Is Your Selfless Non-ProfitGuilty of Selfish Marketing?

This presentation will help you:

•Develop marketing language that attracts people to your non-profit.

•Increase a person’s desire to donate and volunteer their time.

•Tell compelling stories that raise greater awareness with the public.

Website: http://www.StartaWildfire.com

Country Singer:Toby Keith

“I Wanna Talk About Me”#1 Hit Song

You talk about your work,and how your boss is a jerk.You talk about your church,and your head when it hurts...

You talk about the troublesyou've been having with your brotherand your daddy and your motherand your crazy ex-lover.

You know talking about youmakes me smile...

But every once in awhile,I wanna talk about me!

What if Toby Keithsang a song aboutnon-profits?

You talk about your mission.You talk about your vision.You talk about your cause,and rarely take a pause...

You put me on your mailing list,and a month is never missed.

You ask me for some money,then you do it again, honey!

You know the great workyou do makes me smile...

But every once in awhile,I wanna talk about me!

Toby says...

Don’t talk about yourselfthe whole time. Yourmarketing languageneeds to acknowledge

your Donors and

Volunteers!

Selfless Non-Profits and Selfish Marketing

What Does Your

Marketing Language

Communicate?

Selfless Non-Profits and Selfish Marketing

What Does YourMarketing Language Communicate?

“Look at what WE are doing!”or

“Look at what YOU are helping us do!”

Selfless Non-Profits and Selfish Marketing

“Look at what WE are doing!”Selfish = The focus is on the organization.

“Here’s what we do...”

“Go donate and volunteer for us.”

Selfless Non-Profits and Selfish Marketing

“Look at what YOU are helping us do!”

Selfless = The focus is on the donor.

“Your donations and volunteer time

make what we do possible.”

Selfless Non-Profits and Selfish Marketing

The purpose of marketing is to attract more donors and volunteers

to your organization.

Selfless Non-Profits and Selfish Marketing

The marketing language your organization uses will determine

how you are perceived by donors and volunteers.

Language = Influence = Results

Selfless Non-Profits and Selfish Marketing

Three Causes of “Selfish” Marketing Language:

1.Passion for a charitable cause can blindthe ability to see from an outsider’s perspective.

Selfless Non-Profits and Selfish Marketing

Three Causes of “Selfish” Marketing Language:

1.Passion for a charitable cause can blind the ability to see from an outsider’s perspective.

2.Leadership’s focus on achieving internal goals can overlook external viewpoints of donors.

Selfless Non-Profits and Selfish Marketing

Three Causes of “Selfish” Marketing Language:

1.Passion for a charitable cause can blind the ability to see from an outsider’s perspective.

2.Leadership’s focus on achieving internal goals can overlook external viewpoints of donors.

3.Misplaced marketing concentration on trying to explain: “What We Do” and “About Us.”

Selfless Non-Profits and Selfish Marketing

How do you changemarketing language

from selfish to selfless?

Selfless Non-Profits and Selfish Marketing

How to Switch fromSelfish to Selfless Marketing Language:

1.Specifically acknowledge the role of donors and volunteers as critical to your organization’s success.

Examples:“Without you, we can’t succeed.”“You make our success possible.”

“You help make great things happen.”

Selfless Non-Profits and Selfish Marketing

How to Switch fromSelfish to Selfless Marketing Language:

1.Specifically acknowledge the role of donors and volunteers as critical to your organization’s success.

2.Share success stories and emphasize how donors and volunteers help make those stories happen.

Selfless Non-Profits and Selfish Marketing

How to Switch fromSelfish to Selfless Marketing Language:

1.Specifically acknowledge the role of donors and volunteers as critical to your organization’s success.

2.Share success stories and emphasize how donors and volunteers help make those stories happen.

3.Use value statements to answer the ultimate question that donors and volunteers ask, “What’s in it for me?”

Selfless Non-Profits and Selfish Marketing

What’s In It For Me? What Motivates People to Donate Money and Volunteer Their Time?“I want to help people starving in Africa, but I can’t go overseas.”

“I want to help save children caught in human trafficking, but I don’t feel comfortable seeing the situation first-hand.”

“I want to help people know God, but I’m not into proselytizing.”

“I feel guilt about the less fortunate and need a way to calm my conscience.”

Selfless Non-Profits and Selfish Marketing

What is a Value Statement?A value statement is a sentence that describes a specific, positive outcome your organization creates for other people.

How do you improve the condition of others?

How are people better off because of your work?

How do you answer: “What’s in it for me?”

Selfless Non-Profits and Selfish Marketing

Examples of Effective Value Statements:Since 2003, Growing Leaders has helped students and teachers:

Create environments conducive to higher grades.

Raise empathy and minimize bullying.

Break out of the herd mentality to positively lead others.

Guide unprepared adolescents to productive adulthood.

Equip students to think and act like authentic leaders.

Selfless Non-Profits and Selfish Marketing

Pop Quiz: What’s the difference between the two statements below?

We’re pleased to show how your support helps fulfill our cause. You help us make a difference.

Please get more involved with our cause. We need your support in order to make a difference.

Selfless Non-Profits and Selfish Marketing

Pop Quiz: What’s the difference between the two statements below?Selfless = We’re pleased to show how your support helps fulfill our cause. You help us make a difference.Selfish = Please get more involved with our cause. We need your support in order to make a difference.

Selfless Non-Profits and Selfish Marketing

Where To Display Selfless Marketing Language?

Website (Home page, About page, Success stories, etc.)

Newsletters

Donor Letters

Personal Conversations with Donors and Volunteers

Selfless Non-Profits and Selfish Marketing

Summary - Selfless marketing should communicate the following to your donors and volunteers:

Say “Thank you”

Show positive results

Share success stories

Encourage people to participate because they will experience the power of making a difference

Remember Toby’s Rulefor Non-Profits:Don’t talk about yourselfthe whole time. Sometimes...I wanna talk about me!

Make sure your marketinglanguage acknowledges your

Donors and

Volunteers!

Marketing Expertise for Non-Profits

Rob Eagar is a marketing consultant who helps authors, business owners, and non-profit organizations spread their message like wildfire. He has consulted with numerous publishing houses, New York Times bestselling authors, and worked with many well-known non-profits. Rob is also the author of Sell Your Book Like Wildfire, which is considered the bible of book marketing.

Consulting Services for Non-profits, visit: http://www.StartaWildfire.com or call 1-800-267-2045