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Marketing Your Small Nonprofit

Marketing Your Small Nonprofit. Presented by: Bianca Violante and Caitlyn Major. Key Takeaways. Identifying your Target Audience SWOT Analysis Developing a Marketing Plan Developing a Media Kit Website Navigation. SWOT Analysis. Strengths Weaknesses Opportunities Threats.

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Marketing Your Small Nonprofit

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  1. Marketing Your Small Nonprofit Presented by: Bianca Violante and Caitlyn Major

  2. Key Takeaways • Identifying your Target Audience • SWOT Analysis • Developing a Marketing Plan • Developing a Media Kit • Website Navigation

  3. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

  4. Simple Rules for Successful SWOT Analysis • Be realistic about your strengths and weaknesses • Distinguish between where organization is today, and where it could be in future • Be specific – avoid gray areas • Keep your SWOT short and simple – stick with the basics

  5. Mission Statement • Essentially, a mission statement defines your organization’s reason for being • NOT a slogan • What are your values? Who does your organization serve? • Keep it clear, and to the pointEX: Nonprofit Finance Fund • NFF's mission is to serve as a development finance institution for nonprofitorganizations, working to fill their overall need for capital through financing and advisory services. NFF supports its nonprofit clients' multi-faceted contributions to communities, advances community and economic development goals, and works to fill the overall need for capitalization of organizations in this sector.

  6. Marketing Plan

  7. Marketing plan

  8. Media Kit Components • Backgrounder with history of organization • Fact sheet • Unique, interesting tidbits relatable to journalists and donors • Key individual biographies • Press Contact • Examples of past media coverage • Collateral material relating to distribution purpose • Current sponsors and donors • Statistics • Volunteer information • Year totals, demographics • Be creative

  9. Social Media Marketing • Pick the right social networks (You don’t have to feel like you need to take over the whole virtual world by storm at once) • Find an “expert” to help you • Find out which social networks your supporters or target audience are already using • Engage actively. Consistency is key.

  10. Website Navigation • Contact info easy to find, either on homepage or linked to off of homepage • Have most important info “above the scroll” • What do your donors/volunteers/the public come to your web site to find? • Have a media or “in the press” section • Include testimonials

  11. Resources • Google Analytics: http://www.google.com/analytics/ • Google Voice: http://www.googlevoice.com • Hootsuite: http://www.hootsuite.com • bit.ly: http://www.bit.ly • Dropbox: http://www.dropbox.com • Franklin Covey Mission Statement Generator: http://www.franklincovey.com/msb/ • Andrew Hudson’s Job List (internship postings) http://www.andrewhudsonsjobslist.com/ • Marketing Plan Template http://www.gettingattention.org/downloads/nonprofit-marketing-plan-template.html

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