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Your Nonprofit Marketing Plan: A Roadmap to Building Support for Your Organization Kivi Leroux Miller Nonprofit Marketing Guide. Flickr: jurvetson. The Agenda. Marketing goals, strategies and tactics Defining your audience Crafting and delivering your messages Staff and budget - PowerPoint PPT Presentation
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Your Nonprofit Marketing Plan:
A Roadmap to Building Support for Your Organization
Kivi Leroux MillerNonprofit Marketing Guide
Flickr: jurvetson
The Agenda
• Marketing goals, strategies and tactics
• Defining your audience
• Crafting and delivering your messages
• Staff and budget• Measuring success
You’re Talking Too – Yes, YOU!F
lickr
: B T
al
Creating a New Handout, Together
This will be a very rough outline of a marketing plan based on today’s discussions.
I’ll upload it here:nonprofitmarketingguide.com/resources/mowaa-plan/
Flickr: jurvetson
No Matter Where You Are Heading . . .
• Changing Behavior• Changing Attitudes• Changing Policy• Motivating Action• Raising Money• Raising Awareness
Most Marketing Goals are Related to
1. Making it easy for people to find you
2. Welcoming them into the community you are building
3. Keeping them engaged with you and your mission
Flickr: Mike Rosati Photography
Yes, You Do Need a Written Strategy
Flickr: Joyseph
But We Don’t Want This
Or This.
What Does a Complete Plan Look Like?
Marketing GoalsEnvironmental Analysis
Audience & SegmentationMessaging
Marketing TacticsShort-Term StepsLong-Term Steps
Budget & StaffingMetrics
Three Essential Questions
1.
What are you trying to do?
(or who are you trying to reach?)
Three Essential Questions
1.
What are you trying to do?
to get someone else
(or who are you trying to reach?)
Three Essential Questions
2.
Why shouldthey care?
(or what should you say?)
Three Essential Questions
3.
What’s the best way to reach them?
(or how should you say it?)
Another Approach: The Marketing Mix
1. Product2. Price3. Place4. Promotion5. Policy
1. Product
• The change or behavior you want to bring about and any items needed to support that behavior
2. Price
• What’s the cost to make this behavior change (money, time, status, social disapproval, inconvenience, etc. = treasures)
3. Place
• Can this change happen where the people are now? How do the surroundings help or hurt?
4. Promotion
• What messages will make sense and how should they be delivered?
5. Policy
• How can rules and requirements help or hurt when trying to change behaviors?
Marketing Goals
What you needto accomplish through your communications
Your Goals = Their Behavior
• What changes are you trying to bring about?
The Installment Plan
• What baby steps can people take to get there?
Flickr: Andydr
People Adopt New Ideas That . . .
• Have advantages over what exists now
• Are compatible with social norms
• Aren’t too complex• Can be tried out• You can see someone
doing or using
Source: “The Basics of Social Marketing” by Turning Point
Let’s Get Specific to MOW
Two Marketing Goals:1. Make potential recipients feel more comfortable about receiving assistance2. Convince more corporations to offer financial and staff support
Environmental Analysis
The conditions under which you are operating
What’s the Competition?
• What other choices or actions are we up against?
What’s the Competition?
• What myths must be overcome?
MOW’s Competition
1. With participants: Other feeding agencies, frozen meals at store, stigma about accepting help2. With corporations: other “feel good” opportunities with other nonprofits, other demands on money or time within company
Audience and Segmentation
Who specifically you need to communicate with, and their interests and needs
Everyone Should Care About . . .
Child abuseGlobal warmingHomeless petsHungry seniors
But not everyone does, and youcan’t change that.
What Should We Do?
What should our website look like?
What kinds of articles should we put in our newsletter?
What should we emphasize in our fundraising?
The Answer to Both Problems
Forget about the “General Public.”
In marketing, there is
no such thing!
Focus on the People Who Matter
You’ll reach people who really are interested in what you have to say.
Your decisions about language, imagery, format, etc. will be much easier.
Know Your Audience
• Who are these people?
• What’s important to them?
Ways to Group People Together
DemographicsBehaviorsStages of Change
Think about Relevant Demographics
GenderAgeEthnicityIncomeEducationHobbiesEmployment
Family StatusAffiliationsReligionOwnership (home, cars, etc.)LocationHealth StatusLikes/Dislikes
Target Audience Demographics
1. Younger seniors versus older seniors2. Why they need assistance (homebound v. income)3. Location (far away from other sources of assistance/only lifeline)
Think about Behaviors
What do they do now?What don’t they do?Are they doing the
right thing, but not regularly or in the right place?
Flickr: vieux bandit
Target Audience Behaviors
1. Corporations: Employees already volunteering, so get HQ involved; those who need a PR boost; those who are not currently engaged with any nonprofits; those who sell related products or services
Now, what do these people value?
• Time• Sleep• Convenience• Adventure• Public recognition• Good karma• Control• Love• Status• Power
• Safety• Money• Efficiency• Challenge• Privacy• Connecting• Independence• Teamwork• Predictability• Fun
• Fitting In• Change• Self-Help• Competition• Action• Formality• Openness• Pragmatism• Cooperation• Idealism
Target Audience Values
1. Recipients: convenience, independence, self-help2. Corporations: public recognition, teamwork, money, competition
Where Do They Get News & Info?
Mainstream Media (radio, tv, papers)
FriendsCo-WorkersChurchFamilyOnline / Social Media
Target Audience Info Sources
1. Recipients: Family members, health care providers, clergy, TV2. Corporations: Business associations and CEO personal networks
What Else Do We Know about Them?
What do they respond well to?
What annoys them?What do they think is
cool or lame?What language do they
use?
More about Target Audiences
1. “Big Wheels Deliver Meals” – showcasing CEOs as volunteers2. Competition among companies for how many routes are covered by company employees
What’s in It for Them?
• What BENEFIT EXCHANGE is going to work with this group?
Target Audience Benefit Exchange
1. Recipients: Get to stay in own home; get a daily visitor (not usually about the nutrition)2. Corporation: Be seen as a good citizen; increase employee satisfaction
Watch for Bouncers
• Look for who controls the flow of info or who is really making the decisions
Listening and Watching Are Essential
• YOU arenot the audience!
• Listen to and watch REAL people.
Messaging
I don’t care if it’s good for
me!
Messaging
What specific messages are
likely to motivate your
target audiences
to act
Using Emotion in Messaging
The Epic Battle Between
FEAR
Using Emotion in Messaging
The Epic Battle Between
FEAR HOPEand
Using Reason in Messaging
When facts and statistics work, and when they don’t.
Messaging Ideas
1. How many days one donation will feed one senior2. By accepting MOW you stay independent longer
Marketing Tactics
How to deliver the messages to the your audiences
Delivering the Message
What’s the best way to reach them?
When to Deliver?
• When are they most likely to be receptive to the message?
Now, Delivering the Message
In print?Over the air?Email?Word of mouth?Social networking?Up or down the
chain?Where are they now?
Guess Who’s Online
Who Delivers the Message?
• Who will they listen to?
• Are there Gatekeepers?
Whose Help Makes This Easier?
• Which partners can help deliver the right message at the right time and place in the right way?
How Often?
• How long do they need to hear it before it’s accepted?
Delivery Ideas
1. Word-of-mouth: employees who volunteer talking to corporate bosses; high power board members talking to their peers 2. Family members and health care providers both talking to recipients
Short-term Steps
What you should do relatively soon
Short-Term Tasks
1. Learn more about your audience’s “prices” – what barriers are in the way now and what they value2. Find out corporate budget cycles3. See if current messages and channels match audiences well or not
Long-term Steps
What you should do later (but plan for now)
Long-Term Tasks
1. Recipient and volunteer satisfaction surveys2. Training for volunteers on how to share the MOW story
Budgeting and Staffing
Estimates for what it will take to implement the strategy
Budget and Staffing
1. Focusing first on free tactics like word-of-mouth marketing2. Writing marketing into all grant applications as a vital component of service delivery
Metrics
How to measure the impact of strategy implementation
Flickr: *~Uplifting Arts~*
Metrics
1. How many new clients from target population2. What clients say about how they decided to sign up, who influenced them3. Number of corporate sponsors or depth of involvement of sponsors
Ideas That “Stick” Are
• Simple – stripped to the core• Unexpected – capture people’s
attention• Concrete – people can understand and
remember• Credible – it’s believable• Emotional – people care about it• Stories – show people what to do
Source: “Made to Stick” by Chip Heath and Dan Heath
This Afternoon
How to define and research
your target audience
Telling Your Story to the Media and Your Supporters
Let’s keep in touch!
Blog: NonprofitMarketingGuide.com/blogE-News: NonprofitMarketingGuide.comTwitter: kivilmFacebook.com/nonprofitmarketingguideLinkedIn: Kivi Leroux MillerSlideshare: kivilmEmail: [email protected]: (336) 499-5816