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