Marketing and Fund Development Strategies

PIRE, March 17, 2010

What did you recent data analysis tell you?

Organization AssessmentSubstance Use Trends and Risk Factors

Which outcomes will be sustained?

InfrastructureProgram, Policy, Practices outcomes

Build a rationale for what is to be sustained

Why is it needed?BenefitsSuccessesHarm if lostIssues in community

Identify required resources

Identify your objective◦e.g.: sustain a social norms campaign

Identify your target audience

Know who/what are you competing with (other non-profit organizations/programs)

What resources are you seeking

What does the Coalition do

What does it offer to the community

What has it been successful at

How is it different from other organizations

Why should funders and donors support it

Advertising Brochures Newsletters Websites (your Coalition should have

one!) Email Telemarketing and direct mail Invitations to events to show how

funds are used

Begin with a “hook” to gain attention.

“I’m Jim Sokolove. I fix problems.” It’s cheesy but you remember it!

“I’m Jane Doe from Mercy Medical Center.

Our mission is to heal. Our passion is to care.”

In 10 seconds or less articulate:

◦What you do

◦Whom you do it for

◦Benefits your Coalition provides

◦What you want from the listener

Hi I am Brenda and I save young lives. I am a member of a Prevention Coalition that conducts Social Norms Campaigns in the Middle School . Your donation of printing posters will allow us to correct the misperception youth have that everyone uses alcohol and drugs and remove the pressure for them to begin using.

Hi I am Brenda and I keep youth safe.

I Coordinate a Prevention Coalition that runs a campaign to raise awareness among parents about teens’ prescription drug use. Your participation on our Media Committee will help us to create effective ads that teach parents how to keep prescription drugs out of the hands of youth.

Identify target audiences

Tailor speeches for different audiences

Have a timeline for communication strategies

Create a logo, brand a brief, simple, memorable slogan or message

Use repetition and stick with a message

Use the media venue best suited to reach your target audience

Build relationships by writing notes and sending invitations to events

Show donors what their funds will accomplish

Use free media: newspaper articles, press releases

Use quotes of testimonials from those you serve in your marketing pieces

Understand your funding needs for sustaining specific SPF strategies

Set funding goals short-term and long-term

Identify appropriate sources of funding (see Toolkit Book 5 page 4)

Diversify, diversify, diversify

Develop a plan and outline action steps (Template in blue folder)

Establish a fund development committee to implement plan

Write a new strategic plan for the Coalition to cover a 3-5 year period

Part of the strategic plan should include fund development planning

Consider where in the community SPF outcomes and strategies be institutionalized

Identify what must be sustained Identify what resources are required Know where /how to acquire those

resources Develop elevator speeches and marketing

plans Identify funding strategies Have an overall strategic plan that

includes long-term fund development plans

Monitor your progress and benchmarks