Nadine A. Bendycki

MarketWhys

Marketing consists of the activities an organization pursues to generate new business and retain current business Reis and Trout, Positioning: The Battle for Your Mind

What marketing will be defined as in the future is simply the interface between organization and the customerMichael Saren

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Phillip Kotler

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As a non profit organization, you need to:

◦ Know your mission

◦ Balance mission and margin

◦ Understand your target audience’s and messages

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Communications – rational and emotional levels Audience(s) – treat your customer like an

audience Focus – most important elements Language – find your “voice” Performance – combine with language, style and

personality Personality – what is your organization’s identity? Psychology – “fulfillment”

www.marketingprofs.com

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◦ Technical

◦ Content

◦ Visual/aesthetics/graphics

◦ Marketing – Search Engine Optimization (SEO)

◦ Assessment – pre-testing and metrics

◦ Call to action –donate funds or in- kind contributions

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Include links to Facebook, You Tube and Linked In

Add a blog – establishes you as expert in your field AND helps with SEO rankings

FAQs and Questions/Answers

Have visitors complete information/”Contact Us” forms

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Update your web site’s content at least quarterly

Direct your visitors to the new content with a “flag” which says NEW

Remove old content before it becomes dated

Helps with SEOMarketWhys

To do business with your organization◦ Donations◦ Answer questions

Where do my dollars go? How much of my donation goes to

administrative/overhead?

To navigate your web site◦ Intuitive navigation◦ Search process

Dialog box Site Map

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Feature “first person” testimonials and photos of person’s benefitting from your organization’s funds

Don’t forget to feature testimonials of persons donating to your cause/charity and reasons for doing so

Feature video where possible, feasible and cost-effective MarketWhys

Hiding donate button Organization by Org Chart Death by Scrolling – think Hemingway, not

Faulkner Avoid the Nascar Effect Content Rot

www.forums.blackbaud.com/blogs/connections

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Include LOTS of white space on your web site Put an email sign-up box on EVERY page of your

website.  Build your database, stay in touch with constituents, and convert them into donors

Use words and images that make your mission concrete Make your DONATE button BIG And BOLD so that people

can easily find it!  Put it on every page of your site. Streamline your donation form.  Only ask for critical

information.  This reduces donation form “abandonment”. Put a link to your privacy policy on your donation form to

reassure people that their credit card information is safe.

www.marketingfornonprofits.org

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www.frogloop.com www.gettingattention.com www.marketingprofs.com www.marketingfornonprofits.org www.forums.blackbaud.com/blogs/

connections/archive Steve Krug. Don’t Make Me Think. A

Common Sense Approach to Web Usability. New Riders Publishing, Berkeley, California. 2006

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Nadine A. BendyckiMarketWhys *216-371-0444

nab@mrktwhys.com

* Turning Market Research into Marketing Insight

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