Northland Foundation
Kathy Keeley
October 19, 2010
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Why Marketing
Definitions and more Definitions
Marketing – Five Key Steps
Effective Tools
Tips
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Nation of Consumers
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Technology
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Competitive Environment
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Generational Demographics
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Community Engagement
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Awareness and Recognition
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Clients – Outreach
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Image
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Fundraising
◦ Educating Donors
◦ Asking Donors
◦ Closing the Ask
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RESULTS
RELATIONSHIPS
RESOURCES
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Produce and Message Results
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Build and Develop Relationships
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Demonstrate Stewardship of Resources
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Marketing
Branding
Messaging
Marketing Plan
Public Relations
Promotion
Advertising
Social Marketing
Social Media
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Guerilla Marketing
Viral Marketing
Marketing Metrics
Blogs
Twitter
Web Hits and Page
Views
Video Marketing
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 Communication
vs. Marketing
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Market Research – data to inform your
marketing
Target Market – who is the very specific
audience
Marketing Metrics – what are you measuring
Marketing Plan – objectives, activities,
timeline, budget
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name, term, design, symbol, or other feature
identifies one as distinct from those of other
organizations
◦ Brand Identity
◦ Brand Image
◦ Logo, name, tag line all together- Trademark
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Advertising – Ads to sell something
Public Relations – media press releases,
promotion, name awareness activities,
Promotion – media, trade booths, outreach
activities, presentations
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Creating a Campaign
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Define the Purpose
Community Engagement
Message - Theme
Call to Action
◦ National
◦ Statewide
◦ Local
◦ Cause Related Marketing
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Website
Blogging
Email Blasts
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Facebook
Twitter
LinkedIn
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What is the
purpose?
Experience for the
visitor?
Demographics of
Target Market
Fundraising Goals
Networking
Policies
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$ $ $ = fundraising
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Define – Plan – Execute – Measure- Review/Renew
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Define: Your Brand and Message
Plan: Develop Marketing Plan
Execute: Get the Marketing Mindset
Measure: Work the Plan and Measure
Review: Evaluate, Learn and Adapt
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Be Consistent
Reflect Your Image
Speak to Your Target Audiences
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Name
Logo
Colors
Font
Design and Placement
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Image
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Concepts
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Brand
◦ Image=Brand
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Message
◦ Tag line consistently used
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Marketing Activities
◦ Creating visibility and awareness of the brand:
• Sets an organization apart from its competitors
• Presents a clear, consistent message
• Delivers a unique, enduring value that creates
preference
• Provides focus
• Increases a sense of connection or affiliation
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Market Research
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Focus Groups
Surveys
Interviews
Industry
Competition - Comparison
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Yet Another Plan
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Organizes your goals and provides measures
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Informs the budget
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Ensures impact for the dollars spent
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Outline
1. Marketing Purpose/Rationale
2. Dashboard
3. Services/Program Description
4. Marketing Objectives
5. Target Market
6. Strategies to reach target market
7. Action Plan – calendar
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Marketing Metrics
Numbers of What you Going to Do
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Examples
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20% increase in referrals
25% increase in donors, members, etc.
3 Newspapers articles
Lunches with key individuals (4 per quarter)
Event Tickets – sold out
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What do you want to accomplish? What is
your real objective?
◦ Increase referrals from medical personnel,
counselors, and case managers.
◦ Increase awareness and name recognition among
prospective donors and current donors.
◦ Increase donations from current donors.
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Multiple Constituencies = Multiple Messages
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Clients
Referrals
Current donors
Prospective Donors
Community Awareness
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What are you going to do to achieve goals?
Develop 30- and 60-second PSA’s
Add Donate Now button on web site
Create email blast –monthly
Note: Where does Social Media fit into your
strategy?
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It’s an
Attitude!
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What does the client, consumer, donor
experience when they enter your door?
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o
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o
o
o
o
It is everything you do!
Location
Office
People
Web site
Materials
Business cards
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A clear understanding of what the customers value
Donors
 Partners
 Clients
 Families
 Stakeholders

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Market Research
◦ Understanding what the customer wants and needs
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Target the Market
◦ Be Aware Multiple Constituencies
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Marketing Plan – Everyone is responsible
◦ Promotion Activities
◦ Networking
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Brand
◦ Image=Brand
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Message
◦ Tag line consistently used
◦ Elevator Pitch
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Marketing Activities
◦ Creating visibility and awareness of the brand
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What can you do this week?
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What can you do this month?
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Measure what happens
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Be Deliberate
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Marketing Activities
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12 month workplan for program
Quarterly individual workplan
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Activity
Jan
Feb
Mar
April
May
June
July
Aug
Sept
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What works and what did not work?
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Revise plan quarterly
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Timing
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Was the dollar investment worth the return?
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1.
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Define
Plan
Execute
Measure
Review/Renew
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People have to see something seven times
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Build it and they will come – unlikely
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Timing is key
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“Everyone is our Market” – not
◦ Targeting – niche society
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Consistency
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Target Market
Consistent Brand
Simple Marketing Plan with Calendar
Tie to Fundraising
Social Media Appropriately
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Market segmentation
claritas.com/MyBestSegments/Default.jsp
Nonprofits
managementhelp.org
northlandfdn.org
Social Media
bethkanter.org
Newsletter
agoodmanonline.com/newsletter
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