Marketing that Matters: 10 practices to profit your organization and change the world

46th AFP International Conference on Fundraising

March 29 – April 1, 2009 New Orleans, Louisiana

Marketing That Matters 10 Practices to Profit Your Organization and Change the World

March 30, 2009

Presented by Metropolitan Group

Eric Friedenwald-Fishman Creative Director/President

Randi Hogan, CFRE Vice President

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Agenda

  Ten practices of Marketing that Matters

  Questions and Discussion

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

1. Don’t Fear Marketing

  Make sure marketing is “at the table” from the beginning

  Distinguish between strategy and tactics

  Develop and use marketing plans

Use Marketing as a Core Organizational Strategy

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: National Children’s Museum

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

2. Know Yourself

  Clarify your mission and live it

  Build a strong brand and live it

Build Upon Your Mission

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

3 Vs Social Purpose Branding

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: Openlands

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

3. What’s Your Definition of Success?

  Clarify and codify your goals

  Identify your return on investment and advancement of mission expectations

  Reward and publicize the results you value

Define Your Goals

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: National Assembly on School-Based Health Care

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

4. Know Your Audience

  Engage with your donors and prospects in creating your programs and services

  Understand how your donors and prospects feel about the experience

  Tap into your listening posts and foster “word-of-mouth/mouse”

Be Aggressively Audience Centered

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: West Hollywood Library

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

5. Question Conventional Wisdom

  Evaluate your assumptions about your audience(s)

  Reposition your programs and services so they reach and are relevant to a larger audience

  Develop your outreach materials and tools so they speak to untapped audiences

  Hire staff, engage volunteer leaders and create strategic partnerships that reflect your commitment

Don’t Limit Your Audience

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: National Association of Hispanic Journalists

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

6 A. What’s Driving the Prospect’s Decision?

  Don’t lose sight of your prospect’s core decision-making drivers

  Reach out to the core values of your “bull’s-eye” prospect

  As you grow, recognize that your message needs to resonate with a wider audience

Communicate Value and Values

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

6 B. Framing the Message

  Definition: Framing is the use of images/words to intentionally associate an issue with certain deeply held values, thereby providing a context that predisposes audiences to accept a particular definition of the issue.

  To frame messages that are powerful to donors, causes need to: •  Demonstrate relevancy to people’s lives •  Identify benefits that reinforce values and needs

Communicate Value and Values

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: YMCA of the USA

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

7. Emotion Trumps Data

  Develop your brand story

  Develop avenues to connect with your audiences in emotionally authentic ways

  Package your programs and services in a way that creates an emotional response

  Use your historical roots to create an emotional connection

Connect With the Heart First, Mind Second

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: CFED

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

8. Building a Community

  Empower your employees and volunteers as messengers

  Empower your members, donors and audience members as messengers

  Empower your strategic partners as messengers

Empower People as Messengers

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: The Breast Cancer Fund

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

9. Walk the Talk

  Do the right thing

  Live the brand inside your organization

  Expose yourself

  Let participants have an authentic experience

  Make marketing choices that mesh with your values

Be Authentic and Transparent

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: National Trust for Historic Preservation

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

10. Using Your Platform to Change the World

  Expose how your core programs and services are social change tools

  Empower your audiences as change agents   Take a stand   Use cause-related marketing   Harness the power of organizational purchasing   Position philanthropy as helping donors impact their

world, and as connecting their vision to your value/values proposition

Leverage Marketing for Social Impact

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Example: Rugmark

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Questions and Discussion

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

Metropolitan Group: DC • Chicago • Portland • San Francisco

Contact Information:

Randi Hogan, CFRE, Vice President 1800 K Street NW, Suite 200 Washington, DC 20006 Phone: (202) 380-3123 E-mail: rhogan@metgroup.com

Eric Friedenwald-Fishman, Creative Director/President 519 SW Third Avenue, Suite 700 Portland, OR 97204 Phone: (503) 223-3299 E-mail: marketing@metgroup.com

www.metgroup.com