2. Without marketing, organizations fail.
What is marketing?
“Marketing is the action or business
of promoting and selling products or
services, including market research
and advertising.”
It is not advertising.
It is not sales.
It IS a long-term, integrated strategy.
3. Yes … nonprofits must market …
to recruit donors, receive grants,
engage volunteers, run capital campaigns,
discover new audiences, provide services,
enroll members, connect with staff and …
be known for the value you deliver.
4. Then what’s a brand?
“Marketing is branding.
The two concepts are so inextricably linked
that it is impossible to separate them.
Furthermore, since everything a company
does can contribute to the brand-building
process, marketing is not a function that can
be considered in isolation.”
22 Immutable Laws of Branding
Al Ries and Laura Ries
5. Let’s transform your marketing and
build your brand …
WITH 5 VITAL
QUESTIONS
1. Where are they looking?
2. What do they see?
3. Do you stand out in 3?
4. What’s in it for me?
5. Is it easy to choose?
24. 1 First, who is looking? Profile those you want to reach.
25. 88% of internet users conduct research online first
1 If they’re looking for what you offer, where are they looking?
By a show of hands …
Who uses the internet to
research before making a
decision—to compare, check
reviews, learn about an
organization?
26. 1 If someone is looking for what you offer, where are they looking?
Today’s audiences are
different.
Rethink your marketing
to reach them.
Online. Mobile.
Mapped. Yelped.
Shared. Streamed.
Texted. Emailed.
27. Being open
isn’t enough.
Today your
website is the
heart of your
marketing. And
the home page
is your lobby.
1 And where are they looking?
28. 1 Where are your target audiences looking?
• 85% of American adults are online.
• 88% of internet users conduct research online.
• 72% of American adults who
are online use social sites.
• Consumer review sites like Yelp
are growing exponentially
• Obsession? 23% of Facebook users
check their accounts five or more
times every day.
• Email is still a viable and valuable
communication for brands
29. 1 Where are your target audiences looking?
Inbound marketing is growing exponentially
Focused on digital tools to build marketing actions, leads and
conversions around an online brand.
Because people start their search online.
30. Where are they looking?
Where can they find you?
How can they find you?
Who are “they”?
Profile your audiences
Personas and anti-
personas
What are you offering?
Define what you offer and
why those audiences buy
Review your marketing
Where do people find
your brand?
33. 2 If they find you, what’s the first impression?
Is your lobby,
display, brochure or
website friendly?
Can people quickly
understand why
they should choose
what you provide?
34. Will they be
touched and
delighted? Can
they relate to
your story?
Will they see
the outcomes
you create?
2 If they find you, what’s the first impression?
35. Is it welcoming?
Friendly and helpful?
Easy to find what’s
needed?
Does everything connect?
More than the logo on ads,
signs, website
Is it right for your targets?
Colors, message, visual
style, all must appeal
Language that’s right for
your audiences
37. 3 Do you stand out at a glance? What makes you unique?
A brand brings recognition. But it’s more than a logo.
38. 3 Do you stand out? What’s different that people will care about?
A brand is the total experience.
39. 3 Will you stand out and be remembered?
Use design
and color to
grab attention
and be
recognized.
A brand promise
is what your
audiences can
count on.
40. 3 Will you stand out and be remembered?
Will you be lost in the crowd? Or are you …
Remarkable
Visible
Memorable
Different
41. Use the blink test
Signing clear and easy to
read, inside and out?
Website a quick read with
easy to find info and FAQs?
How do you stand out?
What’s different, unique?
Visual and verbal
What’s remarkable?
What idea, fact, story or
“nugget” can people share
and remember?
50. Make a list of services
Then figure out why
audiences join/give/get
involved/buy
Benefits: Why? So?
Avoid default words
“Quality” or “Service” or
“Solutions” … what does
that really mean?
What are the FAQs?
Provide helpful details
Answer common
questions
55. Help first …
be a resource.
Help people learn,
compare, take action.
Be clear
and authentic.
5 Help people choose, then make it easy to respond
56. 5 Is it easy to choose how to give, volunteer, join?
o Are options and choices
clear?
(good/better/best)
o Is there an easy-to-find
list?
o Will a picture tell the
story?
o Make it easy to give,
one call or one click
o Share the stories
o Do donors know what
they’re “buying”?
57. What’s the call to action?
Where’s the point of choice?
Online and offline.
Clear, easy to see.
Ask for the next step.
58. Comparisons or checklists?
Help people choose you,
what’s the difference?
Calls to action? Urgency?
Where/when do they
choose? (point of choice)
What’s the action? Clear
and specific
Look at options, simplify?
Bundle to make decisions
easier, or simplify
Need some help?
Ask about our marketing
consulting offer.
59. So much information!
Stop and breathe … questions?
And here’s some help …
Book a two-hour consultation … $250
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