welcome to the essentials of individual giving · pdf filewe’ll cover • general...
TRANSCRIPT
![Page 1: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/1.jpg)
Welcome to The Essentials of Individual Giving
Nick Day
![Page 2: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/2.jpg)
We’ll cover…• General considerations for individual giving• Building an outline individual giving marketing
plan based on the SOSTAC ® model :– Situation analysis– Objectives– Strategy– Tactics– Actions– Controls
![Page 3: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/3.jpg)
Why do individuals become donors?
![Page 4: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/4.jpg)
Why do individuals become donors?
• Concern• Duty• Guilt• Personal experience• Personal Benefit• Asked!• Peer/family pressure• TaxUltimately… few give without some kind of self based consideration
![Page 5: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/5.jpg)
Ways of Giving
• How do individuals give to you
![Page 6: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/6.jpg)
Ways of Giving
• One off anonymous• One off traceable• Regular donation DD• Regular donation cheque/credit• Membership• Legacy
![Page 7: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/7.jpg)
Ways of Giving
• Giving Gift of services or products• Purchasing product or services• Fundraising event• Lotteries & raffles• Sponsorship• Volunteer
![Page 8: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/8.jpg)
7 basic rules…1. Identify likely supporters2. Create the right message3. Get the message to the audience4. Ask for their support5. Enable them to easily make
donation6. Keep them informed7. Maintain good public relations
![Page 9: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/9.jpg)
7 steps to successful marketing
1. How much do you need to raise?2. Express in human terms &
connect3. How much do you want?4. Share successes5. Repeat the message6. Make it personal and relevant7. Target carefully
![Page 10: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/10.jpg)
Developing an Individual Giving Marketing Plan
![Page 11: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/11.jpg)
Marketing is…
“…the management process responsible for identifying, anticipatingand satisfying customer ‘needs’ profitably”
Chartered Institute of Marketing
![Page 12: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/12.jpg)
What are ‘customers’?
![Page 13: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/13.jpg)
What are ‘customers’?
• Donors• Volunteers• Beneficiaries• Supporters
![Page 14: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/14.jpg)
![Page 15: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/15.jpg)
Why have a plan?
![Page 16: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/16.jpg)
Why have a plan?
• Adapt to change• Allocate finite resources• Consistency• Activity Integration• Communication & Motivation• Control
![Page 17: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/17.jpg)
SOSTAC ® Model
![Page 18: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/18.jpg)
Stage 1: Undertaking a
marketing auditConsidering the wider situation
![Page 19: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/19.jpg)
Marketing AuditWhat are the inputs?• Internal environment:
– Structures, Processes, Internal politics, past successes etc.
• External environment:– Micro: day to day impactors specific to
your organisation– Macro: long term, broad impactors
affecting the whole sector and beyond
![Page 20: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/20.jpg)
Collecting the data
• Primary or Secondary?
![Page 21: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/21.jpg)
Primary Data
• Information collected by an organisation for a specific purpose such as:– Surveys– Interviews– Questionnaires– Focus Groups
• AKA Field Research
![Page 22: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/22.jpg)
Secondary Data
• Information collected and published by someone else but coincidentally potentially useful to your organisation such as:– Books– Published reports and stats– Internet
• AKA Desk research
![Page 23: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/23.jpg)
Marketing Audit
What should it output?A SWOT Analysis• Strengths • Weaknesses • Opportunities• Threats
![Page 24: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/24.jpg)
Internal Environment
![Page 25: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/25.jpg)
Top level needs
• Just to survive and keep going?• To expand to meet growing need?• Future development
![Page 26: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/26.jpg)
McKinsey 7 S Framework
![Page 27: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/27.jpg)
McKinsey 7 S Framework
Hard Elements• Strategy• Structure• Systems
Soft Elements• Shared Values• Skills• Style• Staff
![Page 28: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/28.jpg)
Internal Resources
The 5 M’s• Men• Money• Management• Materials• Machines
![Page 29: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/29.jpg)
Activity 1
• Why do you exist?• What separates you from others in
the same or a similar field? • How would you like to be perceived
by those who matter?• What are your strengths and
weaknesses?
![Page 30: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/30.jpg)
Looking externally…
![Page 31: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/31.jpg)
Micro Environment
Considering the needs and expectations of Stakeholders and
behaviour of Competitors
![Page 32: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/32.jpg)
Mind Map Your Stakeholders
CHARITY
DonorsHigh ValueMedium ValueLow Value
Media:NationalLocalSpecialist
CustomersHigh ValueMedium ValueLow Value
Business:PhilanthropicCSR aware
Other Organisations
Board Members
Government:LocalNational
Suppliers
Volunteers
Patrons
![Page 33: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/33.jpg)
Competitors• Competitors may not be stakeholders
but they may have a major impact on you and your activities
• Who are they?• Where are they?• What are they doing well?• What can you learn from them?
![Page 34: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/34.jpg)
Macro Environment
All the big things that you have little or no control over. They
affect you and all your competitors
![Page 35: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/35.jpg)
MACRO Environment
S = SocialT = Technical/technologicalE = EconomicE = Environmental (natural)P = PoliticalL = LegalE = Ethical
![Page 36: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/36.jpg)
Activity 2
• Identify some of your key stakeholders. What opportunities or threats do they present?
• Who are your competitors? What opportunities or threats do they present?
• What other significant factors might present threats or opportunities?
![Page 37: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/37.jpg)
Stage 2: Having Clear Objectives“If you don't know where you
are going, any road will get you there.” Louis Carroll
![Page 38: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/38.jpg)
Clear Objectives & Purpose
Creating SMART Objectives that make it clear what you want to achieve
• Specific - what do you want achieve?• Measurable - how will you measure
success• Achievable - can it be done?• Realistic - should it be done?• Timescales - when will it be done?
![Page 39: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/39.jpg)
Marketing Objectives Base
MarketPenetration
ProductDevelop-
ment
MarketDevelop-
ment
Diversify
‘Products’
Existing New
Existing
Donors
New
![Page 40: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/40.jpg)
Objectives Hierarchy
Charity Objectives
MarketingObjectives
OperationsObjectives
Human ResourceObjectives
FinanceObjectives
Marketing MixObjectives &Strategies
![Page 41: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/41.jpg)
Activity 3
• What are your goals for the next 12 months?
• Can you turn these into SMART Objectives for Individual Giving?
![Page 42: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/42.jpg)
Stage 3:Strategy: Identifying key
audiences and considering their needs and expectations
Segmentation | Targeting | Positioning
![Page 43: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/43.jpg)
Segmentation | Targeting | Positioning
Segmentation Targeting Positioning
![Page 44: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/44.jpg)
Segmentation
• Dividing a market into distinct groups of buyers on the basis of needs, characteristics or behaviour
![Page 45: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/45.jpg)
Segmentation benefits
• Retain and acquire profitable/desirable customers
• Increase profit or surplus• Develop focused
communicationsthat are more efficient and effective
![Page 46: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/46.jpg)
Profile Characteristics
• Geographic– location
• Demographic– Age, gender, ethnicity
• Behaviour– Past actions
• Psychographic
![Page 47: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/47.jpg)
Market Segmentation
![Page 48: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/48.jpg)
Targeting
• “The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.”
Kotler et al (1997)
![Page 49: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/49.jpg)
Targeting
Applying some structure to your approach:• Ability to reach• Cost of reach• Speed of decision• Value
![Page 50: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/50.jpg)
Positioning
• “Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers.”
Kotler et al (1997)
![Page 51: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/51.jpg)
Differentiation Criteria
• What is most importance and relevant to a target segment?
• What is distinctive?• What is superior
and meets expectations?• What can be communicated
in ways the can be understood?
![Page 52: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/52.jpg)
Positioning Prompts
• Feature driven• Problem solution• Emotional• Benefit driven• Aspirational• Value
![Page 53: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/53.jpg)
Activity 4
Consider your key segments• What significant profile
characteristics do they share?• How easily are they targeted?• What features, benefits and
advantages are most relevant to them?
![Page 54: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/54.jpg)
Reaching the people that matter
![Page 55: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/55.jpg)
Key Decision
• The split of activity and effort between Acquisition of new customers and the Retention & Development of existing ones
![Page 56: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/56.jpg)
Concentrate Marketing Spend on High Value Donors
80%20%
Customers Marketing Spend
![Page 57: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/57.jpg)
Acquisition Consolidation
Retention
DevelopmentWinback IncreaseValue
CustomerLapses
Analysis
• Targeting• Enquiry Management
• Welcoming• Getting to Know
• Additional Information Capture
• Spot Opportunities• Develop relationship• Regular Communication
• Problem Management
• Current Best Customers• Acquisition Route
![Page 58: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/58.jpg)
Stage 4: Tactics: Using the
Marketing MixProduct | Price | Place | Promotion
People | Processes | Physicals
![Page 59: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/59.jpg)
The Marketing Mix…• Product and/or Service• Place (Distribution)• Price• Promotion• People• Processes• Physicals
• The 7 P’s
![Page 60: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/60.jpg)
Product
• The BENEFITS your service or product delivers to customers
• Any added value you provide:– Customer service– Extended warranties– Free delivery
![Page 61: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/61.jpg)
Price
• The amount you CHARGE for the benefits you deliver
• Can be a menu of choices to provide flexibility, or ‘all inclusive’
• The easiest thing to copy
![Page 62: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/62.jpg)
Place
• All the PLACES through which people can purchase:– Shop– Online– Telephone– Mail order
![Page 63: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/63.jpg)
Promotion
• All the ways the you can COMMUNICATE your messages and the vehicles you can use
• Called the ‘promotional’ or ‘marketing communications’ mix
![Page 64: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/64.jpg)
People
• The way PEOPLE in the organisation interact with customers
• Knowledge of campaigns, direction, projects etc
![Page 65: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/65.jpg)
Processes
• Efficiency, consistency and appropriateness of your PROCESSES including:– Taking payments– Complaint handling
![Page 66: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/66.jpg)
Physical Evidence
• All the other TANGIBLE elements
![Page 67: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/67.jpg)
Creating effective promotional messages
![Page 68: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/68.jpg)
Making a connection
• Rational: credibility based on past achievements
• Emotional: engage with stories and case studies
• Aesthetic: visual imagery and identity
![Page 69: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/69.jpg)
Developing your toolkit
• Understand the style guide on:– how to use the logo– specific colours– typefaces– photographs– copywriting style
• Short, medium and long messages• Case studies• Key facts and statistics
![Page 70: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/70.jpg)
General tips on copy writing
• State clear benefits and advantages
• Don't try to be too clever!• Clarity and brevity• Clear focus• Clear course of action
![Page 71: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/71.jpg)
Getting your message across
![Page 72: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/72.jpg)
Getting the message across
AIDA
![Page 73: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/73.jpg)
AIDA• Attention – the right media, good visuals
and thought provoking headline• Interest – applying your positioning to focus
on the features, benefits and advantages you've identified as important to your audience and make it relevant to them –they don’t need to know everything!
• Desire – make them want to act• Action – make it clear what you want them
to and how they do it
![Page 74: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/74.jpg)
Activity 5
• AIDA in action…consider a range of sample communications and critically evaluate them
• Record any key do’s and don’ts
![Page 75: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/75.jpg)
Getting the message across
DRIP
![Page 76: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/76.jpg)
Just one DRIP• Differentiate - what makes you or the
proposition different from what has gone before or what others may offer?
• Remind/Reinforce - what might your audience have forgotten about you that you need to tell them about again?
• Inform - What do you need to tell them about?
• Persuade - What are you trying to get them to do?
![Page 77: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/77.jpg)
Design
Good design gives communications character and makes them more compelling
![Page 78: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/78.jpg)
Design & Layout• Headlines and sub headlines
act as signposts and enable to reader to focus on the areas of greatest importance or relevance to them
• Reverse blockcan be good for making headlines stand out but using for descriptive text can make it more difficult to read
![Page 79: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/79.jpg)
Design & Layout• Images and Photos
can reduce the number of words and support or tell the story more effectively... but they must be of suitable quality and appropriate and show people doing interesting things!
• Captionsmake photos and images more effective and get read
![Page 80: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/80.jpg)
Design & Layout
• Diagrams and graphsgive statistics more credibility and make them more digestible
• Brand guidelines should be followed to ensure consistency of message
![Page 81: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/81.jpg)
Stage 5: Actions: Creating effective marketing communications
Advertising | PR | Sales PromotionPersonal Selling | Direct Marketing
![Page 82: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/82.jpg)
The Marketing Communications Mix
![Page 83: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/83.jpg)
Advertising
Why advertise?• Increase Sales• Create an Image• Support Sales• Competitive pressure• Remind and reassure customers
![Page 84: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/84.jpg)
Sales Promotion• Price reduction• Coupon• Gift with purchase• Competitions and prizes• Refunds• ‘Loyalty’ programmes• Point of saleWhich ones have won you over?
![Page 85: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/85.jpg)
Personal Selling
• The most direct and best established means of promotion!
![Page 86: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/86.jpg)
The roles of personal selling
• Prospecting• Communicating• Selling• Servicing• Information gathering• Allocating (in times of shortage)• Customer prioritisation
![Page 87: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/87.jpg)
Stages
1. Open2. Need/Problem identification3. Presentation/Demonstration4. Objections handling5. Negotiation6. Close
![Page 88: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/88.jpg)
Using SPIN
• Situation• Problem identification/agreement• Implication• Need
![Page 89: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/89.jpg)
Direct Marketing
• Direct Mail• Email• Text/SMS • Telemarketing
![Page 90: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/90.jpg)
The essential ingredients?
• Proposition• Offer• Call to Action• Easy to use/understand response
mechanisms
![Page 91: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/91.jpg)
Public Relations
• Press releases• Social Media• Broadcast media
![Page 92: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/92.jpg)
We’ve covered…• General considerations for individual giving• Building an outline individual giving marketing
plan based on the SOSTAC ® model :– Situation analysis– Objectives– Strategy– Tactics– Actions– Controls
![Page 93: Welcome to The Essentials of Individual Giving · PDF fileWe’ll cover • General considerations for individual giving • Building an outline individual giving marketing plan based](https://reader031.vdocuments.us/reader031/viewer/2022030501/5aae25bb7f8b9a190d8bc140/html5/thumbnails/93.jpg)
What media would you like to focus on tomorrow?
Personalised Media:
• Direct mail• Email• Telemarketing• Text/sms
Non-personalised:
• Digital– SEO and SEM– Social networking– website design &
development
• Press