marketing a non-profit

1. Selling Good Works Marketing a Non-Profit Organization Chris Houchens www. ShotgunConcepts .com

2. Marketing is not a dirty word. &!*$?”^#@

3. Non-profits have “customers” Non-profits are a “business” Non-profits need “marketing”

4. The Challenge Non-profit organizations in the U.S. Source: NCSS 2006 profiles 1,478,194 Non-profit organizations in Indiana 34,960

9. Apathy

10. You and your cause are insignificant (to most people)

13. Marketing messages should be conversations, not announcements.

14. Successful marketing messages ask for the consumer’s attention FIRST

18. Only 46% of non-profits have a strategic or business plan.

21. BRAND Any organization’s most valuable asset

23. Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand

24. Successful Non-profit Brands have a face

31. Only 27% of all non-profits have a web presence Source: Stanford SPEN

35. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing

36. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth

38. Long Tail

39. Do NOT use Social Media as a press release machine

42. Mr. Splashy Pants

45. Tracking / Effectiveness "I know that half my advertising works. I just don't know which half." John Wanamaker (1838- 1922) If you say the same thing... STOP ADVERTISING.

47. Selling Good Works Marketing a Non-Profit Organization Chris Houchens Blog & Website :: www.ChrisHouchens.com Email :: chris@shotgunconcepts.com Slides available online: www.slideshare.net/shotgunconcepts