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Mission-Based Marketing: Positioning Your Nonprofit in an Increasingly Competitive World

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Mission-Based Marketing: Positioning Your Nonprofit in an Increasingly Competitive World Based on the book by: Peter Brinckerhoff 26 February, 2014 – PowerPoint PPT presentation

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Title: Mission-Based Marketing: Positioning Your Nonprofit in an Increasingly Competitive World


1
Mission-Based Marketing Positioning Your
Nonprofit in an Increasingly Competitive World
Based on the book by Peter Brinckerhoff 26
February, 2014
2
Your Speaker
  • Peter Brinckerhoff
  • peter_at_missionbased.com
  • 1-217-341-3836
  • www.missionbased.com

3
What Works? Nonprofits that succeed
  • A viable mission statement
  • Ethical, accountable and transparent
  • A businesslike board
  • Strong, well-educated staff
  • Embrace technology for mission.
  • Social Entrepreneurs
  • A bias for marketing
  • Financially Empowered
  • A Vision for where you are going
  • Tight Controls
  • All of these characteristics work together

4
Marketing realities
  • Good marketers meet wants, not needs.
  • Every one of your markets deserves to be treated
    like a valued customer.
  • Everything everyone in your organisation does
    every day is marketing.
  • Its about wants....not only about needs.

5
Marketing The Edge in excellence, in mission,
in competition
  • If you want to provide better services, be a
    better steward of your resources, have more
    satisfied customers of all kinds, marketing is
    crucial.
  • Good marketers meet wants, not needs.
  • Competitive organizations must market
    aggressively.
  • Every one of your markets deserves to be treated
    like a valued customer.
  • Everything every one in your organization does
    every day is marketing.

8
6
The characteristics of a market-driven,
mission-based disability organisation
  1. Knows their markets
  2. Treats everyone like a customer
  3. Has everyone on the marketing team
  4. Asks, asks, asks, and then listens
  5. Innovates constantly
  6. Doesnt fear the competition

9
7
Marketing is a always a team effort
  • Everyone in your organization has to participate.
  • Everyone has to believe that they are critical to
    the marketing effort.
  • Train, train, train and lead your staff and board
    in this crucial area.

10
8
The results of being market-driven
  • You will provide mission more effectively.
  • You will have happier markets.
  • You will have a better community image.
  • You will retain current markets.
  • You will have new sources of revenue.
  • You will be more financially stable.

11
9
The Marketing Cycle of a Disability Nonprofit
10
Who are your markets?
  • Is it people with disabilities?
  • Is it government?
  • Is it families?
  • Is it donors?
  • Is it outside contractors?
  • Yes, yes, yes, and much more.

14
11
Your Markets-what do they want?
  • Internal
  • Board Staff
  • Payer
  • Government
  • Foundation
  • Donors
  • User Fees
  • Contracts
  • Service A
  • Client Type One
  • Client Type Two
  • Service B
  • Service C
  • Referrers

12
An exercise for when you get home How many
markets do you have?
  • Do this with your staff as a group
  • List your Payer Markets.
  • List your Service Markets.
  • By Service.
  • By Constituency.
  • Ask the staff What are the wants of these
    markets?
  • Then ask them How do we know?
  • Which markets are your priority, your targets?

16
13
What will your organization be?
  • Product-driven?
  • Market-driven?
  • Solve customers problems!

14
Time for Tea!
  • Please return in 15 minutes

15
Market Segmenting
  • Each market can be broken down into smaller
    groups, more focused recipients.
  • By segmenting, you can choose the markets you
    want, the ones you can serve well, the ones that
    make the most mission sense.
  • You want to find markets who want what you do
    well Your core competencies.
  • You dont want to take money from just anyone for
    just anything....

17
16
Targeting Your Marketing Efforts
  • There are more markets than you can research,
    focus on and, in general serve well. You only
    have so much money and so much time. So, how do
    you focus?
  • Two Tools
  • 80-20
  • Strategic Plan

20
17
Asking Your Markets
  • You cant know (enough of) what a market wants
    until you ask.
  • You need to ask regularly and consistently.
  • You need to develop a culture of asking.
  • You can ask through surveys, focus groups, and
    informal asking.
  • Lets look at each.

18
Surveys
  • Surveys allow you to ask consistent questions and
    get statistically defendable data.
  • They provide quantitative information.
  • They are (usually) less expensive than focus
    groups.
  • They allow for trend analysis.

19
Survey Rules
  • Have instructions
  • Be Brief
  • Be Focused
  • Dont ask too often
  • Ask questions in the correct sequence and wording
  • Get help
  • Limit your identifiers.
  • For trend data, be consistent.
  • Include closing instructions.
  • Say thank you.

20
More on surveys
  • Make sure your survey medium (paper, in person,
    online) is appropriate to the audience.
  • Make sure you coordinate your asking throughout
    the organization.
  • Use SurveyMonkey or other online tools for
    quicker responses and real time analysis.

21
Focus groups
  • Focus groups allow you to get qualitative
    information emotions, reactions.
  • Focus groups are usually more expensive than
    surveys.
  • Focus groups allow you to be flexible in your
    asking and your pursuit of answers.

22
Focus Group Rules
  • Get a facilitator.
  • Have a homogenous group.
  • Focus your questions.
  • Dont wear the group out.
  • Compensate the group.

23
Asking mistakes
  • Not expecting criticism.
  • Not listening.
  • Not responding.
  • Close the loop.

24
Other asking issues
  • Share your information.
  • Collect information from informal asking.
  • Review your asking program every 12 monthsto
    avoid pestering your valued customers!

25
Tech and asking
  • Email surveys only work if linked to HTML
  • There are online services for this
  • http//www.surveymonkey.com
  • Go to www.techsoup.org and look and their ideas
    on using web 2.0 to get constant user feedback
    through comments, blogs and other online tools.

26
Some current realities Customization rules
  • www.kiva.org
  • www.globalgiving.org
  • www.donorschoose.org
  • www.sparked.com

27
More Reality
  • To an increasing number of customers, family
    members, volunteers, community members, social
    media is THE way they will find you and find out
    about you.
  • For me (and my friends) as potential employees,
    if youre not on Facebook, you dont exist.
  • 27-year-old employee of a disability nonprofit in
    Michigan

28
Lets think more about competition
  • First, you want competition. Why?
  • Because if you dont have any--your idea is
    probably really bad.....
  • OR, youll have competition in a heartbeat
  • AND, competition makes us better at what we do.
    Its hard, but ultimately benefits the people we
    serve.

29
Being better than your competition.
  • Can you? Sure!
  • Give your customers value-as defined by the
    customer. To do that you need to ask.
  • Welfare agency example.
  • Learn from your competition, but dont copy them
    without thinking.
  • Focus on what you do well.
  • Do you have to compete head on?

30
The competition
  • What services do they provide?
  • What clientele (market segment) are they seeking?
  • What value do they give to their customer?
  • Can you find out about prices?
  • Use your network board, staff, volunteers,
    funders, and vendors.

31
Focus on your core competencies
  • Review the markets and their wants.
  • Evaluate the competitions ability to meet those
    wants.
  • Look at your core competencies, and match with
    the markets wants.
  • Move toward those competencies.

32
Remember...
  • Marketing is your competitive edge.
  • Everyone needs to be on your team.
  • Its all about wants, not about needs.

33
Final check Whats your big takeaway?
  • Lets make one last list......

34
Books
  • Mission-Based Marketing, 3rd Edition, by Peter C.
    Brinckerhoff
  • 101 Social Media Tactics for Nonprofits, by
    Melanie Mathos
  • Guerrilla Marketing For Nonprofits, by Jay
    Levinson
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