Better Marketing for the Third Sector

1. An insight in to Third Sector marketing for those with better things to do with their money May 25, 2010

2. Paul Weinstein

Who?

What?

Where?

Why?

When?

How?

A classically trained marketing and communications man

Planning & executing brand building campaigns with impactful, incisive, insightful creative work

Traditional & digital media. On-line, in print and broadcast media

25 years+ experience in a range of communications disciplines

Whenever youre ready

The purpose of today!

3. The purpose of today?

To bring you some insights & incisiveness for marketing your organisation

discover routes to capturing all thats good about your organisation

identify some essential steps for better marketing your brand

explore the 4 Es of brand development & brand communications for the Third Sector

How to stretch your brand further

and your budget that much more

4. Passionate & Purposeful Pledge

First exposure to NFP/ Charity sectors was The Arts

Very evident being earnest was not enough to gain or retain major or minor support

With the Cancer Research Campaign, Sportsmans Aid Society, Variety Club, Royal Albert Hall and more, it certainly wasnt enough to put bums on seats

5. Les Miserables!

It would be like Waiting for Godot

Unable to rely on current sponsors

Major donors become minor or fade away

Current commitments become all absorbing

Future planning - the stuff of dreams!

6. The marketing conundrum

As a charity or NFP you will have built a degree of latent warmth for your brand

But how do you avoid throwing baby out with the bath water?

How do you become dynamic without losing your caring character?

That latent warmth could turn to hot air or worse a smoke screen!

7. Brain Training

Not the Nintendo kind but in gaining & retaining brand champions

When youre asking someone to become an active advocate, it takes messages of substance to assuage them

Whether Health, Wealth, Trade or The Arts , your brand must be strong

You must be steadfast in presenting your values and consistent

8. A worthwhile organisation worthy of support

Being single-minded in your brand communications will...

Establish a memorable identity

Deliver a more appealing proposition

Present strong, credible values

Retain integrity of your brand

Attain greater awareness

Achieve wider appeal

Secure greater affinity & empathy

Provide motivation for others to engage with you repeatedly

9. Wake-up the public consciousness

If theres charity fatigue out there you need to wake-up the public to your cause

But constant calls to arms will not be heard for long

Establish a tone of voice that is non-patronising, commensurate with the message, the cause and is cognisant of an intelligent public

Carrying through with a consistency in message, content, appearance and tone are key to gaining credence

10. Credibility = Clarity + Character + Continuity and you can still expect the unexpected!

11. 3 pillars of wisdom for marketing in The Third Sector

To widen appeal, focus on three core tenets to change audience behaviour and start the conversation

Think differently

Feel differently

Act differently

12. Think differently Feel differently Uncomfortable? Shocked? Moved to take action?

13. Act differently Engage Enlighten Encourage

14. For greater resonance - interrupt the hubbub of daily life

15. Or disrupt it?

16. But how FAR should you go? F ocused? A pposite? R elevant?

17. Unlock the value in your brand

Lock your brand in to the minds of likely supporters

Deliver emotive, yet rational arguments by being LOUD

Listen to what the public say about you and your sector

Observe their beliefs and actions

Understand their frames of reference

Deliver the motivation that will gain their support

18. Define your brand

Build a hierarchy of credible messages

Substantiate with facts & values

Identify current brand footprint

Who; What; Where

Create a shorthand for communicating your values, personality and appeal

And therell be no doubting the source of the message, the values that accompany it, the feeling following receipt and the required action

19. Develop your brand character

Create a construct for your message thatll find supporters, major donors, volunteers and personnel, all receptive

Adopt the right tone of voice thatll get you heard and not position you as part of the herd

20. Create affinity and/or empathy

With a more compelling & targeted brand message

your audiences will know and understand more of your services and values

be motivated to talk about you to their peers

21. Carry the weight without being weighed down

Enabling you to engage in dialogue

express the right sentiments in the right setting

conduct conversations of substance

open up lines of productive communication between you and your supporters

22. Even if you are competing for similar territory Highlight points of difference to emphasise the needs you meet with distinction

23. Deliver the brand the 4Es!

Engage

Enlighten

Encourage

Elicit a strong call to action

24. A strong call to action?

To be truly effective a strong call to action is as required as a strong message

Yes, Im moved

Yes, I want to find out more

Yes, I want to do something

But how?

25. Invite all to become stakeholders

26. Segment your audience Man Enough? Perceived wisdom?

27. Build your brand by association No doubting source of message, the brands values or the halo effect desired

28. Keep the brand appealing & refreshed

Dont drown the message

Dont dilute its impact by multiplying its objectives

Ensure the media environment fits the brand

29. A greater share of voice for your brand

189,061 charities in the UK

fierce competition for funds as well as share of voice in a recession hit marketplace

greater blurring of boundaries between activities and segments within the third sector

widening gap between large and small

increased pressure on organisations to differentiate and demonstrate the difference they make

you need to stand out from the crowd of good causes

30. Cutting through the noise

A successful brand will cut through an abundance of noise to get to a buying decision supporters are comfortable with time and again

where there is confusion you can provide clarity

where there is reticence, you can reinvigorate the moral good

where there is silence your message can resonate with supporters old and new

31. Consciously better. Consciously different

32. Better Brand Marketing

A robust brand will provide you with

a strong identity

key points of difference

a single-minded message

a more connected supporter

greater brand loyalty

And a more connected supporter is a more frequent donor of time and/or money

33. Your free brand health check

A days immersion in your organisation

In-depth discussions with your staff

Getting under the skin of your brand

Free when you commission a PAW Communications Platform

communication objectives

positioning statements

your key message

tone of voice

brand personality

addresses tactical & strategic issues

provides direction for the brand & future communications

enables you to be proactive & take advantage of opportunities

Worth 850!

Better Marketing for the Third Sector

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