Press and

Dignitaries were in attendance..

Dec, 2012 the National Director of SOS Children

Villages in Tanzania received a grand

Achievement award.. This was leveraged in the

press to connect with the different publics.


If you can, Make it ‘fun, easy & popular’

900+ Pumps in South Africa

Providing easy access

to clean drinking water

Going from

150 to 1400 L an hour

Through CHILD’S PLAY

Advertising on storage tank

pays for system maintenance

for 10 years

http://www.playpumps.org/site/c.hqLNIXOEKrF/b.2559311/k.BCFF/Home.htm


OK so what do we do?


Adopt A Social Marketing Approach

1. Establish quantifiable goals and measure performance

2. Segment and succeed

3. Focus on single, simple doable behaviours one at a time

4. Make it fun, easy and popular if you can

5. Develop products, services and improve environments


Simple Market Planning Process

Stage 1: What's your message? Stage 2: Create infrastructure to implement the plan Stage 3: Market

Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me, but don’t try and sell me – it

won’t work.

http://www.marketingplaninfo.com/wp-content/uploads/2011/11/Marketing-Consultancy.jpg


Conclusion ….. Non-profits are doing great work and changing the world.

• Embrace marketing principles to grow, flourish, and continue to make the world a better place.

• Strike a good balance between creative use of limited resources, and proper budgeting for marketing.

• You don’t have to have a marketing team.. Use good consultants.

Tell your stories.. Have a Plan… Don’t be afraid to spend money.

http://www.linkedin.com/groups/Nonprofits-Do-More-Less-4148868?home=&gid=4148868&trk=anet_ug_hm&goback=.anp_4148868_1322451853076_1

http://www.linkedin.com/groups/Nonprofits-Do-More-Less-4148868?home=&gid=4148868&trk=anet_ug_hm&goback=.anp_4148868_1322451853076_1


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