Marketing for Fundraising Nonprofit Learning Point Patricia S. Morris, MPA, CFRE October 2012

Marketing for Fundraising
Nonprofit Learning Point
Patricia S. Morris, MPA, CFRE
October 2012
Course Description
Developing relationships with people who care about your cause is
essential to raising money, but how to find these people is often a
challenge. The right kind of marketing can help you identify prospective
donors as well as keep your current donors informed.
Designed for those with little or no marketing experience, this class
includes topics on various types of prospect and donor
communications: person to person, telephone, direct mail (working with
outsourced vendors as well as in-house solicitations), email, website
effectiveness, storytelling, and speakers’ bureaus.
Also covered are marketing for planned giving, using newsletters to raise
money, marketing for tribute and monthly giving, as well as working
with the media. It will offer tips and insights about integrating
marketing strategies for both large and small organizations into your
development plan. Bring examples of your own organization’s materials
and the instructor will review them during lunch or after class.
Class Objectives
• Understand how marketing enhances
fundraising
• Identify marketing strategies applicable
to your own fundraising program
• Gain board support for marketing
• Integrate marketing into your
development plan
Day One Topics & Activities
Activity 1: Who are we? Setting expectations of the class
Topic: Overview of Marketing
Activity 2: Defining your organization’s key messages
Activity 3: Identifying the audience(s) you want to reach
Topic: Marketing Strategies – Part I
Day Two Topics & Activities
Topic: Marketing Strategies (Part II)
Activity 5: Identifying and discussing new strategies
Topic: Gaining support for a marketing program
Activity 6: Designing your own marketing committee
Topic: Integrating marketing and fundraising
All students will receive one credit through VCU for participation in this class. This grade will
appear on your official VCU transcript.
Grading System:
• Student registers but does not attend the class – administratively dropped
• Student attends less than the full two days* – administratively withdrawn
• Student attends both full days and participates, but does not complete an assignment – can
earn a maximum of a C but the instructor can assign C, D, or F based on students
participation. The majority of students who participate well and exhibit appropriate
classroom behavior with likely receive a C.
• Student attends both full days and submits an assignment – the student is eligible for an A or
B. They can earn a maximum of A but the professor can assign A, B, C, D, or F based on
students’ participation and quality of assignment. The majority of students completing the
assignment will likely receive an A or B.
• The only grades eligible towards the certificate is an A or B
• Technology and Conversational Spanish courses are an exception to this grading system and
operate on a Pass / Fail grading system. In order to receive a Pass you must meet all
attendance and any other course requirements.
*Students need 10‐15 contact hours with an instructor, therefore it is mandatory that they attend
every hour of the program to receive a passing grade.
Pat’s Grading Scale
• Attend 10 hours & participate in class
discussions & activities plus:
– A = key points addressed fully and exceptional
content
– B = key points addressed and above average
content
– C = assignment not turned in
Assignments
Undergraduate: Identify one marketing strategy that would
enhance your organization’s fundraising program. In a 300-400
word essay (approximately one page, Arial font size 12 with one
inch margins) discuss how you might integrate this strategy into
your fundraising program.
Graduate: Identify two marketing strategies that would enhance
your organization’s fundraising program. In a 600-800 word
essay (approximately two pages, Arial font size 12 with one inch
margins) discuss how you might integrate these strategies into
your fundraising program. Include in your discussion where/how
you might find the funding and human resources to support
these new activities.
Email to pmorris1201@verizon.net no later than
November 5, 5:00 PM
* Activity 1 - Who are we?
20 Minutes
Answer the following & be prepared to share
• First name
• Position
• Organization Name
• Organization Mission
• Your experience with fundraising and marketing
• Favorite TV commercial & why you like it
The Concept of Development
• Development is marketing
– Success requires that the organization’s story
resonates with prospects and meets their
needs (not yours)
– Success is not about what you’re “selling”
– Success is about what the donor is “buying.”
• Development includes fundraising (asking)
• Development is holistic
– Every staff and board member, every
volunteer, and in some cases, every consumer
of your services are integral parts of your
organization’s ability to raise friends and funds
– Development is everyone’s job
Telling the Organization’s Story
• Is marketing
– Advertising
– Promotion
– Publicity
– Public relations
• Is donor communications
– Raising awareness of the cause
– Friend raising
– Fundraising
– The most effective way to move your
organization forward
Overview of Marketing
• Definitions
• Branding
• Messaging
• Target Audiences
• Strategies
Marketing Is:
• Advertising
– Paint a sign saying, “Circus Coming to
Town”
• Promotion
– Put the sign on an elephant and walk it
to town
• Publicity
– The elephant walks through the
mayor’s garden
• Public Relations
– Get the mayor to laugh about it!
Key Marketing Points
• Know your audience (donors/prospects)
• Communicate frequently in multiple ways
with your audience (“touch” them a
minimum of seven times per year)
• Include a call to action and make it
convenient and easy for people to act
• Do a limited number of things well; refine
your activities
• Concentrate your efforts on the most
productive vehicles
Building Your Brand
*Based on a Process Used by the Martin Agency
Core
Competency
Current
Brand Equity
Brand
Opportunity
Business
Dynamics
Consumer
insight
Nonprofit Brand Equity is:
Your brand (identity)’s power derived
from the goodwill and name
recognition it has earned over time,
which translates into higher public
awareness and higher fundraising
compared to competing brands.
Core Competency
• If your brand is well-known:
– The credible, supportable,
interpretation of your current brand
• If your brand is not well-known:
– What you are known for doing really
well by your staff, volunteers, and
clients
Consumer Insight
• Knowledge that can connect your
audience to your brand (identity if
your brand is not well known)
– What do your various audiences tell you
about your organization?
– What does your organization mean to them?
– What do they connect to when they see your
name/logo?
– What misconceptions exist when people
see/hear your name/logo?
– What emotions does your name/logo elicit?
Business Dynamics
• The forces that define the future
of your organization
– Competition from like organizations
– Economic conditions
– Change (predictable growth, level,
or decline of number of clients)
– Limitations or condition of your
current facility
Current Brand Equity
• What your brand (name/logo) is
respected for today
– What your clients tell you
– What your donors tell you
– What your volunteers tell you
– What the media tells you
– What the community tells you
Brand Opportunity
• What are the most important things
learned from the four areas?
• Put these things together to see what is
missing in what you want your brand to
communicate.
• Work with a creative partner to revise
your brand (logo, tag lines, key
messages)
• Use the new brand in all
communications to your audiences –
internal and external.
Building Your Brand
*Based on a Process Used by the Martin Agency
Core
Competency
Current
Brand Equity
Brand
Opportunity
Business
Dynamics
Consumer
insight
Questions?
*Activity 2 – Key Messages
Each organization - discuss briefly in groups: 30 Minutes
– Reflect on how you serve your clients:
• Can you tell their stories?
• What are the most important outcomes or benefits to the clients?
– Does the community understand your cause?
• What are the most important things you want them to know and
remember?
• What are the misperceptions, if any, about the cause or about you?
– What do you want the community to do? What’s the
call to action?
• Do you want them to give to a particular campaign? Attend an event?
• Do you want them to learn more by visiting your website?
• Do you want to mobilize them for social change? Simply give money?
Communications Heirarchy
F2F
Telephone
Meetings/Events
Print/Digital/Broadcast
Media
Client Stories
• Connect donors directly to the cause
• Donors use the information to make
good decisions
• Easy to communicate person to person
• Easier to remember than statistics
• Remind board and staff why you exist
• Can be told quickly and with passion
• Real stories never get old and never fail
to engage human empathy
More Simply Put…
"If I look at the mass I will never
act. If I look at the one, I will.“
Mother Teresa
Storytelling
• Finding them is development’s job:
– Program staff – client interviews
– Intake/receptionist
– Donor thank-you calls
• Using them – WITH PERMISSION
–
–
–
–
–
Letters (solicitation & thank-you)
Newsletters (print & email)
Events/Speakers’ Bureau
Broadcast Media
Website
Target Audiences
Definition:
A specified demographic group for
which a message is designed.
• Define your current audience
(donors)
• Define your desired audience
(prospective donors)
• Define how to reach each audience
most effectively
In-House Market Research
• Who are your current donors? Where
do they live? What do they care about
besides your cause?
• What do THEY want to know about your
organization (not necessarily the same
that that YOU want them to know)?
• Where do they get their information?
Print? Broadcast? Internet?
• How will you find others like them? Zip
code saturation mailings? TV? Radio?
Social networking sites? YouTube?
*Activity 3 – Define Your Audiences
Listing independently, discuss in groups: 30 Minutes
– List your current donors:
• Age, gender, socio-economic, education – anything you
know about them and what they care about
• Where are the gaps? Who should care about your cause
and where are they?
– Where you think they get their information
• Print, broadcast, electronic, face to face?
Marketing Strategies
• Donor Relations
–
–
–
–
Face to Face
Telephone
Events
Speakers’ Bureau
• Direct (Mail)Marketing
• Electronic Marketing
– Website
– Email
– Social Networking
• Public (Media)Relations
• Advertising
Communications Heirarchy
F2F
Telephone
Meetings/Events
Print/Digital/Broadcast
Media
Face to Face
• Tours of your facility
• Meetings at their home or office
• Cultivation events (on- or off-site
lunches, cocktail parties, etc.)
• Organizational meetings (board,
volunteer, annual, etc.)
• Casual conversations at events
(yours or others) or grocery store,
golf course, etc.
Telephone
•
•
•
•
•
Thank you calls
Meeting requests
Information gathering
Conference calls
Telephone solicitation
campaigns
Speakers’ Bureau
• Clubs, associations, religious groups,
businesses, etc. – all want speakers for their
meeting programs
• Train staff leaders, board members &
volunteers to go out – never turn down an
opportunity to tell the organization’s story
• 90% of the time they will give a check as
honorarium & many times individuals will
give checks/cash
• Have a PowerPoint ready if needed
• Take photos, brochures & giving envelopes
• Have at least two client stories to share
Events
• Cultivation events
– Awards
– Meals
– Cocktail
– Tours
• Fundraising events
• Public awareness events
• Capture contact info & follow-up!
Day One Wrap-Up
Parking Lot Questions
Clarifications
Comments
Requests
See you next week!
Day Two Topics & Activities
Topic: Marketing Strategies (Part II)
Activity 5: Identifying and discussing new strategies
Topic: Gaining support for a marketing program
Activity 6: Designing your own marketing committee
Topic: Integrating marketing and fundraising
Marketing Strategies
• Donor Relations
–
–
–
–
Face to Face
Telephone
Events
Speakers’ Bureau
• Direct (Mail)Marketing
• Electronic Marketing
– Website
– Email
– Social Networking
• Public (Media)Relations
• Advertising
Direct Marketing (Mail)
In-House:
• Strategize your approach for each mailing and
how it relates to the entire year’s solicitations
• Segmenting your database
–
–
–
–
$100 donors
Frequent donors
Major donors
Everyone else
• Writing your letter & response vehicle
• Analyzing costs (time, printing, mailing) vs.
results
– Total dollars raised
– Response rate
– Average gift
Direct Marketing (Mail)
Outside vendors will:
• Advise your program based on their expertise
and on industry best practices
• Create the strategy based on your organization’s
and your donors’ needs
• Make presentations to your board or committees
Segment the database
• Design and write the letter and response vehicle
• Merge, print and mail
• Analyze results
• Sign a contract but seldom guarantee results
Email
• Personal communications
– Invitations to casual events/meetings
– Asking for advice/input
• E- Newsletters
– Always lead with client stories
– Always include web links & a giving link
• Automatic thank-you receipts
– Doesn’t replace the “real” thank-you
• Solicitations
– Timed along with direct mail, it will often
lift your mail results
– Always include a client story
– Specific program or project request
Website
• Large photos of clients
• Lots of white space
– Teaser copy with link to « read more »
– « Learn More » and « How You Can Help » links
strategically placed throughout
• Consistent page design throughout
• Give Now button in same place on
every page!
• Giving page is easy & quick to use
• Links to
so people can share
information
Media
• Read/listen to reporters and
develop relationships with them.
• Invite the ad rep in to tell you who is
their audience and what is their
reach.
• Understand what is and is not news!
• Learn how to write press releases
and send via email, but follow-up by
phone
• Use media drops strategically to
draw attention to important media
campaigns & major events
Advertising
• Develop relationships with ad
reps so you can get the best deals
– negotiate for extras.
• Use ads strategically to draw
attention to important media
campaigns & major events
• Use the rifle approach vs. the
shotgun – FOCUS on your target
audience
Tribute Giving
• Most of these types of donors are
one-time only givers
• Memorial
• Honor
– Birthdays
– Weddings
– Anniversaries
– Holidays
– Staff
Monthly Giving
• Top prospects are those who give 3+
times during the year
• Solicit them (letter, email or website)
to pledge a monthly amount
– Thank them for the pledge and not each
monthly gift
– Make sure they are getting newsletters,
invites, etc. but no other solicitations
– If you use donor lists, list these donors
separately
Planned Giving
“Four Easy Ways to Leave a Legacy”
* Author: Bradley Purcell, PG Advantage, LLP
•
•
•
•
Codicil to a will
Life insurance policy
POD account
Retirement account
*Activity 5 – New Strategies
Working in Groups: 30 Minutes
Brainstorm:
• One or two new strategies that you can
realistically implement
– Think about timing, cost, skill sets (staff & board)
– Think about who would provide support (staff &board) for new
ideas
– List potential objections from others
– What are you lacking to move forward?
The Creative Process
• Group discussion
– Defined audience(s)
– Key messages to each audience
– Urgency of call to action
– Photo/video ops
– Budget
• Creation of graphic concepts & taglines
• Review & selection of concept direction by
leadership (can be multiple reviews)
• Delivery of final design & copy
• Graphic standards & implementation of various
usages of design
Creative Methods
• Evolution
– Incremental movement from one idea to
another
• Synthesis
– Two or more ideas combined to make a
third
• Revolution
– A completely new idea
• Re-application
– Looking at something in a new way
• Changing direction
– Shift of attention from one angle to another
Creative Partners
• Build a marketing committee
with experts in
–
–
–
–
–
–
–
–
–
Advertising & media buying
Graphic design
Photography
Copywriting
Public relations
Branding
General, direct, and online marketing
Social networking
Printing & mailing
Your Marketing Committee:
•
•
•
•
Shares their expertise freely
Guides your marketing direction
Helps define messages & audience
Understands and connects with your
fundraising goals
• Advocates for your marketing budget
• Explains why marketing is important
to board, staff & volunteers
Working with Vendors
• You need contracts when you work with
–
–
–
–
–
Graphic designers
Copywriters
Printing and mailing companies
Direct marketing companies
Advertising vehicles
• For contracts, create a request for proposals
(RFP) and send to at least 6 vendors
– Include serving as a volunteer on your marketing
committee as a decision point
– State that the decision is about the best fit, not
necessarily the least expensive bid
Contents of an RFP
•
•
•
•
The goal of the project
The scope of work of the project
The timeline for the project
The specific points that will be considered
during the selection phase of the project
• Who will review the proposals
• When and how will the top candidates be
interviewed
• How the selection decision be
communicated to all candidates
*Activity 6 – Marketing Committee
Working independently: 30 Minutes
Reflecting on your own organization:
• What marketing skills are present on your board, staff or
volunteers teams?
• List the skills that are needed for your marketing
committee
Reflecting on other organizations:
• Whose marketing portfolio do you admire?
• Make a commitment to meet with someone at that
organization to pick their brain
Integrating the Parts
• Case for Support
– Philosophy
– Program services with costs
– Timeline
• Fundraising Plan
–
–
–
–
Defined donor pools
Fundraising goals with specific vehicles
Roles and responsibilities
Timeline
• Marketing Plan
–
–
–
–
Defined audiences
Marketing goals with specific vehicles
Roles and responsibilities
Timeline
A Good Donor
Communications Plan:
• Weaves together all of the fundraising
and marketing parts (case, target
audiences, key messages, strategies)
into one comprehensive, easy to read
and understand, logical, measurable
whole.
• Defines clearly everyone’s role and
responsibility in meeting the goals
• Clearly spells out the vision for the
future and what the donor can
accomplish through the organization.
Donor Communications Plan
What’s in a good plan?
1. Value statements
2. Position statement - taken from the
case, it describes in a few words how
the organization is unique and makes
the mission simple and compelling
3. Achievable goals
4. Identified target audiences
5. Clearly articulated messages (1 or 2) for
each audience
6. Strategies to achieve goals
Donor Communications Plan
7. Assignment of responsibilities &
resources
8. Defined timeframes for implementation
9. Indicators of success with methods for
monitoring and evaluating progress
10. How you will acknowledge donors
11. How you will acknowledge staff &
volunteers for their successes
12. How you will communicate your success
to the community
Day Two Wrap-Up
Parking Lot Questions
Clarifications
Comments
Requests
Helpful Marketing Resources
Tom Ahern
President—Ahern Communications, Ink.
10 Johnson Road, Foster, RI, 02825
401-397-8104 email: A2Bmail@aol.com
Sign-up for free marketing newsletter at
www.aherncomm.com
Arketi Group
PR & Marketing firm specializing in B2B
communications
Produces an annual Web Watch Media Survey
www.arketi.com/thinking
Penelope Burk
Donor-Centered Fundraising (published in 2003)
Cygnus Applied Research, Inc.
Chicago / Toronto / York, UK
800-263-0267 www.cygresearch.com
BurrellesLuce
www.burrellesluce.com
Andy Goodman
free-range thinking enewsletter
www.agoodmanonline.com
www.thegoodmancenter.com
(323) 464-3956 email: andy@goodmanonline.com
Nancy E. Schwartz
Email: nancy@nancyschwartz.com
http://www.nancyschwartz.com/getting_attention.html
Network for Good
Nonprofit 911 Trainings
www.nonprofit911.org
Assignments
Undergraduate: Identify one marketing strategy that would
enhance your organization’s fundraising program. In a 300-400
word essay (approximately one page, Arial font size 12 with one
inch margins) discuss how you might integrate these strategies
into your fundraising program.
Graduate: Identify two marketing strategies that would enhance
your organization’s fundraising program. In a 600-800 word
essay (approximately two pages, Arial font size 12 with one inch
margins) discuss how you might integrate these strategies into
your fundraising program. Include in your discussion where/how
you might find the funding and human resources to support
these new activities.
Email to pmorris1201@verizon.net no later than
November 5, 5:00 PM
Pat’s Grading Scale
• Attend 10 hours & participate in class
discussions & activities plus:
– A = key points addressed fully and exceptional
content
– B = key points addressed and above average
content
– C = assignment not turned in
Before you leave:
• Put all trash and recycling in the proper bin
• Stow all class materials in the front of the classroom
(name cards, markers and any extra parking passes, etc.)
•Clear tops of tables and put tables back classroom style
•Push chairs in
Thank you for your consideration!
After you leave today:
• Complete the end of class survey in your email
•
Remember - every semester we award a free class to one student
who completes a survey!!!!
•
Check your VCU transcript to track your progress towards the
Certificate of Achievement in Nonprofit Management.
•
Our website has an FAQ with instructions.
Thank you!
Call or email me any time!
Patricia Morris, MPA, CFRE
pmorris1201@verizon.net
Cell: 804-873-0918