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Effective Marketing Strategies for Fund Development: Insights from Kathy Keeley

Join Kathy Keeley as she presents key marketing strategies crucial for successful fund development. This agenda covers the importance of marketing, five essential steps to engage your audience, effective tools, and tips. Learn how to build relationships, enhance community engagement, and utilize technology to your advantage. From refining your brand's message to crafting a comprehensive marketing plan, gain insights on effective outreach and donor education. Understand how to adapt to generational demographics and create a campaign that resonates with your community.

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Effective Marketing Strategies for Fund Development: Insights from Kathy Keeley

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  1. Marketing and Fund Development Northland Foundation Kathy Keeley October 19, 2010

  2. Agenda • Why Marketing • Definitions and more Definitions • Marketing – Five Key Steps • Effective Tools • Tips

  3. So Why Now! • Nation of Consumers • Technology • Competitive Environment • Generational Demographics • Community Engagement

  4. So Why! • Awareness and Recognition • Clients – Outreach • Image • Fundraising • Educating Donors • Asking Donors • Closing the Ask

  5. RESULTS RELATIONSHIPS RESOURCES

  6. Why Marketing! • Produce and Message Results • Build and Develop Relationships • Demonstrate Stewardship of Resources

  7. Definitions and More

  8. The Terms • Guerilla Marketing • Viral Marketing • Marketing Metrics • Blogs • Twitter • Web Hits and Page Views • Video Marketing • Marketing • Branding • Messaging • Marketing Plan • Public Relations • Promotion • Advertising • Social Marketing • Social Media

  9. Communication vs. Marketing

  10. Marketing • Market Research – data to inform your marketing • Target Market – who is the very specific audience • Marketing Metrics – what are you measuring • Marketing Plan – objectives, activities, timeline, budget

  11. Brand - Branding • name, term, design, symbol, or other feature • identifies one as distinct from those of other organizations • Brand Identity • Brand Image • Logo, name, tag line all together- Trademark

  12. Advertising and Public Relations • Advertising – Ads to sell something • Public Relations – media press releases, promotion, name awareness activities, • Promotion – media, trade booths, outreach activities, presentations

  13. Social Marketing • Creating a Campaign • Define the Purpose • Community Engagement • Message - Theme • Call to Action • National • Statewide • Local • Cause Related Marketing

  14. Social Media • What is the purpose? • Experience for the visitor? • Demographics of Target Market • Fundraising Goals • Networking • Policies • Website • Blogging • Email Blasts • Facebook • Twitter • LinkedIn

  15. Just In Case $ $ $ = fundraising

  16. Five Steps To Effective Marketing

  17. Five Steps to Marketing Define – Plan – Execute – Measure- Review/Renew • Define: Your Brand and Message • Plan: Develop Marketing Plan • Execute: Get the Marketing Mindset • Measure: Work the Plan and Measure • Review: Evaluate, Learn and Adapt

  18. Define the Brand and the Message Be Consistent Reflect Your Image Speak to Your Target Audiences

  19. What is Your Brand? • Name • Logo • Colors • Font • Design and Placement • Image

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  23. Concepts • Brand • Image=Brand • Message • Tag line consistently used • Marketing Activities • Creating visibility and awareness of the brand: • Sets an organization apart from its competitors • Presents a clear, consistent message • Delivers a unique, enduring value that creates preference • Provides focus • Increases a sense of connection or affiliation Keeley 23

  24. Market Research • Focus Groups • Surveys • Interviews • Industry • Competition - Comparison Keeley 24

  25. Plan: The Marketing Plan

  26. Why Plan? • Yet Another Plan • Organizes your goals and provides measures • Informs the budget • Ensures impact for the dollars spent

  27. The Plan Outline • Marketing Purpose/Rationale • Dashboard • Services/Program Description • Marketing Objectives • Target Market • Strategies to reach target market • Action Plan – calendar

  28. Dashboard • Marketing Metrics • Numbers of What you Going to Do • Examples • 20% increase in referrals • 25% increase in donors, members, etc. • 3 Newspapers articles • Lunches with key individuals (4 per quarter) • Event Tickets – sold out

  29. Marketing Objectives • What do you want to accomplish? What is your real objective? • Increase referrals from medical personnel, counselors, and case managers. • Increase awareness and name recognition among prospective donors and current donors. • Increase donations from current donors.

  30. Target Market • Multiple Constituencies = Multiple Messages • Clients • Referrals • Current donors • Prospective Donors • Community Awareness

  31. Marketing Strategies • What are you going to do to achieve goals? • Develop 30- and 60-second PSA’s • Add Donate Now button on web site • Create email blast –monthly • Note: Where does Social Media fit into your strategy?

  32. Execute: Get the Marketing Mindset

  33. The Mindset • It’s an Attitude!

  34. What does the client, consumer, donor experience when they enter your door?

  35. Marketing • It is everything you do! • Location • Office • People • Web site • Materials • Business cards

  36. Marketing Mindset A clear understanding of what the customers value • Donors • Partners • Clients • Families • Stakeholders

  37. The Mindset • Market Research • Understanding what the customer wants and needs • Target the Market • Be Aware Multiple Constituencies • Marketing Plan – Everyone is responsible • Promotion Activities • Networking

  38. Concepts • Brand • Image=Brand • Message • Tag line consistently used • Elevator Pitch • Marketing Activities • Creating visibility and awareness of the brand

  39. Marketing Activities • What can you do this week? • What can you do this month?

  40. Measure: Work the Plan

  41. Measure What Happens • Measure what happens • Be Deliberate

  42. Marketing Activities • 12 month workplan for program • Quarterly individual workplan Keeley 42

  43. 12 month Action Plan

  44. Review: Revise and Adapt

  45. Revise and Adapt • What works and what did not work? • Revise plan quarterly • Timing • Was the dollar investment worth the return?

  46. 5 Steps to Marketing • Define • Plan • Execute • Measure • Review/Renew

  47. Tips and Lessons

  48. Lessons • People have to see something seven times • Build it and they will come – unlikely • Timing is key • “Everyone is our Market” – not • Targeting – niche society • Consistency

  49. Tips • Target Market • Consistent Brand • Simple Marketing Plan with Calendar • Tie to Fundraising • Social Media Appropriately

  50. Resources Market segmentation claritas.com/MyBestSegments/Default.jsp Nonprofits managementhelp.org northlandfdn.org Social Media bethkanter.org Newsletter agoodmanonline.com/newsletter

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