marketing to non profits

Marketing to Non-Profits

• WELCOME– Rochester Professional Consultants

Network– March 11, 2011


• PRESENTATION GOALS:– Introduce non-profit sector– Explore marketing potential– Provide effective marketing tips


• BACKGROUND:– 32 years non-profit experience– Unique perspective: listen first– Hired numerous consultants


• WHAT IS A NON-PROFIT?– Typically 501(c)3

• Public charities• Private foundations

– Other kinds of non-profits– Annual reporting requirements


• NON-PROFIT FUNDING:– Private sector

• Individuals: 75%• Foundations: 13%• Bequests: 8%• Corporations: 4%

– Public sector• Federal, state, local governments


• NON-PROFIT FINANCES:– Nationally: $1.9 Trillion annually


• NON-PROFIT FINANCES:– New York state:

• 62,574 registered public charities• 33,417 active filers• $151.5 billion total revenue of active

fliers


• NON-PROFIT FINANCES:– Monroe County:

• Approximately 4,000 non-profits• 1,063 active filers• $6.3 billion in annual expenses


• NEED FOR RANGE OF CONSULTING SERVICES:– Every aspect of managing & growing an

organization– Maintaining physical assets


• 4 POINTS TO CONSIDER:– Focus– Capacity– Affordability– Results


• FOCUS:– Do you understand their need?– Do you know who the decision-maker(s) is?– Can you bring a fresh perspective?– Do you have references?– Who are the agency stakeholders?– Are stakeholders and decision-makers at

the table?


• CAPACITY:– Can you deliver what you promise?– Do you understand the risks of the job and the

client?– Are you willing to use agency-internal

resources?– Will you expand their knowledge-base and

capacity?– Does you client understand what you’ll deliver?


• AFFORDABILITY:– Do you know the agency’s project

budget?– Can you provide “a la carte” services?– Can you provide a non-profit discount?– Will your fee adequately compensate

you?


• RESULTS:– Will you deliver something tangible?– Are the stakeholders satisfied with the

result?– Is the decision-maker(s) satisfied with

the result?– Will you cross promote your clients?– Will your client promote you?


• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “I like to work with people I know.”



– “Do they know that non-profits are different than businesses?”



– “Some consultants have this bias that business always does it better.”



– “Consultants are just people who lost their [real] job.”



– Does the project have recyclable components?”



– “[Non-profit] staff members often wear multiple hats, so things move slower.”


• FINAL THOUGHTS:– Challenges– Resources– Get Noticed!


• CHALLENGES:– Money is “dirty”– Lack of business acumen– Lack of clarity about what is wanted– Don’t understand how to engage

consultants– Lack of capacity or adequate resources


• RESOURCES:– Guidestar– Nat’l Center for Charitable Statistics– Websites, annual reports– Board of Directors member lists– Assn. for Research on Non-Profit

Organizations


• GET NOTICED:– Word of mouth– LinkedIn, other social media– Network:

• United Way• Agency of Council Executives• Assn of Fundraising Professionals• Ad Council, others


• THANK YOU FOR THIS OPPORTUNITY

marketing to non profits

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