marywood university prssa: marketing & nonprofits
Post on 14-Jun-2015
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Marketing & CommunicationsSupport Charitable Organizations
John Dawe, CFREPresident
Dawe Consulting Groupwww.DaweConsulting.com
So, What areCharitable
Organizations?
So, What are Charitable Organizations?The “Technical” Answer
Charitable organizations are a subset of “Nonprofit Organizations” (501(c)3) who have:
• A defined mission to serve a philanthropic purpose• A governing board of trustees or directors, held accountable the organization to
ensure “public trust” is maintained• Corporations with bylaws and policy ensuring ethics and insulating against self-
interest or conflict of interest of anyone involved with the organization• Subject to corporate law AND additional charitable regulations
So, What are Charitable Organizations?The “Non-Technical” Answer
Charitable organizations are corporations that enjoyspecial benefits from the government so they can engage in
philanthropic (Latin: “love of humankind”) activities through the Exchange Principle.
Note: Membership organizations are nonprofits but are not considered charitable. Sorry, PRSSA! To perform charitable work like educational programming membership organizations like Kiwanis or PRSA form “Foundations” – a separate corporation to carry out the charitable work.
The Exchange Principle
People pay organizations to do the work that theycannot do by themselves.
The Exchange PrincipleTerms
Donor – someone who gives something to an organization for no tangible benefits to them
Sponsor – someone who gives something to an organization for tangible benefits, such as recognition, naming rights, etc.
MarketingCreating, Enhancing, Nurturing Relationships
• Know your audience• Bring about a transaction• Keep the audience focus in mind• Do a limited number of things well• Use the “Rule of Three”• Refine your activities and marketing focus as needed• Concentrate your efforts
MarketingCreating, Enhancing, Nurturing Relationships
• Know your audience• Program types• Constituents served• Donors
MarketingCreating, Enhancing, Nurturing Relationships
• Bring about a transaction• A goal of effective marketing is to bring about a
transaction that is mutually beneficial to all sides…
MarketingCreating, Enhancing, Nurturing Relationships
• Do a limited number of things well…• It is better to be some things to a few
people than all things to all people.• Focus on the quality of activities, not the
quantity.• Stakeholders want to know they are
supporting an organization that knows what it’s doing and does it well.
MarketingCreating, Enhancing, Nurturing Relationships
• Rule of 3• Spend 1/3 of time marketing your agency.• Spend 1/3 of time administering your agency.• Spend 1/3 of time performing services.
When you run out of time to do all three of those well, it’s time to evaluate options. Either cutting a program or hiring help.
The total time is equal to the total amount of hours ALL involved in the organization are giving.
MarketingCreating, Enhancing, Nurturing Relationships
• Refine your activities and marketing focus as needed.• No marketing plan is set in stone.• It requires constant monitoring and adjusting as
situations and conditions change.
MarketingCreating, Enhancing, Nurturing Relationships
• Concentrate your efforts• Target audiences must make sense• Oprah is probably not an option!• Neither is Bill Gates.
CommunicationsA Subset of Marketing
COMMUNICATIONA two-way transmission of information, thought, or feeling so it is satisfactorily received and understood.
CommunicationsA Subset of Marketing
Hierarchy of Effective Communication
PRINT & BROADCAST
CONFERENCES & EVENTS
TELEPHONE/E-MAIL/CHAT
ONE-ON-ONE MEETING/VISIT
The Pyramid of Giving
Fundraising Odds
50% INCIDENTAL GIFTS / $
30% HABIT GIFTS / $$
15% “THOUGHTFUL” GIFTS / $$$
5% MAJOR GIFTS / $$$$
It’s Time ToSolve the Problems
of the World!
Tips for New Professionals
John Dawe, CFREPresident
Dawe Consulting Groupwww.DaweConsulting.com
Connect with Friends & Contacts on a Regular Basis
•Reach out to other people. • When do you need money? • When will banks loan you money?• When do you need a friend?• When don’t you need a friend?
Ping others, Connect Others
• Reach out, send a text, post a facebook “Hi”, Pick up the phone!• Don’t be afraid to share your network. The favor will be returned.• Be humble and gracious.
Give More than You Expect to Receive
• Give more than you expect to get.• Don’t keep score.• Cultivate relationships.
Make a Difference.
• Make sure you are adding value.• Think about the audience before
adding a comment• Share your networks, add value to
projects. Become the “go to”
Know your Style• Know your learning style and communication style.• Know how to pick up on other people’s style.• Know how to adjust your style to ensure good communication.
Be Interesting by Being Interested
•When meeting someone new, be prepared to have something to say. Keep up on current events, cultivate niche interest. A single narrow specialty (cooking, golf, computers) will have expansive powers.• Do not monopolize the conversation or go into long-winded stories. Share your passion but don’t preach.
Watch your Body Language!
• When you spend time in a busy room, watch eye darting!• Know the body language of others.• Smile, it says, “I’m approachable”• Nod your head and lean in.• Elbow tap!
Find a Mentor. Be a Mentor.
• You’ll never know everything.• You’ll usually know more than someone else about something.• Beware “Expert”, Embrace “Pro”
Ping Me.
John Dawe, CFREPresidentDawe Consulting GroupWeb: www.DaweConsulting.comEmail: john@daweconsulting.comPhone: 570-763-9876Linked In/Facebook/Twitter User: johndawe
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