Marketing Nonprofits part 2 of 3

Marketing NonprofitsStrategies, Trends and Challenges

Nonprofit Marketing Strategies:

Challenges-

Direct mail still makes

money; donors

responding are over 55

The End Of Print

Demographics suggest that direct mail shouldn’t be your only strategy

Print marketing offers less tracking capabilities than it's counterparts

How many people opened and read that mailer you just sent out?

Compiled by author from source: blog.hubspot.com


Fixes-

Millennials became the largest generation in the workforce this

year, and these money-makers are

more willing and likely to give via text or

online than Gen Xer’s or Baby Boomers


The key is to increase the number of touches and give people plenty of

opportunities to donate

Then, you want to track how they gave to see how your specific donor

base responds to the ask medium


Challenges-

Mobile growth isn’t a

new story; It’s here to stay

The Move To Mobile

2015: Mobile usage has increased by 394% since 2010

Smartphones are the only source for a significant number of Americans

10% do not have broadband, 15% only access the Internet through their smartphones



Fixes-

No need to pay software engineers to design a custom

app Look at what you already have and make adjustments

for a smaller screen


Make sure your website is on a mobile-friendly platform that

optimizes the look, feel, and user experience

Don’t forget to leverage others’ investments in mobile by

promoting more content on Facebook, Twitter or other social

media platforms


Challenges-

Its been six full years after the

Recession ended,

according to economists—78% of voters don’t buy it

People Are Less Willing To Part With

Their Money

Millennials make $2,000 less than their parents did at the same age

Today’s millennials are 10 times less likely to become millionaires than baby boomers

Millennials charitable contributions only constitute 1/10th of charitable giving



Fixes-

Don’t ask for money right away, create other methods of engagement or

“conversations” that give supporters a chance to get to

know your organization


Petition campaigns and other advocacy opportunities are a great way to spread your message and

prime potential donors

Signing a petition moves folks from passive to active supporters of your cause, deepening their attachment

to it and you


Major Pitfalls-

The cause: Focusing on the organization's

short-term needs and not enough

time on the long-term vision

The result: Volunteers and

staff never get off the marketing

merry-go-round and end up

"burning out"

Failing to develop sustained relationships with donors leads to loss of opportunities for significant financial contributions

This can have a major, lasting impact on our organization and the people it serves

Compiled by author from source: develop-net.com

The Solution:


Major Pitfalls-

The cause: Thinking of fund

raising as a democratic

process — usually as a result of inexperience

The result: We buy into the

commonly believed fallacy, "To reach a goal of $100,000,

just get 1,000 people to give

$100

Analyze your donor and constituent base

Determine the potential to raise funds through development methods only

Effective development efforts invariably produce about 90% of contributions from about 10 percent of donors


The Solution:


Major Pitfalls-

The cause: Too much time

devoted to marketing, leaving few resources for

development functions

The result: Your growth plan

stalls, money from board members and

volunteers drop, staff, board and donors don’t feel

rewarded

Get back to the basics; establish a major gifts committee

Select new board members who can inspire and contribute major gifts

Identify a handful of major-gift prospects

Explain your responsibility toward financial support for the organization at an apt expense-to-benefit ratio


The Solution:


Major Pitfalls-

The cause: Marketing efforts

are volunteer intensive

The result: Staff wastes time hiring, training and supporting

volunteers

Instead of diverting much needed resources to a less useful area

Redeploy volunteers to the annual fund and other customary fund-raising activities

Not everyone will be interested in development work, but those you retrain may produce greater results


The Solution:


Major Pitfalls-

The cause: Great marketing expends 35 to 50% of gross proceeds (a percentage that balloons without rigorous management)

The result:The organization's

overall fund-raising costs

escalate, putting our credibility with our constituencies

at risk

Establish strict expense and revenue budgets for the fund-raising operation

Budget expenses at 25% or less of contributions

Apply these standards to marketing as well as traditional development endeavors


The Solution:

Contact Us for the Full Presentation:

Mediacontact USA Inc.

13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112

E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Sources Cited:

Burgess, Mary. "What Is the Difference Between Non-Profit & Not for Profit?" EHow. Demand Media, n.d. Web. 07 Sept. 2016. <http://www.ehow.com/info_7991949_difference-between-nonprofit-not-profit.html>.

Cozad, Michael. "Not-For-Profit Organizations: Types & Examples." Study.com. N.p., n.d.Web. 17 Nov. 2016. <http://study.com/academy/lesson/not-for-profit-organizations-types-examples.html>.

"The Difference Between Public & Private Non-Profit Organizations." Small Business. N.p., n.d. Web. 15 Sept. 2016. <http://smallbusiness.chron.com/difference-between-public-private-nonprofit-organizations-26366.html>.

Fritz, Joanne. "What Is a Nonprofit Vs. a For-Profit Business?" The Balance. N.p., 5 June 2016. Web. 17 Nov. 2016. <https://www.thebalance.com/how-is-a-nonprofit-different-from-for-profit-business-2502472>.

Jungbok, Ha By. "Marketing Strategies for Nonprofit Organizations." "" by Jungbok, Ha. N.p., n.d. Web. 15 Sept. 2016. <https://www.questia.com/library/journal/1P3-3827887561/marketing-strategies-for-nonprofit-organizations>.

Sources Cited:

Logan, Emily. "4 Challenges Facing Nonprofit Marketers in 2016 (And How To Beat Them)." HubSpot Blog Homepage | Marketing, Sales, and Agency Content. N.p., 4 Jan. 2016. Web. 30 Nov. 2016. <http://blog.hubspot.com/marketing/challenges-facing-nonprofit-marketers-in-2016>.

Marketing Is Different in the Not-For-profit World. N.p., n.d. Web. 15 Sept. 2016. <http://www.develop-net.com/articles/marketing-is-different-for-non-profits.html>

Readings, Leah. "5 Nonprofits With Successful Content Marketing Campaigns - CapterraBlog." Software Buying Tips and Advice for Businesses: Capterra Blog. N.p., 18 Sept. 2015. Web. 17 Nov. 2016. <http://blog.capterra.com/nonprofits-successful-content-marketing-campaigns/>.

Root. "Nonprofit Marketing." Investopedia. N.p., 2010. Web. 07 Sept. 2016. <http://www.investopedia.com/terms/n/nonprofit-marketing.asp>.

Sadiq, Basil. "8 Tips For Establishing Your Nonprofit On Social Media." Engaging Volunteers. N.p., n.d. Web. 21 Nov. 2016. <http://blogs.volunteermatch.org/engagingvolunteers/2016/05/10/8-tips-for-establishing-your-nonprofit-on-social-media/>.