Marketing & CommunicationsSupport Charitable Organizations

John Dawe, CFREPresident

Dawe Consulting Groupwww.DaweConsulting.com

So, What areCharitable

Organizations?

So, What are Charitable Organizations?The “Technical” Answer

Charitable organizations are a subset of “Nonprofit Organizations” (501(c)3) who have:

• A defined mission to serve a philanthropic purpose• A governing board of trustees or directors, held accountable the organization to

ensure “public trust” is maintained• Corporations with bylaws and policy ensuring ethics and insulating against self-

interest or conflict of interest of anyone involved with the organization• Subject to corporate law AND additional charitable regulations

So, What are Charitable Organizations?The “Non-Technical” Answer

Charitable organizations are corporations that enjoyspecial benefits from the government so they can engage in

philanthropic (Latin: “love of humankind”) activities through the Exchange Principle.

Note: Membership organizations are nonprofits but are not considered charitable. Sorry, PRSSA! To perform charitable work like educational programming membership organizations like Kiwanis or PRSA form “Foundations” – a separate corporation to carry out the charitable work.

The Exchange Principle

People pay organizations to do the work that theycannot do by themselves.

The Exchange PrincipleTerms

Donor – someone who gives something to an organization for no tangible benefits to them

Sponsor – someone who gives something to an organization for tangible benefits, such as recognition, naming rights, etc.

MarketingCreating, Enhancing, Nurturing Relationships

• Know your audience• Bring about a transaction• Keep the audience focus in mind• Do a limited number of things well• Use the “Rule of Three”• Refine your activities and marketing focus as needed• Concentrate your efforts

MarketingCreating, Enhancing, Nurturing Relationships

• Know your audience• Program types• Constituents served• Donors

MarketingCreating, Enhancing, Nurturing Relationships

• Bring about a transaction• A goal of effective marketing is to bring about a

transaction that is mutually beneficial to all sides…

MarketingCreating, Enhancing, Nurturing Relationships

• Do a limited number of things well…• It is better to be some things to a few

people than all things to all people.• Focus on the quality of activities, not the

quantity.• Stakeholders want to know they are

supporting an organization that knows what it’s doing and does it well.

MarketingCreating, Enhancing, Nurturing Relationships

• Rule of 3• Spend 1/3 of time marketing your agency.• Spend 1/3 of time administering your agency.• Spend 1/3 of time performing services.

When you run out of time to do all three of those well, it’s time to evaluate options. Either cutting a program or hiring help.

The total time is equal to the total amount of hours ALL involved in the organization are giving.

MarketingCreating, Enhancing, Nurturing Relationships

• Refine your activities and marketing focus as needed.• No marketing plan is set in stone.• It requires constant monitoring and adjusting as

situations and conditions change.

MarketingCreating, Enhancing, Nurturing Relationships

• Concentrate your efforts• Target audiences must make sense• Oprah is probably not an option!• Neither is Bill Gates.

CommunicationsA Subset of Marketing

COMMUNICATIONA two-way transmission of information, thought, or feeling so it is satisfactorily received and understood.

CommunicationsA Subset of Marketing

Hierarchy of Effective Communication

PRINT & BROADCAST

CONFERENCES & EVENTS

TELEPHONE/E-MAIL/CHAT

ONE-ON-ONE MEETING/VISIT

The Pyramid of Giving

Fundraising Odds

50% INCIDENTAL GIFTS / $

30% HABIT GIFTS / $$

15% “THOUGHTFUL” GIFTS / $$$

5% MAJOR GIFTS / $$$$

It’s Time ToSolve the Problems

of the World!

Tips for New Professionals

John Dawe, CFREPresident

Dawe Consulting Groupwww.DaweConsulting.com

Connect with Friends & Contacts on a Regular Basis

•Reach out to other people. • When do you need money? • When will banks loan you money?• When do you need a friend?• When don’t you need a friend?

Ping others, Connect Others

• Reach out, send a text, post a facebook “Hi”, Pick up the phone!• Don’t be afraid to share your network. The favor will be returned.• Be humble and gracious.

Give More than You Expect to Receive

• Give more than you expect to get.• Don’t keep score.• Cultivate relationships.

Make a Difference.

• Make sure you are adding value.• Think about the audience before

adding a comment• Share your networks, add value to

projects. Become the “go to”

Know your Style• Know your learning style and communication style.• Know how to pick up on other people’s style.• Know how to adjust your style to ensure good communication.

Be Interesting by Being Interested

•When meeting someone new, be prepared to have something to say. Keep up on current events, cultivate niche interest. A single narrow specialty (cooking, golf, computers) will have expansive powers.• Do not monopolize the conversation or go into long-winded stories. Share your passion but don’t preach.

Watch your Body Language!

• When you spend time in a busy room, watch eye darting!• Know the body language of others.• Smile, it says, “I’m approachable”• Nod your head and lean in.• Elbow tap!

Find a Mentor. Be a Mentor.

• You’ll never know everything.• You’ll usually know more than someone else about something.• Beware “Expert”, Embrace “Pro”

Ping Me.

John Dawe, CFREPresidentDawe Consulting GroupWeb: www.DaweConsulting.comEmail: john@daweconsulting.comPhone: 570-763-9876Linked In/Facebook/Twitter User: johndawe