Presentation at the University of Chicago's Social Service Administration (SSA) on Marketing Social Innovation.

1. Marketing Social Impact
University of Chicago
February 14, 2012

2. Today, you will learn…
1. The importance of ‘why, what, who,
how’
2. How to create a Marketing Action
Plan (MAP)
3. What makes some messaging fly and
some flop
4. Which trends to watch

3. Landscape
• ~1.6 M charitable organizations in the U.S.
• ~68,000 charitable organizations in Illinois
• Number of is increasing by ~4.5% per year
• Charitable giving per year: ~$300B

4. MARKETING IS A MEANS
TO AN END

5. Definition: Communications
The art and technique of using words
effectively to impart information and ideas.

6. Definition: Marketing
The words and ways you use to inspire
people to action and engagement.

7. WHY WHAT WHO HOW

8. VISION
MISSION

9. VISIONARY
MISSIONARY

10. Belief Proposition
• Why do you exist?
• What would be different if you didn’t
exist?

11. Belief Proposition
We believe…
Technology can play a pivotal role in
creating the greater good.
Every child deserves to be a great
reader.
Hunger is unacceptable.

12. Belief Proposition
Benevolent believes…

13. Definition: Brand
Compelling alignment of the visual,
narrative and experiential aspects of what
you do and why you do it.

14. The Team Read Brand
We believe all kids deserve to be
great readers.
Approachable, dependable,
outspoken.

15. Case Study:
Komen/Planned Parenthood
Komen Planned
Parenthood
Announcement: Silence Media
No more interviews
funding for PP
Feb 1: SM Silence Media
frenzy begins Interviews/
Active on FB &
Twitter
Feb 2: Frenzy Scripted Video Media
continues Interviews/SM/
Grassroots
energized
Feb 4: Reversal Formal Formal
of decision statement statement +
SM

16. WHY WHAT WHO HOW

17. 1, 2, 3 Marketing Tree
1. WHAT does marketing success look like?
2. WHO do you need to reach for your
marketing to be successful?
3. HOW can you most effectively reach your
ideal supporters?

18. WHY WHAT WHO HOW

19. WHAT does marketing
success look like?

20. WHAT
• Resist temptation to skip the WHAT
• Crystalize essence

21. WHAT: Goal Buckets
Awareness
• Advocacy
• Volunteers
• Program
• Fundraising

22. WHAT
• Resist temptation to skip the WHAT
• Crystalize essence
• Focus on Benefits not Features

26. WHAT
• Resist temptation to skip the WHAT
• Crystalize essence
• Focus on Benefits not Features
• Less & better > more & poorly

27. ”Perfection is reached not when there
is nothing left to add, but when there
is nothing left to take away.”
Antoine de Saint-Exupery

28. WHY WHAT WHO HOW

29. WHO do you need to reach
to be successful?

31. WHO
• “General public” is not a target audience
• More specific = Better
• Create profiles for most important ideal
supporter

32. WHO ARE BENEVOLENT’S
IDEAL SUPPORTERS

33. BREAK

34. HOW: The 3 M’s
• Message (What’s your message?)
• Mechanism (How can you most effectively
deliver it to your target audience?)
• Measurement (How will you know if your
message and mechanisms are working?)

35. WHY WHAT WHO HOW

36. HOW can you most
effectively reach your
ideal supporters?

37. Messaging

38. Taglines & Elevator Pitches
Tagline is read.
Elevator pitch is said.

39. American Cancer Society.
The Official Sponsor of Birthdays.

40. Lean in Line (aka Elevator Pitch)
• Door opener, not deal closer
• Generic + target audience = tailored
• Got to be able to say it with conviction
over and over again.

41. Benevolent: Messaging
“Benevolent fosters individual giving to meet
individual needs - connecting people who face
hurdles along their paths to stability and success
with people who want to help.”

42. Benevolent: Messaging
Tagline: Where giving fosters success.
Written: We connect people who face hurdles
with people who want to help.
Spoken: We run a website that connects people
who face hurdles with people who want to help.

43. Top 5 Words to Avoid
1. Provide
2. Just
3. Trying
4. Self-sufficiency
5. Thriving communities

44. Mechanisms

45. Definition: Social Media
Group of Internet-based applications that
allow the creation and exchange of user-
generated content.

46. Definition: Public Relations
The methods and activities employed to
establish and promote a favorable
relationship with the public.

47. Definition: Advertising
Bringing a product or service to the
attention of potential and current
customers.

48. Modern Marketing Mix
Annual
Report
Postcard Facebook
Newsletter
LinkedIn Website

49. Modern Marketing Mix: Take 2
Newsletter
Flickr Facebook
Press
Release
Annual
Website
Appeal

50. Social Media Progression
Listen Share Contribute Create

51. Top 4 Social Media Mechanisms
for Nonprofits
Twitter
Blog
LinkedIn
Facebook

52. Top 3 Trends to Watch
1. Mobile
2. Pinterest
3. Video

53. Measurement

54. Measuring Success
– 3E: Outcomes: the change you want to see
• Paint a picture of the change you want to see and
make it SMART
– 1E: Outputs: emails sent, blogs posted, articles
published, etc. – things you control
• Measure early and often

55. Create a Marketing Action Plan
Benevolent

56. Final Thoughts
• Why, What, Who, How
• Less=more
• Think beyond borders

57. www.claxonmarketing.com
erica@claxonmarketing.com
Twitter: @ericamills
THANK YOU!