creative marketing on a nonprofit budget
TRANSCRIPT
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
˃ 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
» 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
˃ 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 [email protected] www.ocimageworks.com