MKT 3340 EXAM 2

second step in creating a nonprofit marketing strategy

segment the audiences you are trying to reach by defining what ties the people in the group together (values, needs, attitudes, etc.) and further into personas (characteristics/personas)

why do people donate?

self-sacrifice (make better) self-serving (Ex: tax write-off, feel good about self)

SWOT analysis

situational analysis that focuses on the state of affairs where the focus shifts from the organization to product offerings

5 steps in creating the best message

step 1: package your message into words - empowering tips and narrative storytelling (make it conversational) step 2: support words with images - stock photos. photosharing, your own photos step 3: select the best communciation channels for your audience (on and offline) - use multiple channgels (reach and frequency) step 4: put your message where your audience is already going, social media? mobile? email? step 5: find the right mix and be patient

investment in employee success

talented labor = key source

the creativity plot

the "aha!" moments in which we reach a breakthrough that solves a nagging problem

the PEST analysis involves

the assessment of a series of macroenvironmental variables (Political economic social technological)that can potentially influence organizations

tell stories with the connection plot

the bridging the gap stories, often start with small specific situations or events that may not be particularly noteworthy on its own.

the power of emotional content

the heart overrules the head

at a minimum, most non profits have two audiences:

the people they serve in some way and the people who support the mission financially

the power of logic, reason, and statistics

the use of these will give supporters facts to rattle off later when asked why they support your nonprofit

to define your audience, first you need

to recognize that most nonprofits have multiple audiences

package your message into words

use facts and empowering tips, or the storytelling approach

the power of a clear call to action

what do you want your readers to do next, can be forceful and direct or suggestive and lighter in tone

use multiple channels to reinforce your message

without the fear of repetition, boring or annoying, and make communication channels two-way

how do you get members of your target audience to help you with the big problems you are trying to solve?

you have to make it personal and meaningful to them

control of destiny

attitudinal mindset

qualities of a marketing warfare strategist

character perseverance discipline loyalty

Strategic focus

clearly define

values

core beliefs held by nonprofits

be ___________ & _____________ oriented

customer, competitor

marketing warfare strategies

defensive offensive flanking guerilla

First step in creating a nonprofit marketing strategy

defining who it is you are trying to reach

grow your email list by:

entice readers with promised benefits-and deliver collect email addresses offline make changing an email address easy offer a special download put their privacy concerns to rest

the general public includes

everyone

persona

examples of individuals who are typical of the larger group (with specific age, name, values, education, etc.)

threats

external events/ circumstances that have the potential to negatively impact products EXTERNAL

opportunities

external events/ circumstances that have the potential to positively impact products EXTERNAL

Berry's Success Sustainability Model

generosity strategic focus executional excellence control of destiny trust-based relationship investing in employee success acting small brand cultivation centered around Values-driven Leadership

protect the privacy pf people in your stories

get permission change identifying details create a composite

be where people are searching for organizations like yours

be listed in town's Chamber of Commerce phone books, listings, be on referral lists, on the tip of the tongue in experts in the area, and have positive WOM

brand cultivation

branding

create a visible and accessible home base

can be a location but should be a homepage

segment your target audience into groups by

basic demographics behaviors the stages of change (precontemplation, contemplation, preparation, action, maintenance, stable)

generosity

catalyst

the most powerful messages by nonprofits embody at least one of these:

- emphasize the impact on one person, animal, thing -evoke specific emotions -reinforce personal identity -validate a decision or action by appealing to reasons - they have a clear, strong call to action

you don't need blog if

- transparency is too scary - writing in a personal tone of voice is too hard - criticism is too scary - you can't make the time - you can't articulate the value of your blog

10 sources of story ideas for nonprofit communicators (where to find good stories)

1. The receptionists' desk 2. your clients' supporters' lives 3. your newsletter or blog archives 4. the headlines 5. your desk calendar 6. your web stats 7. trade news aggregators 8. event programs 9. twitter and slideshare 10. social bookmarking sites

WOM marketing according to WOM Mkt Assoc.

-educating people about your products/services -identifying ppl most likely to share their opinion -providing tools that make it easier to share info -studying how, where, and when opinions are being shared - listening and responding to supporters, detractors, and neutrals

you do need a blog if

-you need a better way to share the small stuff -you need to take people behind the scenes -you need a better way to organize the resources you have avilable -you need to react quickly -you need to incubate content for bigger publications

convince your supporters to open your email (10 Tips):

1. Make the "From" field recognizable 2. Describe the candy, not the wrapper 3. change your subject line from edition to edition 4. emphasize the personal value of your content 5. don't tell people what to do 6. keep it short 7. piggyback on hot topics and brand names 8. keep your mailing list clean 9. send to your list regularly 10. send in MIME (combines HTML and plain text)

use the six qualities of a good nonprofit marketing story

1. Short 2. straightforward, KISS 3. personal 4. authentic 5. includes conflict/imperfections 6. ends with a message

flanking

1. a good move must be made in an uncontested area 2. tactical surprise ought to be an important element of the plan 3. pursuit is as critical as the attack itself

Operational Matter, formulating a PEST analysis requires that nonprofit executives:

1. construct PEST diagram 2. Identify macroenvironmental forces 3. describe how these forces are expected to impact given nonprofit insights ALLOWS TO ADDRESS MACROVENVIRONMENTAL FACTORS SHOULD BE INCLUSIVE FASHION

Operational Matters, forming SWOT requires

1. constructing SWOT diagram 2. determine particular product 3. ID associated SWOTs ALLOWS TO ASSESS INTERNAL/EXTERNAL PRODUCT AND PRODUCT RELATED CHARACTERISTICS/INFLUENCES SHOULD BE INCLUSIVE FASHION

10 points to evaluate your website

1. does the domain name make sense 2. do i know where I am? 3. is there a clear path to answers or actions visitors are most likely seeking? 4. does the home page include images? 5. can i donate online easily from the home page? 6. are you capturing email addresses? 7. are people featured? 8. are there stories on the need or successes? 9. is it easy to contact staff? 10. regularly delete out-of-date content?

10 tips for writing a good profile:

1. don't ask for information you can easily get elsewhere 2. don't fall into Tedious Bio Syndrome 3. De flexible about the format 4. prepare a list of questions, but be willing to stray from it 5. ask open-ended questions that contain emotional words 6. don't be a gushing fan 7. if you are writing the story with a specific, purpose in mind, ask some questions 8. don't go astray with entertaining but irrelevant stories 9. give the interviewee control over the content 10. follow up within a few days with any additional questions

guerilla

1. find a segment of the market small enough to defend 2. no matter how successful you become, never act like a leader 3. be prepared to leave ASAP

market segmentation involves aggregating targets into groups that:

1. have common needs 2. will respond similarly to your marketing efforts

incorporate stories into your communications (10 tips):

1. include a story about a real person in every speech you give 2. turn a story into a how-to article for your newsletter 3. include testimonials in your event marketing 4. single out one person you are helping in your next fundraising appeal letter. 5. use serial storytelling on a compaign blog 6. give each board member at least one good story to use 7. lead your next press release with a story 8. incorporate a story into a training session 9. add stories to your annual report 10. rotate stories on your website homepage

offensive

1. main consideration is strength of leader's position 2. ind a weakness in leader's strength and attack that point 3. launch the attack on as narrow a front as possible (one product)

Nancy Schwartz' four-step plan to keeping your brand consistent among multiple channels

1. make sure that there's agreement within leadership and key departmental staff on what your brand is 2. create a process for creation and review of marketing materials 3. design and implement tools to make it easier for colleagues to develop or generate communications that convey the brand 4. hold a training session

defining your audiences (targets)

1. multiple audiences 2. segment into groups 3. use personas 4. ID gatekeepers/ opinion leaders 5. don't get ahead of yourself

defensive

1. only the market leader should consider playing defense 2. best defensive strategy is courage to attack yourself 3. strong competitive moves should always be blocked

characteristics of powerful messages

1. power of one over many 2. emotional content (fear, hope, love) 3. reinforces personal identity 4. appeals to reason 5. strong call to action 6. perceived customer effectiveness

7 Core Values

Excellence Innovation Joy Teamwork Respect Integrity Social Profit

PEST forces (environmental analysis)

Political Economic Social Technology

tell stories with the challenge plot

act I: learn about protagonist, details act II: obstacles and conflict appear act III: the action peaks (and a supporting character, the Nonprofit, appears)

Political forces

all aspects associated with legal and political framework of the environment, ex: governors, legislators, judges, mayors and administrative bureaucracies who oversee and implement initiatives they can change quickly

Economic forces

all aspects associated with the economy of a society, notably related to economic health

trust-based relationship

all ops in genuine fashion

some people your nonprofit should be in touch with

government agencies professionals who work in that area other similar charities

what is a target market

group of people that share a characteristic in order to form a message that's specific to them

the powerful of personal identity

how supporters feel about themselves in relation to your cause, as well as the stereotypes associated with your case and you messaging.

Social forces

impacts virtually every organization operating within the particular environment ex: demographic composition and system of values/beliefs of a society values influence the goods and services provided by establishments

Technological forces

influence broad society in virtually every conceivable manner ex: wireless communication, e-commerce

create messages that appeal to your target audience

it all depends on your audience and what you think is the most likely to move them

weaknesses

negative product and product related attributes that adversely impact exchange INTERNAL

select best communications channels for your audience

newsletters direct mail website social networking case studies, white papers and reports video and podcasts photos and slide decks advertising telephone calls texting events publicity personal visits word-of-mouth

the power of one over many

people are more compelled to act when they feel a direct connection with one person/living creature they can help.

support your words with images

photography and graphics

market share

portion as % of sales (market leader has highest %)

strengths

positive product and product related attributes that facilitate exchange INTERNAL

6 stages of change

precontemplation contemplation preparation action maintenance stable