marketing basics for fundraising professionals
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Marketing Basics for Fundraising Professionals. PRESENTED BY LISA PARKER MARKETING & MANAGEMENT CONSULTANT TO THE NON-PROFIT COMMUNITY OCTOBER 20, 2010 Association of Fundraising Professionals. Agenda. Introductions What is marketing? Definition PR Branding The Marketing Plan Goals - PowerPoint PPT PresentationTRANSCRIPT
PRESENTED BY LISA PARKERMARKETING & MANAGEMENT
CONSULTANTTO THE NON-PROFIT COMMUNITY
OCTOBER 20, 2010Association of Fundraising Professionals
Marketing Basics for Fundraising Professionals
Agenda
IntroductionsWhat is marketing?
Definition PR Branding
The Marketing Plan Goals 4 P’s
Cutting through the clutter
Marketing Defined
The process of planning and executing programs designed to create, build, and maintain beneficial exchange relationships with target audiences for the purposes of satisfying individual and organizational objectives.
- Philip Kotler, Strategic Marketing for NonProfit Organizations
Customer-Centered Approach
Marketing starts with customer perceptions, needs, and wants.
Highest volume of exchange will always be generated if the way the organization’s offering is described, priced, packaged, and delivered is fully responsive to where the customer is coming from. - Kotler
Public Relations Defined
Process of maintaining and enhancing the reputation of the organization among key publics. - Kotler
Public Relations vs. Marketing
Influence attitudesPrimarily a
communications toolDependent on others
to deliver message
Influence behavior Encompasses needs
assessment, product development, pricing, distribution
Message controlled by marketer
Branding
Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
Brand Identity: How you want the consumer to perceive your product or your brand.
Brand Image: The perception of your product or your brand by the consumer
Branding attempts to bridge brand image and brand identity
- www.marketing.about.com
Branding con’t
Branding is NOT marketing.Despite what many believe, brand is NOT
about your logo, tagline and glossy brochure. A strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts.
Anatomy of a Marketing Plan
AnalysisStrategy
Goals Target markets Budget Marketing Mix
4 P’s
Action Plan/ImplementationEvaluation
Specific and MeasurableSpecific and Measurable Right GoalsRight Goals
Advertising reach & frequency
Publicity exposuresDirect marketing
responseCustomer satisfactionAttitude, awarenessMarketing
efficiencies/effectivenessRevenue & salesService or product
usage
It it NOT about: Name recognition Good will Press clippings
It IS about: People Money Lifetime Value
Strategy
Define Goals and Objectives
Marketing Mix
4 P’s Product
Customer value Price
Customer cost Place
Customer convenience Promotion
Communication
Marketing Mix: Product
A proposal by a marketer to make available to a target customer a desirable set of positive consequences if, and only if, the customer undertakes a desired action. - Kotler
Marketers influence as well as create Often underutilized by marketers
Marketing Mix: Price
What the customer “pays” to get the offering Monetary Psychological
Time, hassle, step out of comfort zone
Doesn’t have to be the same for everybody Two basic camps
Those who buy on price Those who would probably pay more than you are asking
Marketing Mix: Price con’t
Powerful marketing tool Low prices and discount offers can motivate
behavior Maintaining a low entry price helps make
organizations more accessiblePowerful revenue-generating tool
People will pay high prices for something they want…or something they think they can’t get
Challenge: minimize cost to customer but maximize revenues to organization
Marketing Mix: Place
Channels of distribution A channel is a conduit for bringing together a
marketer and a target customer at some place and time for the purpose of facilitating a transaction. - Kotler
Generally, more opportunities to buy = more sales
Hours, locations, in person, phone, online
Marketing Mix: Promotion
Communications vehicles Personal
Direct sales Telemarketing Social networking
Impersonal Advertising
Paid newspaper, radio, TV, outdoor, online Publicity
Free; generally results of PR efforts Direct response marketing
Direct mail, email, other electronic/online vehicles
Marketing Mix: Promotion
Return on Investment - $ Biggest bang for your buck Based on solid analytics Ability to track
Return on Investment – Time Staff Volunteer Advanced planning
Marketing Mix: Promotion
Cutting Through the Clutter
Know your audienceUnderstand your “product”Understand what motivates the prospectUnderstand how creative works
Design Awards = Results Role of Creative
Grab attention Quickly explain the offer Make it easy to respond
Review
Marketing is about influencing behavior for mutual benefit of the customer and the organization