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REESULTS consulting
Marketing & Branding in a Down Economy
Blowing Bubbles & the Liferaft of Web 2.0
CompassPoint Non-Profit Forum
Beverly Lenihan, CBC, CFRE
March 11, 2009Copyright Reesults Consulting. All rights reserved.
Are you gurgling?
• What ship is barreling down on you?
• What life rafts do we have today?
• What does survival look like?
• What does thriving look like?
Dos’ & Don’ts for Luring Gifts
“Weeding out events and appeals that don’t pay off, nurturing ties to supporters, and abandoning hard sell can help charities tailor their fund-raising efforts to the new
economic realities.”-Chronicle of Philanthropy, Feb. 26, 2009
Predictions for 2009
“Despite business-world downturns, corporate marketing deals may be surprisingly fertile territories for charities looking to expand their reach in the coming year, according to fund-raising
experts.”-Chronicle of Philanthropy, Feb. 26, 2009
Reasons for Optimism
“Although donations are smaller, more donors are giving these days, and the public is more
aware than ever of charities and the work they do as demand for
these services increase.”-Chronicle of Philanthropy, Feb. 26, 2009
Agenda
• Who owns your brand?• Who owns your marketing?• AIDA• Stakeholders’ Profiles• Groundswell• Vision, Mission, Positioning, Messaging• The lifeboat of Web 2.0• Ten Tips• Discussion
Who Owns YOUR Brand?
Everyone but you.
Who Owns YOUR Marketing?
Everyone and you.Partners, clients, Board, volunteers, media,
influentials, vendors, suppliers, agencies, etc.
AIDA…the infinite loop
• Attention
• Interest
• Desire
• Action
The Role of Marketing in a Non-Profit
• Raise awareness of the agency, service(s), clients served, need
• Create interest in programs and impact
• Create desire for all to become involved
• Stimulate action by all stakeholders
Stakeholder
An individual, group or organization with an specific
interest in…
Who are your stakeholders?
What do they care about?
How can they help make your agency successful?
PROFILE THEM
Hidden Stakeholders• Potential Board members• Potential Donors• Potential Volunteers • Potential Staff• Influentials• Friends & Family• Staff• Foundations/Board Members• Regulatory Bodies• Charity Watchdog Groups • Media• IRS
Today’s Influencers
• Bloggers
• Podcasts
• YouTube
• eGroups
…or Web 2.0
Groundswell
“The groundswell is a social trend in which people use technologies to get the things they need from each other, rather from traditional institutions…”
-Charlene Li & Josh Bernoff, Forrester Research
Groundswell-the collision
• People
• Technologies
• Economics
People’s desire to connect, new interactive technologies and online economics have created a new era.
Positioning• What you do inside the mind of your potential
constituents—prospects, customers, clients, donors, Board members, staff, volunteers
• Give a place-holder for your agency, and services
• Relative to alternatives• Influenced by our super-saturated minds and
communication glut• Flows from your vision and mission into your
objectives and strategies
Create a Space in the Mind
VISION
MISSION
POSITIONING
ELEVATOR SPEECH
MESSAGES
STORIES
TIP #1: Planning is a Process, Not an Event
• Fundraising and marketing plans
• Simple and flexible
• Goal, Objectives, Results-Driven
• Budgeting
• Follow-up/Follow-through
“The important thing about a plan is not the plan—it is the process of planning.”
The Integrated Marketing Plan• Vision• Mission• Positioning• Goal• Constituents/stakeholders• Objectives• Measurable criteria• Tactics• Budget & resources• Scheduling/Timeline• Implementation/follow through• Follow-up process
Self-Analysis Required
Strengths
Weaknesses
Opportunities
Threats
&
Resources
Strategy is• Become a part of the dialogue• Overcoming a hurdle by leveraging opportunities• Combining related and unrelated info• Doing the unexpected• Focus on what’s meaningful• Engaging the distractors• Providing alternative services/programs
…being flexible and nimble
Identify
• Positioning• Theme• Messages• News• Angle for each group
Strategy to Tactics
• Optimize strategy using several tactics • Use various tools to reach targets• Be clear about expected results• Cultivation is a process• Obtain small “yeses” along the way• Make efficient use of resources• Monitor budget to plan more easily
Tip #2: Focus on Relationships
• Who are your best?
• Who are your worst?
• Who do they want?
• Who do they need?
• How can they help?
Tip #3: Market the Mission
• Main message, not the new building
• Creates community
• Creates awareness of organization focus & integrity
• Make messages focused, relevant, pervasive
• Stress sustainability
Tip #4: Brand Counts
• What is yours?
• How would stakeholders describe you?
• What is your whole product/service?
• Are you consistent?
• Byte-size offerings to stakeholders through the new media
Tip #5: Make Each Encounter Count
• What is your purpose?
• How will you know if you are successful?
• Leverage your encounters
• Do what you say you will
• Say “please” and “thank you”
Tip #6: PR as a Trojan Horse
• Viral-build a network of believers• Builds credibility• Builds brand awareness• Story-telling unique to agency• Wide audience appeal• The price is right• Collaborative partnerships
Tip #7: Cut Expenses
• Go from 4 to 1-color• Target; print less• Use online resources• Let others tell your story• Collaborate; partner
Tip #8: Raising Money• First Giving
http://www.firstgiving.com/– How it works - You can make your own fundraising page on
Firstgiving to raise money for any nonprofit organization. Email your page to friends, family and colleagues, who donate by credit or debit card in an easy, secure online transaction. We send all the donations to your nonprofit, minus our small transaction fee.
• Chipin– http://www.chipin.com/– ChipIn’s mission is to make it easy to collect money. We enable users
to organize group payments and fundraisers (”ChipIns”) in a quick, easy, and secure way. We also make it simple for organizers to publicize their ChipIns, by providing powerful fundraising widgets that can be embedded in social media.
– ChipIn allows anyone to collect money for a personal cause, group purchase, or fundraiser using their own custom ChipIn page.
– ChipIn enables bloggers to create an interactive widget that allows them to raise money directly through blogs and other social media.
– ChipIn empowers non-profit organizations to engage a distributed network of supporters in “blograising” campaigns for major fundraising efforts.
From Elymedia: [email protected]
Tip #9: Leverage
• Leverage your web site, email, FaceBook, YouTube, Twitter
• Segment your constituents
• Customize your stories
• Volunteers become donors
• Donors as greater volunteers
Tip #9: Get Personal
• Your database is your intellectual capital• Know your key prospects; update often• Personalize communications• Welcome feedback• Train the staff and volunteers• Thank your donors, volunteers and
staff-again and again
Tip #10: Getting Started•Transition from shouting to conversation
•Listen for the echo
•Prepare for the conversation
•Respond to posts on social networks, blog comments, community activities, videos on user-generated sites=the moderators-From Groundswell
