Marketing at the Neighborhood Level:

CDC Best Practices and Tips for Marketing Your Nonprofit

Genna M. Petrollagenna.petrolla@gmail.com

What is a CDC?The term CDC refers to a type of nonprofit entity known as a "community development corporation". Although there is no established legal definition for CDCs, they are characterized by their community-based leadership and their work primarily in housing production and/or job creation. This is what differentiates them from other types of nonprofit groups.

CDCs are formed by residents, small business owners, congregations and other local stakeholders to revitalize a low and/or moderate income community. CDCs typically produce affordable housing and create jobs for community residents. Some CDCs also provide a variety of social services to their target area.

CDC Activities• Real estate development• Affordable housing• Economic development• Education• Non-profit incubation• Youth and leadership development• Advocacy• Community planning• Community Organizing

Who Comes to Mind?

CDC Assets and Liabilities

CDC Challenges

Learning From CDCs

Communications Planning

Learning From CDCs

Signature Events

Learning From CDCs

Collaborative Partnerships

Communications Planning

Communications Planning

The 2012 Nonprofit Communications Trends Report surveyed 1288 nonprofits in 42 countries and found:Only ¼ of nonprofits (24%) have a written and approved marketing plan for 2012. 59% have a written plan or informal notes for themselves only, not formally approved by leadership.

Communications Planning

Communications PlanningNonprofits have 2 main goals:

1) Raise awareness2) Raise funds

Communications Planning

Your communications plan should be linked to your organizations overall strategic direction.It must define your unique position and frame the key issues of your organization in a way that resonates with your audience.

Communications Planning

WHO IS YOUR AUDIENCE?Prospective Donors? Community Leaders?People you want to serve?Segment your audiences and develop strategies for each.

Communications Planning

WHAT ACTION DO YOU WANT YOUR AUDIENCES TO TAKE?Give $! Give Support! Participate in Events and Programs!Be sure to include a CALL TO ACTION in all of your communications.

Your Communications Plan

• Summary/overview of plan• Goals (general)/objectives (specific)• Target audiences• Key Messages• Strategies (approaches)/Tactics (tools)• Implementation plan (accountabilities, priorities, timetable)• Evaluation (what does success look like?)

Signature Events

Signature EventsEvents can help you: INCREASE VISIBILITYATTRACT PROSPECTIVE DONORSTHANK EXISTING DONORSIMPROVE COMMUNITY RELATIONS

Signature EventsThe first step in planning any event is knowing what you want to accomplish.Who do you want at your event?How will you get people there?Who will participate?

Signature EventsKnow the potential costs and your alternatives before committing to an event structure.Weather planning!

Costs for renting equipmentPromotional costs

Signature EventsPay attention to the SMALL details- event attendees will remember them.Parking!

LogisticsVolunteers

Signature EventsRemember lead time for Save the Date, Invitations, Press.

Save the Date- 12 Weeks BeforeInvitations- 6-8 Weeks BeforePress- 5-7 Days Before

Collaborative Partnerships

Collaborative PartnershipsCollaboration can enhance media

coverage, build widespread support for a common objective and avoid duplicated effort.Mobilize effortsSave moneyGreater impact

Evaluating Potential Partners(From Cause Communications)

1. Are your organizations’ cultures, values and ethics compatible?

Evaluating Potential Partners

2. Does the other organization have a clear mission and strategic plan?

Evaluating Potential Partners

3. What can they bring to the table? Why does it benefit you to partner?

Evaluating Potential Partners

4. Would you have a stronger capacity to serve constituents by working together than you would separately?

Evaluating Potential Partners

5. Do you have a written agreement that details the objective and goals of the collaboration? (Outline expectations!)

Communications Tools

Nonprofits have more communications tools available to them than ever before.

Communications Tools• Email marketing• Print (newsletters and direct main)• Websites• Facebook• Twitter• Video (YouTube, etc.)• Photosharing• Audio (Podcasts, etc.)• Media relations/PR• Paid advertising• Phone calls/phone banks• Texting/mobile• In person events

Communications ToolsTop 6• Website• Email marketing• Print (newsletter, direct mail)• In person events• Facebook• Media relations/PR

Communications ToolsLeast important to Nonprofits• Texting/Mobile• Audio• Photo Sharing

WHY?

Be Remarkable• PLANNING is not boring• RESEARCH is not expensive• Be PROactive instead of Reactive• INNOVATE• LEAD• INSPIRE

Possibilities

For more information