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Message & Media: Marketing for Small Community Based Nonprofits

Presentation given on May 30, 2008 to the United Way agencies in Davidson County, North Carolina.

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Message & Media: Marketing for Small Community Based Nonprofits

  1. Message & Media: Marketing Your Small Community-Based Nonprofit Presented by Kivi Leroux Miller for the United Way Agencies of Davidson County, North Carolina
  2. This is Me
  3. … and So is This
  4. Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
  5. Running a Nonprofit is Hard So is Finding Funding and Supporters
  6. So What Can You Do About It?
  7. Focus on . . . . <ul><li>What You Say </li></ul><ul><li>and How You Say It </li></ul>Flickr: Eszter
  8. Your Message: What You Say <ul><li>What You Do – Quickly and Clearly </li></ul><ul><li>Your Three Most Important Things </li></ul><ul><li>Your Best Stories </li></ul>Flickr: Zoomar
  9. Match Game – Who Said This? <ul><li>We feed those that are homebound and alone. </li></ul><ul><li>We provide quality day time care for older and impaired adults. </li></ul><ul><li>Help people prevent, prepare for, and respond to emergencies. </li></ul>
  10. Match Game – Who Said This? <ul><li>We feed those that are homebound and alone. Meals on Wheels - Thomasville </li></ul><ul><li>We provide quality day time care for older and impaired adults. The Life Center </li></ul><ul><li>Help people prevent, prepare for, and respond to emergencies. American Red Cross - Thomasville </li></ul>
  11. Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the connection between community resources and students. </li></ul><ul><li>We assist impoverished families with needed direct and indirect services. </li></ul>
  12. Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the connection between community resources and students. </li></ul><ul><li>We assist impoverished families with needed direct and indirect services. </li></ul>MISSION STATEMENT LANGUAGE NORMAL PEOPLE DON’T UNDERSTAND
  13. 1. What Does Your Nonprofit Do? <ul><li>Your answer MUST be </li></ul><ul><li>Very Short </li></ul><ul><li>Very Clear (no jargon at all) </li></ul><ul><li>Quite Distinctive </li></ul>
  14. 2. Three Most Important Things <ul><li>What do you want to be known for? </li></ul>Flickr: downing.amanda
  15. 2. Three Most Important Things <ul><li>What sets you apart from everyone else here? </li></ul>
  16. 3. Your Best Stories <ul><li>“ Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).” </li></ul><ul><li>– Chip Heath and Dan Heath in Made to Stick </li></ul>
  17. Act I: <ul><li>Introduces the character, his situation, and his goal. </li></ul>
  18. Act II: <ul><li>Character faces obstacles. Tension mounts. </li></ul>
  19. Act III: <ul><li>Action peaks. Character triumphs, gets payoff. </li></ul>
  20. So Who Is This Guy in Your Nonprofit’s Best Stories?
  21. Your Message is Right if . . . <ul><li>It’s all about them, not you! </li></ul>
  22. So You Have Your Messages <ul><li>Now what? </li></ul>Flickr: mandj98
  23. Your Media: How You Say It <ul><li>Get Personal </li></ul><ul><li>Feed Your Biggest Fans </li></ul><ul><li>Build Your Lists and Use Them Regularly </li></ul>
  24. 1. Giving is Always Personal . . . Let me out of here!
  25. . . . So Get Personal When Asking! <ul><li>Get Out There & Give Good Face Time </li></ul>T-shirt from zazzle.com
  26. 2. Feed Your Biggest Fans Flickr: brendio You rock! Let us help you!
  27. Give SWAG to Spread the Word <ul><li>Teach Your Messages </li></ul><ul><li>Wearables </li></ul><ul><li>Stuff to Pass On </li></ul>Flickr: omar chatriwala
  28. Let People Raise $ and Friends for You
  29. You Are Already Online Whether You Know It or Not!
  30. Nonprofits Are Also Here
  31. 3. Build Your Lists and Use Them! <ul><li>Media Contacts </li></ul><ul><li>Friendly Businesses </li></ul><ul><li>Evangelists </li></ul><ul><li>Print Mailing List of Supporters </li></ul><ul><li>Email List of Supporters </li></ul><ul><li>RSS Subscribers </li></ul>Flickr: fuzzyjay
  32. What a Real Marketing Genius Says You Should Do . . . <ul><li>Kivi Leroux Miller: What are some of your favorite offline tactics for small nonprofits that are marketing in a fairly small area geographically (like a single county)? Seth Godin : Answer your phone. Visit with people. Talk to them. Write hand-written letters. Do retail marketing with wholesale people like foundations. Personalize everything, don't depersonalize anything. </li></ul>
  33. What Do You Get Out of It? Flickr: shira golding
  34. Do Not Fear Failure. Instead . . . <ul><li>Measure, Learn and Adjust </li></ul>Flickr: hoyasmeg
  35. Want More? Try the Webinars <ul><li>Easy and Effective Ways to Build Your Email List (June 4) </li></ul><ul><li>Writing a Quick & Dirty Marketing Strategy (June 11) </li></ul><ul><li>Creating a Compelling Message (June 19) </li></ul><ul><li>Must-Have Features for Nonprofit Websites (June 25) </li></ul>
  36. You’ll find a copy of this presentation and additional resources at NonprofitMarketingGuide.com/davidson

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