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What’s the Big Idea: Nonprofit Marketing Reimagined

What’s the Big Idea: Nonprofit Marketing Reimagined. Donielle Hetrick, Central Michigan University. ( Kosakowski  , 2017; Pallotta, 2009). Problem Statement: NPO’s don’t prioritize marketing in their budgets. 75%. 25%. Existing Marketing Strategies. Inbound Marketing. Content Marketing.

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What’s the Big Idea: Nonprofit Marketing Reimagined

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  1. What’s the Big Idea: Nonprofit Marketing Reimagined Donielle Hetrick, Central Michigan University

  2. (Kosakowski , 2017; Pallotta, 2009) Problem Statement: NPO’s don’t prioritize marketing in their budgets 75% 25%

  3. Existing Marketing Strategies Inbound Marketing Content Marketing Used to tell the brand’s or company’s story Show case your mission in action Ask staff, volunteers & clients to share stories “Day in the Life” stories, testimonials, videos, pictures • Pulling people in through engaging content vs. outbound marketing that pushes information to consumers • Living & breathing vs. stagnate brochure • Create interactive content that’s updated regularly • Website, social media, blogs, videos, podcasts • (Halligan & Shah, 2014; Ibrisevic, 2018; Jutkowitz, 2017; Pulizzi & Barry, 2014) This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-NC-ND

  4. Existing Marketing Strategies Relationship Marketing Social Exchange Theory Goods and services are traded with emotional or behavior outcome vs. economic exchange where goods and services are traded for money Doing good because it feels good Social rewards, Public service motivation, intrinsic motivation • Establish strong connections with customers to foster loyalty and repeat business vs. one-time sale • “Trust is the life blood of nonprofits” • Customer service, volunteer appreciation, client engagement, donor management strategies • (Arnett, German & Hunt, 2003; Olenski, 2013; Redmond, 2015; Zhang, Watson, Palmatier & Dant, 2016)

  5. NPO Marketing Reimagined Mission Engagement

  6. Brand Education Community staple vs. best kept secret Increase engagement Volunteers, Donors, Clients Professionalization of Sector Yield similar results as private sector organizations Impact of Mission Engagement

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