Upload
bakane
View
88
Download
3
Embed Size (px)
DESCRIPTION
Citation preview
Marketing to Non-Profits
• WELCOME– Rochester Professional Consultants
Network– March 11, 2011
Marketing to Non-Profits
• PRESENTATION GOALS:– Introduce non-profit sector– Explore marketing potential– Provide effective marketing tips
Marketing to Non-Profits
• BACKGROUND:– 32 years non-profit experience– Unique perspective: listen first– Hired numerous consultants
Marketing to Non-Profits
• WHAT IS A NON-PROFIT?– Typically 501(c)3
• Public charities• Private foundations
– Other kinds of non-profits– Annual reporting requirements
Marketing to Non-Profits
• NON-PROFIT FUNDING:– Private sector
• Individuals: 75%• Foundations: 13%• Bequests: 8%• Corporations: 4%
– Public sector• Federal, state, local governments
Marketing to Non-Profits
• NON-PROFIT FINANCES:– Nationally: $1.9 Trillion annually
Marketing to Non-Profits
• NON-PROFIT FINANCES:– New York state:
• 62,574 registered public charities• 33,417 active filers• $151.5 billion total revenue of active
fliers
Marketing to Non-Profits
• NON-PROFIT FINANCES:– Monroe County:
• Approximately 4,000 non-profits• 1,063 active filers• $6.3 billion in annual expenses
Marketing to Non-Profits
• NEED FOR RANGE OF CONSULTING SERVICES:– Every aspect of managing & growing an
organization– Maintaining physical assets
Marketing to Non-Profits
• 4 POINTS TO CONSIDER:– Focus– Capacity– Affordability– Results
Marketing to Non-Profits
• FOCUS:– Do you understand their need?– Do you know who the decision-maker(s) is?– Can you bring a fresh perspective?– Do you have references?– Who are the agency stakeholders?– Are stakeholders and decision-makers at
the table?
Marketing to Non-Profits
• CAPACITY:– Can you deliver what you promise?– Do you understand the risks of the job and the
client?– Are you willing to use agency-internal
resources?– Will you expand their knowledge-base and
capacity?– Does you client understand what you’ll deliver?
Marketing to Non-Profits
• AFFORDABILITY:– Do you know the agency’s project
budget?– Can you provide “a la carte” services?– Can you provide a non-profit discount?– Will your fee adequately compensate
you?
Marketing to Non-Profits
• RESULTS:– Will you deliver something tangible?– Are the stakeholders satisfied with the
result?– Is the decision-maker(s) satisfied with
the result?– Will you cross promote your clients?– Will your client promote you?
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– “I like to work with people I know.”
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– “Do they know that non-profits are different than businesses?”
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– “Some consultants have this bias that business always does it better.”
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– “Consultants are just people who lost their [real] job.”
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– Does the project have recyclable components?”
Marketing to Non-Profits
• WHAT NON-PROFIT EXECUTIVES ARE SAYING:
– “[Non-profit] staff members often wear multiple hats, so things move slower.”
Marketing to Non-Profits
• FINAL THOUGHTS:– Challenges– Resources– Get Noticed!
Marketing to Non-Profits
• CHALLENGES:– Money is “dirty”– Lack of business acumen– Lack of clarity about what is wanted– Don’t understand how to engage
consultants– Lack of capacity or adequate resources
Marketing to Non-Profits
• RESOURCES:– Guidestar– Nat’l Center for Charitable Statistics– Websites, annual reports– Board of Directors member lists– Assn. for Research on Non-Profit
Organizations
Marketing to Non-Profits
• GET NOTICED:– Word of mouth– LinkedIn, other social media– Network:
• United Way• Agency of Council Executives• Assn of Fundraising Professionals• Ad Council, others
Marketing to Non-Profits
• THANK YOU FOR THIS OPPORTUNITY