marketing social innovation
DESCRIPTION
Presentation at the University of Chicago's Social Service Administration (SSA) on Marketing Social Innovation.TRANSCRIPT
Marketing Social Impact
University of Chicago
February 14, 2012
Today, you will learn…
1. The importance of ‘why, what, who, how’
2. How to create a Marketing Action Plan (MAP)
3. What makes some messaging fly and some flop
4. Which trends to watch
Landscape
• ~1.6 M charitable organizations in the U.S.
• ~68,000 charitable organizations in Illinois
• Number of is increasing by ~4.5% per year
• Charitable giving per year: ~$300B
MARKETING IS A MEANS TO AN END
Definition: Communications
The art and technique of using words effectively to impart information and ideas.
Definition: Marketing
The words and ways you use to inspire people to action and engagement.
WHY WHAT WHO HOW
VISION
MISSION
VISIONARY
MISSIONARY
Belief Proposition
• Why do you exist?
• What would be different if you didn’t exist?
Belief Proposition
We believe…
Technology can play a pivotal role in creating the greater good.
Every child deserves to be a great reader.
Hunger is unacceptable.
Belief Proposition
Benevolent believes…
Definition: Brand
Compelling alignment of the visual, narrative and experiential aspects of what you do and why you do it.
The Team Read Brand
We believe all kids deserve to be great readers.
Approachable, dependable, outspoken.
Case Study: Komen/Planned Parenthood
Komen Planned Parenthood
Announcement: No more funding for PP
Silence Media interviews
Feb 1: SM frenzy begins
Silence MediaInterviews/Active on FB & Twitter
Feb 2: Frenzy continues
Scripted Video Media Interviews/SM/Grassrootsenergized
Feb 4: Reversal of decision
Formalstatement
Formalstatement + SM
WHY WHAT WHO HOW
1, 2, 3 Marketing Tree
1. WHAT does marketing success look like?
2. WHO do you need to reach for your marketing to be successful?
3. HOW can you most effectively reach your ideal supporters?
WHY WHAT WHO HOW
WHAT does marketing success look like?
WHAT
• Resist temptation to skip the WHAT
• Crystalize essence
WHAT: Goal Buckets
• Advocacy
• Volunteers
• Program
• FundraisingAw
are
ness
WHAT
• Resist temptation to skip the WHAT
• Crystalize essence
• Focus on Benefits not Features
WHAT
• Resist temptation to skip the WHAT
• Crystalize essence
• Focus on Benefits not Features
• Less & better > more & poorly
”Perfection is reached not when there
is nothing left to add, but when there
is nothing left to take away.”
Antoine de Saint-Exupery
WHY WHAT WHO HOW
WHO do you need to reach to be successful?
WHO
• “General public” is not a target audience
• More specific = Better
• Create profiles for most important ideal supporter
WHO ARE BENEVOLENT’SIDEAL SUPPORTERS
BREAK
HOW: The 3 M’s
• Message (What’s your message?)
• Mechanism (How can you most effectively deliver it to your target audience?)
• Measurement (How will you know if your message and mechanisms are working?)
WHY WHAT WHO HOW
HOW can you most effectively reach your ideal supporters?
Messaging
Taglines & Elevator Pitches
Tagline is read.Elevator pitch is said.
American Cancer Society.
The Official Sponsor of Birthdays.
Lean in Line (aka Elevator Pitch)
• Door opener, not deal closer
• Generic + target audience = tailored
• Got to be able to say it with conviction over and over again.
Benevolent: Messaging
“Benevolent fosters individual giving to meet individual needs - connecting people who face hurdles along their paths to stability and success with people who want to help.”
Benevolent: Messaging
Tagline: Where giving fosters success.
Written: We connect people who face hurdles with people who want to help.
Spoken: We run a website that connects people who face hurdles with people who want to help.
Top 5 Words to Avoid
1. Provide
2. Just
3. Trying
4. Self-sufficiency
5. Thriving communities
Mechanisms
Definition: Social Media
Group of Internet-based applications that allow the creation and exchange of user-generated content.
Definition: Public Relations
The methods and activities employed to establish and promote a favorable relationship with the public.
Definition: Advertising
Bringing a product or service to the attention of potential and current customers.
Modern Marketing Mix
Newsletter
Annual Report
WebsiteLinkedIn
Postcard
Modern Marketing Mix: Take 2
Press Release
Newsletter
WebsiteAnnual Appeal
Flickr
Social Media Progression
Listen Share Contribute Create
Top 4 Social Media Mechanismsfor Nonprofits
Blog
Top 3 Trends to Watch
1. Mobile2. Pinterest3. Video
Measurement
Measuring Success
– 3E: Outcomes: the change you want to see
• Paint a picture of the change you want to see and make it SMART
– 1E: Outputs: emails sent, blogs posted, articles published, etc. – things you control
• Measure early and often
Benevolent
Create a Marketing Action Plan
Final Thoughts
• Why, What, Who, How
• Less=more
• Think beyond borders
