nonprofitmarketing101-1266287582457-phpapp02

7/28/2019 nonprofitmarketing101-1266287582457-phpapp02

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Presented by

Susan Burnash

Purple Duck Marketing


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What should marketing provide?

Increased interest in your organization

Expanded fundraising opportunities

The resources needed for your mission

Part I


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Systematic planning

Research

A defined message (your story)

Implementation of communication vehicles

Part I


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An effective marketing plan should be:

In writing

Follow an outline

Cover a twelve month period

Articulate your message (mission)

Define your goals

Outline strategies needed

Measure your success

Part I


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Provides a road map

Helps you clarify your objectives

Establishes where youre going

Defines how you are going to get there

Saves time and money

Plans for detours

Holds you accountable

Part I


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Target Market

Objectives Strategies

Tactics

Timeline

Budget

Evaluation

Part I


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This section should include a description of:

What your organization does

How it does it

Your core differentiating factor(s)

Your place in the market.

Part I


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Informal Research

Learn all about your organization Staff, structure, reputation, competition

Survey opinions

Assemble a basic fact file

Identify and analyze industry trends

Part I


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Formal Research

Structured interviews (focus groups)

Personal interviews

Telephone surveys

Mail surveys

Electronic surveys

Part I


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Strengths

Weaknesses

Opportunities

Threats

Part II


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Is the basis of your message

all marketing decisions SHOULD

support it!


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Advocates for Legal Access(Burlington, VT)


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Our mission is to provide the Burlington

indigent community with legal services forcivil rights issues. We exist to eliminatethe current iniquities that too many peopleface when forced to access the American

legal system. Our services will exceed theexpectations of our customers.


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Defines the desired outcome of a planof action

Shows the big picture of where you

want to go


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Defines your organizations situation.

Who you are

What you offer

What is critical to your orgs success

Your marketing needs


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Advocates for Legal Equal Access is a

start-up not-for-profit company just

beginning operations. We offer muchneeded public interest legal services forthe Burlington, VT market. Marketing iscritical to success. The basic market need

is an expanded offering of legal servicesfor community members who not currentlyhave access to legal representation.


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The geographic area you wish to reach

Gender and age range of target Their occupation and income level

What they need

Why they would care about us? How are we reaching them now?

What else can we do to reach more?


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Geographic area: greater metropolitan city ofBurlington (population .9 million)

Gender/Age Range: Male & female, all ages

Occupation/Income: below $25,000 a year

Need: Free or affordable legal representation


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Why would they care about us?

1. Selection: We offer a wide range of legal

services2. Accessibility: We have a convenient

downtown office

3. Competitive Pricing: We offer a slidingscale for payment based on income levelwith free service for those that cannot pay


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How are we reaching them now?1. Through relationships with some social

service providers

What else can we do to reach more clients?1. Educate and create marketing strategies

for: law enforcement agencies, the court

system, employers and landlords2. Create alliances with more social service

providers


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Defines your organizations goals

What your marketing objectives are

What your financial objectives are


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Marketing Objectives:

Generate visibility within the Burlington

corporate and legal community Increase corporate donations by 10% per

quarter

Increase the amount of labor donations by15%


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Financial Objectives:

Generated enough funds to be able to bring

on board additional legal professionalsDecrease the costs associated with servingan individual allowing us to serve more

people

Maintain positive cash flow


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How you are going to accomplish your

big picture goals

Broad approaches to communicatingand meeting your objectives


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Objective:

Generate visibility within the Burlington corporateand legal community

Strategy:

Create greater awareness with potential

customers, donors and the city around the serviceswe offer


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Objective:

Increase the amount of corporate fiscal donationsby 10% per quarter

Strategy:

meet with the leaders of different companies andencourage them to make contributions to

Advocates


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Objective: Generate visibility within the Burlingtoncorporate and legal community

Strategy: Create greater awareness with existing

and potential referral resources and donors

Tactics: Expand existing database and increaseemail addresses through drip marketing campaign

Direct Mail: Letters, postcards, newsletter

Online Viral Marketing: electronic versions ofabove, e-updates, e-newsletters & e-vites


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Goal: Expand database and increase email addresses to

include more referral resources and donors

Touch Point #1 The Qualifier

Print and electronic postcardTheme: We want to reach more people in need of our

services while reducing costs and waste with print

mailings

Call to Action: Join our email list Share with a friend

Audience: Existing database

Note: Inclu de return to sender if und el iverable on p r int


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Touch Point #2 The Personal Touch

Print and electronic letter from ED

Theme: Thank you for your involvement with our org.

We want to keep you up to date on what is going onover the next year


Audience: Existing database

Note: Inclu de return to sender i f undel iverable on p rint


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Touch Point #3 Comprehensive Touch

Print and electronic newsletter

Theme: Whats going on at our organization


Visit our website

Audience: Existing database and additions

Note: Inclu de return to sender i f undel iverable on p rint


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Touch Point #4 Education Touch (no print)

Electronic article or update

Theme: Did you know?

Call to Action: Share with a friend

Visit our website

Audience: Existing database and new additions


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Touch Point #5 Engagement Touch

Print and electronic invite/postcard

Theme: Invite to an informal event

Call to Action: RSVP

Join our email list - Tell a friend

Visit our website


Note: Inclu de return to sender i f undel iverable


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Touch Point #6 Comprehensive TouchElectronic newsletter

Theme: Whats going on at our organization


Visit our website



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Touch Point #7 Education Touch (no print)Electronic article or update

Theme: Did you know?


Visit our website

Audience: Existing database and new additions


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Touch Point #8 Ask Touch

Electronic letter from ED

Theme: Can you help?

Call to Action: See our new video on our website

Support our program with money or time

Share with a friend



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Add phone calls into the campaign

If you get back mail as undeliverable for an existing

donor Track them down When you see new participants in events and

campaigns

When someone new signs up to be on email list

To say thank you to those that get involved on a

regular basis


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Results from Drip Marketing Campaigns

Database cleaned up with returned undeliverable mail

More email addresses for existing database

Additions to database through Share with a Friend

Closer relationship with recipients

Ability to reach target market faster

Increased interest in website and more traffic

Reduced costs of print mail

Higher participation in events and campaigns


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1. Timeline define a schedule for each

marketing strategy

2. Budget determine what each will cost?

3. Evaluate define results for each

Note: dont skip any of these steps or you wont

have insight into how your tactics worked


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Questions ?

Call (425) 896-8959

Email: [email protected]


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Divide into teams of two

Use your marketing plan worksheets

Keep time so each person gets time

Person not talking takes the notes

Part II


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If you already have one, write it down.If you dont - answer these questions:

1. What opportunities or needs do we exist tomeet?

2. What are we doing to address theseneeds?

3. What principles or beliefs guide our work?


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1. What is the desired outcome of your

action plan?

2. Why do you want this outcome?

3. What promise(s) do you hope to keep?


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Define your organizations situation.

1. What are you?2. What do you offer?

3. What is critical to your orgs success?

4. What is your marketing need?


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1. What geographic area should you reach?

2. Define gender, age, occupation & income3. What do they need?

4. Why would they care about us?

5. How are they connected to us?6. How are we reaching them now?

7. What else can we do to reach more?


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1. What do you hope to achieve throughyour marketing efforts?

2. What do you hope to achieve financially

for your organization?


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1. Look at your objective

2. Find a way to achieve it

3. Dont focus on the specifics

(well do that in tactics next!)


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1. Define your timeline

2. Determine the budget

3. How you will evaluate your efforts

Note: dont skip any of these steps or you wont

have insight into how your tactics worked


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Questions ?

Call (425) 896-8959

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