THE KEYS TO SUCCESSFUL NONPROFIT MARKETINGlasvegasconference.org/wp-content/uploads/2013/11/The... · 2013-11-13 · THE KEYS TO SUCCESSFUL NONPROFIT MARKETING By: Cheri S. Hill ...
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Nonprofit leadership produces visions that often run ahead of what others
believe is possible. A protected planet. An end to hunger. Loving care for all
children. Education, art, and faith that ennoble the spirit. As curators of such
visions, the nonprofit marketing task is great.
Expressing an organization's mission in clearand concise terms can be a difficult process, requiring input from individual boardmembers, staff, volunteers, and other groups.
Although this process requires time and effort, a well-crafted mission statement will…. Provide direction and purpose for the organizationMotivate staff, volunteers, directors Appeal to donors and other supporters Provide a means of evaluating organizational achievement
The Networked NonprofitWisdom says that nonprofits must be large and in charge to do the most good. But some of the world’s most successful organizations instead stay small, sharing their load with like-minded, long-term partners. The success of these networked nonprofits suggests that organizations should focus less on growing themselves and more on cultivating their networks.
It’s Not Charity; It’s Corporate Social Responsibility• Companies applying same kind of strategic focus to philanthropic decisions that they do the rest
of the business. Executives becoming more proactive about advancing specific goals.
Nonprofits that grasp and take advantage of this framework will have a head start on finding
corporate partners for their work.
• Business can do good while doing well (social entrepreneurship, impact investing, B Corps.)
Gifts or grants are being supplanted by “social investments” thereby creating a mind set or the
expectation that there will be a Return On Investment (ROI).
• Today’s corporations have a genuine stake in social issues (sustainable market for products,
healthier customers or a better community for their employees). Nonprofits provide solutions
and would be wise to actively draw more companies into their conversations.
• The most sophisticated giving programs leverage all the assets a corporation can bring to bear
(brand and customer loyalty; products and distribution channels; skills and talents of their
employees; clout of senior management to raise visibility of an issue. Be creative about what
you ask for so that even more ways to join forces can be discovered.
• Matching gift programs; employee committees to steer grant money; volunteerism programs to
donate time or specialized skills can be a direct route to the philanthropic heart of a company.
• Global companies need the assistance of nonprofit partners to make international issues a
priority.
Think strategic and equitable partnerships. Nonprofit leaders present tremendous value to the corporation: expertise on how to make a meaningful impact on society.
Define Budget, Timeline, and Resources
Outline your budget for each
marketing activity
Create a Marketing Calendar
Assign Responsibilities
Track and Measure Your
Results
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Retooling Nonprofits
Activist and fundraiser Dan Pallotta calls out the double standard that drives our broken relationship to charities. Too many nonprofits, he says, are rewarded for how little they spend -- not for what they get done. Instead of equating frugality with morality, he asks us to start rewarding charities for their big goals and big accomplishments (even if that comes with big expenses). In this bold talk (Ted.com), he says: Let's change the way we think about changing the world.