excellence in marketing - a two-way street
TRANSCRIPT
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
need profitably.
CIM, 2013
(Non-profit) Marketing is meeting customer needs
within the objectives of the organisation.Bruce, 2005
Organisations that put their customers at the heart of their organisation are marketing-oriented. They are able to:
• Ensure the relevance of services towards existing beneficiaries
• Extend appropriately into new beneficiary groups
Supporter
marketing –
places to get
financial
support – gifts
in kind
Non profit customer groups
Beneficiaries Supporters Stakeholders Regulators
Beneficiary
marketing –
people who
could access
your services
Intermediary
marketing –
organisations
who help you
reach your
beneficiaries,
e.g. doctors
donors,
purchasers
commissioners
staff, trustees,
delivery
partners,
beneficiary
representatives
Charity
Commission
Local Authority
Types of marketing
Talk the to person next door to you.
Think about a specific area of work a
product, service or activity that your
organisation would like to develop
Identify the end and intermediary customers
for that product or service
Exercise 1
Support charity for parents
with children with
behavioral problems
Users segmented
by children’s
diagnosis
Services focused on offering
practical and emotional
support to parents, particularly
those waiting for diagnosis or
refused treatment
Services focused on
providing technical
information about conditions
Users defined by
their place in the
diagnosis journey
Supermarket Campaign
Interested staff
Altruistic / links
to charity
Potential users, potential one
off donors, could become
regular givers
Will take part in volunteering
activities and potentially
become payroll givers. Will
promote to customers, may
be usersCustomers with
link to charity /
altruistic givers
Key decision makers
such as store
managers, customer
liaison officers
Main intermediary – need to
secure buy-in and active
support
Uninterested
customerOne off donors in response
to bag packing
What market segments does your
product service have that is
• linked to your cause
• altruistic givers
• corporate givers
• Why?
Understanding what your audiences think
will help you avoid fundraising methods that
undermine your intended messages and
contribute to a negative image that puts
funders and donors off.
What are good ways to do this?
Positioning
Positioning – understanding
what the customer thinks of
your and your competitors
Axis: price, effectiveness, brand attractiveness, etc.
High quality
High
price
Low quality
Low
price
A B
CD
Stakeholder analysis
1. identify your stakeholders
2. work out their power, interest and
influence
3. identify which stakeholders are most
important to you and which you would like
to move
4. develop a good understanding of
important stakeholders to understand
how they will respond so you can win
their support
Deliver a stakeholder analysis for your product / service
Then answer the key questions for your most important
stakeholder
Finally what are the key messages you want them to know
about you
Talk to a colleague about what this suggests you should do
differently
Exercise 2
Establishing long term relationships – with all types of
customers
• Builds two way loyalty
• Helps reduce funding uncertainties
• Cuts the cost of finding new funders
Through trust – commitment - co-operation and mutual
support
Relationship Marketing
Relationship marketing – do’s
• Study your customers closely and understand
what they need as individuals or groups
• Don’t ignore problems
• Welcome complaints from funders / donors
• Put things right
• Say thank you
• Give recognition
How does customer knowledge contribute?
Products
• Informs the design of products services which best meet user needs in the beneficiary market
• Reworks what product/services into ideas that will best reach potential funders / donor markets
• Informs which benefits for beneficiaries will appeal to which donor / funder
Philosophy
• Designed into each product – and into each donor / funder idea (ASK)
Price
• Inform the price that customers / funders are prepared to pay for a given product / services
Promotions
• Helps you identify messages that will resonate with different market segments – what we want
people to remember and the best way to get this across
Place – how to distribute the funding product
• The best way to reach your chosen market segment
Physical Evidence
• Supporting evidence from beneficiaries to support the ASK – research, photos, videos etc
Judith Courts, 4 Garrs End Lane, Grassington, Nr
Skipton, BD23 5BB [email protected]
079042 66592 01756 753542
www.judithcourts.co.uk