Non profit marketing draft version 5

daytonscore.orgwww.score.org

Marketing Non-Profit Workshop WELCOME!WELCOME!

Basic Marketing for Non-Profit Organizations


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



• 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


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



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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



Integrated Functions for Success

Strategic Planning

Board Development

Financial ManagementMarketing

Fundraising



Research the Client Demography

Cover PageMission

Vision

Defining the ProductOr Service

Determine the Target Market

And Demand

Attract Resources and Develop a funding stream



• 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.



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



The Market is Different for Non-Profit Organization

Target MARKET

•Clients or customers –mission•Sponsors and Donors – funding and resources•Volunteers - manpower and talent



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



MARKET PLANNING

•Who Are your sponsors?


•When Do they decide to provide you resources?

•Why should they support your organization?


•What Is your product or service worth to the sponsors and the community?

Sponsors



MARKET PLANNING

•Who Are your human resources?


•When Do they decide to join?

•Why do they want to support your organization?


Volunteers and Staff



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



BREAK OUT DETAILS



Sources



Resources



Workforce



STRATEGY



Attracting Clients or Customers

• Use Community Services• Newsletter• Face Book• Church Groups• Public Service Announcements• Newspaper• Solicit using a booth or table at events



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



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



MEDIA OPTIONS



Selecting a Media

• Web page

• Email

• Direct Mail

• Public Service Announcements

• Social Media

• Videos



Interactive Consumer Communications Wireless (Mobile) Marketing

http://www.personalizemedia.com/garys-social-media-count/



http://www.daytonscore.org/volunteer/ScoreVideo.htmlSCORE video

Marketing Video for clients, volunteers, supporters



Planning Package



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 $$



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



Execution



• 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



Evaluating Results



Collaboration

Track Performance

Re-evaluate Priorities

Modify Execution

Align Responsibilities

Repeat Process



Manpower

Volunteers

A RealisticMarketplace Perspective

Client Perspective A SustainableBusiness Model

Board of Directors

Resources

$ Support

Marketing Plan

Plan

Road Map

Process

Marketing Success



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



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




Marketing Non-Profit WorkshopBackup Slides if needed

Backup Slides if needed



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



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



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



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



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







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



• Canvas the Community

• Recruit the Skills Needed

• Offer Training

• Sign Up Reliable and Qualified

• Sell the Organization

• Obtain complete Buy-In

Volunteers