Creative Marketing on a Nonprofit Budget
-
Upload
brian-oster -
Category
Documents
-
view
206 -
download
0
Transcript of Creative Marketing on a Nonprofit Budget
![Page 1: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/1.jpg)
Creative Marketing on a
Nonprofit Budget
October 20, 2014
Brian Oster Creative Director
![Page 2: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/2.jpg)
» Name
» Organization
» Email (If you’d like a copy of the presentation)
» Marketing question you’d like answered
![Page 3: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/3.jpg)
» An interactive presentation that challenges nonprofit leaders to think creatively when it comes to finding and spending marketing dollars.
Teach you to fish and feed you for a lifetime
» Attendees should anticipate walking away with several new and unique solutions that will fit their situation.
Give you a fish and feed you for a day
![Page 4: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/4.jpg)
» Why Market
» Marketing Budgets
» Creative Marketing: ˃ General
˃ Logo & Tagline
˃ Website
˃ Video
˃ Social Media
˃ Fundraising
˃ Public Relations
˃ Everything Else
» How am I supposed to do all this?
![Page 5: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/5.jpg)
» Increase referrals
» Increase income
» Increase donors (friend-raising)
» Fundraising
» Top of mind awareness
» It is an investment in your organization
![Page 6: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/6.jpg)
» POLL – Your marketing budget is:
A) 0 - 2% of your operating budget
B) 2 - 5% of your operating budget
C) 5+% of your operating budget
D) I should know this …
![Page 7: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/7.jpg)
» Your marketing budget determines:
- What you can purchase
- NOT the creativity of it
» Your marketing budget tips the scale of:
- Time & Money
![Page 8: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/8.jpg)
» Evergreen (Timeless) Marketing
» Consistent Messaging (Branding)
» Know your Audience
![Page 9: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/9.jpg)
![Page 10: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/10.jpg)
![Page 11: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/11.jpg)
![Page 12: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/12.jpg)
» Evergreen (Timeless) Marketing
» Consistent Messaging (Branding)
» Know your Audience
» Storytelling
» Elevator Speech Explain it Like I’m 8 (ELI8) and train everyone to know it
![Page 13: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/13.jpg)
![Page 14: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/14.jpg)
» Timeless
» Fonts (pick one please)
» Icons ˃ Custom
˃ Stock
![Page 15: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/15.jpg)
![Page 16: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/16.jpg)
» Timeless
» Fonts (pick one please)
» Icons
» Taglines ˃ Not too general
˃ Not too long
˃ Not your mission statement
˃ Can vary based on your organization name
![Page 17: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/17.jpg)
» Best contact in the header (phone or email)
» Donate online
» Assume home page is for new visitors
» Pages for each audience
» Website templates & stock photography
![Page 18: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/18.jpg)
![Page 19: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/19.jpg)
![Page 20: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/20.jpg)
![Page 21: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/21.jpg)
![Page 22: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/22.jpg)
![Page 23: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/23.jpg)
» Phone # in the header
» Donate online
» Assume home page is for new visitors
» Pages for each audience
» Website templates & stock photography
![Page 24: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/24.jpg)
» Create with a purpose ˃ Audience
˃ Distribution
˃ Purpose
» Sizes and sides ˃ Think outside the trifold
˃ Two-sided business cards
˃ Brochure & mailer in one
» Testimonials
![Page 25: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/25.jpg)
![Page 26: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/26.jpg)
![Page 27: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/27.jpg)
![Page 28: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/28.jpg)
» Testimonials
» Fundraising
» Awareness
» Presentations
![Page 29: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/29.jpg)
![Page 30: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/30.jpg)
![Page 31: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/31.jpg)
» Testimonials
» Fundraising
» Awareness
» Presentations
![Page 32: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/32.jpg)
» Facebook ˃ Organization page
˃ Friends (and contests)
˃ Advertising grants
˃ Post dating
˃ Photos vs. links
˃ Similar page suggestions
˃ Post when your fans are online
» LinkedIn ˃ Organization page
˃ Listing board positions
˃ Fundraising tool
˃ Job/Intern posting
˃ Finding new board members
![Page 33: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/33.jpg)
» Twitter & Hashtags
» Blogging (content marketing)
» Others
![Page 34: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/34.jpg)
» Matching Gifts
» Meet & Greets
» “Friends” Group
» Timing is Critical ˃ End of year
˃ Competitiveness
˃ Relevant celebrations
![Page 35: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/35.jpg)
» Press Releases ˃ Relevant celebrations (National Dog Day)
˃ New board member joining
˃ Milestones reached
˃ New hires
˃ Letter to the editor
˃ Annual fundraisers (if public) or success from it
˃ Top 5 ways to celebrate your canine on National Dog Day
˃ Outsource the writing and/or distribution
» Have a Media Plan
» College Interns
![Page 36: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/36.jpg)
» Open House
» After Hours
» Host Speakers
» Share Services
» Find a marketing agency to adopt you / barter
![Page 37: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/37.jpg)
» Newsletters
» Giveaways (promotional items)
» Awards/Recognition/Hall of Fame
![Page 38: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/38.jpg)
![Page 39: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/39.jpg)
» Newsletters
» Giveaways (promotional items)
» Awards/Recognition/Hall of Fame
» Become a speaker ˃ Businesses
˃ Chambers
˃ Service organizations (take your video)
![Page 40: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/40.jpg)
» Surveys
» Find a grant first
» Find a funder or interested party first (listen to your board and donors, then pitch)
![Page 41: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/41.jpg)
» What am I supposed to do?
Prioritize
![Page 42: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/42.jpg)
» What am I supposed to do?
Prioritize
Don’t have Needs Improvement
Okay / Not Timeless
Pretty Good Great / Don’t Touch
x
x
x
![Page 43: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/43.jpg)
» Who is supposed to do all this? ˃ Intern
+ NIU (including NGOLD)
+ Kishwaukee College
+ High School
˃ Talents of board or their older children
˃ Part time
+ Contract
+ Payroll
˃ Marketing Committee
˃ “Friends” Group
˃ Volunteers
![Page 44: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/44.jpg)
» With what money? ˃ Prioritize your existing marketing spend
˃ Create a marketing plan (chronological, monthly, quarterly, etc.)
˃ Board and free resources
˃ Temporary funding increase (ROI)
˃ Add 1%
˃ Pitch it and they will may come
![Page 45: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/45.jpg)
» Why Market
» Marketing Budgets
» Creative Marketing: ˃ General
˃ Logos & Taglines
˃ Website
˃ Video
˃ Social Media
˃ Fundraising
˃ Public Relations
˃ Everything Else
» How am I supposed to do all this?
![Page 46: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/46.jpg)
![Page 47: Creative Marketing on a Nonprofit Budget](https://reader035.fdocuments.us/reader035/viewer/2022062503/58efc38f1a28abd22f8b4611/html5/thumbnails/47.jpg)
“Don’t be different to be different,
be different to be better.”
- Seth Godin
Brian Oster Creative Director, OC Imageworks (815) 756-8000 [email protected] www.ocimageworks.com