marketing hadassah through effective pr – reaching your membership and beyond ~ attracting new...
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Marketing Hadassah Through Effective PR – Reaching Your Membership and Beyond ~ Attracting New Members
Laurie RosenwasserManager, Community DevelopmentHadassah
Investopedia Commentary (on Marketing)
Many people believe that marketing is just about advertising
or sales. However, marketing is everything a company
does to acquire customers and maintain a
relationship with them.
Even the small tasks like writing thank-you letters, playing
golf with a prospective client, returning calls promptly and
meeting with a past client for coffee can be thought of as
marketing (emphasis added). The ultimate goal of marketing
is to match a company's products and services to the people
who need and want them, thereby ensure profitability.
Marketing is the act of telling stories about the things we do – stories that sell and stories that spread.
Today, they need to be VIRAL
From Mashable.com
October 2009 Statistics From the Nielsen Company
Cause MarketingCause marketingFrom Wikipedia, the free encyclopedia
Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.
The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations (emphasis added).
Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.
Review fans of your Hadassah Facebook Page and check to make sure they are already Hadassah members.
If they are not members, talk to them. Help them understand why they would want to be part of this great effort.
If they are annual members, engage them in conversation about life membership or at least about reenrolling now for the stimulus discount.
Tweet the membership package and use the www.hadassah.org as the link.
When you see Hadassah information posted on Facebook, share it and mention membership. For example “Members make it happen, consider a lifetime commitment.”
Engagement leads to memberships
Engagement leads to memberships
Include membership information at your events and in your electronic communications, and ask prospective members about themselves.
Engagement leads to memberships
If you know more about the potential member, you can tell her why Hadassah membership is a perfect match for her.
Good Prospects for Hadassah Membership and UpgradesLong time annual members (to upgrade)
Spouses of Life Members – especially active members (to become Associates)
Children of Life Members
Grandchildren of Life Members
Community members who are involved in fighting for medical cures for Parkinson's, Multiple Sclerosis, Breast Cancer, etc.
We have a tremendous product to sell. There are so many different people for whom Hadassah Life Membership is a perfect fit.
Look at your existing membership Are there women who are longtime annual members?
•Ask them to upgrade to Life.
•Ask them if they plan on being around for the next 11 years. If they say yes, then tell them its cheaper to be come a Life Member.
• If they say no, ask them become an annual member for several years.
Look at your leadership - are all of their spouses, sons and sons-in-law Associates? Are their daughters and daughters-in-law members?
If not, now is the time.
Active members should think about gifting their children and grandchildren. It is a perfect way for a member to share her commitment to the Zionist dream with the next generation.
Real power comes from building networks
What are Hadassah’s purple cows?
Are there women who are involved with the Parkinson’s Action Network, Multiple Sclerosis Society, Susan G. Komen or stem cell research.
•We are a perfect match for them.
•Now is the time to let them know we are right for them.
HMO is doing incredible things in medical research.
Youth Aliyah Changes Young Israelis’ Lives• Are there women who are involved with
Neighborhood Centers, helping local children at risk?
• Tell them about Youth Aliyah/Children at Risk.
Are there AIPAC members or other Zionists who are involved in secular organizations promoting health, children at risk or the environment?
Hadassah is the largest Zionist organization, and it encompasses health, education, youth, and the environment.
The Balloon Factory & the Unicorn
It’s uncomfortable to challenge the status quo.
It’s uncomfortable to stand up in front of strangers.
It’s uncomfortable to propose an idea that might fail.
What are your fears?
What’s your game plan?
Stewardship: It’s not over when you
get what you requested.
SS Hadassah
Make it easy for your members to connect with you = Cultivation
Real power comes from building networks
Great thanks to Elise Passy, my colleague in Houston, who provided me such great material and support.
Thanks to Cindy Goldberg, National Director of Keepers of the Gate.
And, thank you. Feel free to contact me at any time:
Laurie [email protected] – Laurie RosenwasserTwitter - lrosenwasser