november luncheon | 14 tips to help turn your organization into a highly impactful brand

Hello.

Imagine you’re this guy.

You don’t have a job.

Your spouse depends on you.

As do your 10 children.

And 20 elderly relatives.

What do you do?

You hire a housekeeper.

Meet with your accountant.

You buy a bigger house.

And a bigger car.

Have a huge dinner party.

But don’t ask anyone for a job.

You don’t even have a resume.

Sounds ridiculous?

Irrational?

Irresponsible?

My Mission:

Amount of Time

MOVE FROM

DOINGGOOD

MORE

TO

DOING

GOOD

Amount of Time

Amount of Time

EXPRESSION

14 Key BrandingPrinciples to Do MORE Good in 2014 and beyond

EXPRESSION

14 Recognize your problem.

EXPRESSION

KEY STAGES of NPO Marketing Accountability

1 DENIALWE DON’T NEED MARKETING!

WE NEED FUNDS, CALL IN MARKETING!

2 FEAR

WHAT DO WE DO? WHO DO WE TALK TO? WHAT SHOULD WE SAY?

3 CONFUSION

LET’S HAVE AN EVENT ... TALK ABOUT OURSELVES ... HOPE THINGS CHANGE!

4 SELF PROMOTION

FUNDRAISING/REVENUE STARTS WITH MARKETING.

5 ACCOUNTABILITY

“An organization has one and only one purpose: to create a supporter.”Peter Drucker, Social Ecologist

EXPRESSION

13 Never say this...

WE’RE THE BESTKEPT SECRET.

EXPRESSION

12 Marketing isan “investment,”not an “expense.”

“Marketing and innovation produce results; all other organizational functions are a cost.”Peter Drucker, Social Ecologist

“There is a relationship between failing to invest in fundraising and a failing to meet goals. Simply put, it takes money to raise money.”

The Nonprofit Research Collaborative Executive Summary, 2012 Fundraising Survey

EXPRESSION

11 Nonprofits have competition.

Amount of Choices

Amount of Time

Seth Godin, The Purple Cow

“More than ever, people (donors, volunteers and board members) have increasing options and less time to make choices.”

EXPRESSION

10 Everything starts with awareness

Eyeballs

Awareness

Consideration

Preference

Action

Loyalty

Supporters

People

PEER REVIEWS

Supporters

ACTION

Influencers

RECOMMENDATIONS FROM FRIENDS

COMPETITIVEALTERNATIVES

USER GENERATED CONTENT

EXPRESSION

9 Every brand contact counts.

“Understanding branding is easy—everything matters.” Howard Schultz, Founder of Starbucks

• What does your location or even reception area say about your brand?

• When someone calls or stops by, how are they treated?

• When volunteers/staff email, leave voice mails or answer the phone, how do they come across?

• What kind of cars do your key contacts drive? How do they dress?

• How do your volunteers/staff/leaders/board talk?

EXPRESSION

8 Be a brand, notan organization.

• A brand looks at every piece of communications as an opportunity to make a positive impression.

• A brand looks to hire staff and recruit volunteers that matches their brand personality.

• A brand focuses on donor desires, needs wants.

• A brand understands that organizational behavior and experiences greatly influence marketing success.

• A brand looks at every major decision through the filter of how it impacts their brand.

EXPRESSION

7 Make a habit of knowing media habits.

• 90% of all media interactions are screen based (smartphone, PC, tablet & TV)

• Only 10% of all media interactions are non-screen based (radio, newspaper, magazine, direct mail)

• 98% of us move between multiple screens / devices a day

• 50% of all media consumption is peer-to-peer

A Four Screen Day:

6:45 AM - Home: Television

7:30 AM - Commute: Radio + Smartphone

8:00 AM - Work Day: PC + Smartphone

5:30 PM - Commute: Radio + Smartphone

Evenings - Smartphone + PC + Television + Tablet

EXPRESSION

6 Content is the new30 (seconds).

Variety

CONTENT

QuantityQuality

EXPRESSION

5 Mean more to your targets.

OFFEROR PROVIDE

TALKING ABOUTMOVE FROM

WHAT YOU

TALKING ABOUTTO

WHAT YOU

MEAN

EXPRESSION

4 Ask yourself, ‘why?’

WHATResults

HOWActions

WHYPurpose

EXPRESSION

3 Get emotional.

REASON

PERSUADE

EMOTION

MOTIVATE

EXPRESSION

2 Don’t leave moneyon the table.

“Brand associations with your nonprofit have value; yet, even the most savvy nonprofits admit they’re leaving money on the table.”

EXPRESSION

1 Frequency wins.

QUESTIONS?

“The knowledge of fire does not keep one warm.” - St. Maximus, The Confessor

THANK YOU.

Now

DOMOREGOOD