Non profit marketing draft version 5

Marketing Non-Profit
Workshop WELCOME!
www.score.org daytonscore.org

Basic Marketing
for Non-Profit Organizations

Workshop

Your Packet Contains

1. Note pages of all slides
2. Worksheets
3. Marketing Plan brief
4. A survey to complete at the end of the workshop
5. Contact information for Dayton SCORE for mentoring or to
access the website

2

Workshop Arnold Sandness

• District Director, Southern Ohio SCORE, 2004 - 2010
• Chapter Chair, Dayton Chapter of SCORE, 2000 - 2001
• Past President, Presidents Club of Dayton, 2005
• Past President, Board of Trustees,
• Hithergreen Senior Center, 1998-2004
• Independent Marketing Consultant, 1987-1995
• Retired from Delco Products Division.
• General Motors, 1987 – Marketing Administrator
• 1954 Engineering Graduate – University of North Dakota

Workshop John Glaser

• BS Marketing Penn State University
• MBA Entrepreneurship Wright State
University
• Member of four non-profit organizations
• Chaired dinner/auction fundraiser for the
DePaul Center (4 yrs. - $80,000)
• Chaired auction fundraiser for House of
Bread ($5000)
• Member of the Board of Directors for the
Penn State Alumni Association
• Member of the National College Advisor
Board

Workshop

5

Workshop Outline

• Integrated Functions for Success

• Communication

• Target Market/ Niche

• Marketing Goals (notional)

• ID your targets

• Breakout Description

• Strategy

• Media Options

• Developing the Plan

• Execution

• Evaluating Results 6

Workshop

Strategic Planning

Fundraising Board Development

Financial
Marketing Management

Inte g r ated Functions for Success

Workshop

Cover Page
Mission
Vision

Defining the Product
Or Service

Determine the
Target Market
And Demand

Research the Client
Demography

Attract Resources and
Develop a funding stream

Workshop

• Communication is a vital success factor for
non-profit corporations.

• Your target market needs to know how the
organization is fulfilling its mission and how
they can contribute to its success through
volunteering and fundraising.

Communication
Workshop

• Name
• Your Organization
• Short Description of what your
product or service can do
• Casual Conversation not a sales
pitch
• Hand out business card

Elevator Pitch
talking on your feet

Workshop

Target MARKET

•Clients or customers –mission
•Sponsors and Donors – funding and resources
•Volunteers - manpower and talent

T he Mar ket is Dif ferent for Non-Profit
Or ganization

Workshop

Clients
•Who Are your clients going to be?
•Where Are they located?
•When Do they decide to use your product or
service?
•Why Do they “need” your product or service?
•How Will you find them or they find you?
•What Is your product or service worth?

Market Planning

Workshop

Sponsors
•Who Are your sponsors?
•When Do they decide to provide you resources?
•Why should they support your organization?
•What Is your product or service worth to the
sponsors and the community?

MARKET PLANNING

Workshop

Volunteers and Staff
•Who Are your human resources?
•When Do they decide to join?
•Why do they want to support your organization?

MARKET PLANNING

Workshop

Mar keting Goals
(notional)

Target Areas 2013 2014

A. Volunteers/Board Members +10/2 +5/1
B. Clients or Customers + 500 + 750
C. Sponsors/Contributors/ 5/400/3 10/800/4
Foundations
$50 K $ 100 K

Workshop

BREAK OUT DETAILS

Workshop

Sour ces

Workshop

Resour ces

Workshop

Wor kfor ce

Workshop

STRATEGY

Workshop

• Use Community Services
• Newsletter
• Face Book
• Church Groups
• Public Service Announcements
• Newspaper
• Solicit using a booth or table at events

Attr acting Clients or Customer s

Workshop

• Events like Golf, Dinners, Auctions, Walks, etc.
• Mailings emphasizing Tax deductions
• Use Community Services
• Newsletter
• Face Book
• Church Groups
• Web Page donations
• Submit Grant Applications
Raising Income

Workshop

• Use Free Volunteer Website Ads
• Newsletter
• Face Book
• Church Bulletins
• Newspaper

Attr acting Volunteer, Member s, Staf f,
and Boar d member s

Workshop

MEDIA OPTIONS

Workshop

Selecting a Media

• Web page
• Email
• Direct Mail
• Social Media
• Videos

Workshop

http://www.personalize
media.com/garys-social-
media-count/

Interactive Consumer Communications Wireless (Mobile) Marketing

Workshop

Marketing Video for clients,
volunteers, supporters

http://www.daytonscore.org/volunteer/Scor
eVideo.htmlSCORE video

Workshop

Planning Packa ge

Workshop

• General description of your service or product Elevator pitch

• Customers, Sponsors, Contributors, Volunteers; Market
The ones you will focus on. Mission
• What issue/need do you solve/provide
• How do you plan to reach them? Strategy
• What alternatives do your customers have or who
Competition
else can provide your solution to your customers?
• A Marketing budget by month (includes revenue
and expenses)
Invest $$

Your Mar keting Plan

Workshop by the Numbers
Marketing


Performance Goals by the Month
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

volunteer 1 2 2 1 1 1 2 2 2 2 16
-1 -1 -2 -2 -6 10
Board 1 -1 1 1 2 2

Clients 80 50 40 20 20 20 10 10 10 80 80 13 433 433

Sponsor 500 1000 500 2500 500 2000 500 7500 $7,500

Contributions 1000 200 200 100 100 100 100 5000 5000 11800 $11,800
Events 5000 7500 12500 $12,500

Grants 5000 10000 2000 17000 $17,000
# 1 1 1 3

$48,800

Workshop

Execution

Market Plan
Detailed Calendar
Workshop

• Detailed Marketing Activities
for the month of March

• Use for pre-planning future
events and programs

• Assigns duties

• Categorized by Market area

• Targets due dates of
assignments

• Identifies frequency of
activity

Workshop

Evaluating Results

Workshop

 Collaboration

 Track Performance

 Re-evaluate Priorities

 Modify Execution

 Align Responsibilities

 Repeat Process

Workshop

A Realistic
Marketplace Perspective

Client Perspective A Sustainable
Resources Business Model

Board of Directors
$ Support

Marketing Success
Manpower
Marketing Plan

Volunteers Plan

Process

Road Map

Workshop

Commitment
Commitment
Plan to Plan
Plan to Plan
Set Goals and objectives
Set Goals and objectives
Write the Plan
Write the Plan
Assign responsibilities
Assign responsibilities
Invest in media
Invest in media
Measure and update frequently
Measure and update frequently

Professional Business
Mentoring:
Workshop

Staffed by local volunteers
Confidential business mentoring
Free of charge

Call for an appointment : 937-225-2887 or visit online
www.daytonscore.org

SCORE Office
Federal Building
Suite 104, 200 W. Second St.
Dayton, Ohio 45402

Workshop

Workshop
Backup Slides if needed

Backup Slides if needed

Workshop

Putting the Marketing Plan into
effect requires buy-In by the
managers and directors

The board must participate in
decision making during the plan
development and its
implementation

Measuring the results of the
strategies and adjusting to the
market done quarterly and
reported at each board meeting

Workshop

• Personal Solicitation
~ Campaign Structure
~ Chairperson & Committee
Matching Gifts
~ Companies Match
• Gift Clubs Employee Gifts
~ Way to Solicit Larger Gifts
~ Scaled Donor Recognition
Challenge Gifts
~ Donor or Funder
• Telephone/Telethons Challenge
~ Volunteer Callers w/ Scripts
~ Most Similar to Personal Solicitation

• Direct Mail
~ Expensive & Technical
~ Mailing List is Key

Mar keting Annual Giving

Workshop

 Strategic Plan  Public Relations Plan

 Development
 Influential Community
Committee for Major
People Involved
Gifts
 Gift Club System to  Donor Recognition
Upgrade Donors Program

 Professional Looking  Compelling Case for
Materials Support

Readiness Checklist for a Major Giving Program

Workshop

Marketing Your Planned Giving Program

•Use Regular NPO Newsletters, Mail, Telephone Cultivation, Website
and Personal Visits
•Stress How Planned Giving Helps Donors Address Their Needs and
Also Support the NPO
•Use Real-Life Stories and Fictional Scenarios to Illustrate the Mutual
Benefit
•Enlist Professional Experts to Present Seminars on Planned Giving
Options to Your Prospects
•Create a “Legacy Society” to Recognize and Provide Benefits to
Those Who Make Planned Gifts

How to Mar ket Planned Giving

Workshop

• Programs & Services Evaluation Data
• Testimonials to NPO’s Value
• Well-Known Spokesperson
• Community-Wide Visibility
• Collaborative Reputation
• Active Board
• Strong Volunteer Program
• Variety of Ways to Tell Your Story
Media, Brochures, Newsletters, Website, Presentations
• Comprehensive Database
Funders’ Contact Information and Giving History
Prospects’ Contacts Information

Using Fundr aising Success Factor s

Workshop

• Special Events
• Board Contributions
• Individual Contributions
• Will and Trust Bequests
• Grants
• Sale of Products and Services
• Fee for Services
• Membership Dues
• Donations

Target Sources of Income

Workshop

Volunteers
• Canvas the Community
• Recruit the Skills Needed
• Offer Training
• Sign Up Reliable and Qualified
• Sell the Organization
• Obtain complete Buy-In

Non profit marketing draft version 5

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