WELCOWELCOMEME

www.iyi.owww.iyi.orgrg

HOUSEKEEPINGHOUSEKEEPINGCell phones, silent please.Cell phones, silent please.

Questions. Feel free anytime!Questions. Feel free anytime!

Please sign In or give me a business card.Please sign In or give me a business card.

Introductions: Who are you? Tell us about it!Introductions: Who are you? Tell us about it! NameName TitleTitle Organization NameOrganization Name What does your organization do?What does your organization do? What do you hope to learn today?What do you hope to learn today? What is your biggest marketing challenge?What is your biggest marketing challenge?

MARKETING MARKETING 101101The BasicsThe Basics

DEFINE THE TERMSDEFINE THE TERMS

Please take a moment to jot down your definitions:Please take a moment to jot down your definitions:

MARKETINGMARKETING

ADVERTISINGADVERTISING

BRANDINGBRANDING

DEFINING THE TERMSDEFINING THE TERMS

MARKETING:MARKETING: The total of activities involved in the The total of activities involved in the transfer of goods or services from the producer or seller to transfer of goods or services from the producer or seller to the consumer or buyer, including advertising, shipping, the consumer or buyer, including advertising, shipping, storing, and selling. storing, and selling. (Your Tool Box)(Your Tool Box)

ADVERTISING:ADVERTISING: To announce or praise (a product, To announce or praise (a product, service, etc.) in some public medium of communication in service, etc.) in some public medium of communication in order to induce people to buy or use it: order to induce people to buy or use it: to advertise a new to advertise a new brand of toothpaste. brand of toothpaste. (A Tool)(A Tool)

BRANDING:BRANDING: A trademark or distinctive name identifying a A trademark or distinctive name identifying a product or a manufacturer. A product line so identified: a product or a manufacturer. A product line so identified: a popular brand of soap. A distinctive category; a particular popular brand of soap. A distinctive category; a particular kind: kind: a brand of comedy that I do not care for. a brand of comedy that I do not care for. (A Tool)(A Tool)

The MythsThe Myths

You have to be a big to do marketing!You have to be a big to do marketing!You have to have a lot of money!You have to have a lot of money!I don’t have time to do marketing!I don’t have time to do marketing!I need to be fundraising in everything I do!I need to be fundraising in everything I do!You can do everything in-house for less!You can do everything in-house for less!You can get volunteers to help do marketing projects!You can get volunteers to help do marketing projects!You can’t afford professional services!You can’t afford professional services!FREE is for me!FREE is for me!

The TruthThe Truth

You can be any size and be successful!You can be any size and be successful!

You need to commit a dollar amount whatever it is!You need to commit a dollar amount whatever it is!

Create a marketing committee!Create a marketing committee!

Branding builds Friends, Friends Raise Money!Branding builds Friends, Friends Raise Money!

Doing it in-house can cost more in time and money!Doing it in-house can cost more in time and money!

Volunteers are not always there when you need them.Volunteers are not always there when you need them.

Many professional organizations that assist non-profits!Many professional organizations that assist non-profits!

You get what you pay for!You get what you pay for!

It Starts with Your MissionIt Starts with Your Mission

What is your mission?What is your mission?

Who does it speak too?Who does it speak too?

What does it really say?What does it really say?

Is it something people can remember?Is it something people can remember?

How do you use it?How do you use it?

Examples? Who wants to share?Examples? Who wants to share?

Building a marketing, advertising and branding plan Building a marketing, advertising and branding plan around your mission just makes sense!around your mission just makes sense!

A MARKETING THERORYA MARKETING THERORY

Marketing any product or service takes time, energy, Marketing any product or service takes time, energy, good ideas and money. good ideas and money.

Most nonprofits are so concentrated on raising money Most nonprofits are so concentrated on raising money they don't feel they have time to think about establishing they don't feel they have time to think about establishing or maintaining their community image, or trying to market or maintaining their community image, or trying to market their organization other than by "word or mouth" to let their organization other than by "word or mouth" to let people know what they are all about. people know what they are all about.

Many nonprofit's attitudes are based on a false hope that Many nonprofit's attitudes are based on a false hope that because they are good and do good things money will because they are good and do good things money will follow. follow.

TEST THE THERORYTEST THE THERORY

As a test to see how good you think you have been, start As a test to see how good you think you have been, start first with your board of directors. Ask each individual first with your board of directors. Ask each individual board member privately to tell you as if you were a board member privately to tell you as if you were a stranger all about the nonprofit they serve.stranger all about the nonprofit they serve.

Time the person and see if they can talk to you for at Time the person and see if they can talk to you for at least five minutes. While this may sound easy, you would least five minutes. While this may sound easy, you would be surprised how few can actually do this! be surprised how few can actually do this! Example?Example?

  With this in mind, ask yourself the question, "If the board With this in mind, ask yourself the question, "If the board of directors can't even tell me about the nonprofit then, of directors can't even tell me about the nonprofit then, what does the public truly know?"what does the public truly know?"

MARKETING MARKETING 102102

A Raving Fan ModelA Raving Fan Model

DECIDE, DISCOVER, DECIDE, DISCOVER, DETERMINE & DELIVERDETERMINE & DELIVER

Decide what you want!Decide what you want!

Discover what they want & know.Discover what they want & know.

Determine a strategy.Determine a strategy.

Deliver your message through people.Deliver your message through people.

Do you having Raving Fans?Do you having Raving Fans?

Step OneStep OneDECIDE WHAT YOU WANTDECIDE WHAT YOU WANT

You are the source! It starts with you and your organization all being You are the source! It starts with you and your organization all being on the same page starting at the board all the way down to the on the same page starting at the board all the way down to the volunteersvolunteers

Develop a perfect vision of what you want your organization to be. Develop a perfect vision of what you want your organization to be. (Outline your perfect picture of your organization)(Outline your perfect picture of your organization)

Be as specific as you can right down to the color of the walls if Be as specific as you can right down to the color of the walls if necessary.necessary.

Write it down on paper. This will become your model for making Write it down on paper. This will become your model for making decisions about your marketing plan. decisions about your marketing plan.

ITS YOUR MARKETING MISSION STATEMENT.ITS YOUR MARKETING MISSION STATEMENT.

Step TwoStep TwoDISCOVER WHAT THEY WANTDISCOVER WHAT THEY WANTUnless you have your own vision how can you decide what the Unless you have your own vision how can you decide what the customer wants?customer wants?

Remember its hard to market your service if you can’t talk about it Remember its hard to market your service if you can’t talk about it with passion & vision.with passion & vision.

Find out what the customer really wants! Ask questions and listen. Find out what the customer really wants! Ask questions and listen. Don’t judge, just get the facts.Don’t judge, just get the facts.

Your vision should fill in the gaps between their vision and yours.Your vision should fill in the gaps between their vision and yours.

Compromise is good, concession is not.Compromise is good, concession is not.

Lastly, know when to ignore the customers vision when necessary, Lastly, know when to ignore the customers vision when necessary, sending them somewhere else.sending them somewhere else.

Step ThreeStep ThreeCREATE A MARKETING PLANCREATE A MARKETING PLAN

Create a marketing plan that puts your best foot forward, Create a marketing plan that puts your best foot forward, using your vision and discovery model.using your vision and discovery model.

Determine what it is you are going to deliver and be the Determine what it is you are going to deliver and be the best at it. Don’t try to be something you are not.best at it. Don’t try to be something you are not.

Tell your story as part of the total marketing plan, Tell your story as part of the total marketing plan, advertise it verbally, and make it your brand.advertise it verbally, and make it your brand.

Your marketing vision is what you want people to think of Your marketing vision is what you want people to think of when they hear your name.when they hear your name.

DELIVER IT WITH PEOPLE!DELIVER IT WITH PEOPLE!

DETERMINEDETERMINEDetermine what kind of marketing you are going to do:Determine what kind of marketing you are going to do:

Information BasedInformation BasedWho are we?Who are we?What do we do?What do we do?Why do we do it?Why do we do it?Why it’s is important.Why it’s is important.

Recruitment BasedRecruitment BasedVolunteersVolunteersMentorsMentorsClientsClientsBoard MembersBoard Members

Event BasedEvent BasedFundraisingFundraisingFriend-raisingFriend-raisingSpecial EventsSpecial Events

DELIVER IT WITH RAVING DELIVER IT WITH RAVING FANSFANS

Public SpeakingPublic Speaking Create a speakers bureau!Create a speakers bureau! Have others tell your storyHave others tell your story Create an ambassadors committeeCreate an ambassadors committee

Educate your Staff, Board & VolunteersEducate your Staff, Board & Volunteers Can they tell your story for 5 minutes?Can they tell your story for 5 minutes? Then let them loose.Then let them loose.

DO YOU HAVE RAVING FANS?

MARKETING MARKETING 103103

Back to BasicsBack to Basics

DELIVER IT IN OTHER WAYSDELIVER IT IN OTHER WAYSBe CreativeBe Creative

Use a skywriter?Use a skywriter? How can you use a hot air balloon?How can you use a hot air balloon? SponsorshipsSponsorships

AdvertisingAdvertising NewspaperNewspaper RadioRadio TVTV EmailEmail Direct MailDirect Mail

Website Website (This is Marketing 104)(This is Marketing 104)

Collateral ItemsCollateral Items BrochuresBrochures BannersBanners PostersPosters Specialty ItemsSpecialty Items

COLLECT DATACOLLECT DATA

Collect Data in everything you do.Collect Data in everything you do. NameName EmailEmail AddressAddress Birthday (without year)Birthday (without year) Be creative. Ask things no one else does! Favorite Holiday?Be creative. Ask things no one else does! Favorite Holiday?

Your list is the most important thing you have when it comes to Your list is the most important thing you have when it comes to marketing.marketing.

Maintain it! Clean & PurgeMaintain it! Clean & Purge

Use it! Don’t Abuse It!Use it! Don’t Abuse It!

Every event, speaking engagement, meeting or social event is a Every event, speaking engagement, meeting or social event is a chance to get data.chance to get data.

Everyone is a data miner!Everyone is a data miner!

FOLLOW UPFOLLOW UP

Follow up is probably the most important aspect in the Follow up is probably the most important aspect in the data mining process. We all know it! Do we do it?data mining process. We all know it! Do we do it?Use what you collected to follow-up in unique ways.Use what you collected to follow-up in unique ways.

Send a birthday card?Send a birthday card? Send a candy bar or bag of tea?Send a candy bar or bag of tea?

Be sensitive to how much you contact people and how.Be sensitive to how much you contact people and how.Provide an opportunity in the follow-up for giving Time, Provide an opportunity in the follow-up for giving Time, Talent and Treasure.Talent and Treasure.Make it personal, if you can.Make it personal, if you can.

Drop by on a winter day and fill their washer fluid! WHAT?Drop by on a winter day and fill their washer fluid! WHAT?

Don’t be afraid to do it in person!Don’t be afraid to do it in person! IndividualIndividual GroupsGroups Take Clients or StaffTake Clients or Staff

EVALUATEEVALUATE

Evaluate your success! Rediscover!Evaluate your success! Rediscover!There is good in everything sometimes we just There is good in everything sometimes we just have to look for it!have to look for it!

Rediscover what your audience thinks & knowsRediscover what your audience thinks & knows

Measure it against your visionMeasure it against your visionIf yes, then bookmark the idea to use again later.If yes, then bookmark the idea to use again later.

If no, make adjustments.If no, make adjustments.

MAKE ADJUSTMENTSMAKE ADJUSTMENTS

Don’t abandon the plan, tweak it.Don’t abandon the plan, tweak it.

Use VERB COMMANDS to change it!Use VERB COMMANDS to change it! Make it bigger!Make it bigger! Make it hotMake it hot Change the packageChange the package Make it appeal to a specific groupMake it appeal to a specific group Make it part of something elseMake it part of something else

MARKETING MARKETING 104104

Everybody Talks About the WebEverybody Talks About the Web

YOUR WEBSITE AND MISSION SHOULD WORK TOGETHER

WEBSITE & MISSIONWEBSITE & MISSIONHow They Work TogetherHow They Work Together

WWW.IYI.ORG

What is a Mission What is a Mission Statement?Statement?

Mission statements are designed to provide direction Mission statements are designed to provide direction and thrust to an organization, an enduring statement of and thrust to an organization, an enduring statement of purpose.purpose.

A mission statement acts as an A mission statement acts as an invisibleinvisible hand that hand that guides the people in the organization.guides the people in the organization.

A mission statement explains the organization’s reason A mission statement explains the organization’s reason for being, and answers the question, “What business are for being, and answers the question, “What business are we in?” we in?”

What is a Website?What is a Website?

Website should be designed to communicate your Website should be designed to communicate your organizations statement of purpose.organizations statement of purpose.

A Website acts as an A Website acts as an visiblevisible hand that guides people hand that guides people and offers a clear message into who and what you are.and offers a clear message into who and what you are.

A Website should explain your organization’s reason for A Website should explain your organization’s reason for being, and answers the question, “What business are being, and answers the question, “What business are you in?” you in?”

Working TogetherWorking Together Mission & Website?Mission & Website?

Do your website & mission…..Do your website & mission….. Effectively illustrate your purpose for being in business?Effectively illustrate your purpose for being in business? Communicate your message defining Who & What you are?Communicate your message defining Who & What you are? Speak to the right group?Speak to the right group? Give you a sense of pride in your organization?Give you a sense of pride in your organization?

Do you tell people about them?Do you tell people about them?

Do you use them and promote them to assist you in your efforts?Do you use them and promote them to assist you in your efforts? Have value to your organization?Have value to your organization? Create action or emotion?Create action or emotion? Are they memorable?Are they memorable?

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Why Build a Website?Why Build a Website?

Why is always my first questionWhy is always my first question Why is the basis for your whole site!Why is the basis for your whole site! What do you hope to accomplish? Why?What do you hope to accomplish? Why? What features do you need now? Why?What features do you need now? Why? What feature do you want later? Why?What feature do you want later? Why?

Some Answers to WhySome Answers to Why The guy down the street has one!The guy down the street has one! Everybody’s doing it!Everybody’s doing it! Its cool, and it would be nice to have!Its cool, and it would be nice to have! Just think we need one!Just think we need one! Because!Because!

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Your mission is the basis for your organizations reason for being.

Because someone asked why?

Why Know Why?Why Know Why?

Why Not?Why Not? Philosophy majors will tell you that there is only two right Philosophy majors will tell you that there is only two right

answers to the question why?answers to the question why? Take the time to really know why before you start, it is just Take the time to really know why before you start, it is just

smart!smart!

BecauseBecause Websites are expensive if you do not have a plan.Websites are expensive if you do not have a plan. Not knowing why is just wasting time and effort.Not knowing why is just wasting time and effort. Knowing why gives you a measuring stick for content.Knowing why gives you a measuring stick for content. Would you know why without a Mission Statement?Would you know why without a Mission Statement?

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Who is the Site for?Who is the Site for?

Who is the Second QuestionWho is the Second Question Who is the site going to service?Who is the site going to service? How will they use it?How will they use it? Who cares! Who cares!

Who cares about what’s on your site?Who cares about what’s on your site?People help support, what they help create!People help support, what they help create!Get input from the who.Get input from the who.

What sites does your who visit now?.What sites does your who visit now?. Your Mission is based on who you service right?Your Mission is based on who you service right?

Don’t Design for You, Design for Who! Don’t Design for You, Design for Who! It’s not about you! Unless you are the who!It’s not about you! Unless you are the who! Keep who in mind every step of the way!Keep who in mind every step of the way! Is your mission about you or who?Is your mission about you or who?

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What’s in a Website?What’s in a Website?

Determining What is EasyDetermining What is Easy What does your mission say?What does your mission say? What is your message?What is your message? What are your services?What are your services? What does the “who” need to know?What does the “who” need to know?

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The “What” is easy once you know “Why” and “Who”

Building a WebsiteBuilding a WebsiteIt’s Like Creating a MissionIt’s Like Creating a Mission

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Easy to ReadEasy to Read

Choose text carefullyChoose text carefully Script vs. PlainScript vs. Plain

Dark text on light backgroundsDark text on light backgroundsText size.Text size.

12pt to 14pt no bigger!12pt to 14pt no bigger!

Do not center body textDo not center body text Centering is for headlines and Poems.Centering is for headlines and Poems.

Keep it easy for you and the designerKeep it easy for you and the designer Just like your mission your keep site simple, clean and clear so all Just like your mission your keep site simple, clean and clear so all

can enjoy and understand itcan enjoy and understand it

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Keep it SimpleKeep it Simple

There are many reasons for keeping it simple!There are many reasons for keeping it simple! It downloads faster.It downloads faster. People leave it does not load quickly.People leave it does not load quickly. Simple= A clean look & feel.Simple= A clean look & feel. Simple= Easy to manage and create. Simple= Easy to manage and create. Simple= Easy to maintain!Simple= Easy to maintain!

Remember to KISS IT!Remember to KISS IT! You all know what KISS means right?You all know what KISS means right?

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Keep it QuickKeep it Quick

15-20 Seconds to take off15-20 Seconds to take off People will leave your site before it loads.People will leave your site before it loads.

Animation and FlashAnimation and Flash Why? Because its cool!Why? Because its cool! Does it add value?Does it add value? Is it important to the mission?Is it important to the mission?

I don’t like the way it looksI don’t like the way it looks Function vs. Creative ExpressionFunction vs. Creative Expression Remember it’s not about you!Remember it’s not about you!

Keep copy points short if possibleKeep copy points short if possible Create downloads for large documents and formsCreate downloads for large documents and forms

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Easy to NavigateEasy to Navigate

Links: Labeled and Easy to locateLinks: Labeled and Easy to locate It is what it is!It is what it is! Down the left sideDown the left side

Easy to UnderstandEasy to Understand Use terminology the user will understand.Use terminology the user will understand.

Colors and links should be familiarColors and links should be familiar Blue= unviewed link and Purple= viewed linkBlue= unviewed link and Purple= viewed link Other colors like Red are becoming more common place.Other colors like Red are becoming more common place.

Find info in 3 clicks or lessFind info in 3 clicks or less Don’t make me search. Remember quick is it!Don’t make me search. Remember quick is it!

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Be ConsistentBe Consistent

FontsFonts Use the same font from page to page.Use the same font from page to page. Fonts are based on each person computer set. It may look Fonts are based on each person computer set. It may look

good to you but others see it as garble.good to you but others see it as garble.

Colors & BackgroundsColors & Backgrounds Don’t change every pageDon’t change every page Sometimes its ok to call out different areas of your siteSometimes its ok to call out different areas of your site

Picture sizes in galleriesPicture sizes in galleries Size photo’s the sameSize photo’s the same Click to enlargeClick to enlarge

Email addressesEmail addresses somebody@yourorganization.orgsomebody@yourorganization.org

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Easy to FindEasy to Find

Where’s WaldoWhere’s Waldo Don’t be a Waldo!Don’t be a Waldo! Make it easy for people to find you!Make it easy for people to find you!

““If I build it people will find me!”If I build it people will find me!” It’s a myth.It’s a myth.

Promote your sitePromote your site Search Engines, Directories, Banner AdsSearch Engines, Directories, Banner Ads Links to othersLinks to others

Domain Name Trains- Keep it shortDomain Name Trains- Keep it short www.thewww.thelongestnameicouldthinkofeverbeforeigottiredoftyping.comlongestnameicouldthinkofeverbeforeigottiredoftyping.com

Multiple URL’s when necessary.Multiple URL’s when necessary. MisspellingsMisspellings .com, .org, .net, .biz.com, .org, .net, .biz

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Remember Your FriendsRemember Your Friends

Give Credit Where Credit is DueGive Credit Where Credit is Due IYI helped us build this great site!IYI helped us build this great site! Offer links to community partners. Offer links to community partners. Reference your donors and board members, its not about you!Reference your donors and board members, its not about you! Make your site a resource for everyone.Make your site a resource for everyone. Promote other services & business that relate to you.Promote other services & business that relate to you. Develop partnerships with others to build future allies in tough times.Develop partnerships with others to build future allies in tough times. Be an ambassador for your community!Be an ambassador for your community!

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So You Have a WebsiteSo You Have a WebsiteLet people know you have oneLet people know you have one

Promote It. Tell everyone! (Do you keep your Mission a Secret?)Promote It. Tell everyone! (Do you keep your Mission a Secret?) Advertise It!Advertise It!

Put on toilet paper!Put on toilet paper! Search engines vs. promotionSearch engines vs. promotion

Grow it.Grow it. Take it where it needs to go for who it was designed for.Take it where it needs to go for who it was designed for. Ask for feedback.Ask for feedback.

Evaluate it.Evaluate it.Every monthEvery monthKeep it fresh and new.Keep it fresh and new.Add Features that assit you in your mission like…….Add Features that assit you in your mission like…….

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Online DonationsOnline Donations

In 2003 online giving topped 100 millionIn 2003 online giving topped 100 million $25.00 to $50.00 dollars at a time.$25.00 to $50.00 dollars at a time. Don’t expect “BIG” donations online.Don’t expect “BIG” donations online.

A growing in comfort with online donationsA growing in comfort with online donations It’s still a trust factorIt’s still a trust factor

Its not for everyoneIts not for everyone Don’t be fooled by the numbersDon’t be fooled by the numbers National exposure and world crisis help inflate the numbers.National exposure and world crisis help inflate the numbers.

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How Do I Do It?How Do I Do It?

Online Fundraising HandbookOnline Fundraising Handbook www.groundspring.orgwww.groundspring.org It’s in your packetIt’s in your packet

You Still Need to Make the Ask!You Still Need to Make the Ask! Online allows you a presence 24-7Online allows you a presence 24-7 It will never eliminate the personal askIt will never eliminate the personal ask

You have many different options.You have many different options. Percentage based options.Percentage based options. Fee based options.Fee based options. FREE based options.FREE based options.

Nothing is FREENothing is FREE

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Help with Online DonationsHelp with Online DonationsLook No Further!Look No Further!

www.clickandpledge.comwww.clickandpledge.comwww.acceptiva.comwww.acceptiva.comwww.etransfer.comwww.etransfer.comwww.networkforgood.orgwww.networkforgood.orgwww.paypal.comwww.paypal.comwww.kinterainc.comwww.kinterainc.comwww.groundspring.orgwww.groundspring.org

Contact IYI Youth Service Help Line (877) IYI-TIPSContact IYI Youth Service Help Line (877) IYI-TIPS

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Online Success StoriesOnline Success Stories

www.redcross.orgwww.redcross.org

www.habitat.orgwww.habitat.org

www.donate.care.orgwww.donate.care.org

www.doctorswithoutborders.orgwww.doctorswithoutborders.org

www.iyi.orgwww.iyi.org

It’s not for everyone. Be Patient! It Takes Time.It’s not for everyone. Be Patient! It Takes Time.

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Build it with PurposeBuild it with Purpose

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RememberRemember Your MissionYour Mission Know WhyKnow Why Know WhoKnow Who What is EasyWhat is Easy Keep it SimpleKeep it Simple Be FoundBe Found Promote ItPromote It Remember Your FriendsRemember Your Friends Be a Community PartnerBe a Community Partner

Your Website is the definition of your mission on a 24-7 billboard Your Website is the definition of your mission on a 24-7 billboard around the world. Make sure it sends the right message!around the world. Make sure it sends the right message!

Web TipsWeb TipsWebsites That can HelpWebsites That can Help

www.webmonkey.com

www.htmlhelp.com

www.web-source.net

www.werbach.com

There are many websites, to many in fact to list here. Just type “html help” in your search bar and have fun!

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Friends of IYIFriends of IYI

www.leadership3.orgwww.leadership3.orgwww.ryans-place.orgwww.ryans-place.orgwww.stayinschool.bizwww.stayinschool.bizwww.indianathunder.orgwww.indianathunder.orgwww.goshenfootball.comwww.goshenfootball.comwww.achievingbettercommunities.orgwww.achievingbettercommunities.orgwww.lfsfamilies.orgwww.lfsfamilies.orgwww.ciswayneco.orgwww.ciswayneco.orgwww.broadwayumcsb.orgwww.broadwayumcsb.orgwww.familiesfirst-ec.orgwww.familiesfirst-ec.org

Here are just a few of the websites that have been built by Rose and Rose using OneSite Technology.

Most are IYI Customers!

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Are We About Finished?

Brought to You ByBrought to You By

Brock RoseBrock RoseRose & Rose AssociatesRose & Rose Associates

brockrose@comcast.net

brock@roseandrose.biz

www.roseandrose.biz

1305 Copley Ct.

Goshen, Indiana 46526

574-534-0750