Marywood University PRSSA: Marketing & Nonprofits

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  • 1. Marketing & Communications Support Charitable Organizations John Dawe, CFRE President Dawe Consulting Group www.DaweConsulting.com

2.

  • So, What are
  • Charitable
  • Organizations?

3.

  • So, What are Charitable Organizations?
  • The Technical Answer
  • Charitable organizations are a subset of Nonprofit Organizations (501(c)3) who have:
    • A defined mission to serve a philanthropic purpose
    • A governing board of trustees or directors, held accountable the organization to ensure public trust is maintained
    • Corporations with bylaws and policy ensuring ethics and insulating against self-interest or conflict of interest of anyone involved with the organization
    • Subject to corporate law AND additional charitable regulations

4.

  • So, What are Charitable Organizations?
  • The Non-Technical Answer
  • Charitable organizations are corporations that enjoy special benefits from the government so they can engage in philanthropic ( Latin: love of humankind ) activities through the Exchange Principle.
  • Note: Membership organizations are nonprofits but are not considered charitable.Sorry, PRSSA!To perform charitable work like educational programming membership organizations like Kiwanis or PRSA form Foundations a separate corporation to carry out the charitable work.

5.

  • The Exchange Principle

People pay organizations to do the work that they cannot do by themselves. 6.

  • The Exchange Principle Terms

Donor someone who gives something to an organization for no tangible benefits to them Sponsor someone who gives something to an organization for tangible benefits, such as recognition, naming rights, etc. 7.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Know your audience
  • Bring about a transaction
  • Keep the audience focus in mind
  • Do a limited number of things well
  • Use the Rule of Three
  • Refine your activities and marketing focus as needed
  • Concentrate your efforts

8.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Know your audience
    • Program types
    • Constituents served
    • Donors

9.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Bring about a transaction
    • A goal of effective marketing is to bring about a transaction that is mutually beneficial to all sides

10.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Do a limited number of things well
    • It is better to be some things to a few people than all things to all people.
    • Focus on the quality of activities, not the quantity.
    • Stakeholders want to know they are supporting an organization that knows what its doing and does it well.

11.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Rule of 3
    • Spend 1/3 of time marketing your agency.
    • Spend 1/3 of time administering your agency.
    • Spend 1/3 of time performing services.
    • When you run out of time to do all three of those well, its time to evaluate options.Either cutting a program or hiring help.
    • The total time is equal to the total amount of hours ALL involved in the organization are giving.

12.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Refine your activities and marketing focus as needed.
    • No marketing plan is set in stone.
    • It requires constant monitoring and adjusting as situations and conditions change.

13.

  • Marketing
  • Creating, Enhancing, Nurturing Relationships
  • Concentrate your efforts
    • Target audiences must make sense
    • Oprah is probably not an option!
    • Neither is Bill Gates.

14.

  • Communications
  • A Subset of Marketing

COMMUNICATION A two-way transmission of information, thought, or feeling so it issatisfactorily received and understood. 15.

  • Communications
  • A Subset of Marketing

Hierarchy of Effective Communication PRINT & BROADCAST CONFERENCES & EVENTS TELEPHONE/E-MAIL/CHAT ONE-ON-ONE MEETING/VISIT 16.

  • The Pyramid of Giving

Fundraising Odds 50%INCIDENTAL GIFTS / $ 30% HABIT GIFTS / $$ 15% THOUGHTFUL GIFTS / $$$ 5% MAJOR GIFTS / $$$$ 17. Its Time To Solve the Problemsof the World! 18. Tips for New Professionals John Dawe, CFRE President Dawe Consulting Group www.DaweConsulting.com 19. Connect with Friends & Contacts on a Regular Basis

  • Reach out to other people.
    • When do you need money?
    • When will banks loan you money?
    • When do you need a friend?
    • When dont you need a friend?

20. Ping others, Connect Others

  • Reach out, send a text, post a facebook Hi, Pick up the phone!
  • Dont be afraid to share your network. The favor will be returned.
  • Be humble and gracious.

21. Give More than YouExpect to Receive

  • Give more than you expect to get.
  • Dont keep score.
  • Cultivate relationships.

22. Make a Difference.

  • Make sure you are adding value.
  • Think about the audience beforeadding a comment
  • Share your networks, add value toprojects.Become the go to

23. Know your Style

  • Know your learning style and communication style.
  • Know how to pick up on other peoples style.
  • Know how to adjust your style to ensure good communication.

24. Be Interesting byBeing Interested

  • When meeting someone new, be prepared to have something to say.Keep up on current events, cultivate niche interest.A single narrow specialty (cooking, golf, computers) will have expansive powers.
  • Do not monopolize the conversation or go into long-winded stories.Share your passion but dont preach.

25. Watch your Body Language!

  • When you spend time in a busy room, watch eye darting!
  • Know the body language of others.
  • Smile, it says, Im approachable
  • Nod your head and lean in.
  • Elbow tap!

26. Find a Mentor.Be a Mentor.

  • Youll never know everything.
  • Youll usually know more than someone else about something.
  • Beware Expert, Embrace Pro

27. Ping Me. John Dawe, CFRE President Dawe Consulting Group Web:www.DaweConsulting.com Email: [email_address] Phone: 570-763-9876 Linked In/Facebook/Twitter User: johndawe