WELCOME
GRANTEE GATHERING
MARKETING PRESENTATION
November 17, 2012
What’s Essential to Good Marketing
• Identify your target audience(s)
• Create a Messaging Packet
– Define your mission/core promise
– Define your organization’s brand/positioning statement
(what makes your organization unique)
– Select your supporting statements/facts/stories
– Create a tagline
– Create a logo that reflects your brand
• Identify your communications tools
• Establish your marketing budget
Identify Your Target Audiences to
Receive Communications
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Employees
Volunteers
Advocates/Supporters
Policy Makers
Board Members
Donors
Media
Note: Remember, best way to stay connected to your
audiences is by personal connections (in person visits or
telephone calls).
Identify Your Target Audiences
WHAT DO THEY WANT TO HEAR ABOUT YOU?
If you know, great.
If you don’t, you may want to conduct a focus
group with them to learn more about what they
most want to hear.
Create A Messaging Packet
A messaging packet is a compilation of the core messages you
want your organization to convey.
Its purpose is to help you stay on message whenever you
communicate information about your organization.
It includes:
• a tagline
• a mission statement
• a brand/positioning statement (an elevator speech of what you
do and why you are unique)
• supporting statements
• a logo
Define Your Mission/Core Promise
It is essential to put your organization’s mission
into words that describe your core promise to
each of your target audiences.
This promise will meet their practical needs
(who) and deepest feelings (why).
Example of Mission/Core Promise
American Red Cross’ Mission Statement
The American Red Cross prevents and alleviates
human suffering in the face of emergencies by
mobilizing the power of volunteers and the
generosity of donors.
Define Your Organization/Brand
A brand/positioning/vision statement, often referred to as
an "elevator speech," is a statement that can be delivered
quickly to someone who knows little, if anything, about
your organization.
It identifies:
“Who you are”
“What your organization does”
“How/Why do you go about it”
It conveys the thoughts, feelings, associations, and
expectations that people have every time they come into
contact with your organization, your programs, marketing,
donation appeals and tagline/logo.
Define Your Organization/Brand
(continued)
It is perhaps the most important component of
your messaging package and should be short,
compelling, and to the point.
The Importance of Defining Your
Organization/Brand
The value of defining and communicating your
brand is… the stronger your brand positioning
statement is, the more likely your organization
will be:
- Trusted
- Valued
- Successful in retaining employees, volunteers
and followers
- Successful in raising funds
- Successful in its mission
The Importance of Defining Your
Organization/Brand
For example, The American Red Cross has a very strong brand.
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They are mostly known for disaster relief, health and safety
training & education, lifesaving blood and international
services.
In times of disaster, you know they will be there to support
the victims.
They have a user-friendly.
They are usually among the first responders.
Example of American Red Cross’
Brand Statement
The American Red Cross, through its strong network of
volunteers, donors and partners, is always there in times of
need. We aspire to turn compassion into action so that…
• ...all people affected by disaster across the country and
around the world receive care, shelter and hope;
• ...our communities are ready and prepared for disasters;
• ...everyone in our country has access to safe, lifesaving blood
and blood products;
• ...all members of our armed services and their families find
support and comfort whenever needed; and
• ...in an emergency, there are always trained individuals
nearby, ready to use their Red Cross skills to save lives.
Create Supporting Statements
• These are the facts/stories that back up your mission
promise and brand.
• They tell of your core values (i.e., caring and responsive
to the needs of the community; reliable, trustworthy
partner; good stewards of public/private funding, etc.)
• The range of programs and services you offer
• The impact of your work on the people you serve as well
as the community in general
• How long your organization has been in existence
Create Supporting Statements
• Stories captivate followers
• Stories are a form of differentiation, it can set you apart
• Facts are boring but putting facts (with the details) into a
context with emotion makes them memorable.
• Stories help you connect with people on a sensory level
• The descriptions make the facts come to life and keep
people engaged
Create Supporting Statements
“Tell me a fact and I’ll learn, tell me a
truth and I’ll believe. But tell me a story
and it will live in my heart forever.”
-The late Steve Sabol, the man behind NFL Films
Create A Tagline
That Reflects Your Brand’s Mission
A tagline is a catchy, quick-identifying reference, usually no
more than five to seven words.
A good tagline will trigger the imagination, interest, and
emotions of your target audiences.
Your tagline should be incorporated into all your
communications materials, including signage, stationery,
banners, media materials, website, etc.
Create A Tagline
That Reflects Your Brand’s Mission
The American Red Cross
- Together, we can save a life.
Episcopal City Mission
– Building Communities Through Partnership
Haymarket People’s Fund
- Supporting Grassroots Social Change Since 1974
Massachusetts Senior Action Council
- Don't Just Take It. Take Charge!
Student Immigrant Movement
Celebrating Victories, Realizing the Dream
PressPassTV
- Media That Moves
Identify Your Communications Tools
What’s Free (except personnel time)
• Personalized Communications (face-to-face meetings,
telephone conversations)
• Social Media Postings (Facebook, Twitter)
• Public Relations – press releases, media contacts
• Multifunctional Portals for Organizational
Management/Contacts Database/Marketing:
www.teamlab.com (see benefit for nonprofits)
www.salesforce.com (see benefit for nonprofits)
• Website Development & Hosting for NonProfits @
www.dreamhost.com (see benefit for nonprofits)
• Email Distribution Systems:
www.verticalresponse.com (see benefit for nonprofits)
www.mailchimp.com (for under 2,000 subscribers)
Identify Your Communications Tools
What Costs a Fair Amount
• Snail Mail (appeal letters/newsletters/save-thedate postcards)
• Collateral (Brochures/Flyers)
Establish a Budget and Frequency
Timetable
• Establish a budget for your marketing and
communications.
• Establish a year-long timetable for reaching
each of your target audiences.
• Remember, it’s a fine balance to know how
often to reach your audiences. Too much will
turn them off; too little takes you off their radar.
PANEL DISCUSSION
Cara Lisa Berg Powers
Co-Director, Press Pass TV
Carolyn Villers
Executive Director, Senior Mass Action Council
Mario Rodas & Katherine Asuncion
Student Immigrant Movement