NLMI – Zilker Park - Project Outline

Marketing Your Non-Profit 101: A Sourcebook

November 25, 2007

Sherri Fleming --“Sharing your Vision” Introduction/Overview
Introduction:
• So what about this thing called “the media?”
o How can the media help you
o How can managing the media help you
o What happens (or doesn’t happen) if you don’t
• How do we communicate? (I am thinking an overview of our content here)
o What are the methods
o How do I know what works for me?
• “Survey says….”
Small and large non profits all struggle with communicating efficiently and effectively. Here’s what a few organizations say about their marketing decisions, dilemmas and dynamos.

[The following is a survey to be taken by NLMI Certificate candidates and others outside the organization, compiled by Sherri Fleming and incorporated herein.]

Organization Name:___________________________
I consider my non profit: small medium large
My annual budget (est.) is _______________________

Thank you for answering a few quick questions on your non-profit’s marketing initiatives.

1. Select the best answer that describes your non-profit’s marketing staffing:

___A. We have a marketing department (separate from
Development/Fundraising staff)
___B. We use consultants as needed and for special programs and projects
___C. The Executive Director (or their staff) handles marketing
___D. The Development Director (or their staff) handles marketing
___E. Other_____________________________________________

2. Our annual budget for all marketing/public relations efforts is $______________.

3. Our most successful marketing/public relations project was:

4. Our most challenging public relations dilemma is:

5. If money were not an issue, what would you like to do in your organization
in the area of marketing and public relations?

John McNabb - “Building your Sandbox” - Market Analysis/Research
- Situation analysis
- Market Summary
-- Demographics
-- Needs
-- Stakeholders/Investors
-- Trends/competition/other providers
-- SWOT
-- Critical issues
-- Keys to success
- Marketing Strategy
-- Mission (what are you trying to achieve – link to strategic plan)
-- Marketing and financial objectives
-- Target markets
-- Positioning
-- Strategy pyramid (what goes in order, what done in parallel)
- Financials
-- Break-even analysis
-- Budgeting/forecasts
- Controls
-- Implementation
-- Milestones
-- Marketing organization
-- Contingency Planning
− Summary/links/segueway (Dance off the stage)

“Is it facial tissue or Kleenex” - Branding – Vincent Kitch

Communicating to Clients -- Mark Sliter-Hays

Communicating to Investors – Cecile Shopen
A. Defining and Reaching Out to Investors
1. Good News! The Resource gap may actually be a communications gap
2. The Importance of Mission
3. Sharing the Details – It's All about the Donor
B. What Prompts Communication?
1. Convey or Receive Information
2. Persuade/Invite
3. Acknowledgment and Say Thank You
4. Acknowledge receipt
5. Maintain relationship – Next Steps
6. Recruit potential investors, including volunteers
C. Communication tools
1. Reflect values, vision, and mission
2. Flow from Case Statement
3. Forms
a. Calls
b. Newsletter – web
c. Newsletter – hard copy
d. White Paper
e. Acknowledgment
f. Celebrations
g. Invitations
h. Proposals
i. Transmittal
j. Email
k. Notes
l. The Ask
m. Board Packet
n. Campaigns
o. Planned Giving Materials/Theory
p. Press Relations Sherri Fleming
D. Between the Words
1. Media (web, email, hard copy, advertising, press)
2. About Mailing
3. Importance of database
4.Tone of Communications
5. Writing techniques

Fundraising Events for Non-Profit – Tassie M. Howell

1. Types of Fundraising Events
a. Examples of what has/can been done
“This section will be research that I will have done to see what non-profits have done in the past to raise money. I will hope to have links to different websites for individuals to be able to go to and reference so that they can incorporate old ideas as new ones for their organization.”

2. People
a. Committees
b. Job Descriptions/Roles & Responsibilities
“This section will be about the development and implementations on individuals that will make the event happen. There will be committee titles, job descriptions/roles and responsibilities for the individuals.”

3. Marketing/PR
“This section is about “getting the word out” on your event; ideas and suggestions on where to go, what to do and when to send it.”

4. Timelines
a. Time frame for items to be done
“This section will lay out generic time frames for an event.”

5. Post Event
a. Items to be done post event
“This section is for what needs to be done after the event, i.e. thank you letters, receipts, sponsorship contact.”

6. Software: “This section will be about software that is out there that is used for events; “event software”. I will have links to the websites for individuals to reference.”

Technology – Sly Majid

Mount Bonnell Project Update

Ana Fernandez Frank wins the Starbucks gift card with the first entry sent to Ann's email on November 18. Ana will receive her reward at the next class session. It's not too late for other entries for 2nd and 3rd prize. Remember, we are looking for resources for individuals transitioning into the nonprofit sector in Austin, Texas.
Go to: http://nlmi,robsartin.com/twiki/bin/view/twiki/WelcomeGuest to get a quick overview of this collaboration platform. Study the Twikitutorial which you can get to from the same link.
Or, just email your resource leads and ideas to Ann Dowdy at adowdy@austin.rr.com

State Capitol project: corporate volunteer survey

The State Capitol team has decided to narrow down the scope of our "volunteer management" project to focus on the relationship between corporate volunteers and the non profit organizations that employ them. For that purpose we are in the process of developing two online surveys using www.surveymonkey.com, one for corporations who have corporate volunteer programs and another one for non profit organizations who work with corporate volunteers. We hope to be have a draft available for our next meeting in December so we can circulate it among the class and get your input.

In the mean time we will be collecting names and contact information from both corporations and NPOs to be surveyed early next year, so if you know of someone that we could contact for these surveys, please send these information to anafernandezfrank@yahoo.com.ar Also if someone out there has experience developing surveys and would like to review our initial draft, please let us know by sending an email to the email above.

Thank you and have a wonderful Thanksgiving!

State Capitol team

Sources to Assist in Fundraising

From Marylaine Block, Librarian Extraordinaire ... by way of Marilyn Martin. Thought this might be of interest to you.


• 30+ Charity & Fund Raising Tools
http://mashable.com/2007/11/05/30-charity-fund-raising-tools/
'Tis about to be the season that inspires charitable thoughts and thoughts of tax deductions, so check out Mashable's links to resources for both fund raisers and would-be donors.

Neat New Stuff I Found This Week
http://marylaine.com/neatnew.html
Copyright, Marylaine Block, 1999-2007.

I have subscribed to Marylaine's ezine for about 6 or 7 years and her quirky recommendations appeal to my eclectic interests.