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