Marketing and Development Case Studies
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Marketing and Development Case Studies
- 1. “Marketing and Development Working Together” Aspirational and Inspirational Case Studies NACCDO PAN Annual Meeting April 2014 Cindy McGirk, Manager of Strategic Initiatives, Moffitt Foundation Suzanne Grant, Director of Strategic Communications Kelly Cunha, Manager of Marketing and Web Strategy Katy Jones,
- 2. BRING IT!
- 3. The Marketing and Development Relationship
- 4. What to Expect from Today’s Session • Why Marketing and Development Relationship is Important • Phase One: Auditing a Story Unfolding • Phase Two: Developing the Case Statement and Campaign • Working Together: Defining the Relationship • Small Groups - Idea Sharing • Working Together Better
- 5. Phase One: Auditing a Story Unfolding Phased approach What’s working? Content Marketing: Building Up your Reserves Securing ambassadors Lining up donor stories What’s the impact? Content curation to support both development and marketing Translating science into the “pitch”
- 6. What’s working now? • Measuring effectiveness not only on delivery, but on process as well • Get input from the entire team • Tap board members and other key stakeholders
- 7. Building stories about why we’re here
- 9. Content Curation – Not Reinventing the Wheel News releases, Research briefs, faculty profiles Social media content Media talking points Donor letters and proposals Online feedback from donors Board member visits and outreach
- 10. Lessons Learned Don’t confuse trendiness with effectiveness Engage your Board early and often Let the strategy drive story selection Seek out stories that accomplish the needs for both development and marketing
- 11. Phase Two: Developing the Campaign and Case Statement Phased approach Case Statement Getting the Board “on board” Gaining Momentum Engaging the Bigger Team – your organization! Going Digital
- 12. Phase Two: Developing the Case Statement and Campaign (10 min.) Kelly Case statement process and best practices Lessons learned Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site
- 13. Developing the Case Statement Together A. Support Foundation’s requirements B. Evaluate the Message: o Past: A Quick Look o Present: Glance at Current State o Future: Press the Need C. Create Brand Voice
- 16. Phase Two: Developing the Case Statement and Campaign (10 min.) Kelly Case statement process and best practices Lessons learned Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site
- 18. Lessons Learned Understanding : • Campaign goals and strategy • Team and defining roles Making time to plan collaboratively and get buying from players and leaders on the plan Uncovering the true timing campaign and deliverables • Soft launch • Board launch • Roll out
- 19. Case Studies: Phases 1 &2
- 20. Marketing and Development Small Groups Discuss: • What works well? • Challenges • Obstacles to collaboration • Best practices • Lessons learned
- 21. COLLABORATION "Gettin' good players is easy. Gettin' 'em to play together is the hard part." - Casey Stengel, Yankees Manager
- 22. Top 5 Ways to Work Together - Better
- 23. It is never too early to plan…collaboratively.
- 24. This is not a fast food restaurant. Discuss goals and objectives first; not tactics and actions
- 25. Don’t assume marketing/PR activities.
- 26. Opinions and expertise are not the same.
- 27. Agree to honest deadlines and stick to them.
- 29. Recap – Top 5 Ways to Work Together 1. It is never too early to plan…collaboratively. 2. Don’t assume (and “sell”) marketing/PR activities without agreement. 3. Opinions and expertise are not the same. 4. Agree to honest deadlines and stick to them. 5. Agree to honest deadlines and stick to them. 6. Open, honest communication is crucial to build trust.
- 30. Collaboration: The Lion and the Eagle
- 31. Thank you Cindy McGirk, Manager of Strategic Initiatives, Moffitt Foundation Cindy.McGirk@Moffitt.org Suzanne Grant, Director of Strategic Communications Suzanne.Grant@Moffitt.org, 813-745-1524 Kelly Cunha, Manager of Marketing and Web Strategy Kelly.Cunha@Moffitt.org, 813-745-4222 Katy Jones, Director of Communications and Marketing, UNC Lineberger Katy_Jones@med.unc.edu, 919-962-3405
Hinweis der Redaktion
- Katy – 10 min
- UNC going into campaign and we prepare over the next year, we will embark – or continue to embark upon – a series of audit activities – Focus on not only knowing what publications/vehicles have secured the most funds, but also taking a good look at the internal processes that get us there. Are we maximizing everyone’s time? Are we (communications) supporting the needs of fundraising so they aren’t having to recreate the wheel and can better focus on donor cultivation, etc. How can we meet our needs in marketing and communications always with an eye on development.
- Content Marketing: Focusing on building up a story bank going into a campaign Securing patient ambassadors Lining up donor storiesWhat’s the impact – working on both research and patient support to capture these stories
- Example of story secured from donor letter mailed in with check – transitioned the letter into social media – story of annual fund director connecting with communications
- Kelly10 mins.Background/personal perspective (came from for profit healthcare where 1. Coprporate Social Responsibility intiatives and Sponsorships represented non-profit partnerships2. Foundation was created and seeked guidance separate from volume driving marketing team while utilizing brand guidelines from this team to stay consistent with tone, voice and image of the brand)
- 5 minutes