Hot Topic - Marketing

“The Good, The Bad & The Ugly”

October 19, 10:00 -11:15 a.m.

Your Presenters:

Ken Demith, director, EventMark, Customer Innovation, Freeman

Catherine Connolly, direct marketing fundraising consultant. Catherine is an at-large board member on the 2012 AFP board of directors and past president of the California Capital Chapter.

Persona-Centric Marketing Strategy

Macrotrend

The MEPhenomenon

Macro-trend – Me-dia

You probably can’t own your brand any longer….

….you need them to help you

Crispin Porter Bodanski – Agency of the Decade

Burger King went from 2nd to 3rd in the decade

70% of Marketers

8% of Population

Weird King

Got AttentionEdgy

Not Likeable

Traditional Marketing Techniques = Target MANY to reach a FEW…

NOW, Marketers- Target FEW who influence MANY…

Low Affinity

High Transaction

High Affinity

Low Transaction

DEMOGRAPHICS BEHAVIORS MINDSET

How Would You Define

Andy Griffith?

Fishing Fan?

Musician

Sherriff

Paw

Nephew

Customer

EligibleBachelor

Boyfriend

Husband

Best Friend

Boss

AFP Personas

Weaker Stronger Stronger StrongerWeaker Weaker

AFP Participant Ecology

26© 2011 Freeman. All rights Reserved. Proprietary & Confidential.

Carrie – Small Business Owner

Jim– V.P. Marketing

Bob– Small Business Owner

Nancy – Thought Leader

Lori – Marketing Professional

Michelle – Excited Middle Manager

Bill – Fundraising Consultant

Nate/Naomi – New to Profession

Amanda – Senior Fundraiser

Frances– First Timer/Local

Darvish– International Fundraiser

Nate - Non-Member

Nate’s been in the fundraising

profession for just two years. It’s a

second career for him, and since he

didn’t study this in school, he feels

like he needs “Fundraising 101.” He’s

read some books on fundraising, and

now is looking for a place where he

might be able to take some classes

and learn more.

Background Facts

•Generation Y on the edge of Boomer; 30-50

•Handles $1million budget for organization’s small

staff

•Not an AFP member

•Not highly tech savvy

What Makes this Persona Tick

•Hungry from information

•May not know exactly what they are looking for, need

guidance

•No strong fundraising network, does have network

from previous career

•Cost conscious, practical, looking for free stuff

•Could be appreciative of any resources

•More attached to cause than profession

•Uses Google for information

•Feels isolated or adrift (on a sea of discontent)

How do you reach this type of person?

What messages work with them?

What type of local follow up do they need to become

engaged ?

Nate - Non-Member

Michelle - Excited Middle Manager

Michelle is at an in-between stage in her

career – she’s trying to make a leap from

middle manager to senior level director or to a

larger organization. Michelle recently joined

her local AFP chapter and is looking for more

ways to be involved. She may have been a

young hot shot but didn't shoot up the ladder,

now she is at a crossroads.. Looking to find the

right fit using AFP and other volunteers to find

mentors

Background Facts

•26% of attendee respondents

•Participation: 0% current, 0% lapsed, 54% non-participant

•Generation Y; 30-40 Mid-level fundraiser manager

•Mid-size non-profit employer (Human Services, Education)

•AFP member 2.9 years

•Very technology savvy (multiple devices, more time on

internet)

What Makes this Persona Tick

•Wants to grow her career to a senior level

•Very interested in education, possibly at community

college, continued education is important

•Desire for career advancement or a new job

•Extremely cost conscious

•Volunteers

How do you reach this type of person?

What messages work with them?

What type of local follow up do they need to become

engaged ?

Michelle - Excited Middle Manager

Lori – Young Hot Shot

Lori is the youngest of member but

has worked at non-profits for 7-9

years. Her job function is marketing as

opposed to fundraising. She’s rational,

creative, and very comfortable with

technology. Interested in big trends,

world impact and world changers Lori

is the newest persona to join her local

AFP chapter but is heavily involved.

Background Facts

•Generation Y; 25-32 Marketing professional

•Mid-size non-profit employer (Education, Human Services)

•AFP member 2.5 years- most technology savvy (most

internet hrs., smart phone for business)

What Makes this Persona Tick

•Most likely to say education/networking are essential for

career growth

•Very motivated to learn about her profession

•Others value her opinion and seek her advice

•Cost conscious, wants to meet people, empathetic and

social

•Expects faster action/Immediate gratification

•Desires to be well traveled, Does not have patience

How do you reach this type of person?

What messages work with them?

What type of local follow up do they need to become

engaged ?

Lori - Hot Shot Attendee