Heartstrings and Purse Strings Best Practices in Nonprofit Marketing

8/7/2019 Heartstrings and Purse Strings Best Practices in Nonprofit Marketing

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Presented by:

Tom Abrahamson

Managing Director & Principal

200 South Michigan Avenue, 16th Floor

Chicago, IL 60604

312.356.8000

[email protected]

www.lipmanhearne.com

Heartstrings and PursestringsBest practices in nonprofit marketing and annual

giving fundraising

Shelley Goode

Vice President1899 L Street NW, Suite 850

Washington, D.C. 20036

Phone: 202.457.8100

[email protected]


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What keeps you up at

night?


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3 Agenda

What well talk about today

Essentials of branding

Understanding and reaching the new consumers

How do I get viral?

Annual giving best practices


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Give me more angels and make them gladder to see me.


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Some branding essentials


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6 Branding essentials

Branding is not about getting your

prospect to choose you over yourcompetition; it's about getting your

prospect to see you as the onlysolution."

--Rob Frankel


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What is a brand

Harley Davidson =

Starbucks =

FedEx =

MIT = ________________ =


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A brand is not

A vision statement A mission statement

A logo

A tagline

An ad


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A brand is

a shortcut for making decisions

what people say about you when you are not in theroom

a promise expressed as a benefit

Both logical and emotional


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A more complex view:

Everybody has a personal narrative.

Everybody has aspirations.

Everybody wants something.

How can you brand your institution to be the answer totheir needs even if not fully voiced?

How can your brand stimulate the desired action?

How can your institution be the hero in their narrative?


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Every strong brand is a hero in someones narrative

Volvo protects my familyRed Cross helps me in a disaster

Disneyland offers good clean fun

Republicans cut my taxes

________________ =


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Key branding challenges

Making the intangible concrete and meaningfulDifferentiating the quality/benefit of your service

Every encounter a moment of truth

Internal awareness of external impact

Fulfilling the brand promise


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14 How it all comes together


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Reaching the new

consumers


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16 Their media is fragmented and complex

Radiostations:

4,400

1960

Mass Media, Matures

Magazinetitles:8,400

5.4 Billionpages indexed

by Yahoo!:Magazine

titles:

17,300

TV channelsper home:

82.4

Internetbroadcaststations:25,000+

2006

Mass Media, Evolves

TV channelsper home:

5.7

RadioStations:13,500.

Source: Yahoo! State of the Union 2006


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17 Meet the new consumers

New consumers

A sense of ownership

Demand relevance

Expect invitation

Reject interruption

Want value convenience, portability, accessibility

Want the new, new thing


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Source: 2006 W2 Group Inc.

Mindboggling options for staying informed andconnected


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Behavioral tracking

User visits pre-

defined sites

Behavioral Targeting

Index (BTI) applied

User is anonymously

tagged

Behaviorally

targeted ads served


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Does this frighten you?

http:www.aclu.org/pizza/images/screen.swf
http://www.aclu.org/pizza/images/screen.swfhttp://www.aclu.org/pizza/images/screen.swf


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21Meet the new consumers

Banner ads

Click-thru rates

Email

Pop-ups

Social Networking

Evolving

Diminishing

Spam

Blocked

Portals/Niche

New gets old fast

... and (for the under-30s), print/snail mail is new and novel


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Communications must be:

Authentic

Positive

Respectful

Respectable

Motivational

Goal-focused

Source: www.generationsatwork.com


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Among the challenges

Develop or reinforce a famous brand withbroadscale and localized advertising

Dose level must be adequate to be seen and heard(e.g., TRPs)

Multi-channel approach

Activating word of mouth influentials

Must cut through the clutter


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Viral Marketing:

a short-course


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25 Viral marketing

A marketing phenomenon thatfacilitates and encourages people

to pass along a marketingmessage.

Source: http://www.marketingterms.com


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26 Viral marketing

In a few short

generations, a virus

can explode.


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27 Viral marketing

Elements of a Viral Marketing Strategy

1. Gives away valuable products or services

2. Provides for effortless transfer to others

3. Scales easily from small to very large

4. Exploits common motivation and behaviors

5. Utilizes existing communication networks6. Takes advantage of others resources

Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000 &

http://www.clickz.com/showPage.html?page=837511

FUN, EASY, POPULAR

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28 Viral marketing

1. Gives away valuable products or services

Free will generate a wave of interest

May not profit today

Act as a Driver

Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000

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Text Templates

Viral marketing

Example: Sunflower Markets

Let it Grow!

http://www.sunflowermarkets.com

The store opened and beat its forecasted sales by 24percent, and its actual per purchaser goals by 67 percent.

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http://www.sunflowermarkets.com/http://www.sunflowermarkets.com/


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Text Templates

Section Breaker Format

Viral marketing

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31 Viral marketing

2. Provides for effortless transfer to others

Viruses spread when easy to transmit

Digital Format

Simple Message



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33 Vi l k i


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33 Viral marketing

3. Scales easily from small to very large

Little financial investment

Plan ahead to accommodate increase of visitors



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35 Vi l k ti


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35 Viral marketing

4. Exploits common motivations and behaviors

Understand what drives your audience

Fit the needs of your specific communication



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37 Vi l k ti g


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37 Viral marketing

5. Utilizes existing communication networks

Each person has a network of 8 to 12 close

friends, family and associates

Internet relationships exist as well


38 Viral marketing


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38 Viral marketing

Example: Sixdegrees.org

http://www.sixdegrees.org/

http://www.marketingsherpa.com/viralawards2007/7.html

Use the game Six Degrees to KevinBacon on AIM WebPages.

Display to all your friends thatyouve made a donation.

39 Viral marketing
http://www.sixdegrees.org/http://www.sixdegrees.org/


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39 Viral marketing

6. Takes advantage of others resources

Place text or links on others websites

Someone else's newsprint or webpage is relaying

your marketing message Send articles/press releases that support your

message


40 Viral marketing


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40 Viral marketing

Example: Fafarazzi.com

Enjoy fantasy football leagues

and celebrity gossip?

Fafarazzi.com utilizes socialnetworks and links to other blogs

as part of their marketing

campaign.

http://www.fafarazzi.com/index.php

41 Viral marketing
http://www.fafarazzi.com/index.phphttp://www.fafarazzi.com/index.php


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41 Viral marketing

Some advice on better viral

Ask yourself What is driving people to your sites andgetting them to come back?

Celebrity endorsements can work

Contests are popular

Interactivity on sites a must

Target your audienceBe creative!

Viral marketing shouldnt be expensive. Keep it cheap,keep it uncontrolled

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Some examples of brand

activation


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Get bold

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DifferentiateIt could be a downtown

that needs more trees.

Or a remote village thatneeds fresh water.

Whenever a local Lions

club gets to work,

problems get smaller.And communities get

better. Thats the power

of organized good.

Find out more atlionsclubs.org/roar.

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Take a stand

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Surprise them

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The Annual Fund

Catalyst for change

ororganizational burden?

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Making the Assessment


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52 The Annual Fund


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The Annual Fund

A philosophical approach to Annual Giving

Institutional salary (Internal Focus)

Club Med for prospects and donors (External Focus)

53 The Annual Fund


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The Annual Fund

Source: Taking Control of Your Annual Fund Lawrence Henze

Creating a dynamic Annual Giving Culture:

Soliciting donors when they like to give builds loyaltyBuild gift clubs based on loyalty. . .not just donation size

Test annual giving messages through segmented and

targeted appealsDont always ask for money

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The special event

friend or foe?

55 The Annual Fund


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Infrastructure:

Understanding staffing capacityWhen do you use outside counsel?

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Letters of Appeal

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Questions & Discussion

Heartstrings and Purse Strings Best Practices in Nonprofit Marketing

Documents

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