marketing your work tees nhs

Fundraising and Marketing Workshop

2013

Marketing Non Profit Organisations

In pairs

3 minutes each

Your key marketing

challenges

“finding, engaging and building a relationship with your supporters and users”

1. What is Marketing?

“The one key process which will ensure that your

organisation remains relevant, focused and well

resourced”

2. What is Marketing?

Your ‘publics’

YUPPIE

Young Upwardly Mobile Professional

Marketeers’ Analysis

PUPPIE

Previously Upwardly Mobile Professionals

DROPPIES

Disillusioned, Relatively Ordinary Professionals Preferring Independent Employment Status

DINKY

Double Income, No Kids (Yet)

SITCOM

Single Income, Two Children, Outrageous Mortgage

GOLDIE

Golden Oldie, Lives Dangerously

LOMBARD

Lots Of Money But A Right Dickhead

Shareholders

Staff

Customers

BT’s ‘Publics’

Step 1:

Identify Your Publics

Question 1:

Who are you speaking to?

Your Targets

Who are you speaking to?

Quangos

Health

Rich Individuals

Central Government

Trusts

User Groups

Legators

Corporates

Individual Officers

Step 2:

Define your objective

Question 2:

What do you want them to do?

Sector Objective Strategy

? Eat fast ?

Supermarkets ? Smaller floor tiles in certain

aisles

TV Producers Make you laugh ?(when it’s not funny)

Do you want their money?

…their expertise?

… their attention?

Pick a marketing

objective for each of your top 3 publics

Three Key Questions

Who are you speaking to?

What do you want them to do?

How will you make them do it?

Define your goals for your

key publics

Are you a real man?

Marketing Your Work - Using Your Promotional Material To Raise

Money

Some Big Numbers

“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”

Samuel Johnson 1759

Grab Attention!

Create Impact!

Motivate Your Reader!

Using your annual report as a flagship

marketing tool

“Annual reports are in a 5 minute race. That’s the amount of time according to statistics that the average reader will give the book before tossing it aside”

Communication World

Internal or External?

Target Your Document

A clear purpose for your Annual Report

CHARITY TARGET AUDIENCE

PURPOSE KEY MESSAGE

TBF

NSPCC

Natural History Museum

Teachers

Donors

Trusts

Boost Membership

Loyalty

Secure research grants

‘We are here for you’

Thanks!

‘We are serious!’

Golden Rules

Deadly Sins

Age Concern England

OR ‘Crime Watch’?

P32043269

The Chairman’s Flower

Chief Executive’s Flower

Are they about houses …

Or People

?

Artsline

Just what are the staff up to?

Bates Motel?

A 5-Star Service?

Gill Airways Magazine

And what really floats their boat!

How not to do it!

You don’t need a weather vane to know which way the wind blows

Childhood Asthma Initiative

Better?

Even better again?

Hope for Children

Lord Puttnam

Maintaining Anonymity

Betty’s Experience

People buy emotionally first - and then justify

their feeling with rationality

Annual report evaluation exercise

1. Examine the first annual report for 5 minutes. Study for the full five

minutes

2. Award up to 10 marks for each of the headings (max points per report is 50)

3. At the five minutes mark rotate the reports around your group. Repeat steps 1 and 2 for this new report.

4. Continue in this way until you have examined and scored every annual report in your group.

5. Share your conclusions with the rest of the group. Did you agree or disagree? Why?

6. Agree on key learning points and feedback?

The five headings to score

1.Pictures

2.Headlines

3.Copy

4.Design

5.The ask