Nonprofit Marketing101
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Introduction to marketing nonprofit organizations from the Arts & Business Council of Chicago.
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Nonprofit Marketing101
- 1. Marketing 101 Sponsored by:
- 9. Examples of mission statements "This nation should dedicate itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to Earth."
- 10. Examples of mission statements Zephyr Dance is committed to making dance accessible to diverse audiences, and to the advancement of women and girls in pursuit of creative endeavors.
- 12. Test of a good mission statement Can everyone on your board and staff articulate the organization’s mission and its activities?
- 19. Marketing Strategy Defining who you are – Positioning
- 25. Marketing Strategy: Defining who you are - Positioning What is: The product? Benefits? Reasons to believe? Personality? One word = Small group work - answer the questions
- 37. Branding
- 41. Strong brands
Notas del editor
- Tonight we’ll be talking a lot about topics that will help you to begin to address this from a marketing framework.
- We’re not going to spend a lot of time on this tonight . . .I would venture to say you all have very strong visions for your organization, that is why you are here tonight, to learn how to take that vision to market. Anyone here feel that your organization needs work on your vision?
- Let’s start our work tonight by beginning a list of your key constituencies – write on flip chart
- Now, that is a mission. You don't need to wordsmith it. You can say it a hundred different ways, but the goal doesn't change: to the moon and back by the end of the decade. Period. And, most important, it did what a mission should do: It broke the country's lethargy and got people moving forward with excitement, vigor and renewed spirit. Like the moon flight, a good mission has a clear finish line -- you should be able to tell when you've done it -- at which point, you need to create a new mission. And, like the moon flight, a good mission is risky, falling in a gray zone where reason says, "This is unreasonable"; and your intuition and drive say, "But we believe we can do it anyway."
- How long has your mission been in place? How was it developed?
- This is a great example of how a mission and the institution’s business goals were in conflict. The audience that really cares about sustaining the environment, is, sadly enough, very small. It is hardly large enough to drive enough dollars to feed the animals, not to even mention running the park. The audience we needed to attract, which would support the business and financial goals, was a bit more general . . . Those who enjoy nature, perhaps they were looking for a bit of entertainment, or simply a nice day out . . And may not even care about the environment.
- Ask Audience to articulate their mission Ask Panelists to articulate their mission
- Tonight’s workshop doesn’t allow us to go into depth in all these components. We are going to focus on: I’m going to pick the more strategic elements that will help get you started.
- People – key constituents, target audience
- In class assignment: Develop your organization’s positioning
- In class assignment: Develop your organization’s positioning
- Discuss for each
- Discuss for each
- Why segment the market? “ Segmentation is saying something to somebody instead of saying nothing to everybody .”
- Why segment the market? “ Segmentation is saying something to somebody instead of saying nothing to everybody .”
- In class assignment: Develop your organization’s positioning
- In class assignment: Develop your organization’s positioning
- In class assignment: Develop your organization’s positioning