leatherstocking aea: marketing focus from fund development and marketing partnership
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Leatherstocking AEA program presentation by Tara Collins, Communications Director, Watershed Agricultural Council, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.TRANSCRIPT
New York Council of Nonprofits Fund Development and Marketing Partnership: Increasing Your Nonprofit's SuccessApril 20, 2011Oneonta, NYTara Collins, Communications Director Watershed Agricultural Council
Looking south from Route 10, Stamford, Delaware County
Who is the Watershed Agricultural Council?
• Incorporated in 1993 following the success of a 10-pilot farm initiative in 1991
• 2010 Annual Budget ~ $18M• Often called “WAC” or “The Council”• Concerned with – farmland protection through land conservation best
practices, – improving economic viability of watershed farm and
forest industries, and – water quality protection
• Protect water quality for nine million New Yorkers
• PES: Payment for EcoServices model recognized worldwide
• Collaboration with agency and third-party business contractors that comprise a watershed management industry
• 3 offices: Hamden, Walton, Yorktown Heights
• Staff of 50
Neversink Reservoir @JoshDickPhoto.com
Council’s 7 Core Programs• Agriculture• Forestry• Conservation
Easements• East of Hudson • Farm to Market• Farmer Education• Outreach
Neversink Reservoir , Sullivan County
along with other federal, foundation and private sources. The WAC is an equal opportunity employer and provider.
The Watershed Agricultural Council is funded in part by:
• 100% voluntary participation• Locally controlled• Fully funded by the City of New York
Mission: Support the economic viability of agriculture and forestry through protection of water quality and promotion of land conservation in the New York City Watershed region.
Nutshell: We’re all about farmland protection through land conservation practices; we look to protect farms, forests and their natural resources by keeping them in a working landscape: Watershed, Viewshed, Foodshed.
Keys to Our Program Success
Pepacton Reservoir, Delaware County
NYCON’s theme for the year: Entrepreneurial Strategies for Running a Nonprofit
Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success – Define the role of marketing and fund development– Discuss what defines success in these areas– Discuss how these two are connected/work together– Discuss overlap/partnership between the two areas.– Share tips, experience, and resources
The Face of the Organization Public relations professional
Communications specialist Outreach personnel
Executive DirectorSpokesperson
FundraiserEducator
…any Marketers?
How many of you consider yourself…?
You’re ALL Marketers!
You’re “selling” your organization’s experience, benefits and investment to volunteers, participants and donors.
What’s this thing we call Marketing & Communications?
Sharing your organization’s message
through a variety of mediums, media and messengers
in order to meet your organization’s goals
and deliver a benefit to an audience.
Moving marketing from support function to
Board of DirectorGovernance Mission
statementOrganization & Staff Buy-in
A strategic planning tool
Strategic Plan
Executive Director Budget Negotiations
Identifies Unfunded Liability: Easement
Stewardship Endowment Fund
Inevitable Fundraising & Donor
Relationships
Our Marketing Strategy Dictates How, Why and Why How Much
Justified Web Designer Expense
Supporting Document for
Marketing Choices Going Forward
Work Plan Guided by a Marketing Strategy in
Organization’s Best Interest
What Makes Good Marketing/Communications?• Sharing your successes through personal stories• Building relationships• Helping people WANT to support your cause– Because they know you– Because they believe you’re delivering good results
• Creating a high-value investment scenario• Offering a giving experience that’s easy to
engage• Asking in a variety of ways that allow people to
GIVE in a variety of ways (doesn’t this sound like Fund Development???)
Traditional: Press releases CalendarsInterviewsPitchesMedia kit HARO.com NewsBasisFlyers
Internal: Email signaturePayCheck NewsPublic speaking ConferencesLinkedIn
Multi-pronged Approach
How many of you…?• Have a written marketing strategy• Have one in your head• Are you kidding? time? strategy? sit down?
A marketing strategy helps you• Reach audiences more effectively• Spend your time more efficiently• Save money in the long run
Organizational Goals
Marketing Goals Target Audience
Segment 1
Call to Action #1
C2A #2 Strategy
Tactic 1
T2
T3C2A #3
Segment 2
C2A #1 Strategy
Tactic 1
T2
T3C2A #2
C2A #3
Segment 3
C2A #1
C2A #2
C2A #3 Strategy
Tactic 1
T2
T3Sample Marketing Strategy 10/19/10
Total Focus Marketing Workshop http://nancyandkivi.com/
• Evaluate your current marketing strategy– Who’s your audience?– What do you want them to know?– How are you going to reach them?– What action do you want them to take?– Who’s going to do it? How much will it cost (staff
time & hard dollars)?• Don’t confuse a marketing strategy for a list of
tactics/outreach tools
WAC Organizational GoalsDraft 10/19/10
WAC Organizational
Goals
Farmland Protection through Land Conservation
Clean Drinking Water for 9-million
NY Residents
Regional Economic Development
Regional Agricultural
Industry
Regional Forestry Industry
Organizational Goals
Marketing Goals Target Audience
Segment 1
Call to Action #1
C2A #2 Strategy
Tactic 1
T2
T3C2A #3
Segment 2
C2A #1 Strategy
Tactic 1
T2
T3C2A #2
C2A #3
Segment 3
C2A #1
C2A #2
C2A #3 Strategy
Tactic 1
T2
T3Sample Marketing Strategy 10/19/10
Total Focus Marketing Workshop http://nancyandkivi.com/
WAC Marketing GoalsDraft 10/19/10
WAC’s Marketing Goals Based on Organizational
Goals
Serve as a convener of
collaborators
Improve Agriculture
industries within watershed region
Improve Forestry industries within watershed region
Be recognized as THE EXPERT in
watershed management
Total Focus Marketing Workshop http://nancyandkivi.com/
Gather up your marketing materials
• Conduct a communications audit• What works? • What doesn’t? • If not, why not? • If not, test another approach? • If not, get rid of it.
• Primary Audience: Who are we hoping to reach through this channel?• Primary Uses: For what purpose are we communicating through this channel?• Frequency: How often are we communicating through this channel?• Content Mix: How do we vary the content? Is it user-focused? What are our
primary messages in this channel? What are our calls to action?• Writing Style and Tone: What voice do we use in this channel? What's our
personality? What's the overall tone and approach to the communications?• Writing Mechanics: Are we using good grammar and is the content free of typos?
Is the length of the content appropriate for the channel?• Micro-content: Do we make our content skimmable with strong headlines and
subheads, email subject lines, linked text, etc.?• Design: Is layout simple and clean? Do we use consistent colors and typography?• Visuals: Do we use photos, info, graphics and/or video effectively?• Branding: Is this channel aligned with our overall brand?• Integration: Is this channel connected to other channels? is the messaging in this
channel integrated across other channels?
Download Communications Audit Template from nonprofitmarketingguide.com/resources/strategy/do-it-yourself-communications-audit-for-your-nonprofit/
Communications Audit
Look at your communications pile, Kivi says answer these questions:
• Do our communications present a unified brand to our supporters across channels?
• Do our communications present consistent messages and calls to action to our supporters across channels?
• What needs to change – in the short-term (next three months) – in the long-term (within a year)?
Ashokan Reservoir, Ulster CountyIn service since 1915 122.9 billion gallon capacity @JoshDickPhoto.com
What We Found
Council web visitors wanted• Program information• Educational information• Resources, data, grants, assistance
Branding/identity issues to solve
Materials to look more like one organization
Website = primary marketing tool
Drive traffic to the website for information
Cross-platform Branding
•Duplicate look & feel of website•eNews sends readers back to website for more information•Show, Tell, Like, & Share!•Branding in print & online
How many of you have…?
• A dedicated paid staffer for fund development, fundraising
• A dedicated staffer for communications, public relations, outreach, marketing
• A staffer without the title but does all this and more
• Who’s doing it all by themselves?• Who isn’t doing it at all?
“A goal without a plan is just a wish.”
• Make time to plan• Create a Marketing Strategy• Write it down• Review it quarterly • Remember that it is a “Work in Progress”• Plan Is fluid: make changes, corrections,
additions, deletions as needed
Organizational Message = MarketingMessengersStaffBoardVolunteersParticipantsDonorsVendorsContractorsPartnersCollaboratorsReporters
Mediums/MediaIn person:
public speakingworkshops & conferencespresentations & interviews
Electronic:audio/videowebsite & eNewssocial media/Facebook/LinkedIn
Print:annual reportnewsletters
press releases3rd party coverage
Pepacton Reservoir, Delaware CountyIn service since 1955
140.2 billion gallon capacity @JoshDickPhoto.com
You Don’t Have to Go It Alone
• Find support in unlikely places• Use Your Board as ambassadors for your
cause/organization • Provide them with guidelines, training and
tools so they can represent you correctly– Wallet card with key talking points– Elevator pitch– Letter to Editor guidelines– List of ways they can help (see handout)
Staff = Ambassadors, TooProvide staff with tools so they can CONFIDENTLY
represent your organization– Wallet card with key talking points (see handout)– Elevator pitch (organization & their program area)– Training • public speaking• social media use/help set up profiles
– Ask for a favor; empower staff to contribute content, photos, stories & video for the eNews, blog, website & newsletters
Schoharie Creek, Greene County @JoshDickPhoto.com
More ToolsPolicies, Guidelines and SOPs (aka the Marketing Bank)• Social Media Policy• Letter to Editor guidelines• SOPs: email signatures• PowerPoint Templates• Style Guide (editorial, logo usage & graphic design)• Position statements
Calendars• Editorial• Event
Story & Messaging Tips• Clear• Concise• Compelling• Lose the jargon• Tell the story about someone;
Remember: it’s all about THEM• Use photos, videos• Go to where your audience is.
“Buy land, they're not making it anymore.” Mark Twain
Water & Land: Finite Natural Resources
Rondout Reservoir, Sullivan County @JoshDickPhoto.com
I prefer: “Save land, they're not making it anymore.”
How many of you…?• Have a Facebook Profile?
• Have a LinkedIn profile?
• Post to a blog?
• Started a Facebook Fan Page?
Things You Should Be Doing NOW• Collecting emails• Collecting mobile phone
numbers• Asking your supporters how THEY
WANT you to communicate with them
• Applying for Google Nonprofits google.com/nonprofits and Google Grants www.google.com/grants/
Be Adventurous
• Start small• Measure• Experiment• Think long-term• Be aware of time• Improve your skills
& confidence• Don’t freak out
Be Zen at Work
• Start your day with a project
• 20-20-20• Get away from
your desk• Eat lunch• Identify 3 End-of-
day items for tomorrow’s To Do List
Discounted software: TechSoup, Google, Idealware
Workshop: Total Focus Marketing Workshop, 10/12/2011www.nancyandkivi.com $697 For Impact www.forimpact.org
Webinars: www.nonprofitmarketingguide.com www.CharityHowTo.com June 23, 2-3p Chronicle of Philanthropy hosts “The Art & Science of Marketing: How to Make a Big Impact on a Small Budget” I’ll be sharing the Watershed Agricultural Council as case study with Nancy Schwartz the marketing guru.http://philanthropy.com/page/Webinar-Listing/333/
Teleconferences: Network For Good www.fundraising123.com
Books: Nonprofit Marketing Guide by Kivi Leroux MillerNondesigner’s Design Handbook by Robin WilliamsBrandraising by Sarah DurhamLet’s Have Lunch Together by Marshall Howard
ORGANIZATIONS: NTEN www.nten.org
FREE STUFFGood360 http://good360.org/Default.aspx opportunity to purchase close-out items at discount prices; items can be used for fundraisers, program needs and organization bottom line; free to sign up, fee for truckload deliveries
FREE COVERAGENewsBasis http://newsbasis.com/HARO www.helpareporter.com/Great Nonprofits (free directory listing supported by GuideStar info) http://greatnonprofits.org/GuideStar http://www2.guidestar.org/
BLOG: Getting Attention, Duck Call
VOCUS LIST: www.GreenMediaToolshed.org
VIDEOMovie Mondays www.501videos.com weekly fundraising video in 6 minutes or less; stay connected with fund development passion and board governance by hearing from peers and industry professionals. Free to sign up; free to view
ENEWSLETTERS -FREEPhilanthropy Journal http://www.philanthropyjournal.org/resources/marketingcommunications/nonsense-sensible-messaging
Fundraising Success http://www.fundraisingsuccessmag.comChronicle of Philanthropy http://philanthropy.com/section/Home/172/
For more information:Tara CollinsCommunications Director(607) 865-7090, ext. [email protected]
Or visit us online:Website: www.nycwatershed.orgSubscribe to our Blog: www.nycwatershed.blogspot.comwww.pure-catskills.blogspot.comBecome a “Fan” on FaceBook:Twitter: @WaterFarmForest@TaraCollinsNYAdditional websites:www.BuyPureCatskills.comwww.CatskillWoodNet.orgwww.YouandYourWatershed.org
Traditional: Press releases CalendarsInterviewsPitchesMedia kit HARO.com NewsBasisFlyers
Internal: Email signaturePayCheck NewsPublic speaking ConferencesLinkedIn
Multi-pronged Approach
• Marketing, along with Fund Development, must be part of a strategic planning process.
• Marketing is integral in the collection of your participant/donor data, demographics, addresses, emails.
• Marketing is in charge of your messaging.• Marketing is the face of your organization.
Take a seat at the Board Table…Why?
Ashokan Reservoir In service since 1915
122.9 billion gallon capacityJoshDickPhoto.com
Watershed, Foodshed,Viewshed
f2TUu7u6Saving Farms and Forest Lands That Protect Water Quality
Next Steps for The Council
• Complete the 2011 Strategic Plan• Continue supporting participants across all programs• Diversify our funding stream• Resolve our unfunded liability regarding conservation
easement stewardship• Intensify focus on economic development of
agricultural and forestry industries
Watershed Hayfields, Delaware County @JoshDickPhoto.com
To date, DEP has spent $1.5 Billion on watershed management programs, best management practices and landowner incentives.
The Watershed Agricultural Council has spent ~$130 Million since 1991.
To build a filtration plant today would cost ~$10 Billion to construct and ~$1 Million per day to run.
We can pay for it at the end, or we can up front…