The Business of Branding

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Building Foundations A Marketing Planning Series
Setting Market StrategyGetting Focused
Thank you for your participation. Before you
dial in for this conference call, please save
this presentation on your computeror print these
slides ahead of time.
Phone [phone] Code 627466
For technical problems before or during the call,
please call Kari Pardoe at 616.842.7080 or
e-mail kpardoe_at_cmif.org
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Building Foundations2003
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Objectives
Building Foundations 2003

• Gain knowledge regarding the value of marketing
• Ability to make a case for marketing with
  others in the organization
• Understand and apply a systemic approach to
  marketing
• Ability to develop a written, strategic marketing
  plan
• Access planning tools and templates
• Strengthen internal capacity to understand and
  use new marketing tools introduced by the
  National Marketing Action Team (NMAT)

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Building foundations 2003
Marketing planning
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Community foundation capacity
Self-assessment results averages
Setting Strategy
1.9
Shaping Communications
3.6
Preparing Products
3.4
Building Relationships
3.4
0 1 2 3 4 5
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Why marketing?
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The world is changing
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Intergenerational transfer Demographic
shifts Technology And more
New forces
Source W.K. Kellogg Foundation
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New faces
Source W.K. Kellogg Foundation
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Giving circles For-profit philanthropy E-philanthr
opy And more
New forms
Source W.K. Kellogg Foundation
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New forms
New faces
New forces
Source W.K. Kellogg Foundation
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Community foundations
Are ideally suited to play a lead role in the
democratization of philanthropy.

• Local, accessible organizations

• Permanent, flexible institutions

• Credible, capable conveners

There has never been a greater needor a greater
opportunity to unleash resources.
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Unfortunately

• We are the best-kept secretin the charitable
  giving arena!

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• Marketing matters!

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What is marketing?
public relations
research
presenting
SELLING
donor communications
community relations
advertising
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What is marketing?
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Why invest in
To address the three Cs

• Competition

• Complexity

• Community impact

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CompetitionFor profit
community foundations
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CompetitionNonprofit
community foundations
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CompetitionAggressive promotion
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CompetitionAggressive promotion
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CompetitionWhos the leader?
Charity Fund for Investors Moves Higher on
Philanthropy List
The New York Times
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CompetitionWhos the leader?
Charity Fund for Investors Moves Higher on
Philanthropy List
The New York Times
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Complexity
community foundations
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Community impact
Interact moreeffectively with NPOs
Shine a light oncommunity issues
We could do moreif we were better knownand
understood.
Advancecatalyst role
Generate moreresources
Engagemore donors
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Why invest in
To address the three Cs

• Competition

• Complexity

• Community impact

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Marketing can help

• Create awareness

Enhance perceptions
Reinforce decisions
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Why marketing?

• Because community needsare growing faster
  thancommunity resources!

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Why marketing?

• Everything we do is marketing
• Everybody here is in marketing.

talk to donors
participate in meetings
deal with advisors
answer phone
make grants
manage investors
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Community Foundation PractitionersHow marketing
and Venture Products Fund has helped our
community foundation
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Setting Market StrategyMarketing Planning
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Objectives
Setting marketing strategy

• Introduce a planning approach
• Understand the approach components
• Discuss situation analysis

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Marketing planning
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
Whats happening in our environment? Where do we
stand today?
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
Where do our gifts come from? Who represents the
greatest opportunity? Donors? Prospects? Advisors?
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
What will motivate our audiences to act? How are
we different from their other choices?
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning

• Established by audience
• Clear, concise, realistic
• Measurable

Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
The key initiatives and methods that will help us
achieve our objectives.
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
Specific tools, events, and activities.
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
Who is doing what, when, for how much money?
Situation Analysis
Audiences
Key Messages
Objectives
Strategies
Tactics
Action Plan
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Marketing planning
Putting it all together

• Audiences
• Objectives
• Strategies
• Tactics
• Action Plan
• Dates
• Responsibilities
• Budgets

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Situation AnalysisFacts Implications
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Setting strategy
Pre-work review
Market Assessment
SWOT Analysis
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Broad market assessment

• What is happening in our environment?
• How do we describe our local charitable culture?
• For what are we known in our community?
• How well are we known? Perceived? By whom?
• What might influence our prospective donors?
• How do we describe our capacity to develop
  relationships with donors? With professional
  advisors?

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SWOT analysis
Community foundations
Want
Dont Want
S
W
Have
Flexible structure Responsive service Proven
performance Local
Low brand recognition Little RD Limited
marketing and communication Perceived complexity
O
T
DontHave
Understand audiences Develop and package
products Implement promotions
New for-profits (Fidelity, et al.) Traditional
nonprofits Corporate mergers/moves
Giving.coms Legislative action
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Who competes for our donor dollars?
local causes
places of worship
private foundations
hospitals
investment houses
the arts
colleges and universities
national/international causes
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HomeworkComparing Philanthropic Choices Donor
Profiles
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Setting strategy
Homework review
Comparing Philanthropic Choices
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Comparing philanthropic choices

Local Broad Personal Ability to Community Perspect
ive Donor Achieve Leadership of
Needs Services Donor Legacy
Community Foundations United Way Fidelity Private
Foundations Universities Local Direct Causes
CAPABILITY
Strong Moderate None
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Setting strategy
Homework review
Donor Profiles
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Homework

Donor profiles

• Seven attributes you should know about your
  donors

CATEGORIES
Typical first- Typical donor Typical planned time
donor partner gift donor
ATTRIBUTES
Age Sex Marital status Children (yes/no) Amount
of gift Referred by advisor ZIP code
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NMAT Marketing PortfoliosOverview
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The NMAT product portfolios
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The NMAT product portfolios

• Three portfolios of resources and toolsHelp you
  plan and execute successful local marketing
  activities
• Highly flexibleCan be customized as little or as
  much as appropriate to your needs and resources
  from plug-and-play to high-level adaptation
• Broad application in the fieldEmphasizing our
  commonalities and the aspects of community
  foundations thatdistinguish us in the
  marketplace
• Includes and adds to tools currently in use

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Core messages
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Market Readiness Portfolio
Internal Capacity Development Resources
Internal Capacity Development Resources
Core Marketing Tools

• Why Marketing? PowerPoint
• Strategy and planning tools
• Research and development briefs

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Market Readiness Portfolio
Core Marketing Tools
Internal Capacity Development Resources
Core Marketing Tools

• Key Messages for Community Foundations
• What is a Community Foundation? PowerPoint
• Introductory brochures
• About Our Community Foundation
• Charitable Funds
• Charitable Instruments

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HomeworkComparing Philanthropic Choices Donor
Profiles Review Market Readiness CD-Rom
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Questions?
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Building Foundations 2003
Session Schedule
Go to www.wgsite.com/teamup Targeting Key
Audiences July 8 and July 22 from 10 a.m. to 12
p.m. Shaping Communications August 12 and August
26 from 10 a.m. to 12 p.m. Building
Relationships September 9 and September 23 from
10 a.m. to 12 p.m.
For technical assistance, call Kari Pardoe at
616.842.7080