Transcript Marketing to Non-Profits: Making Lasting Impressions

Marketing to Non-Profits
Making Lasting Impressions
Brought to you by The Shawn M. Donnelley
Center for Non-Profit Communications
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Who We Are
At the Donnelley Center we help nonprofits achieve success
through communication.
The Shawn M. Donnelley Center for Nonprofit
Communications is a student-run agency, that gives mass
communication students real world experience in public
relations, design, advertising, event and strategic planning by
work with nonprofit to create communication solutions.
Getting the most out
of your marketing
How to develop your market strategy
Branding, Message, and Impact
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Branding
The Who And Why Of What You Do
Who are you?
Why does your organization exist?
Are you fulfilling your purpose as an organization?
Message
Focus on developing solid content with a powerful message
then ask:
What are your distinct audience needs?
How does your audience/community perceive your
message?
Consider the location of your advertising and create a simple
checklist for all your materials to ensure that your branding is
consistent
Impact
Simplicity hits home
Investigate strategies which most efficiently convey your
message
Seek feedback
Reaching Your Target
Audience
The unique position of the legal community
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The Legal Advertising Market
Brand
Tarnishing
VS
The race to the bottom in legal
advertising
Adding Value
Bragging about good works
Lawyers as community leaders
Ambulance chasing and mass tort
ads
Community loss of trust
Putting the spotlight on long term
projects and historic victories
Promoting Essentials
 Purpose- the “why” of your event
 People- who do you invite, what are your expectations for
them? What do you expect them to do or achieve?
 Post-mortum- the honest evaluation of your event
Community Partners
Understanding The Role of Bar Associations
(from a marketing perspective)
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Involving
your members
Pro- Bono projects
• Pre-law
school
• Law School
• “new”
lawyers
• Members of
the Legal
Community
Training
Attorney education
Community Tactics
 Stretching your budget
 Collaboration
 “Free” advertising
Measuring Results
 Tracking your ‘brand’
 Community awareness
 Digital feedback
 Reputation: more than just numbers
Questions?
We are available to answer more detailed questions via
Facebook @DonnelleyComm or on our Twitter feed
@DonnallyCenter