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THE KEYS TO SUCCESSFUL

NONPROFIT MARKETING

By: Cheri S. Hill

Sage International, Inc.

© 2013 Sage International, Inc.

♦ Best-selling author of Incorporate & Get Rich!

♦ Host of the weekly “Cheri Hill Radio Show” on 99.1FMTalk radio – Sat 5 pm/Sun 8 am (Listen to the Webcast at

www.991FMTalkRadio.com)

♦ Host of the highly acclaimed SageAdvisers Teleseminar Series that covers every business topic ranging from the

entrepreneurial mindset thru successful exit strategies and everything business related in between.

♦ Certified NxLeveL Instructor for the Nevada Small Business Development Center, instructing the popular 13-week course,

NxLeveL for Entrepreneurs, each year to local business owners looking to grow their business successfully.

♦ Founding member of the Reno-Tahoe Chapter of eWomenNetwork

♦ Executive Director for The Chamber: Reno ▪ Sparks ▪ Northern Nevada

♦ Executive Director of Entrepreneurship Nevada, a nonprofit organization established to create an Economic Development

Collaborative Hub within the state.

♦ Sponsor for the Alliance of Nevada Nonprofits (ANN)

♦ Sponsor for Nevada Real Estate Radio 99.1FMTalk w/Peter Padilla (Sun 9am)

Cheri S. Hill, “Wealth Protection Diva” has been a successful entrepreneur/business

owner/premier business strategist for the past 20 years as President & CEO of Sage International,

Inc. which develops strategies that utilize Corporations, Limited Liability Companies, Limited

Partnerships and Trusts (in all 50 states) to their greatest potential for maximum business and

personal wealth building. These entities when properly formed by Sage serve as the first layer of

your Wealth Foundation!

With over 30,000 national/global clients Cheri has mastered the art of teaching entrepreneurs how

to properly structure their business and personal assets to safely grow, protect and leverage their

hard-earned wealth! Named one of the top 5 Most Influential Women of Northern Nevada, she

speaks from the heart about the joys and frustrations of being a business owner. Her insights are

motivating. Her frankness inspiring. She offers a profound message about the importance of putting

the right foundation under your dreams.

Her areas of expertise are multiple because of her strong sense of business. Her understanding of

every facet of what it takes to create and maintain a successful business are current as she keeps

up with business changes and trends that matter. This status combined with exceptional

presentation skills has allowed Cheri to become one of the most sought-after speakers to business

owners.

Sage International, Inc. ♦ 1135 Terminal Way #209, Reno NV 89502 ♦ 775-786-5515 ♦ www.sageintl.com

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MEDIA

WHAT IS MARKETING?

MESSAGE (THE MISSION)

© 2013 Sage International, Inc.

Nonprofit leadership produces visions that often run ahead of what others

believe is possible. A protected planet. An end to hunger. Loving care for all

children. Education, art, and faith that ennoble the spirit. As curators of such

visions, the nonprofit marketing task is great.

Expressing an organization's mission in clearand concise terms can be a difficult process, requiring input from individual boardmembers, staff, volunteers, and other groups.

Although this process requires time and effort, a well-crafted mission statement will…. Provide direction and purpose for the organizationMotivate staff, volunteers, directors Appeal to donors and other supporters Provide a means of evaluating organizational achievement

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The Attributes of Good and Bad Mission Statements

© 2013 Sage International, Inc.

charity:water:

We’re a nonprofit organization bringing clean, safe drinking water to people in developing countries.

1. A Cause or Who You Serve (What matters? Who is important?)

2. An Action (What are you doing?)

3. A Result (What change can you see?)

This happens to be a really great mission statement: it is simple, emotional and

contains all three elements. (These three elements unite the best mission

statements, and typically, ONLY these elements).

© 2013 Sage International, Inc.

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ROLE OF BRANDS

A BRAND WITH A HIGH STRUCTURAL INTEGRITY CONNECTS THE MISSION TO

THE IDENTITY OF THE ORGANIZATION, GIVING MEMBERS, STAFF,

VOLUNTEERS, AND THE BOARD A COMMON SENSE OF WHY THE

ORGANIZATION DOES WHAT IT DOES AND WHY IT MATTERS IN THE

WORLD. (A BRAND IS THE PSYCHOLOGICAL CONSTRUCT HELD IN THE

MINDS OF ALL THOSE AWARE OF THE BRANDED PRODUCT, PERSON,

ORGANIZATION, OR MOVEMENT).

EXTERNALLY, A BRAND WITH HIGH STRUCTURAL INTEGRITY CAPTURES THE

MISSION IN ITS PUBLIC IMAGE AND DEPLOYS THAT IMAGE (GLOBAL

IDENTITY) IN SERVICE OF ITS MISSION AT EVERY STEP OF A CLEARLY

ARTICULATED STRATEGY.

Strong Brands help organizations

acquire financial, human, and social

resources, and build key

partnerships. The TRUST that strong

brands elicit also provides

organizations with the authority and

credibility to deploy those resources

more efficiently and flexibly.

DEFINED TARGET MARKET(S)

© 2013 Sage International, Inc.

EMPLOYEES

VOLUNTEERS

DONORS

CUSTOMERS

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© 2013 Sage International, Inc.

SOCIAL MARKETING is the use of

commercial marketing principles and

techniques to promote the adoption of a

behavior that will improve the health or well-

being of the target audience or of society as

a whole.

Downstream social

marketing focuses on

influencing individual

behaviors.

Upstream social

marketing focuses on

influencing policy

makers, media,

corporations and other

social influencers.

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● Using direct mail (postcards, letters, inserts)

• Interactive Website

• Acquiring qualified lists

• Increasing the perceived value of your services

through better client education

• Public Relations

• Developing strategic alliances that refer you business

• Networking (the right way!)

• Volunteer Activities/Serving on other nonprofit boards

• Yellow Pages

• Social Media (Facebook, LinkedIn, Twitter, Pinterest, YouTube etc.)

• Blog

• Voice Mail Messages/Email Signature

• Telephone On Hold Message

● Conferences/Trade Shows/Expos/Display Tables

• Newspaper/TV/Radio/Magazine Ads

• Public Speaking

• Radio Interviews

• Displays (in high traffic locations

• News Releases

• Annual Report

• Cause Marketing (3rd Party)

● Billboard Ads

● Sponsorships (Teams/Events/Fundraising)

● Newsletter (Online/Offline)

● Brochures/Catalogs

● Letterhead/Envelopes/Business Cards

● Hosted Webinars/Teleseminars/Workshops

● Drawing Prizes (exposure opportunities)

● Packaging (Product & Shipping Supplies)

● Movie Screen (Cinema)

● Signage/Banners

● Logo Apparel/Name Badges

● Promotional Items: pens, magnets, stress balls,

calendars etc.

● Auto: Stickers; Magnetic signs; Custom Paint Job;

Special License Plate

● Publish Articles/Books/eBooks/White Papers

● Vendor/Supplier relationships

©2013 Sage International, Inc.

MEDIA

© 2013 Sage International, Inc.

“NEWSJACKING” one particular day in the

calendar year to help catapult your cause to the

forefront of your audiences to make a massive

impact ... in just 24 hours. Whether it’s

leveraging a national holiday or a dedicated day

of awareness, or creating your own day to help

support your cause, organizations are finding

ways to condense a whole lot of fundraising and

awareness "oomph" into just one day.

Do More Than Engage-Inspire

1. Tell your organization’s founding story once a year. A profound reminder of the deep

values and moral struggle that gave rise to your organization’s existence.

2. Have a cultivation strategy and calendar. Send emails to donors that thank them and

report back on how you’ve spent their money.

3. Ask your donors for their feedback and opinions on a regular basis. And use their

advice when appropriate; it shows that you’re listening.

4. Offer periodic live chats or phone-in briefings with your CEO. This is a staple of major

donor fundraising, inexplicably absent from the online giving scene.

5. Offer real-life glimpses into the life of your organization. Your supporters expect

authenticity, which is arguably the paramount value in marketing communications.

Whether you’re after supporter dollars or volunteer engagement, inspiration is the driving force

behind taking action. Here are a few quick, actionable tips for building passion for your

organization:

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YouTube Nonprofit Program

Tell your organization's story through videos on YouTube

http://www.youtube.com/nonprofits

Nonprofit Organizations around the

world strive to tell their story to

potential donors and volunteers every

day. We strive to come up with that

powerful message that will move

people to action. Video is one of the

most vibrant ways to paint that picture

and create a lasting impact.

THE BOARD’S ROLE IN MARKETING

1. Define the Mission and to hold themselves and the staff

accountable to bring to life the most inspiring vision (THE

BRAND) for the organization and the change it can create

in the world.

2. Insure that the organization has a strong marketing plan

and necessary budget to meet its growth goals.

3. Active in recommending new customer segments,

introduce the organization to potential customers, donors,

strategic alliances, and give the organization a hand in

promoting the organization with speeches, articles and

other PR and marketing activities

(AMBASSADORS/CHAMPIONS/DOOR-OPENERS)

4. Insure that the organization has either internal resources or

outsourced assistance (top talent) necessary to implement

a solid marketing plan.

It is becoming clearer and clearer that for many nonprofits, there must either be a

Board Committee or an individual on the Board who has Marketing Expertise.

© 2013 Sage International, Inc.

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The Networked NonprofitWisdom says that nonprofits must be large and in charge to do the most good. But some of the world’s most successful organizations instead stay small, sharing their load with like-minded, long-term partners. The success of these networked nonprofits suggests that organizations should focus less on growing themselves and more on cultivating their networks.

© 2013 Sage International, Inc.

You wouldn't think that large, entrenched nonprofits could

change so swiftly, but just consider the Red Cross, which has

broken new ground in social media, from its pioneering social

media policies to raising millions of dollars through

text-to-give campaigns.

At the other extreme, is MomsRising.org. As remarkable as

what MomsRising.org had done is what it had not done. The

organization did not grow to become a large, bureaucratic

organization. It has remained an intentionally simple

organization (with a big membership), whose staff all work

virtually, becoming a force for numerous issues that affect

moms, families, and children.

Advancing Together. The Roles of the Nonprofit Board in

Successful Strategic Alliances

As the community needs shift,

so do the responsibilities of

strategic planning and resource

allocation, inter-organizational

and extra-organizational

relationship building, and

quality assurance.

No longer can the non-profit

organization be dependent

solely upon the direction of a

board of directors.

This makes it of the utmost

importance for non-profits to

transition some portions of

governance away from the

boardroom and focus attention

on making strategic alliances

with other non-profit

organizations.

These alliances enable

agencies to combine forces,

influence change, and provide

quality assurance for one

another.

Together, organizations can be

more responsive and able to

adapt to change—not to

mention the benefits of greater

efficiency.

These strategic alliances are

made up of many groups and

organizations working together

within multiple centers of

activity to advance their causes

together.

A networked web of extra

organizational relationships

creates new leadership roles

connected by the mission.

© 2013 Sage International, Inc.

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It’s Not Charity; It’s Corporate Social Responsibility• Companies applying same kind of strategic focus to philanthropic decisions that they do the rest

of the business. Executives becoming more proactive about advancing specific goals.

Nonprofits that grasp and take advantage of this framework will have a head start on finding

corporate partners for their work.

• Business can do good while doing well (social entrepreneurship, impact investing, B Corps.)

Gifts or grants are being supplanted by “social investments” thereby creating a mind set or the

expectation that there will be a Return On Investment (ROI).

• Today’s corporations have a genuine stake in social issues (sustainable market for products,

healthier customers or a better community for their employees). Nonprofits provide solutions

and would be wise to actively draw more companies into their conversations.

• The most sophisticated giving programs leverage all the assets a corporation can bring to bear

(brand and customer loyalty; products and distribution channels; skills and talents of their

employees; clout of senior management to raise visibility of an issue. Be creative about what

you ask for so that even more ways to join forces can be discovered.

• Matching gift programs; employee committees to steer grant money; volunteerism programs to

donate time or specialized skills can be a direct route to the philanthropic heart of a company.

• Global companies need the assistance of nonprofit partners to make international issues a

priority.

Think strategic and equitable partnerships. Nonprofit leaders present tremendous value to the corporation: expertise on how to make a meaningful impact on society.

Define Budget, Timeline, and Resources

Outline your budget for each

marketing activity

Create a Marketing Calendar

Assign Responsibilities

Track and Measure Your

Results

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Retooling Nonprofits

Activist and fundraiser Dan Pallotta calls out the double standard that drives our broken relationship to charities. Too many nonprofits, he says, are rewarded for how little they spend -- not for what they get done. Instead of equating frugality with morality, he asks us to start rewarding charities for their big goals and big accomplishments (even if that comes with big expenses). In this bold talk (Ted.com), he says: Let's change the way we think about changing the world.

© 2013 Sage International, Inc.

CHERI S. HILL, PRESIDENT

SAGE INTERNATIONAL, INC.

1135 TERMINAL WAY #209

RENO NV 89502

800-254-5779 775-786-5515

WWW.SAGEINTL.COM

CORPINFO@SAGEINTL.COM

SAGE INTERNATIONAL, INC. SPARKS

AND FUELS THE ENTREPRENEURIAL

SPIRIT BY PROVIDING THE

STRATEGIES, INFORMATION,

EDUCATION, TOOLS, RESOURCES

AND ONGOING SUPPORT SERVICES

THAT LAYS A SOLID FOUNDATION

UNDER THE NONPROFIT

ORGANIZERS DREAM!