Marketing in a Recession

Marketing in a Recession

Non-Profit Network

With Less.Do More.

Marketing in a Recession

•Survival Guidelines

•Marketing Tools

•What is it For?

Aggressive Marketing in a recessionis the best time to gain

awareness and momentum.

No other time will this be easier.

Survival Guidelines

1. Monitor your competitors.

If they’re cutting back, seriously consider increasing your marketing budget and hitting harder.

Source: OnDemand Marketing

Survival Guidelines

2. Avoid gimmicks.

Center your message on the benefits and advantages of your product or service.


Survival Guidelines

3. Use Direct-Response Advertising Techniques.

In direct mail and telemarketing campaigns, use strong copy with simple but convincing language - and don’t forget a strong call to action.


Survival Guidelines

4. Stress benefits and return on investment.

Prospects are looking for as much value as possible in a weak economy.


Survival Guidelines

5. Focus on your metrics.

Know which target segments are most responsive, which offers generate the greatest interest, etc.

Spend every ad dollar carefully.


Survival Guidelines

6. Re-examine your marketing mix.

Ensure it is the most cost effective.


Have a Plan.

Marketing Tools

• Branding

• Print Collateral

• Advertising

• Email Marketing

• Direct Mail

• Signage

• Environmental Graphics

• Online Technology

Networking | Trade Shows | Thank You

Online Technology Checklist

Make Technology Work for you

• A well-branded, easy-to-use website• The ability to process secure donations• An email campaign tool that complies with federal anti-

spam laws• A website analytics tool (like Google Analytics)• A social media strategy• A listening tool (so you can monitor online conversations)• Great follow-up for online donors and supporters• Smooth integration between online and offline efforts• Regular reporting on all of your efforts so you can learn

and correct as you go

Marketing tools are available, and now easier than ever to adopt.

Don’t forget the hard thinking that has to go into making them work.

People know you’re a nonprofit organization and that you need donations to help your cause.

But where exactly is a donor’s money going? What will they get in return for their donation - personally and in terms of your programs?

Marketing in a Recession What is it For?

Marketing in a Recession What is it For?• Don’t just focus on need; explain the impact a

donation will make.

• Show them that you will manage their money carefully so a potential donor knows it won’t be wasted or inefficiently used.

• Clearly show which programs are being helped by a donation or what good is going to result.

• Share human interest stories and success stories. Demonstrate how other donors made an impact or how donors impacted other individuals in need.

Here’s my Story.

Dental Implants.

What’s Your Story?

www.PaulGregoryMedia.com/nonprofit

A Copy of this Presentation and HandoutsCan be found at:

Marketing in a Recession

Documents

Transcript of Marketing in a Recession