Marketing Your Nonprofit Organization

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Marketing Your Nonprofit Organization
Linda Lysakowski, ACFRE Linda_at_cvfundraising.com
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Marketing Definition

• Planning
• Pricing
• Promoting
• Distributing
• Your organizations programs and products based
  on the needs of your constituents

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What is Marketing

• Market Research
• Product Development
• Pricing
• Promotion
• Advertising
• Sales

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Marketing Questions

• What is our mission?
• Who are our constituents?
• Who is our competition?
• What benefits do we offer that make us different
  from our competition?

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Why Nonprofits Need to Market Their Organizations

• Global Economy
• Increased Media Attention
• More Competition
• Increased Technology
• Decreasing Resources
• Changing Industries
• More Sophisticated/Less Loyal Donors

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Market Research

• Internal
• Marketing Audit
• Development Audit
• External
• Focus Groups
• Market Study
• Planning/Feasibility Study

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Internal Marketing Analysis

• Past and Current Performance
• What type of institution do you think you are?
• Do you have an organizational plan?
• Are the board of directors helpful in marketing
  the organization?
• Is your location a burden or a blessing?
• What is your organizational culture?

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Internal Marketing Analysis

• Strategic Problems
• What is your image in the marketplace?
• What is your marketing history, especially in the
  areas of fundraising and attracting new clients?
• How do you discover new prospects?

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Internal Marketing Analysis

• Do you have access to
• Prospects for services, volunteers and funding?
• Existing donors, those needing to be upgraded,
  former donors needing to renew?
• An adequate budget for services and fundraising?
• Professional service and fundraising consultants?

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Internal Marketing Analysis

• Fundraising, service, product costs and
  performance
• What is your service portfolio and what services
  are you trying to sell your various audiences?
• What financial constraints are you facing in
  achieving your goals?

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Internal Marketing Analysis

• Productivity
• Rate of financial return
• Average gift size
• Average cost per gift
• Average cost per client
• Service success rate
• Program cost percentage
• Bottom line

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Places to Publish Your Mission

• Grant proposals
• Directions to office
• Postmark
• T shirts
• Fax cover sheets
• Voice mail
• Agency checks
• Business cards
• Response envelopes

• Letterhead
• Framed copy in offices
• Screen savers
• Board agenda
• Board minutes
• Annual report
• Newsletter
• Brochures
• Video
• Website
• Invoices

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Five Important Questions

• Is your mission statement brief?
• One paragraph
• How many goals do you have?
• One broad goal, many small goals, or both?
• Are your goals measurable?
• Do you measure your success quarterly?

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Peter Druckers Questions

• What is our business?
• Who are our customers?
• What does our customer consider value?

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Marketing Tools

• Annual Report
• Newsletter
• Fact Sheet
• Press Releases
• Brochures
• Public Meetings
• Mass Media
• Events

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Public Relations Ideas

• Billboards
• Bumper Stickers
• Flyers
• Mass Transit Placards
• Print Ads-Newspapers, Magazines
• Radio/TV Commercials
• Trade Show Booth Banners
• Giveaways
• Posters
• Video

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Defining Marketing Tasks

• The nonprofit marketing plan must answer
• What are the targeted markets?
• What are the key segments within these markets?
• What are the needs of each market segment?
• What business do our constituents think we are
  in?
• How much interest or awareness do our activities
  generate?
• How satisfied are our current customers with our
  services?

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Defining Marketing Tasks

• Concerning our resources
• What are our major strengths and weaknesses that
  could limit or enable expansion?
• What opportunities are present that will enable
  an expanded resource base?

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Defining Marketing Tasks

• Concerning our business orientation
• What is our mission
• Who are our key constituents?
• Who are our major competitors?
• What benefits do we offer that make us different
  from our competitors?
• Are there market segments open from competition
  that would allow us to excel?

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What Do Donors Want?

• Reminders about pledges
• Thoughtfulness
• Information
• Appreciation
• Acknowledgement
• News
• Based on a study done by Mellon University

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Donor Cultivation

• One-on-One Cultivation
• Cultivation Events

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One-on-One Cultivation

• Visits to Donors
• Major Donor Files
• Tours/On-Site Visits

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Cultivation Events

• Choose Your Audience
• Select Your Event
• Keep Meetings Short
• Have a Purpose
• Tell Your Story
• Ask for Input

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Choose Your Audience

• Local Business Leaders
• Industry Specific Groups
• Bankers
• Realtors
• Insurance people
• Media
• Pastors

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Select Your Event

• Breakfast
• Luncheon
• Dinner
• Cocktail Party
• Focus Groups

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Have a Purpose

• Advice
• Community Awareness
• Volunteers
• Donors

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Tell Your Story

• Testimonials
• Video
• Written Materials
• Tour of Facility

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Ask for Input

• Q A
• Questionnaire
• Follow Up

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Establishing Marketing Goals

• What are current industry trends?
• What geographic areas do you want to cover?
• What types of service do you provide?
• What are the strengths and weaknesses of your
  company/product?
• What is your customer profile?

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Marketing Goals (contd)

• What is the profile of your profitable clients?
• Do you have a market niche?
• How do you measure up to the competition?
• How much money do you need to generate?
• How many clients can you serve?
• What is your proposal/contract ratio?
• How many contacts are needed to generate one
  proposal?

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Marketing Action Plan

• Define strategy
• What alternative strategies should be considered?
• How will strategy to be used be determined?
• Who makes the final decision?

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Marketing Action Plan contd

• Researchwho is involved? who needs to be
  involved? is anyone offended if not involved?
• Evaluate strategyconsider timeframe, budget and
  people