Sales & Marketing for Non Profits
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Transcript of Sales & Marketing for Non Profits
4 People You Don’t Want to Neglect at Your Next Fundraising Campaign
Sales & Marketing
Robyn Hatfield
What I Hope You Will Get Out of This!
• Sales & Marketing Training – It’s rarely a ‘holy smokes’ moment
• It’s usually a few good nuggets that you can implement today that will make a huge difference long term
• And it’s also usually a good reminder of stuff you already know
• Why Sales & Marketing is AWESOME!
• Sales Process
• Segmentation
• The 4 Types of contacts
Agenda
I have to admit…
Why Is Sales & Marketing Awesome?
• Identify problems and provide real solutions• Create value for the client• Establish long term relationships• Create true WIN – WIN scenarios
Sales Makes the Business World Go ‘Round!
When You Think of Sales…
Do you think of this guy?
I hear people all the time saying:
•I hate sales.
•I could never be a salesperson.
•I’m just not that pushy.
•Sales is just not for me.
I Challenge You That You are Defining Sales the Wrong Way!
Sales is about solving problems, providing solutions, and truly providing VALUE to your
clients and customers.
And isn’t that what EVERYONE wants to do?!
Everyone sells every day!
Sales Process
Prospecting
Data Gathering –
Identify Problem
Provide Solution
Complete Sale
Follow Up
You just have to be good at a few of these AND THEN BE CONSISTENTLY
PERSISTENT!
•Email marketing•Social Media
•Phone follow up•Visits
You have to be PersistentYou have to choose what YOU like to do and what YOU
can and will do every day!
• Networking• Telephone calls• In Person Visits• Email Follow Ups• Social Media• Direct Mail• Other Marketing
Sales is easy. Just get in front of enough people that have the ability to say yes.
Sales Is Easy
And Have FUN!
• You work too hard for it not to be fun!
• People are drawn to you when you are having fun!
The dreaded words my recruiters hates to hear…
• ‘Shake my hand’…• Ransom note• Stick figures• Bobble head
Everyone can be good at sales!
•How do you define a good salesperson?
•Is it necessarily the ‘slickest’ presentation?
•Or is it someone that took the time to find out what you needed, delivered it, and followed up again and again.
•Everyone can do that!
Segmentation
• It’s important to segment your clients and prospects.
• You can segment by different needs and different communication style
• By segmenting you provide the type of information and communication style that is best for your prospect or donor.
SEGMENTATION
I sell to all types of companies:
1) Companies less than 5 people vs. companies with more than 50k
2) Companies that need 1-2 people vs. companies that need more than 1800 new candidates
3) Light Industrial Companies vs. Clerical vs. Professional4) Pay rates of $9 per hour vs. pay rates of $80k per year
And each difference means you have to approach them a little differently. So I SEGMENT my prospects and clients to better serve them!
SALES IS SALES!(and fundraising is sales )
And Non Profit is NO DIFFERENT!
Your different donors need and want different things from you!
And you need to segment different types of donors.
For Your 4 Segments
You need to:
1) Find out what’s important to them2) Be consistent and persistent3) Be friendly4) Be appreciative
4 Types of Prospects for Non-Profits
Believers in the Cause
This is someone that feels strongly about your cause.
Maybe they have been touched personally or someone close to them has.
11
Believers in You!
This is someone that connects to you.
The cause means something to them, but they are really backers of you!
22
Corporate Sponsors
These are the big companies that donate a certain amount or percentage every year to different non profits.
33
Benefit from Events
This person or company may believe in the cause and believe in you. But they are the people that benefit directly from a specific event you hold.
44
Believers in the Cause
HOW DO YOU GET THE DONATION?• These people want to know they are making a
difference for this particular cause.• When you approach them, approach them with
specifics on what their contribution will mean (and the more you know them the more you can tailor this).
Believers in the Cause
WHAT DO YOU DO AFTER?• After the event or campaign, you need to give them
details about what will happen next.• Keep them in the loop on new projects and events.• Show them how they can volunteer time and money
and how to really get involved in the cause• Thank them!
Believers in You!
HOW DO YOU GET THE DONATION?• Directors and fundraising people at Non-Profits
never believe that it’s actually THEIR impact.• When you approach them, approach them with how
they will be helping you accomplish the specific goal.
Believers in You!
WHAT DO YOU DO AFTER?• After the event or campaign, you need to personally
thank them for their help.• This communication should be more personal (as it
pertains to you and the organization).• If you need volunteers, you should phrase it as ‘this
would help me so much if you could do…’
Corporations
HOW DO YOU GET THE DONATION?• You need to follow their specific rules for the
donation.• You need to make sure to complete all application
and paperwork and send it in on time.• It’s best if you can get some insight as to what they
are looking for.
Corporations
WHAT DO YOU DO AFTER?• Publicly acknowledge and thank the company• Include donation amount (if company approves)
and announce what you will be able to do with it• Personally thank your contact at the company
Benefits from Event
HOW DO YOU GET THE DONATION?• You still need to talk about the cause.• You need to determine your demographics and
volume for the event.• You need to sell them on how they will profit• You need to help them be profitable (coach –
lessons learned).
Benefits from Event
WHAT DO YOU DO AFTER?• Make sure your demographics and volume were
correct.• Find out how they did.• Give suggestions on how to improve• Let them know what they contributed to.• Thank them.
How to Make the Most of your Vendor Table
• Most vendors do not make the majority of the sales at the event. The fortune is in the follow up!
• [Insert name of expert] will be giving a FREE webinar on how to make the most of your vendor table.
• Having a personal drawing at your table allows you to create interest AND gather names, email addresses and phone numbers.
• Follow up needs to occur within 24 hours (business hours) of the event.
• If you can provide something of value to every person (i.e. a white paper or information that is beneficial to all that signed up).
• You can use the event as a focus group.
YOU WIN!
If you bring VALUE to your prospects / donors…
YOU WIN, THE ORGANIZATION WINS, THE PROSPECT WINS!
And you create future prospects!
To Summarize:
• Identify your prospects
• Choose the sales techniques that you enjoy and be consistent
• Add Value
• Follow up through the entire process
• Have fun!
• Acknowledge and thank
THANK YOU!