Marketing that Matters: 10 practices to profit your organization and change the world

Marketing That Matters
10 Practices to Profit Your
Organization and Change the World

March 30, 2009

Presented by Metropolitan Group

46th AFP International Eric Friedenwald-Fishman
Conference on Fundraising Creative Director/President

March 29 – April 1, 2009 Randi Hogan, CFRE
New Orleans, Louisiana Vice President

Agenda

  Ten practices of Marketing that Matters

  Questions and Discussion

46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

1. Don’t Fear Marketing

  Make sure marketing is “at the table” from the beginning

  Distinguish between strategy and tactics

  Develop and use marketing plans

Use Marketing as a Core Organizational Strategy


Example: National Children’s Museum


2. Know Yourself

  Clarify your mission and live it

  Build a strong brand and live it

Build Upon Your Mission


3 Vs Social Purpose Branding


Example: Openlands


3. What’s Your Definition of Success?
  Clarify and codify your goals

  Identify your return on investment and advancement of mission
expectations

  Reward and publicize the results you value

Define Your Goals


Example: National Assembly on School-Based Health Care


4. Know Your Audience

  Engage with your donors and prospects in creating your
programs and services

  Understand how your donors and prospects feel about
the experience

  Tap into your listening posts and foster “word-of-mouth/
mouse”

Be Aggressively Audience Centered


Example: West Hollywood Library


5. Question Conventional Wisdom
  Evaluate your assumptions about your audience(s)

  Reposition your programs and services so they reach and
are
relevant to a larger audience

  Develop your outreach materials and tools so they speak
to untapped audiences

  Hire staff, engage volunteer leaders and create strategic
partnerships that reflect your commitment
Don’t Limit Your Audience


Example: National Association of Hispanic Journalists


6 A. What’s Driving the Prospect’s Decision?

  Don’t lose sight of your prospect’s core decision-making drivers

  Reach out to the core values of your “bull’s-eye” prospect

  As you grow, recognize that your message needs to resonate
with a wider audience

Communicate Value and Values


6 B. Framing the Message
  Definition: Framing is the use of images/words to
intentionally associate an issue with certain deeply held
values, thereby providing a context that predisposes
audiences to accept a particular definition of the issue.

  To frame messages that are powerful to donors, causes
need to:
•  Demonstrate relevancy to people’s lives
•  Identify benefits that reinforce values and needs

Communicate Value and Values

Example: YMCA of the USA


7. Emotion Trumps Data
  Develop your brand story

  Develop avenues to connect with your audiences in
emotionally authentic ways

  Package your programs and services in a way that
creates an emotional response

  Use your historical roots to create an emotional
connection

Connect With the Heart First, Mind Second


Example: CFED


8. Building a Community

  Empower your employees and volunteers as
messengers

  Empower your members, donors and audience
members as messengers

  Empower your strategic partners as messengers

Empower People as Messengers


Example: The Breast Cancer Fund


9. Walk the Talk
  Do the right thing

  Live the brand inside your organization

  Expose yourself

  Let participants have an authentic experience

  Make marketing choices that mesh with your values

Be Authentic and Transparent

Example: National Trust for Historic Preservation


10. Using Your Platform to Change the World
  Expose how your core programs and services are social
change tools
  Empower your audiences as change agents
  Take a stand
  Use cause-related marketing
  Harness the power of organizational purchasing
  Position philanthropy as helping donors impact their
world, and as connecting their vision to your value/
values proposition

Leverage Marketing for Social Impact


Example: Rugmark


Questions and Discussion


Metropolitan Group: DC • Chicago • Portland • San Francisco
Contact Information:

Randi Hogan, CFRE, Vice President
1800 K Street NW, Suite 200
Washington, DC 20006
Phone: (202) 380-3123
E-mail: rhogan@metgroup.com

Eric Friedenwald-Fishman, Creative Director/President
519 SW Third Avenue, Suite 700
Portland, OR 97204
Phone: (503) 223-3299
E-mail: marketing@metgroup.com

www.metgroup.com


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