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daytonscore.orgwww.score.org
Marketing Non-Profit Workshop WELCOME!WELCOME!
Basic Marketing for Non-Profit Organizations
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
2
Your Packet Contains
1. Note pages of all slides
2. Worksheets
3. Marketing Plan brief
4. A survey to complete at the end of the workshop
5. Contact information for Dayton SCORE for mentoring or to
access the website
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
• District Director, Southern Ohio SCORE, 2004 - 2010
• Chapter Chair, Dayton Chapter of SCORE, 2000 - 2001
• Past President, Presidents Club of Dayton, 2005
• Past President, Board of Trustees,
• Hithergreen Senior Center, 1998-2004
• Independent Marketing Consultant, 1987-1995
• Retired from Delco Products Division.
• General Motors, 1987 – Marketing Administrator
• 1954 Engineering Graduate – University of North Dakota
Arnold Sandness
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop John Glaser
• BS Marketing Penn State University• MBA Entrepreneurship Wright State
University• Member of four non-profit organizations• Chaired dinner/auction fundraiser for the
DePaul Center (4 yrs. - $80,000)• Chaired auction fundraiser for House of
Bread ($5000)• Member of the Board of Directors for the
Penn State Alumni Association• Member of the National College Advisor
Board
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
5
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
6
Outline
• Integrated Functions for Success
• Communication
• Target Market/ Niche
• Marketing Goals (notional)
• ID your targets
• Breakout Description
• Strategy
• Media Options
• Developing the Plan
• Execution
• Evaluating Results
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Integrated Functions for Success
Strategic Planning
Board Development
Financial ManagementMarketing
Fundraising
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Research the Client Demography
Cover PageMission
Vision
Defining the ProductOr Service
Determine the Target Market
And Demand
Attract Resources and Develop a funding stream
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
• Communication is a vital success factor for non-profit corporations.
• Your target market needs to know how the organization is fulfilling its mission and how they can contribute to its success through volunteering and fundraising.
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Elevator Pitchtalking on your feet
• Name• Your Organization• Short Description of what your
product or service can do• Casual Conversation not a sales pitch• Hand out business card
Communication
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
The Market is Different for Non-Profit Organization
Target MARKET
•Clients or customers –mission•Sponsors and Donors – funding and resources•Volunteers - manpower and talent
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Market Planning
•Who Are your clients going to be?
•Where Are they located?
•When Do they decide to use your product or service?
•Why Do they “need” your product or service?
•How Will you find them or they find you?
•What Is your product or service worth?
Clients
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
MARKET PLANNING
•Who Are your sponsors?
•Where Are they located?
•When Do they decide to provide you resources?
•Why should they support your organization?
•How Will you find them or they find you?
•What Is your product or service worth to the sponsors and the community?
Sponsors
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
MARKET PLANNING
•Who Are your human resources?
•Where Are they located?
•When Do they decide to join?
•Why do they want to support your organization?
•How Will you find them or they find you?
Volunteers and Staff
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Marketing Goals(notional)
Target Areas 2013 2014
A. Volunteers/Board Members +10/2 +5/1
B. Clients or Customers + 500 + 750
C. Sponsors/Contributors/ Foundations
5/400/3
$50 K
10/800/4
$ 100 K
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
BREAK OUT DETAILS
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Sources
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Resources
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Workforce
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
STRATEGY
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Attracting Clients or Customers
• Use Community Services• Newsletter• Face Book• Church Groups• Public Service Announcements• Newspaper• Solicit using a booth or table at events
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Raising Income
• Events like Golf, Dinners, Auctions, Walks, etc.• Mailings emphasizing Tax deductions• Use Community Services• Newsletter• Face Book• Church Groups• Public Service Announcements• Web Page donations• Solicit using a booth or table at events• Submit Grant Applications
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Attracting Volunteer, Members, Staff, and Board members
• Use Free Volunteer Website Ads• Newsletter• Face Book• Church Bulletins• Public Service Announcements• Newspaper• Solicit using a booth or table at events
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
MEDIA OPTIONS
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Selecting a Media
• Web page
• Direct Mail
• Public Service Announcements
• Social Media
• Videos
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Interactive Consumer Communications Wireless (Mobile) Marketing
http://www.personalizemedia.com/garys-social-media-count/
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
http://www.daytonscore.org/volunteer/ScoreVideo.htmlSCORE video
Marketing Video for clients, volunteers, supporters
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Planning Package
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Your Marketing Plan
• General description of your service or product
• Customers, Sponsors, Contributors, Volunteers; The ones you will focus on.
• What issue/need do you solve/provide
• How do you plan to reach them?
• What alternatives do your customers have or who else can provide your solution to your customers?
• A Marketing budget by month (includes revenue and expenses)
Elevator pitch
Market
Mission
Strategy
Competition
Invest $$
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
volunteer 1 2 2 1 1 1 2 2 2 2 16 -1 -1 -2 -2 -6 10Board 1 -1 1 1 2 2 Clients 80 50 40 20 20 20 10 10 10 80 80 13 433 433 Sponsor 500 1000 500 2500 500 2000 500 7500 $7,500
Contributions 1000 200 200 100 100 100 100 5000 5000 11800 $11,800Events 5000 7500 12500 $12,500 Grants 5000 10000 2000 17000 $17,000# 1 1 1 3
$48,800
Marketing by the Numbers
Performance Goals by the Month
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Execution
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
• Detailed Marketing Activities for the month of March
• Use for pre-planning future events and programs
• Assigns duties
• Categorized by Market area
• Targets due dates of assignments
• Identifies frequency of activity
Market Plan Detailed Calendar
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Evaluating Results
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Collaboration
Track Performance
Re-evaluate Priorities
Modify Execution
Align Responsibilities
Repeat Process
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Manpower
Volunteers
A RealisticMarketplace Perspective
Client Perspective A SustainableBusiness Model
Board of Directors
Resources
$ Support
Marketing Plan
Plan
Road Map
Process
Marketing Success
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
CommitmentPlan to PlanSet Goals and objectivesWrite the PlanAssign responsibilitiesInvest in mediaMeasure and update frequently
CommitmentPlan to PlanSet Goals and objectivesWrite the PlanAssign responsibilitiesInvest in mediaMeasure and update frequently
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Professional Business Mentoring:
Staffed by local volunteers
Confidential business mentoring
Free of charge
Call for an appointment : 937-225-2887 or visit online www.daytonscore.org
SCORE OfficeFederal Building
Suite 104, 200 W. Second St.Dayton, Ohio 45402
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
daytonscore.orgwww.score.org
Marketing Non-Profit WorkshopBackup Slides if needed
Backup Slides if needed
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Putting the Marketing Plan into effect requires buy-In by the managers and directors
The board must participate in decision making during the plan development and its implementation
Measuring the results of the strategies and adjusting to the market done quarterly and reported at each board meeting
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Marketing Annual Giving
• Personal Solicitation ~ Campaign Structure ~ Chairperson & Committee
• Gift Clubs ~ Way to Solicit Larger Gifts ~ Scaled Donor Recognition
• Telephone/Telethons ~ Volunteer Callers w/ Scripts ~ Most Similar to Personal Solicitation
• Direct Mail ~ Expensive & Technical ~ Mailing List is Key
Matching Gifts ~ Companies Match Employee Gifts
Challenge Gifts ~ Donor or Funder Challenge
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Readiness Checklist for a Major Giving Program
Strategic Plan Public Relations Plan
Influential Community People Involved
Development Committee for Major Gifts
Gift Club System to Upgrade Donors
Donor Recognition Program
Professional Looking Materials
Compelling Case for Support
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
How to Market Planned Giving
Marketing Your Planned Giving Program
•Use Regular NPO Newsletters, Mail, Telephone Cultivation, Website and Personal Visits•Stress How Planned Giving Helps Donors Address Their Needs and Also Support the NPO•Use Real-Life Stories and Fictional Scenarios to Illustrate the Mutual Benefit•Enlist Professional Experts to Present Seminars on Planned Giving Options to Your Prospects•Create a “Legacy Society” to Recognize and Provide Benefits to Those Who Make Planned Gifts
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Using Fundraising Success Factors
• Programs & Services Evaluation Data
• Testimonials to NPO’s Value• Well-Known Spokesperson• Community-Wide Visibility• Collaborative Reputation• Active Board• Strong Volunteer Program• Variety of Ways to Tell Your Story
Media, Brochures, Newsletters, Website, Presentations
• Comprehensive DatabaseFunders’ Contact Information and Giving HistoryProspects’ Contacts Information
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
Target Sources of Income
• Special Events• Board Contributions• Individual Contributions• Will and Trust Bequests• Grants• Sale of Products and Services• Fee for Services• Membership Dues• Donations
daytonscore.orgwww.score.org
Marketing Non-Profit Workshop
• Canvas the Community
• Recruit the Skills Needed
• Offer Training
• Sign Up Reliable and Qualified
• Sell the Organization
• Obtain complete Buy-In
Volunteers