46th AFP International Conference on Fundraising
March 29 – April 1, 2009 New Orleans, Louisiana
Marketing That Matters 10 Practices to Profit Your Organization and Change the World
March 30, 2009
Presented by Metropolitan Group
Eric Friedenwald-Fishman Creative Director/President
Randi Hogan, CFRE Vice President
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Agenda
Ten practices of Marketing that Matters
Questions and Discussion
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
1. Don’t Fear Marketing
Make sure marketing is “at the table” from the beginning
Distinguish between strategy and tactics
Develop and use marketing plans
Use Marketing as a Core Organizational Strategy
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: National Children’s Museum
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
2. Know Yourself
Clarify your mission and live it
Build a strong brand and live it
Build Upon Your Mission
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
3 Vs Social Purpose Branding
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: Openlands
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
3. What’s Your Definition of Success?
Clarify and codify your goals
Identify your return on investment and advancement of mission expectations
Reward and publicize the results you value
Define Your Goals
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: National Assembly on School-Based Health Care
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
4. Know Your Audience
Engage with your donors and prospects in creating your programs and services
Understand how your donors and prospects feel about the experience
Tap into your listening posts and foster “word-of-mouth/mouse”
Be Aggressively Audience Centered
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: West Hollywood Library
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
5. Question Conventional Wisdom
Evaluate your assumptions about your audience(s)
Reposition your programs and services so they reach and are relevant to a larger audience
Develop your outreach materials and tools so they speak to untapped audiences
Hire staff, engage volunteer leaders and create strategic partnerships that reflect your commitment
Don’t Limit Your Audience
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: National Association of Hispanic Journalists
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
6 A. What’s Driving the Prospect’s Decision?
Don’t lose sight of your prospect’s core decision-making drivers
Reach out to the core values of your “bull’s-eye” prospect
As you grow, recognize that your message needs to resonate with a wider audience
Communicate Value and Values
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
6 B. Framing the Message
Definition: Framing is the use of images/words to intentionally associate an issue with certain deeply held values, thereby providing a context that predisposes audiences to accept a particular definition of the issue.
To frame messages that are powerful to donors, causes need to: • Demonstrate relevancy to people’s lives • Identify benefits that reinforce values and needs
Communicate Value and Values
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: YMCA of the USA
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
7. Emotion Trumps Data
Develop your brand story
Develop avenues to connect with your audiences in emotionally authentic ways
Package your programs and services in a way that creates an emotional response
Use your historical roots to create an emotional connection
Connect With the Heart First, Mind Second
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: CFED
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
8. Building a Community
Empower your employees and volunteers as messengers
Empower your members, donors and audience members as messengers
Empower your strategic partners as messengers
Empower People as Messengers
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: The Breast Cancer Fund
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
9. Walk the Talk
Do the right thing
Live the brand inside your organization
Expose yourself
Let participants have an authentic experience
Make marketing choices that mesh with your values
Be Authentic and Transparent
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: National Trust for Historic Preservation
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
10. Using Your Platform to Change the World
Expose how your core programs and services are social change tools
Empower your audiences as change agents Take a stand Use cause-related marketing Harness the power of organizational purchasing Position philanthropy as helping donors impact their
world, and as connecting their vision to your value/values proposition
Leverage Marketing for Social Impact
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Example: Rugmark
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Questions and Discussion
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Metropolitan Group: DC • Chicago • Portland • San Francisco
Contact Information:
Randi Hogan, CFRE, Vice President 1800 K Street NW, Suite 200 Washington, DC 20006 Phone: (202) 380-3123 E-mail: [email protected]
Eric Friedenwald-Fishman, Creative Director/President 519 SW Third Avenue, Suite 700 Portland, OR 97204 Phone: (503) 223-3299 E-mail: [email protected]
www.metgroup.com