AM3: Excellence in

marketing – a two-way

street

Judith Courts, NCVO Associate

Marketing is the management process responsible

for identifying, anticipating and satisfying customer

need profitably.

CIM, 2013

(Non-profit) Marketing is meeting customer needs

within the objectives of the organisation.Bruce, 2005

Organisations that put their customers at the heart of their organisation are marketing-oriented. They are able to:

• Ensure the relevance of services towards existing beneficiaries

• Extend appropriately into new beneficiary groups

Supporter

marketing –

places to get

financial

support – gifts

in kind

Non profit customer groups

Beneficiaries Supporters Stakeholders Regulators

Beneficiary

marketing –

people who

could access

your services

Intermediary

marketing –

organisations

who help you

reach your

beneficiaries,

e.g. doctors

donors,

purchasers

commissioners

staff, trustees,

delivery

partners,

beneficiary

representatives

Charity

Commission

Local Authority

Types of marketing

Talk the to person next door to you.

Think about a specific area of work a

product, service or activity that your

organisation would like to develop

Identify the end and intermediary customers

for that product or service

Exercise 1

Market Segmentation

Support charity for parents

with children with

behavioral problems

Users segmented

by children’s

diagnosis

Services focused on offering

practical and emotional

support to parents, particularly

those waiting for diagnosis or

refused treatment

Services focused on

providing technical

information about conditions

Users defined by

their place in the

diagnosis journey

Supermarket Campaign

Interested staff

Altruistic / links

to charity

Potential users, potential one

off donors, could become

regular givers

Will take part in volunteering

activities and potentially

become payroll givers. Will

promote to customers, may

be usersCustomers with

link to charity /

altruistic givers

Key decision makers

such as store

managers, customer

liaison officers

Main intermediary – need to

secure buy-in and active

support

Uninterested

customerOne off donors in response

to bag packing

What market segments does your

product service have that is

• linked to your cause

• altruistic givers

• corporate givers

• Why?

Understanding what your audiences think

will help you avoid fundraising methods that

undermine your intended messages and

contribute to a negative image that puts

funders and donors off.

What are good ways to do this?

Positioning

Positioning – understanding

what the customer thinks of

your and your competitors

Axis: price, effectiveness, brand attractiveness, etc.

High quality

High

price

Low quality

Low

price

A B

CD

Stakeholder analysis

1. identify your stakeholders

2. work out their power, interest and

influence

3. identify which stakeholders are most

important to you and which you would like

to move

4. develop a good understanding of

important stakeholders to understand

how they will respond so you can win

their support

Stakeholder Analysis

Key Questions - Examples

Deliver a stakeholder analysis for your product / service

Then answer the key questions for your most important

stakeholder

Finally what are the key messages you want them to know

about you

Talk to a colleague about what this suggests you should do

differently

Exercise 2

Establishing long term relationships – with all types of

customers

• Builds two way loyalty

• Helps reduce funding uncertainties

• Cuts the cost of finding new funders

Through trust – commitment - co-operation and mutual

support

Relationship Marketing

Relationship marketing – do’s

• Study your customers closely and understand

what they need as individuals or groups

• Don’t ignore problems

• Welcome complaints from funders / donors

• Put things right

• Say thank you

• Give recognition

How does customer knowledge contribute?

Products

• Informs the design of products services which best meet user needs in the beneficiary market

• Reworks what product/services into ideas that will best reach potential funders / donor markets

• Informs which benefits for beneficiaries will appeal to which donor / funder

Philosophy

• Designed into each product – and into each donor / funder idea (ASK)

Price

• Inform the price that customers / funders are prepared to pay for a given product / services

Promotions

• Helps you identify messages that will resonate with different market segments – what we want

people to remember and the best way to get this across

Place – how to distribute the funding product

• The best way to reach your chosen market segment

Physical Evidence

• Supporting evidence from beneficiaries to support the ASK – research, photos, videos etc

Summary

Judith Courts, 4 Garrs End Lane, Grassington, Nr

Skipton, BD23 5BB judith@judithcourts.co.uk

079042 66592 01756 753542

www.judithcourts.co.uk