Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Marketing 101:
A Basic Overview of Marketing for Non-profit Organizations
Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
What is Marketing?
Marketing is much more than just advertising and selling.
Marketing is all the activities an organization carries out to
determine who to market to, what to market them, why the
audience should participate, how to communicate with the
audience, how to encourage programs and events, and where to market. There are many more elements to marketing, but
basically the philosophy of marketing in a non-profit organization is satisfying the audience enough to influence an idea or an action.
The marketing mix helps organizations decide what to market, as
well as determine its location, and promotion.
The marketing strategy identifies a target market and a marketing
mix suitable for that target market. A target market is a fairly
similar group of customers to whom an organization wishes to
appeal. The marketing mix is a set of controllable variables a
company compiles to satisfy the target group.
The Marketing Mix (Product, Placement, Promotion) is very crucial in marketing.
Here is a more in depth look at the marketing mix:
• Product: Physical good or service which satisfies the audience’s need
• Placement: Where and how the audience finds or receives the good or service (where the product is distributed). • Promotion: Informing the market about the product & price. Advertising,
promotion, publicity
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
SWOT Analysis
The analysis of an organizations strengths, weaknesses, opportunities
and threats (SWOT) analysis identifies can assist in focusing on a realistic
marketing strategy. By conducting a SWOT analysis, organizations can gain
an understanding of what they can build upon and reinforce to
improve their programs and/or services. Organizations should realize
that the SWOT analysis is used as a focusing tool to concentrate on key
issues, and not a result. Depending on how an organization approaches
its SWOT analysis, it can be extremely helpful or extremely useless. The
more perspectives obtainable for the SWOT analysis, the better.
Strengths (primarily internal)
Opportunities (primarily external)
Weaknesses (primarily internal)
Threats (primarily external)
Strengths and weaknesses are primarily internal. Internal factors can be
anything within the organization - its finances, abilities, and personnel. Conversely, opportunities and threats are primarily external. External factors
can be anything outside of the organization such as legislation, social norms,
and competition.
Simple rules for succesful SWOT Analysis:
• Be realistic about the strengths and weaknesses
of your organization when conducting SWOT
analysis.
• SWOT analysis should distinguish between
where your organization is today, and where it
could be in the future.
• SWOT should always be specific. Avoid grey
areas.
• Always apply SWOT in relation to your competition i.e. better than or worse than your competition.
• Keep your SWOT short and simple. Avoid complexity and over analysis
• SWOT is subjective.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Segmentation & Positioning
Market segmentation requires naming broad audience an
organization plans on marketing to and segmenting them
into select or more specific target markets. No one
organization can satisfy everyone’s needs, so focusing in
on the audience that will need or respond the most to the
organization is a must. An organization like a business
organization must find its competitive advantage or even
new, exciting opportunities to draw in the target market.
A few criteria for segmenting:
• Customers within a segment should be homogenous.
o They must have similar responses to marketing mix mentioned before. They should also have similar segmenting dimensions.
• On the contrary, customers in different segments are heterogeneous.
o Different responses should result to marketing mix. Also, they should have different segmenting dimensions.
• Segment should be substantial
o Segment should be big enough to incur a response or action
Broad audiences may have submarkets. There are usually choices among many possible target markets. Here are three basic ways to develop market-oriented strategies:
1. Single Target Market Approach: Select one homogeneous segment as the target
2. Multiple Target Market Approach: Select two or more target segments. Develop a different marketing mix for each segment.
3. Combine Target Market Approach: Combine submarkets into single target market. Develop one marketing mix for the combined target.
Generally, an organization wants to focus in on a
specific target market. This way the organization can
maximize the results of a group that is most responsive
to what the organization can offer. Positioning refers to
how the audience perceives proposed or present
available organizations. A marketing manager must
have a realistic view of how the audience perceives the
organization to be able to differentiate themselves from
other programs.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Promotion
Promotion is communicating information between the organization and a potential audience to influence a
change in attitude and or behavior towards the programs and/or services. This change usually equates to a
higher success rate for the organization. A market manager would usually relay this information to the
organization’s target market.
Three promotion methods:
1. Personal selling
• Direct spoken communication between the
organization and the potential audience. Organization gets instant feedback.
2. Mass selling
• Communication with large numbers of potential
audience simultaneously. Less flexible than personal selling but less expensive when target market is large and scattered.
o Advertising is main form of mass selling. This
is any paid form of non-personal communication
that works for the benefit of the organization.
o Publicity is any unpaid form of non-personal
communication. These can range from
interviews, news stories, and featured magazine
articles.
3. Sales Promotion
• Promotion activities other than advertising, publicity,
and personal selling. Some examples may include
contests, sponsored events, gifts, and videos
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Public Relations (PR)
A form of sales promotion, public relations is of one of the most efficient ways of reaching a target audience Through good PR, an organization can gain earned media as well as social media. Through promotional efforts
instead of paid media, earned media can be useful in gaining support for an organization. Social media
encompasses activities that integrate technology with people in order to publicize an organization. There are
many ways to achieve awareness through public relations, but some of the most basic and efficient are press
releases and story pitches.
A press release is an article written by an organization and sent to a news agency; the news agency may print the article as is or rewrite it. An organization must be
careful to make the article interesting, newsworthy and subtle, stating new
progress made or something new that it offers that the public would benefit from
knowing about.
Story pitches work in much the same way as press releases; these are ideas sent
to news reporters suggesting a story that revolves around your organization.
This can be a suggestion to cover a food drive, fundraiser or other event that
would draw the public interest. It is helpful if the event is fresh or is celebrating
a milestone that the media can cover and that it has plenty of photo and interview
opportunities.
The success of public relations depends on the interest your story generates and on good relations with local
media. This can be a very hit or miss approach, but if done correctly it can generate more interest and
awareness than thousands of advertising dollars.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Press Releases
Public relations requires more than average writing abilities. One must be able to write easily, logically and
succinctly. PR writing should be able to grab the reader’s (and media’s) attention as well as relaying the
information in a quick and effective way. All of this should then lead to media coverage.
In a press release, the first statement and the headline are crucial. These will grab the reader and draw their
attention. Include the 5 W’s - who, what, when, where and why - in the first paragraph, ideally in the first
sentence.
Here is a more indepth look at the 5 W’s:
• Who? The main focus of your story; a person or group at the center of the story
• What? The event or project with which your club is involved
• Where? The location of the event, including a street address
• When? The time, day, and date of an event, or the time period involved for a
person or project
• Why? The reason the event, person, or project is significant to the general public
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
5 “musts” in a Press Release
There are also five essential “musts” an organization should incorporate in a great
press release. According to nonprofitmarketingguide.com, these five “musts” are:
1. A News Angle. Your press release needs an angle
that shouts out why it should be read and followed
up on NOW. What’s so special about your release’s topic
and why should a reporter care about it TODAY?
Linking your press release to current events, the time of
year, or hot topics in the news is a good way to add a
news angle to your press release.
2. Objectivity. Press releases should be as objective as
possible. They are not marketing or advocacy pieces. Try
to write them as if you were a reporter yourself, or at least
someone not directly affiliatedwith your organization.
3. Quotes. Quotes bring your press release to life. Watch out
for stiff or bureaucratic language. Instead, think of questions
a reporter might ask and what your responses would be, in
conversational language. Use those as your quotes.
4. A Contact Person Who Can Be Reached Today.
Every press release should include information on how a reporter can reach you for more information. Don’t list your office phone number if it will trap a reporter in voicemail limbo. Don’t list yourself as the
contact if you’ll be in meetings all day. Reporters are on tight deadlines. Tell them whom they can call
and and how they can reach those contacts today.
5. A boilerplate. Always include as the last section of your press release a paragraph with the heading
“About (your organization’s name).” It should contain the basic information about your organization
(e.g., its mission, major programs, when it was founded, etc.). Don’t include this kind of background in
the release itself–it’s not news.
Finally, there is nothing more important than following up on press releases.
Journalists receive countless number of press releases and contacts from others
wanting to place news. Follow-up calls can be the difference between an
interview and a story placement. This also can develop a relationship with the
media for the future as well.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Example: How to Write a Press Release
FOR IMMEDIATE RELEASE:
CONTACT:
Contact Person
Company Name
Voice Phone Number
FAX Number
Email Address
Website URL
HEADLINE (XYZ Inc. Announces Widget to Improve Sales)
<City>, <State>, <Date> - Your first paragraph of the release should be written in a clear and concise
manner. The opening sentence contains the most important information; keep it to 25 words or less.
Never take for granted that the reader has read your headline. It needs contain information that will
“entice” the reader. Remember, your story must be newsworthy and factual; don’t make it a sales
pitch or it will end up in the trash.
Answer the questions “who”, “what”, “when”, “where”, “why” and “how”. Your text should include
pertinent information about your product, service or event. If writing about a product, make sure to
include details on when the product is available, where it can be purchased and the cost. If you’re
writing about an event, include the date, location of the event and any other pertinent information.
You should include a quote from someone that is a credible source of information; include their title
or position with the company, and why they are considered a credible source. Always include
information on any awards they have won, articles they’ve published or interviews they have given.
Keep your sentences and paragraphs short; a paragraph should be no more than 3-4 sentences. Your
release should be between 500 to 800 words, written in a word processing program, and spell checked
for errors. Don’t forget to proofread for grammatical errors. The mood of the release should be
factual, not hyped; don’t use a sales pitch as it will ruin your credibility with the reader.
The last paragraph before the company information should read: For additional information on (put
in the subject of this release), contact “name” or visit www.yoururl.com. If you offer a sample, copy
or demo, put the information in here. You can also include details on product availability, trademark
acknowledgment, etc. in this area of the release.
BOILERPLATE - Include a brief description of your company along with the products and services
it provides.
- END -
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Alternative Ways to Communicate with the Media
Press Releases are not the only way to communicate with the Media. Below are
some other methods to get the attention from the media:
• Media alerts
o Newsrooms appreciate a media alert from being pressed on time.
A more condensed version of a press release is ideal for upcoming events
or reminders. Just answer the five Ws in bullet format, and send the alert to
media contacts.
• Letters to the editor
o The editorial page is one of the most-read sections of the newspaper, and
a letter can reach many people.
• Op-eds
o An op-ed is an opinion piece written by an individual who isn’t on the
newspaper’s staff. Before writing an op-ed for your paper, learn what topics
are of interest to your community.
• Media kits
o Prepare a special folder that holds general information about Rotary and
your club as well as materials tailored to the event.
• Fact sheets
o Fact sheets provide details about programs to ensure that journalists have
accurate background information.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Inviting the Media
Whether or not you have support from the media for your program, it is worth having the media visit you.
Demonstrate to the reporter exactly what your program is accomplishing. The visit may be specifically to see
the program and to meet and learn from staff and families, or you may invite your reporter to an event that the
program is planning.
Depending on the event, consider inviting the local media to publicize your program as a local treasure to gain
greater community support and recognition.
Setting Up a Visit:
• Create a simple plan for the visit with type of event, where, when, and who’s invited.
• If possible, involve the CEO or executive director of your parent organization.
o It may make scheduling a little more difficult, but can create greater support for home visiting both within your agency and with the media.
• Contact the reporter to discuss scheduling the event.
o Explain to them the benefits of home visiting and give several possible dates as you may end up working around their schedule.
• Contact program families who are willing to be known publicly as spokespersons.
• Prior to the visit, send materials outlining home visiting, and your program to the reporter.
o Invite the media to tour your program site.
• Hold events such as fundraising or rallies to draw in the media.
• Arrange for the highest-level executive to hand out fact sheets about your program.
o The media will pay more attention to them. Keep the fact sheet brief, no more than one page, single sided: Include examples of how life has improved for families after being in your program. Clearly list your funding needs from the state budget. Provide specific uses for the money, such as “$30,000 to help us serve an additional 100 families in the next year.”
• Consider hiring a photographer. For a modest cost, you’ll have professional photographs of your site that you can use anytime in the future for your own publicity.
• Send out media alerts whenever an organization agrees to support the legislation.
o Provide documentation of what your goals are. Media Alerts should include:
- Contact: Your name or leader of your organization
- Name of the organization being represented
- Who: The Assembly Member/Legislature representing your event
- Other expected attendees: Childcare providers, parents, organization members, etc.
- What: brief description of function
- When: date and time of event
- Where: the location of event
- Why: Provide a few supportive facts about the goals of your organization
- Why spread the word about your cause?
- Quick main points of the goals of your organization/program
- “Short and sweet”: Be brief and to the point
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
7 Ways to Market a Non-profit Organization
1. Identify your target audiences: Define the groups that your organization
wants to reach. This is important so an organization can focus on the audience
that will respond most to their programs. The organization must be mindful of the
target audience in the way they present themselves, their ads, their website, and
everything else that the audience may come in contact with. It must be relevant to
the audience in order for the overall message to resonate.
2. Maintain consistent communication: Plan your communications
strategy forthe next year. Develop a timeline for press releases, newsletters,
special events, and other marketing efforts.
3. Create a visual identity: Communicate visually as well as verbally.
Frequently display your organization’s name and logo on newsletters,
reports, signs, and brochures. A memorable, well-designed visual image will
strengthen awareness of your organization. Branding is important here. All
components of anorganization’s brand such as people interaction, employee
communication, organization’s philosophy, and marketing efforts, must
reinforce the organization’s main goal.
4. Use message repetition and variation: An audience is more likely to
remember a message if is reiterated in different types of communication.
For example, print your mission statement in a brochure, write it in a PSA,
and tell it to a news reporter. Slogans are a way to effectively capture the
essence of a message in brief and memorable form. Slogans should be
reserved for bigger organizations that can build their brand using slogans.
Smaller organizations should stick with concise marketing messages that
explain the benefits of such an organization. All in all slogans should be
short, catchy and memorable.
5. Employ multiple communications tactics: Nonprofit organizations
often target several audiences, which may respond to different approaches.
Various communications campaigns can help establish and maintain a more
widespread positive image. This in turn will increase PR of the organization
to be able to draw in more attention to future programs.
6. Select and use appropriate media: Plan to use a combination of
approaches best suited to reaching your targeted audiences and that make best use
of your financial resources. Include a variety of methods including phone calls,
letters, e-mail, newsletters, public service announcements, and press releases.
7. Develop a strong, well-known identity over time: Building visibility and
awareness is a gradual process. Be patient, persistent, and consistent.
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Prepared by Prevent Child Abuse New York for the NYS Parenting Education Partnership, August 2008
Sources
“Five “Musts” for a Great Press Release.” Nonprofit Marketing Guide. 22 July 2008 <http://www.nonprofitmarketingguide.com>.
Maynard, Wendy G. “Marketing for Non-Profit Organizations.” Concept Marketing Group, Inc. 10 July 2008 <http://www.marketingsource.com/articles/view/2101>.
Morrison, Paul, comp. Management as a System. The McGraw-Hill Companies, Inc., 2008. 1-241.
Pasternak, Laura. “Brand Beyond Marketing.” About. 2008. 22 July 2008 <http://marketing.about.com>.
“Public Relations.” Rotary. 2008. 22 July 2008 <http://www.rotary.org>.
“SWOT Analysis.” Marketing Teacher. 2000. 31 July 2008 <http://www.marketingteacher.com/lessons/les
son_swot.htm>.
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