creative marketing on a nonprofit budget

Creative Marketing on a

Nonprofit Budget

October 20, 2014

Brian Oster Creative Director

» Name

» Organization

» Email (If you’d like a copy of the presentation)

» Marketing question you’d like answered

» An interactive presentation that challenges nonprofit leaders to think creatively when it comes to finding and spending marketing dollars.

Teach you to fish and feed you for a lifetime

» Attendees should anticipate walking away with several new and unique solutions that will fit their situation.

Give you a fish and feed you for a day

» Why Market

» Marketing Budgets

» Creative Marketing: ˃ General

˃ Logo & Tagline

˃ Website

˃ Print

˃ Video

˃ Social Media

˃ Fundraising

˃ Public Relations

˃ Everything Else

» How am I supposed to do all this?

» Increase referrals

» Increase income

» Increase donors (friend-raising)

» Fundraising

» Top of mind awareness

» It is an investment in your organization

» POLL – Your marketing budget is:

A) 0 - 2% of your operating budget

B) 2 - 5% of your operating budget

C) 5+% of your operating budget

D) I should know this …

» Your marketing budget determines:

- What you can purchase

- NOT the creativity of it

» Your marketing budget tips the scale of:

- Time & Money

» Evergreen (Timeless) Marketing

» Consistent Messaging (Branding)

» Know your Audience

» Evergreen (Timeless) Marketing

» Consistent Messaging (Branding)

» Know your Audience

» Storytelling

» Elevator Speech Explain it Like I’m 8 (ELI8) and train everyone to know it

» Timeless

» Fonts (pick one please)

» Icons ˃ Custom

˃ Stock

» Timeless

» Fonts (pick one please)

» Icons

» Taglines ˃ Not too general

˃ Not too long

˃ Not your mission statement

˃ Can vary based on your organization name

» Best contact in the header (phone or email)

» Donate online

» Assume home page is for new visitors

» Pages for each audience

» Website templates & stock photography

» Phone # in the header

» Donate online

» Assume home page is for new visitors

» Pages for each audience

» Website templates & stock photography

» Create with a purpose ˃ Audience

˃ Distribution

˃ Purpose

» Sizes and sides ˃ Think outside the trifold

˃ Two-sided business cards

˃ Brochure & mailer in one

» Testimonials

» Testimonials

» Fundraising

» Awareness

» Presentations

» Testimonials

» Fundraising

» Awareness

» Presentations

» Facebook ˃ Organization page

˃ Friends (and contests)

˃ Advertising grants

˃ Post dating

˃ Photos vs. links

˃ Similar page suggestions

˃ Post when your fans are online

» LinkedIn ˃ Organization page

˃ Listing board positions

˃ Fundraising tool

˃ Job/Intern posting

˃ Finding new board members

» Twitter & Hashtags

» Pinterest

» Blogging (content marketing)

» Others

» Matching Gifts

» Meet & Greets

» “Friends” Group

» Timing is Critical ˃ End of year

˃ Competitiveness

˃ Relevant celebrations

» Press Releases ˃ Relevant celebrations (National Dog Day)

˃ New board member joining

˃ Milestones reached

˃ New hires

˃ Letter to the editor

˃ Annual fundraisers (if public) or success from it

˃ Top 5 ways to celebrate your canine on National Dog Day

˃ Outsource the writing and/or distribution

» Have a Media Plan

» College Interns

» Open House

» After Hours

» Host Speakers

» Share Services

» Find a marketing agency to adopt you / barter

» Newsletters

» Giveaways (promotional items)

» Awards/Recognition/Hall of Fame

» Newsletters

» Giveaways (promotional items)

» Awards/Recognition/Hall of Fame

» Become a speaker ˃ Businesses

˃ Chambers

˃ Service organizations (take your video)

» Surveys

» Find a grant first

» Find a funder or interested party first (listen to your board and donors, then pitch)

» What am I supposed to do?

Prioritize

» What am I supposed to do?

Prioritize

Don’t have Needs Improvement

Okay / Not Timeless

Pretty Good Great / Don’t Touch

x

x

x

» Who is supposed to do all this? ˃ Intern

+ NIU (including NGOLD)

+ Kishwaukee College

+ High School

˃ Talents of board or their older children

˃ Part time

+ Contract

+ Payroll

˃ Marketing Committee

˃ “Friends” Group

˃ Volunteers

» With what money? ˃ Prioritize your existing marketing spend

˃ Create a marketing plan (chronological, monthly, quarterly, etc.)

˃ Board and free resources

˃ Temporary funding increase (ROI)

˃ Add 1%

˃ Pitch it and they will may come

» Why Market

» Marketing Budgets

» Creative Marketing: ˃ General

˃ Logos & Taglines

˃ Website

˃ Print

˃ Video

˃ Social Media

˃ Fundraising

˃ Public Relations

˃ Everything Else

» How am I supposed to do all this?

“Don’t be different to be different,

be different to be better.”

- Seth Godin

Brian Oster Creative Director, OC Imageworks (815) 756-8000 briano@ocimageworks.com www.ocimageworks.com