The Marketing Myth:

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The Marketing Myth
What Marketing Can Cant Do for Fundraisers
Presented by Kevin Hunter 2007 Kaizen Conference
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90,000
of registered charities in Canada
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Marketing Definition
Marketing
Telling people who you are and what you have to
offer.
Communications
Advertising
Public Relations
Public Affairs
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The reality

• Our organizations are always being marketed in
  one form or another.
• Our people
• Our buildings / offices
• The public / word of mouth
• Like it or not, small or large, the public has a
  perception of you or worse, they dont have an
  idea of you at all.

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Fundraising vs. business thinking

• Recruitment, training, technology and yes
  marketing!
• The ultimate buyers market
• Business minded doesnt have to mean cold
• Successful marketing programs require discipline
• Businesses advised to allocate of revenue to
  marketing (typically 10-20 depending
  upon the situation)

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Your Donors are Consumers

• The 5 Steps of the Consumer Purchasing Decision
  Process - University of Georgia
• Problem Recognition Consumer becomes aware of a
  need, either real or perceived
• 2. Information Search Consumer gathers
  information on a prospective product
• 3. Evaluation of Criteria Consumer determines
  what features they prefer
• 4. Purchase Decision Consumer makes actual
  purchase, including method of payment, packaging,
  location of purchase, etc.
• 5. Post Purchase Evaluation Consumer determines
  level of satisfaction

Sound familiar?
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What can marketing do for fundraisers?
Absolutely, positively, help you raise more money!
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Marketing Increased Revenue

• But only if
• Cause is worthy of support Its hard to sell a
  poor product and you can forget about repeat
  business
• Show people the impact their gift can make
• Have a plan
• Follow up
• And above all else

Differentiate yourself!
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The First C of Effective Marketing
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Another important term
Branding
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Branding. What is it and why is it so important?

• What branding isnt
• A fancy logo
• A catchy slogan
• An ad campaign

• What branding is
• How people feel about you
• What you represent to the general public
• AND REMEMBER Perception is reality

Organizations market their brand.
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The Brand Pyramid
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So how do you get there?

• Take an honest look at your organization
• Who are you?
• Develop your message
• 90 reality / 10 stretch
• Develop your plan
• What do you want to achieve?
• Whats your budget?
• Fix what needs to be fixed.
• Do what you can but DO SOMETHING!

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Marketing is not a magic wand

• Remember, first things first
• Ensure organization/product is sound prior to
  brand development

Marketing cant turn a bad product into a good
one.
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Who are you graphically?
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Who are you graphically?
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Consistency is everything!
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The Second C of Effective Marketing
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Its a cliché but BE CREATIVE!
Kevin Hunters least favourite quote ever!
Theres no such thing as a new idea. Source
Way too many people
Youre fired! Source Donald Trump
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Sometimes it can be the simplest idea
Over 100 Million raised to date
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Ideas are everywhere
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Marketing for the Big

• "Whatever we do in terms of marketing, it has to
  be universally acceptable. Leave every
  conceivable door open."
  - John Hochstadt, former Director of Planned
  Major Gifts at Mount Sinai Hospital
  Foundation
• 80 of bequests came from people previously
  unknown to Hospital
• You never know where a large gift may come from
• Means internal and general public marketing are
  crucial
• Internal Signage, brochures, staff

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Simply Setting the stage

• Marketing can never take the place of fundraising

Marketing cant raise money on its own.

• But if done well, can effectively eliminate the
  cold call
• Marketing without follow-up is useless

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Marketing for the Moderate
QUESTION 1
Does a donor who is capable of giving you 1
million deserve more attention than a donor who
is capable of giving you 50?
QUESTION 2
Does that necessarily mean that their decision
process for giving is all that different?
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Curve of involvement
Ask, ask often and if it doesnt work ask again!
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Potential no-ask vehicles

• Newsletter
• Lecture series
• Donor breakfast
• Email

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The most evil word in the English language
budget.

• Large or small, marketing should be on every
  organization's radar
• Set a budget and develop your plan
• Doesnt have to be huge to have impact
• Even if your budget is nothing, start with that
• TIP Get marketing people on your Board

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Small expense, big impact.
Promo items typically not a great ROI. But every
now and then
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Let someone else say it for you
Absolutely anyone can get on the news if youre
willing to put in the work. Example 1 World
Diabetes Day Example 2 Keelins Gift
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How Do I Know If Its Working?

• Quantitative
• Increased revenue (not necessarily conclusive)
• Research (surveys, focus groups, etc.)
• Invisible coding
• Qualitative
• Dont be scared of this approach
• Ex. The Cleveland Orchestra
• All indicators are flawed just use a
  consistent, intelligent approach

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Now, just to complicate things

• The simplest of marketing definitions with one
  addition

Telling people who you are and what you have to
offer.
Telling the right people who you are and what you
have to offer.
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Whos your audience this time?

• Different audience different message
• BUT THE BRAND NEVER CHANGES!
• How are you reaching them
• TV
• Radio
• Print
• Internet (not just web site)
• Other?

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Marketing for FREE (or pretty close to it)

• Community billboards
• Print PSAs
• Sponsorship requests
• Editorial support

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A final thought
Marketing should never be more than your
second-most important program.
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Thank you! Questions
The Marketing Myth What Marketing Can and
Cant Do for Fundraisers Presented by Kevin
Hunter 2007 Kaizen Conference