Transcript Mission-Based Marketing: Positioning Your Nonprofit in an

Mission-Based Marketing:
Positioning Your Nonprofit in an
Increasingly Competitive World
Based on the book by:
Peter Brinckerhoff
26 February, 2014
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Your Speaker
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Peter Brinckerhoff
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[email protected]
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+1-217-341-3836
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www.missionbased.com
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What Works? Nonprofits that
succeed…
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A viable mission statement
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Ethical, accountable and
transparent
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A businesslike board
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Strong, well-educated staff
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Embrace technology for
mission.
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Social Entrepreneurs
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A bias for marketing
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Financially Empowered
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A Vision for where you are
going
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Tight Controls
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All of these characteristics
work together
Marketing realities
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Good marketers meet wants, not needs.
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Every one of your markets deserves to be treated like
a valued customer.
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Everything everyone in your organisation does every
day is marketing.
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It’s about wants....not only about needs.
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Marketing: The Edge – in excellence, in
mission, in competition
If you want to provide better services, be a better
steward of your resources, have more satisfied
customers of all kinds, marketing is crucial.
Good marketers meet wants, not needs.
Competitive organizations must market aggressively.
Every one of your markets deserves to be treated like
a valued customer.
Everything every one in your organization does every
day is marketing.
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The characteristics of a market-driven,
mission-based disability organisation:
1. Knows their markets
2. Treats everyone like a customer
3. Has everyone on the marketing team
4. Asks, asks, asks, and then listens
5. Innovates constantly
6. Doesn’t fear the competition
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Marketing is a always a team effort
Everyone in your organization has to participate.
Everyone has to believe that they are critical to
the marketing effort.
Train, train, train and lead your staff and board
in this crucial area.
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The results of being market-driven:
You will provide mission more effectively.
You will have happier markets.
You will have a better community image.
You will retain current markets.
You will have new sources of revenue.
You will be more financially stable.
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The Marketing Cycle of a
Disability Nonprofit
Define &
redefine your
market.
Evaluate
What does your
market want?
Promote the
product or
service.
Distribute the
product or
service.
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Shape & reshape
your product or
service.
Set a sensible
price.
Who are your markets?
Is it people with disabilities?
Is it government?
Is it families?
Is it donors?
Is it outside contractors?
Yes, yes, yes, and much more….
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Your Markets-what do they
want?
Internal
Service A
Board & Staff
Client Type One
Client Type Two
Payer
Government
Service B
Foundation
Service C
Referrers
Donors
User Fees
Contracts
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An exercise for when you get home:
How many markets do you have?
Do this with your staff as a group:
List your Payer Markets.
List your Service Markets.
By Service.
By Constituency.
Ask the staff: “What are the wants of these
markets?”
Then ask them: “How do we know?”
16 priority, your targets?
Which markets are your
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What will your organization
be?
Product-driven?
Market-driven?
Solve customers’ problems!
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Time for Tea!
❖
Please return in 15 minutes
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Market Segmenting
Each market can be broken down into smaller
groups, more focused recipients.
By segmenting, you can choose the markets
you want, the ones you can serve well, the
ones that make the most mission sense.
You want to find markets who want what you
do well: Your core competencies.
You don’t want to take money from just anyone
for just anything....
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Targeting Your Marketing
Efforts
There are more markets than you can research, focus
on and, in general serve well. You only have so much
money and so much time. So, how do you focus?
Two Tools:
80-20
Strategic Plan
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Asking Your Markets
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You can’t know (enough of) what a market wants until you
ask.
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You need to ask regularly and consistently.
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You need to develop a “culture of asking”.
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You can ask through surveys, focus groups, and informal
asking.
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Let’s look at each.
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Surveys
Surveys allow you to ask consistent questions and get
statistically defendable data.
They provide quantitative information.
They are (usually) less expensive than focus groups.
They allow for trend analysis.
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Survey Rules
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•
•
•
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Have instructions
Be Brief
Be Focused
Don’t ask too often
Ask questions in the
correct sequence and
wording
• Get help
• Limit your identifiers.
• For trend data, be
consistent.
• Include closing
instructions.
• Say thank you.
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More on surveys
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Make sure your survey medium (paper, in person, online)
is appropriate to the audience.
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Make sure you coordinate your asking throughout the
organization.
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Use SurveyMonkey or other online tools for quicker
responses and real time analysis.
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Focus groups
Focus groups allow you to get qualitative information:
emotions, reactions.
Focus groups are usually more expensive than surveys.
Focus groups allow you to be flexible in your asking and
your pursuit of answers.
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Focus Group Rules
Get a facilitator.
Have a homogenous group.
Focus your questions.
Don’t wear the group out.
Compensate the group.
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Asking mistakes
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Not expecting criticism.
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Not listening.
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Not responding.
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Close the loop.
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Other asking issues…
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Share your information.
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Collect information from informal asking.
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Review your asking program every 12 months…to avoid
pestering your valued customers!
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Tech and asking
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Email surveys only work if linked to HTML
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There are online services for this:
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http://www.surveymonkey.com
Go to www.techsoup.org and look and their ideas on using
web 2.0 to get constant user feedback through comments,
blogs and other online tools.
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Some current realities:
Customization rules
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www.kiva.org
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www.globalgiving.org
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www.donorschoose.org
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www.sparked.com
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More Reality
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To an increasing number of customers, family members,
volunteers, community members, social media is THE
way they will find you and find out about you.
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“For me (and my friends) as potential employees, if
you’re not on Facebook, you don’t exist.”
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27-year-old employee of a disability nonprofit in
Michigan
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Let’s think more about
competition
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First, you want competition. Why?
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Because if you don’t have any--your idea is probably
really bad.....
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OR, you’ll have competition in a heartbeat
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AND, competition makes us better at what we do. It’s
hard, but ultimately benefits the people we serve.
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Being better than your competition.
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Can you? Sure!
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Give your customers value-as defined by the customer. To
do that you need to ask.
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Welfare agency example.
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Learn from your competition, but don’t copy them without
thinking.
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Focus on what you do well.
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Do you have to compete head on?
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The competition…
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What services do they provide?
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What clientele (market segment) are they seeking?
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What value do they give to their customer?
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Can you find out about prices?
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Use your network: board, staff, volunteers, funders, and
vendors.
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Focus on your core
competencies
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Review the markets and their wants.
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Evaluate the competition’s ability to meet those wants.
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Look at your core competencies, and match with the
markets’ wants.
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Move toward those competencies.
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Remember...
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Marketing is your competitive edge.
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Everyone needs to be on your team.
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It’s all about wants, not about needs.
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Final check: What’s your big
takeaway?
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Let’s make one last list......
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Books
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Mission-Based Marketing, 3rd
Edition, by Peter C. Brinckerhoff
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101 Social Media Tactics for
Nonprofits, by Melanie Mathos
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Guerrilla Marketing For Nonprofits,
by Jay Levinson
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