Marketing Basics for
Fundraising Professionals
PRESENTED BY LISA PARKER
MARKETING & MANAGEMENT
CONSULTANT
TO THE NON-PROFIT COMMUNITY
OCTOBER 20, 2010
Association of Fundraising
Professionals
Agenda
 Introductions
 What is marketing?
 Definition
 PR
 Branding
 The Marketing Plan
 Goals
 4 P’s
 Cutting through the clutter
Marketing Defined

The process of planning and executing programs
designed to create, build, and maintain beneficial
exchange relationships with target audiences for
the purposes of satisfying individual and
organizational objectives.
- Philip Kotler, Strategic Marketing for NonProfit Organizations
Customer-Centered Approach


Marketing starts with customer perceptions,
needs, and wants.
Highest volume of exchange will always be
generated if the way the organization’s offering
is described, priced, packaged, and
delivered is fully responsive to where the
customer is coming from. - Kotler
Public Relations Defined
 Process of maintaining and enhancing the reputation
of the organization among key publics.
- Kotler
Public Relations vs. Marketing
 Influence attitudes

 Primarily a

communications tool
 Dependent on others to
deliver message

Influence behavior
Encompasses needs
assessment, product
development, pricing,
distribution
Message controlled by
marketer
Branding
 Brand: A name, term, design, symbol, or any
other feature that identifies one seller's good or
service as distinct from those of other sellers.
 Brand Identity: How you want the consumer to
perceive your product or your brand.
 Brand Image: The perception of your product or
your brand by the consumer
 Branding attempts to bridge brand image and
brand identity
- www.marketing.about.com
Branding con’t
 Branding is NOT marketing.
 Despite what many believe, brand is NOT about
your logo, tagline and glossy brochure. A strong
brand integrates multiple components, all of
them necessary, including customer interactions,
employee communications, corporate philosophy
and advertising/marketing efforts.
Ultimate Marketing Objective
GENERATE REVENUE AND CUSTOMERS
($ AND PEOPLE)
Anatomy of a Marketing Plan
 Analysis
 Strategy
 Goals
 Target markets
 Budget
 Marketing Mix

4 P’s
 Action Plan/Implementation
 Evaluation
Strategy
Define Goals and Objectives
Specific and Measurable
Right Goals
 Advertising reach &
 It it NOT about:
 Name recognition
 Good will
 Press clippings







frequency
Publicity exposures
Direct marketing response
Customer satisfaction
Attitude, awareness
Marketing
efficiencies/effectiveness
Revenue & sales
Service or product usage
 It IS about:
 People
 Money
 Lifetime Value
Marketing Mix
 4 P’s
 Product


Price


Customer cost
Place


Customer value
Customer convenience
Promotion

Communication
Marketing Mix: Product



A proposal by a marketer to make available to a
target customer a desirable set of positive
consequences if, and only if, the customer
undertakes a desired action.
- Kotler
Marketers influence as well as create
Often underutilized by marketers
Marketing Mix: Price
 What the customer “pays” to get the offering
 Monetary
 Psychological

Time, hassle, step out of comfort zone
 Doesn’t have to be the same for everybody
 Two basic camps
Those who buy on price
 Those who would probably pay more than you are asking

Marketing Mix: Price con’t
 Powerful marketing tool
 Low prices and discount offers can motivate behavior
 Maintaining a low entry price helps make organizations
more accessible
 Powerful revenue-generating tool
 People will pay high prices for something they want…or
something they think they can’t get
 Challenge: minimize cost to customer but
maximize revenues to organization
Marketing Mix: Place

Channels of distribution


A channel is a conduit for bringing together a marketer and
a target customer at some place and time for the purpose of
facilitating a transaction.
- Kotler
Generally, more opportunities to buy = more sales

Hours, locations, in person, phone, online
Marketing Mix: Promotion
 Communications vehicles
 Personal
Direct sales
 Telemarketing
 Social networking


Impersonal

Advertising


Publicity


Paid newspaper, radio, TV, outdoor, online
Free; generally results of PR efforts
Direct response marketing

Direct mail, email, other electronic/online vehicles
Marketing Mix: Promotion

Return on Investment - $




Biggest bang for your buck
Based on solid analytics
Ability to track
Return on Investment – Time



Staff
Volunteer
Advanced planning
Marketing Mix: Promotion
Cutting Through the Clutter
 Know your audience
 Understand your “product”
 Understand what motivates the prospect
 Understand how creative works


Design Awards = Results
Role of Creative
Grab attention
 Quickly explain the offer
 Make it easy to respond

Review
 Marketing is about influencing behavior for mutual
benefit of the customer and the organization
Questions?
CONTACT:
LISA PARKER
479-466-1906
LISA3PARKER@GMAIL.COM