Tuesday, May 5, 2009, at 12 noon, U.S. Eastern time
For most nonprofit groups, marketing takes a back seat to delivering services and raising money. As a result, organizations often fall short in their efforts to spread the word about what they do.
But by taking the right approach and asking the right questions, nonprofit leaders can significantly improve the visibility of their groups.
This discussion is designed to help newly hired marketing experts move quickly to elevate the public profile of their organizations. It will also help other nonprofit leaders learn how to make smart decisions that will help win attention.
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The Guests
Kivi Leroux Miller is president of EcoScribe Communications and Nonprofit Marketing Guide.com, on which she teaches a weekly Webinar series and writes a blog on nonprofit communications. She is the author of The First 100 Days in Your New Nonprofit Marketing Job, and she teaches workshops on nonprofit marketing in Duke University's certificate program in nonprofit management.
Sandra Bate has served as executive director of marketing for the Indiana University Foundation, where she has developed a comprehensive corporate marketing plan for donor awareness, donor appeals, and donor stewardship. Ms. Bate is a speaker for the Council for the Advancement and Support of Educations workshops and conferences. Previously she served as director of communications and marketing for the Indiana Universitys School of Public and Environmental Affairs.
A transcript of the chat follows.
Maria Di Mento (Moderator):
Welcome to today's live discussion. Today's chat is aimed at helping newly hired nonprofit marketing experts find effective ways to increase the visibility of their organization, and to help other nonprofit managers learn how to make good marketing decisions. Our discussion will focus on some of the best methods nonprofit marketing managers can use to spread the word about their group.
Maria Di Mento (Moderator):
Our experts this week are Kivi Leroux Miller, author of The First 100 Days in Your New Nonprofit Marketing Job, and Sandra Bate, executive director of marketing for the Indiana University Foundation. They will be available for the next hour to take your questions.
Maria Di Mento (Moderator):
Before we get started, I wanted to issue a couple of quick reminders. First, you are invited at any time during the discussion to ask questions or post comments on what you are reading. To do that, simply click on the "ask a question" link on this page and type in your question or comment. Second, we will be offering a full transcript of this event after it is complete at http://philanthropy.com/live. You are welcome to refer to the transcript in the future -- and to pass it along to others who might find it interesting.
Maria Di Mento (Moderator):
Without further ado, let's get started.
Kivi Leroux Miller:
Thank you for joining us today.
You can download a free copy of "The First 100 Days of Your New Nonprofit Marketing Job" at http://www.nonprofitmarketingguide.com/first100days
I look forward to your questions and will type as fast as I can -- apologies now for any typos!
Kivi Leroux Miller, President Nonprofit Marketing Guide.com
Question from Patricia Schwarber, The Tregoe Education Forum:
As a nonprofit focused on providing critical thinking skills to middle and high schools, what is the best way to get our message out that we can conduct leadership sessions for educators and we have an exciting web tool for collaboration of students in the classroom?
Sandra Bate:
This is a classic marketing challenge: define the market, research awareness about your group within that market segment, craft your message, and consistently deliver it through media that you know will reach the market. To bring the work full-circle, go back and re-test after your messaging campaign to see if you have increased awareness. Note that in the research phase, you not only measure awareness and perception, but also evaluate which media to use. Currently, for example, we are doing an extensive survey of opinion leaders in our state to measure which media are most trusted and how those leaders view print and web-based media. The research will drive our next advertising campaign addressed to major donors.
Question from Robin, CA nonprofit:
I'm a little past my first 100 days in my new development director position at a 30-year-old nonprofit association. I'm the only development/marketing/communications/online/media relations etc. person on a 30 person staff. We have a functional but not fabulous Web site. We have almost no individual donors, but do have member agency dues and stable foundation and government contract support. We need to reach new supporters for our advocacy and fund raising work. I am not a marketing or communications expert. Where do I start?
Kivi Leroux Miller:
Hi Robin,
My first question would be why you have no individual supporters now -- because this is more of an agency-to-agency group and it's hard for individuals to see the relevance to themselves, or simply because no one has bothered to ask for support before?
Either way, you'll need to come up with a compelling case for support. You've obviously done that with institutional funders and you have to do the same thing with individuals. Why should Jane or Joe give out of their own pockets? What are the "buying" and what does that do for them as individuals, how does it make them feel, why should they care? What can you accomplish as an organization with their individual support? I think you'll need to be quite specific, and you'll need to differentiate that from what they are used to getting through their agency's support of your group.
Question from Alison, non-profit:
My job is to get recognition for sponsors who raise money for us. Most media outlets don't want to include the sponsor in the stories. So how do I get the word out and add value for them?
Sandra Bate:
Of course, at all the sponsored events and on all your communications, you'll carry the sponsor's name and logo, but that is likely not a wide-enough reach. I have found only one way that always works: buy advertising space and thank the sponsors. You cannot depend on news media to carry your message of gratitude and appreciation. After you run the ad, frame it and give it to the sponsor for permanent display. We've found this particularly effective for corporate sponsorships, as many have "walls of honor" in their corporate suites. But even with a family donation, we ran an ad, reduced the ad to an 8 1/2 x 11 print, and matted and framed it. It was good recognition and stewardship and hangs in the family's den. So my best counsel is to buy the ad and say thank you in a large way.
Question from Braed Lovegrove, Pioneer Clubhouse, Sydney, Australia:
Pioneer Clubhouse, Sydney, Australia provides a community for and helps mentally ill people re-participate in society, and is employment focused. www.pioneerclubhouse.org.au What are the low resource/cost options for discovering what is ‘Gripping' or engaging to our market and potential financial backers to invest in us? What need are we fulfilling for them? What will get their attention to stand up and take notice of us? Thank you, Braed Lovegrove. Raeluv@gmail.com
Kivi Leroux Miller:
Hello Braed,
Stories are free, and they work. My friend and fund raising expert Gail Perry advises nonprofits to take their boards and donors on site tours and to introduce them to the people you serve (and in your case their family and friends too) and then ask "What are your impressions?" This is a great way to get your existing supporters to open up about why they care so much, and to make "your" story into "their" story. You can then use these stories in all of your outreach materials to bring new people in -- when they hear these amazing, touching stories, they too will want to be a part of it. And these same supporters will now have a story about the own experiences to share with others -- it's an easy to way to create great ambassadors for your cause.
Question from Jo Mora:
How do you pull the heart strings of prospective donors when your "good cause" is education versus humanitarian aid, animal rights or even art? What is a history museum to do?
Kivi Leroux Miller:
Hi Jo, "History Museum" conjures up images of dusty piles of junk, right? Not compelling. You have to find a way to make those stories of the past relevant to what's happening today. Think about what you see in the headlines -- how does it relate back to what you have on display now? It's hard to say without knowing what kind of history museum you are, but let's look at the swine flu, since that's a huge news topic right now. Look how fast it has spread because of modern air travel. Can you relate that back in some way to what would have happened back in the day? How would have people reacted differently? I know it takes forever to update exhibits, but it wouldn't take you long to come up with a one pager that related what you have on display now to what's current in the news today. Even if you came up with a new angle once every few months, it could help freshen up the "dusty junk" image. Also be sure to use lots of people pictures in your marketing. Museums focus too much on the stuff and not enough on people today learning about the stuff. Let me know what you come up with -- this would be a great blog post! :)
Question from Laura, a Florida public school foundation:
We're looking for budget-friendly tips for reaching seniors and retirees with our stories as our local papers need to cut back in size and staff.
Sandra Bate:
I think it would be helpful to begin with a survey of the seniors to see how many use e-mail on a regular basis. Sometimes we assume that because someone is older, she is not online. In our research, we're finding that our older donors and friends are, sometimes, online more often because they want to stay in touch with family--especially grandkids. If you find your audience is online, use e-mail. It's about as budget-friendly as it gets and it can be tracked so effectively now. Think about developing what I call "keepers"--greeting cards they can forward to their friends or a screen saver with a beautiful Florida sunset. You might also need to consider some mass advertising in your mix. Within the confines of a certain geographic area, for example, outdoor or transpo advertising can be effective in building audiences for events.
Question from A. Danielski:
How do you launch an effective campaign to restore the reputation of an educational nonprofit, and build confidence for potential donors and partners to rally support for the organization in a very tight time line?
Kivi Leroux Miller:
"Restore the reputation" -- sounds like something bad happened? The first step is to be completely honest about whatever that was, to be very clear about how it has been fixed, and what you are doing now to prevent that bad thing from happening again. You have to be ultra-transparent. At the same time, it's critical to put forth an energetic, exciting new vision for where you are headed. You don't want to seem like you are consumed by the past. The fastest way to get back on track is for some well-known and well-respected people in the community to vouch for you, with their own testimonials about why they support you today. If your agency has a credibility problem, then you can't be an effective spokesperson in the short-term. You have to get others to do that job for awhile.
Question from Heather Joslyn, The Chronicle of Philanthropy:
What are the most common marketing mistakes that charities make?
Sandra Bate:
There are three that come to mind quickly. First, I often see nonprofits assuming that the world shares their passion and their language. This might mean, for example, that we talk to external markets with a vocabulary that we understand best (planned gifts or charitable gift annuities, for example). Secondly, as a nonprofit, because we have limited resources, we assume that if we say something once, it will be both heard and understood. The lessons of consistency and repetition in messaging too often are lost on nonprofits. And lastly, because of limited resources, nonprofits have not traditionally learned the value of research, both in terms of measuring perception and effectiveness of messaging.
Question from Susan - non-profit start up:
Can you please advise a nonprofit start-up with a limited marketing budget on some "best practices" when launching to the public? Some of the ideas in "The First 100 Days in Your New Nonprofit Marketing Job" are transferable to a new organization and are very helpful. However, we need guidance on "how to start EVERYTHING". Your thoughts would be greatly appreciated.
Kivi Leroux Miller:
Hello Susan -- Focus, focus, focus. A big mistake that nonprofits make, especially in the beginning, is trying to be all things to all people. What is the ONE THING that you want to be known for in the community? Pick just ONE. Then figure out who in your community (whether that's geographic, topical, or whatever) you need to make that thing happen and for your organization to "own" it. Build a community of support and success stories around that one thing. Then you can branch out from there. It sounds simple, but it is incredibly hard to do. Focus, focus, focus.
Question from Toni Gregorio-Bunch - non profit:
What are the two most important / effective things marketers can do to help promote their organization to the public, when we have very few dollar and people resources?
Kivi Leroux Miller:
Hello Toni -
(1) Forget about the "General Public" -- there really is no such thing, especially when you are talking about limited resources. You need to define who you really care about and who is most important to your success as a nonprofit and focus your communications on those people.
(2) Understand why your supporters care -- really try to understand what motivates your current supporters because chances are it's not what you think and you can also use that to find new supporters.
For example, I'm on the board of an HIV/AIDS support org. When the board members went around and talked about why we wanted to serve on this board, the reasons that many of us gave had very little to do with health or disease prevention or even HIV specifically. Many of us talked about wanting to fight for the underdog and the people society would rather turn away from. It wasn't HIV that motivates us, it was the impact of the stigma of HIV on people and how we wanted to help the underdog. I hope that makes sense!
Question from Nicole Wallace, The Chronicle of Philanthropy:
How important is it for a new marketing person to reach out to other departments within the charity? What advice would you have on how to do that?
Sandra Bate:
It's extremely important. In fact, I encourage our staff to, first and foremost, concern themselves with internal communications. If we address our internal colleagues and other departments, we have more "messengers"--people who will carry the message for us. With news releases, new publications, new Web sites, new online solicitations, we try to be sure that our first release is to those on the inside of our organization. We want them to be fully informed, first.
Question from Callie, small nonprofit:
I'm in the beginning but I appreciate the expertise here today. I was inspired bybeing invited to meet former President Clinton and Andre Agassi at The Oprah Show. What are good beginning resources to learn to manage a nonprofit geared towards healthcare in inner cities i.e. access to healthy foods/supplements?
Kivi Leroux Miller:
Read everything you can and network constantly. There is a huge community of bloggers representing nonprofits and people who help nonprofits and they are putting tons of great information and resources online every day. If you are new to reading blogs, start here for some that I read:
http://www.nonprofitmarketingguide.com/blog/blogs-i-read/
Find as many orgs as you can who do work similar to yours, or who are trying to reach the same kinds of people as you, even if there messages are different. Share what you know with them, ask lots of questions and keep those conversations going.
Maria Di Mento (Moderator):
As we approach the midway point in today's discussion, I'd like to offer a reminder that participants are encouraged to ask questions at any time. To submit your query, simply click on the "ask a question" link on this page and type in your question.
Question from laura, eherls danlos nat'l fdn:
what is the best way to craft a marketing message in this hyper competitive market?
Sandra Bate:
Simply. Clearly. Concisely. You must be sure that the words you are using in your messages are understood and memorable. That requires testing before you take your messages to market, if you will. Amidst the clutter and the noise of a highly competitive market, there is nothing like open white space in a newspaper ad, a quiet voice on a radio commercial, or a soft musical background for an email solicitation. You need to focus on saying something as simply as you can in your primary messaging. Think of great simple campaigns: Got Milk? Just Do It. Imitate those in your themes and messaging strategies and then test with your audiences in focus groups. You'll be off to a good start if they tell you they remember a word or two!
Question from cynthia, volunteer:
Are print materials passe?
Kivi Leroux Miller:
My favorite question so far! :)
It really depends on who you are trying to reach. Contrary to what a lot of web gurus might say, print is still important for many organizations. If you are trying to reach people without computers, or people who have them but never check their e-mail, then an e-mail newsletter isn't really going to work, is it? And lots of fund raising studies show that reaching out to people via multiple channels (e.g. a direct mail appeal letter and e-mail updates with success stories) really works well.
Don't do print just because you've always done it that way. Make yourself justify your print budget just like you would anything else. I think it's helpful to start with a zero budget and say, OK, what's best done in print and what's best done online?
Question from Courtney G.:
What is the most effective way for a nonprofit that serves a relatively small, but growing demographic—such as people with vision loss—to market its programs and services to the public?
Sandra Bate:
I think it's important that you frame your marketing initiatives within your basic mission. Let's say that your mission is to deliver alternative learning tools to people with vision loss. The most effective way to gain support for that mission is to be sure you accomplish three basic marketing tasks:
1. Build awareness about your programs and services
2. Affect attitudes about the people you serve
3. Call people to action of some sort: give, volunteer, etc.
The challenge with a relatively small demographic is that you need to do more of 1 and 2 before you can do 3. Awareness and attitudes have to be addressed before the call to action is effective.
Question from Tamara, small animal-related nonprofit:
So what is the primary marketing tool today? We do direct mail but are not sold on it, especially since we're a small organization that is not as easily recognizable as, say, the ASPCA or the other 'big' organizations. We're primarily finding growth via word of mouth.
Kivi Leroux Miller:
Great question Tamara and I would have to say that tool is Storytelling. You mentioned word of mouth -- and what are people saying to each other? Odds are they are telling some kind of story about their experience with your organization, including your staff, the animals, other volunteers etc. I'm a big fan of blogging for nonprofits, because it's a very easy way for you to capture those stories on a regular basis. Ask your volunteers to write posts for the blog too about their experiences. Share those happy success stories (adoptions or whatever). Animal advocacy can be so depressing some times, and the doom-and-gloom can work, but only to a point. People also want to feel uplifted, because that's how their own pets make the feel and stories are a good way to do that.
Question from Tamara, small animal-related nonproft:
When you grant funds, as well as seek funding, how do you balance the two? Much of our marketing seems to drive up requests for assistance rather than bring in additional funding. Are we going after the wrong funding sources? If so, how do we reach those that can help vs. those that seek help?
Sandra Bate:
I believe you have a targeting challenge: you need to find ways to separate those market segments and go, with rifle-like accuracy, at those who provide you funding. Then, at another time, you go to those with the same accuracy, who will request funding from you. The calls to action are very different. Sometimes it helps to think of this in terms of a marketing exchange: what do I want to give this audience right now and what do I want to receive from this audience right now? Let me give you an example: we raise money for Indiana University. We also grant some scholarships. But the messages that we send to prospective donors do not invite them to apply for our scholarships. Rather, those invitations are highly targeted to students seeking scholarship assistance and no solicitation for funds is made. Clarity of intent will help the most, it seems.
Question from Kattie Hansen, Arkansas Foodbank Network:
Do you think it is compelling for a nonprofit foodbank to have a story bank on their website, so volunteers, donors and clients can share stories…or would that be just added content?
Kivi Leroux Miller:
Yes - definitely use storytelling. And you have so many opportunities to tell great stories. Food banks also have great photo opportunities, from all those little kids trying to hoist bags of cans they have collected at school, to empty pantry shelves -- and we haven't even mentioned the families you are helping. One word of caution -- try to branch out from the typical "people are hungry" storyline from time to time. I can't remember where I saw it now, but I recall one food bank related story that was about how some families eat nothing but fast food because that's all they can afford, and the health implications for the kids, and how the food bank was helping them get fresh produce, etc. Look for creative angles like that in your stories about real people.
Question from Erin, Whistle Stop Supervised Visitation Center:
When I started working at my non profit about a year ago, and even still today, people would ask what the Whistle Stop would do. Unless people have been involved with us or through the connection we have through our board and executive director, it is as if we are invisible to everyone else. We have been open going on six years and have programs that are more open to the public but have nothing to do with supervised visits, and deal with activities for parents and children. How could we go about getting the word about our organization to others who may not know we exist?
Sandra Bate:
I love this question because it gets at the core of nonprofit marketing: you will have success, over and over again, if you tell good, concise, honest, and emotional stories about your work, your programs, your services. Tell stories from all perspectives. At times, for example, have the parent tell the story; another time, the child or a local judge who has seen the value of your work. I like to encourage our writers to think of themselves as story-tellers because people love to hear stories. We don't talk about a donation, for example, without telling the story about why a donor is interested in our School of Music or our social work programs. When we tell the story, creatively, and make sure we have strong visuals to accompany the story, we communicate about who we are and what we strive to accomplish. I suggest you read, widely, good stories about how nonprofits have changed lives or improved the world. Then start telling your own story.
Question from Courtney Goines, Braille Institute of America:
How do you feel smaller nonprofit organizations should be using Web 2.0 to effectively market their programs? Are blogs and Web sites such as Facebook a good use of staff time for a nonprofit that serves a niche demographic, such as people dealing with vision loss, or are we casting too wide a net with these sites?
Kivi Leroux Miller:
Web 2.0 or social media is great for nonprofits because it is dirt cheap, but the trade-off comes in your time, which can be significant if you want to do it well.
You have to have a Web site of your own. No question about that. But where you go from there really depends on who you are trying to reach.
If your niche is very focused, find out where your current supporters are. Are they using Facebook now? Are people blogging about their experiences with vision loss? If there is a kernel of community already there, then you can open up conversations with those people and build on that.
Trying to build something from scratch is really tough.
Question from Callie, small nonprofit:
What would you say is the climate/perception for philanthropy as it relates to solving healthcare and malnitrition concerns of poor American citizens? Better, natural food without toxic additives, immunity-building, disease prevention products need to be accessible. Currently it's expensive therefore inaccessible. Poverty touchs everyone. Thank you.
Kivi Leroux Miller:
Hi Callie, I've done very little work in those fields, so I'm not qualified to talk about the climate. My only word of caution would be to make the message about empowering good choices and feeling better and not coming off like a nag -- eat your carrots! eat your broccoli! won't work.
Question from Beth-Bark for a Park:
What's the best way to get better at writing press releases?
Sandra Bate:
Read the paper. Sounds too simple, doesn't it? But reading the paper helps you understand what editors publish. Generally, it's helpful to remember that they publish your news, not your views. By reading the kind of work that makes it into print, you'll improve your work because you'll have a model to follow. You might also want to consider a basic news writing course at a local community college, if writing news releases is a major part of your work. The other suggestion I'd make is to submit some of your previous news releases to a well qualified writer and ask for a critique. You may have to buy the time on a consultant basis, but I think it might be worth it for you.
Question from Pica Saddler , Youth Organization:
As we talk about limited marketing budgets, very little, actually close to zip :), how important do you feel it is to equip your board of directors with effective marketing tools such us a powerful case for support statements? Would you agree that this aspect of internal marketing is vital? An engaged and committed board is really a priceless marketing tool, wouldn't you say?
Kivi Leroux Miller:
Pica - Absolutely. Gail Perry is my go-to source for getting your board fired up. http://www.gailperry.com/ I just did a presentation with Gail last week and she talked about ways to get your board members to talk about their passion for your cause in their own words. You can't force-feed elevator pitches and case statements. People get freaked out when they think you want them to memorize something. Let them experience what it is you want them to talk about (e.g. meet some real people affected by your issues and organization) and add their own passion to it. Your board should be out there talking to their friends about you!
Question from Toni - california non-profit:
Our ecology oriented organization has lots of paying members, but few who are actively involved in tabling events that are important marketing activities. What is a good way to get more of our members actively involved in our activities?
Sandra Bate:
Ah, this might be the old "but I only wanted to give you some money" issue. Be sure you know what you asked for in recruiting or soliciting the volunteer members. It might be that you need to change the solicitation so you are more actively recruiting people who like to stage events, staff tables at art shows, or distribute your literature at a fair, for example. Some like to give money, some like to give time, and it's important for you to understand the reason the person volunteered in the first place. This is a critical distinction for you to make, as you can burn out volunteers by repeatedly asking them to do things that they never wanted to do. I may give money, for example, to a women's shelter here in town, but I don't choose to work at the crisis center there. I'm still important, but the shelter needs to recruit another person to do the crisis center work.
Question from Beth, Bark for a Park:
In an economic climate where critical needs are looming large, we're finding it difficult to create a message of "compelling need" when our mission is to open the first dog parks in Birmingham. What's the best way for us to refine our messaging so that it is still compelling to both corporate and individual donors?
Kivi Leroux Miller:
Along with the economic downturn, there is a parallel cultural shift in people wanting to focus on what's really important to them and what brings about genuine quality of life. It's all about family and friends now, and dogs are both family AND friends, right? You are not going to win on the economic need message, ever. So don't play that game. Instead, talk more about the simple pleasures of owning a dog, the comfort and security dogs give kids (have any soldiers on deployment with kids and dogs left at home? Neighbors keeping dogs for soldiers at war?) Any seniors with dogs in apartments? Dog keeps lonely senior company, but has no room to run and play. You have to work those kinds of angles that really grab people and see how this dog park can truly affect people's quality of life.
Question from Jenny at the Iowa State University Alumni Association , 50,000 members:
I am a new hire in this non-profit/membership based group put in charge of a new business membership program and building a sponsorship program in effort to build awareness but also generate more revenue. We're speaking to a new group of people - businesses both local and national - rather than alumni, students, friends. Can you give any advice on how to better reach these folks to make them aware of our new opportunities for partnership?
Sandra Bate:
A fellow traveler--someone from higher ed! I want to recommend that you buy a book called Marketing Moves: A New Approach to Profits, Growth, and Renewal by Philip Kotler, et. al. I believe it was published by the Harvard Business School Press. Kotler focuses on customer-centric marketing, and he is well worth reading. (Not just this book, but all of his work is excellent for those of us in higher education.) Your main challenge is that you must build awareness first before you get to any of the asks for partnership and involvement. And because you're seeking sponsorship, you'll need to carefully communicate the benefits of that offer in all your communications. This is, by the way, a perfect initiative for interactive communications and web-based strategies. I hope Kotler sheds some light.
Question from Paula Savini, Catholic Charities:
How do you re-energize a longstanding nonprofit's image in the community? We have new programs, but many of our programs are 30+ years old, and the organization will be celebrating 180 years next year. People think they know who you are, but they don't.
Kivi Leroux Miller:
Hi Paula - That's a tough one! My gut reaction would be to pick one program that you think is highly relevant to today's issues/problems, but isn't well-known as a Catholic Charities program. Then find some "unlikely" spokespeople to talk about that program -- not people that would stereotypically be considered the "Catholic Charities" type -- whatever you think that is locally. Really put some focus into that one program and see what happens. When you do lots of different things, it's much easier for people to misunderstand what you do, because your message gets diluted.
Maria Di Mento (Moderator):
Our time is up. Thank you to everyone who joined us today. I hope you found the conversation informative. Thanks, also, to our expert guests –. Sandra Bate and Kivi Leroux Miller. Both of you brought some important, imaginative, and extremely useful ideas to the discussion and we appreciate the time you spent with us today. Please join us a week from today at noon Eastern time when we look at all the things you need to know about starting a nonprofit group. See you then.
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