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MARKETING FOR SUCCESS.THE POWER OF INNOVATION IN NFP MARKETINGMARCH 14, 2013
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Not for profits are having to find new ways to create opportunities. With so many going
after the same customers and dollars, today’s NFP’s need to be more creative than ever.
Tight economic conditions can breed innovation.
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Resource scarcity means donors, volunteers, corporate sponsors, government funders and
the public are all looking for ways to maximize not-for-profit program impact.
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Key areas important to innovation and fostering a culture of innovation within your organizations are:
1. Fund Raising
2. Expanding reach
3. Mission delivery
4. Resource utilization
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How can we look at these areas in new ways?
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As with any business you first need to know:
1. Who you’re customers are
2. What they’re looking for (what motivates them)
3. How you can deliver on their needs and the mission of the organization
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What your customers want:
1. Ways to participate in new and meaningful ways
2. Engagement and meaning
3. Community
4. Direct result related to what they care about
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At bottom we are all looking for cost effective ways to engage current and new audiences,
retain new audiences, break through the clutter, compete for dollars, and fulfill our mission.
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At DONOVAN we look outside the usual and look for examples in other environments that can
help us innovate in the not-for-profit space. Best and emerging practices can and should be leveraged and used as starting points for
innovation within NFP’s.
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Examples of cost-effective innovation
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Leveraging interactivity and social mediaPass a Paw
Engagement with new audiences
Fresh approach
Cost-effective deployment
Community building – activating champion networks
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Leveraging media in surprising waysLocal and international examples of
‘guerilla’ marketing
Break through the clutter
Fresh approaches that build exponential awareness
Cost-effective media
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Direct giving and taking it to the streetInternational examples
Direct giving
Fresh approaches that build exponential awareness
Engagement
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Engaging corporations and their employees in new ways
Direct giving
Fresh approaches that build exponential awareness
Employee engagement
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Some great resources
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http://www.ssireview.org/articles/entry/creating_high_impact_nonprofits
http://fds.oup.com/www.oup.co.uk/pdf/he/bfpinsights/chapter-16.pdf
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Q & A