Heartstrings and Purse Strings Best Practices in Nonprofit Marketing
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Transcript of Heartstrings and Purse Strings Best Practices in Nonprofit Marketing
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1
Presented by:
Tom Abrahamson
Managing Director & Principal
200 South Michigan Avenue, 16th Floor
Chicago, IL 60604
312.356.8000
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
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2
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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7 Branding essentials
What is a brand
Harley Davidson =
Starbucks =
FedEx =
MIT = ________________ =
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8 Branding essentials
A brand is not
A vision statement A mission statement
A logo
A tagline
An ad
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9 Branding essentials
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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10 Branding essentials
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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11 Branding essentials
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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13 Branding essentials
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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15
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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18 Meet the new consumers
Source: 2006 W2 Group Inc.
Mindboggling options for staying informed andconnected
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19 Meet the new consumers
Behavioral tracking
User visits pre-
defined sites
Behavioral Targeting
Index (BTI) applied
User is anonymously
tagged
Behaviorally
targeted ads served
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20 Meet the new consumers
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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22 Meet the new consumers
Communications must be:
Authentic
Positive
Respectful
Respectable
Motivational
Goal-focused
Source: www.generationsatwork.com
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23 Meet the new consumers
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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24
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
Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000
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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
Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000
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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
Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000
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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
Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000
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
Source: Ralph F. Wilson, E-mail Marketing and Online Marketing editor, Web Marketing Today, 2/1/2000
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
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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