Marketing and Fund Development Northland Foundation Kathy Keeley October 19, 2010 Keeley 1
Mar 30, 2015
Marketing and Fund Development
Northland FoundationKathy Keeley
October 19, 2010
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Why Marketing Definitions and more Definitions Marketing – Five Key Steps Effective Tools Tips
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Agenda
Nation of Consumers
Technology
Competitive Environment
Generational Demographics
Community Engagement
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So Why Now!
Awareness and Recognition
Clients – Outreach
Image
Fundraising◦ Educating Donors◦ Asking Donors◦ Closing the Ask
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So Why!
RESULTS
RELATIONSHIPS
RESOURCES
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Produce and Message Results
Build and Develop Relationships
Demonstrate Stewardship of Resources
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Why Marketing!
Definitions and More
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Marketing Branding Messaging Marketing Plan Public Relations Promotion Advertising Social Marketing Social Media
Guerilla Marketing Viral Marketing Marketing Metrics Blogs Twitter Web Hits and Page
Views Video Marketing
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The Terms
Communication vs. Marketing
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Market Research – data to inform your marketing
Target Market – who is the very specific audience
Marketing Metrics – what are you measuring
Marketing Plan – objectives, activities, timeline, budget
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Marketing
name, term, design, symbol, or other feature
identifies one as distinct from those of other organizations
◦ Brand Identity◦ Brand Image
◦ Logo, name, tag line all together- Trademark
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Brand - Branding
Advertising – Ads to sell something
Public Relations – media press releases, promotion, name awareness activities,
Promotion – media, trade booths, outreach activities, presentations
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Advertising and Public Relations
Creating a Campaign◦ Define the Purpose◦ Community Engagement◦ Message - Theme◦ Call to Action
◦ National◦ Statewide◦ Local
◦ Cause Related Marketing
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Social Marketing
Website
Blogging Email Blasts
Facebook Twitter LinkedIn
What is the purpose?
Experience for the visitor?
Demographics of Target Market
Fundraising Goals Networking Policies
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Social Media
Just In Case
$ $ $ = fundraising
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Five Steps To Effective Marketing
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Define – Plan – Execute – Measure- Review/Renew
1. Define: Your Brand and Message2. Plan: Develop Marketing Plan3. Execute: Get the Marketing Mindset4. Measure: Work the Plan and Measure5. Review: Evaluate, Learn and Adapt
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Five Steps to Marketing
Define the Brand and the Message
Be Consistent
Reflect Your Image
Speak to Your Target Audiences
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Name Logo Colors Font Design and Placement
Image
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What is Your Brand?
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Brand ◦ Image=Brand
Message◦ Tag line consistently used
Marketing Activities◦ Creating visibility and awareness of the brand:
• Sets an organization apart from its competitors• Presents a clear, consistent message• Delivers a unique, enduring value that creates
preference• Provides focus• Increases a sense of connection or affiliation
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Concepts
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Focus Groups Surveys Interviews Industry Competition - Comparison
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Market Research
Plan: The Marketing Plan
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Yet Another Plan
Organizes your goals and provides measures
Informs the budget
Ensures impact for the dollars spent
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Why Plan?
Outline1. Marketing Purpose/Rationale2. Dashboard3. Services/Program Description4. Marketing Objectives5. Target Market6. Strategies to reach target market7. Action Plan – calendar
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The Plan
Marketing Metrics Numbers of What you Going to Do
Examples◦ 20% increase in referrals ◦ 25% increase in donors, members, etc.◦ 3 Newspapers articles◦ Lunches with key individuals (4 per quarter)◦ Event Tickets – sold out
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Dashboard
What do you want to accomplish? What is your real objective?
◦ Increase referrals from medical personnel, counselors, and case managers.
◦ Increase awareness and name recognition among prospective donors and current donors.
◦ Increase donations from current donors.
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Marketing Objectives
Multiple Constituencies = Multiple Messages
◦ Clients◦ Referrals◦ Current donors◦ Prospective Donors◦ Community Awareness
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Target Market
What are you going to do to achieve goals?
Develop 30- and 60-second PSA’s Add Donate Now button on web site Create email blast –monthly
Note: Where does Social Media fit into your strategy?
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Marketing Strategies
Execute: Get the Marketing Mindset
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It’s an Attitude!
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The Mindset
What does the client, consumer, donor experience when they enter your door?
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It is everything you do!
o Location o Officeo Peopleo Web siteo Materialso Business cards
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Marketing
A clear understanding of what the customers value
Donors Partners Clients Families Stakeholders
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Marketing Mindset
Market Research ◦ Understanding what the customer wants and
needs
Target the Market◦ Be Aware Multiple Constituencies
Marketing Plan – Everyone is responsible◦ Promotion Activities◦ Networking
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The Mindset
Brand ◦ Image=Brand
Message◦ Tag line consistently used◦ Elevator Pitch
Marketing Activities◦ Creating visibility and awareness of the brand
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Concepts
What can you do this week?
What can you do this month?
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Marketing Activities
Measure: Work the Plan
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Measure what happens
Be Deliberate
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Measure What Happens
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12 month workplan for program
Quarterly individual workplan
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Marketing Activities
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12 month Action PlanActivity
Jan Feb Mar April May June July Aug Sept
Review: Revise and Adapt
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What works and what did not work?
Revise plan quarterly
Timing
Was the dollar investment worth the return?
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Revise and Adapt
1. Define2. Plan3. Execute 4. Measure5. Review/Renew
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5 Steps to Marketing
Tips and Lessons
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People have to see something seven times
Build it and they will come – unlikely
Timing is key
“Everyone is our Market” – not◦ Targeting – niche society
Consistency
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Lessons
Target Market Consistent Brand Simple Marketing Plan with Calendar Tie to Fundraising Social Media Appropriately
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Tips
Market segmentationclaritas.com/MyBestSegments/Default.jsp
Nonprofitsmanagementhelp.org
northlandfdn.org
Social Mediabethkanter.org
Newsletteragoodmanonline.com/newsletter
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Resources