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does not attend the class – administratively dropped • Student attends less than the full two days* – administratively withdrawn • Student attends both full days and participates, but does not complete an assignment – can earn a maximum of a C but the instructor can assign C, D, or F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 [email protected] 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: [email protected] 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: [email protected] Nancy E. Schwartz Email: [email protected] 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 [email protected] 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 [email protected] Cell: 804-873-0918
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