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Marketing Tips for Non-Profits: Part 2

This is part 2 on my 4 part series on Marketing and Communications tips for NGOs. Hope you enjoy!

Deadlines: Real Deadlines Work!
It has been shown that setting a Deadlines in Marketing Camapaigns work in both the commercial and Non-Profits world. Here are some tips on what they are and how they work. In the Non-Profit sector Real Deadlines are the most effective campaign tool you have.
A deadline in Non-Profit marketing refers to the “instant where the  fund-raising target is; matched to and makes possible a  developmental or humanitarian event”.  A deadline campaign needs the following:
1. Monetary target: “Unless we get $X”
2. A short term target date: “In the next two weeks”
3. Humanitarian event:  “X thousand will die”

The following from UNICEF is a fantastic example of a Deadline Campaign(I have highlighted the critical phrases):
“The UNICEF Representative for Somalia, Christian Balslev-Olesen, says children are the most vulnerable of all and many will die unless UNICEF receives $10 million within the next two weeks to maintain life-saving programs.
"For the time being, we have 90,000 children who need immediate, nutritional, supplementary and therapeutic feeding. If we are not able to do so, these kids will die," said Christian Balslev-Olesen.” Source: VOA
In the above example UNICEF was able state an exact monetary target, a clear short time-frame and a Catastrophic Humanitarian Event. This is what we call a double negative deadline campaign:
No Money= Catastrophic Humanitarian Event= Strong Campaign Message

A lot of Non Profits agonize over finding a suitable suitable Catastrophic Humanitarian Event Figure to headline their campaign.  Many times a Non Profit Organisation doesn't have the time or resources to be able to produce a big Catastrophic Humanitarian Event figure with some type of supporting methodology. The answer is not to panic, just wait a few hours!!. A leading UN organisation (UNICEF, WFP) or Oxfam, World Vision or Save the Children etc. will come up with a big quotable figure you can use in your Deadline Campaign.

Fair Trade: Can Blended Products Work?
At Inepd International we are now trialling two new innovative lines that expand our Fair-Trade product range. These are Fair-Good Price and Fair-Quality. Fair-Good Price responds to our consumer research that shows they are searching for not only a product that will help the poor but also a product that doesn't hurt their hip pocket. Fair Quality is a product line that is aimed at the those with substantial spending power and don't want to scrimp on quality. As an example we have two new coffees:
Inepd Fair-Good Price coffee is a special blend of Papua New Guinea Fair Trade Coffee with Nescafe. Inepd Fair-Quality Coffee is a special blend of Columbian Fair-Trade with LaVazza.

We will also be launching Inepd Fair-Trade Blended Rums and Whiskeys in the coming weeks, so look out for those on the shelves!.

Do Charity Events have to Make Money?
No, many Non-Profits really get themselves in a twist over this dilemma. What is important is not how much money the event makes but how much publicity it generates. In the business we call this a publicity or fund-raising inventory. At Inepd International we target important international and national media organisations such as OK Magazine and Hello Magazine. We use these to cover our events and help promote the fantastic work and build publicity inventories. This strategy has produced much better results than scrimping on charity events only to produce a forgetful nights.

Viral Marketing Campaigns do They Work?
The answer to this questions is a pretty big no if the aim is to raise money. These viral campaigns are only followed by student types with no money. However, viral campaigns are great internal communications tools. If you feel moral is down in the fund-raising, marketing or communications department(and there are always dips), set the Interns the task of coming up with a new viral campaign. There will be enthusiasm and a lot of fun produced getting a campaign together.

One warning don't do this too often as there will always be someone in the Logistics and ICT departments who will start taking the piss. In short great internal communication tool to use once or twice a year.

Next week we will be focusing on communications and some of the topics will be:
1. Advocacy more than Speaking Out, Up and In!
2. Networking: The sponsored visit journalists and celebrities.
3. Images of Children: Happy or Sad?
4. Creating great copy if all you’ve got is program department reports
Posted by mercedes on 09/14/2009 12:48 AM 0 comments

Marketing Tips for Non-Profits

I am often surprised when I see basic mistakes in marketing and communications being made by even the largest non-profit organsiations. I am often asked for advice, and so, I thought why not finally put down some of my tips could helping other marketing and communications professionals. So I hope you will find this 1st part in my 4 part series on marketing  and communications helpful.

Clear simple messages: What’s in a name?
The most important marketing message is your name and brand. It’s as simple as that. What makes a great name? As an example here’s how we became Inepd International. When Inepd International was formed a few years ago, we thought hard and long about what name we should adopt. At that time 5 international organisations were amalgamated in an affiliate structure of mutual co-operation; but what name to adopt? We took a strategic approach where each word in the acronym formed should have a special significance. Here is how we did it:
ـ The first word we chose was Poverty. Our research showed that no organisation can survive in the marketplace today without poverty in their acronym.
ـ We needed a word that gave the impression of moving forward, not necessarily in any specific direction but at least  going somewhere. Debra an intern thankfully proposed Development in our very last workshop. We were all amazed that the more experienced among us missed this crucial word.
ـ Next we needed a word that signified partnership, a helping hand, a push in the right direction or to start taking responsibility for yourself. Enabling was voted unanimously and I believe it is one of the most essential words we have.
ـ Why International? We wanted a word that invoked bringing people and organisations together around the world. As well we wanted to ensure that a potential donor’s interests could be covered by one of programs. So whether people want to help Africa, Asia, Aids, Climate, Poverty, Hunger etc. etc. International says it all. We even used it twice in Inepd International.

Are beneficiaries needed for programs?
The answer is of course yes, but not as many as you would think. Beneficiary counting has become a real science in recent years. One term to avoid is Program Participants. This seriously underestimates the number of beneficiaries to mention in copy. Here are some rough estimates we use at Inepd International:
Beneficiaries = Program Particpants x 10(program department always wants to use 5)
1 x Community Program = 3,000(Africa) -10,000(Asia) beneficiaries
Another tip to increase your organisations beneficiaries numbers is to support local partners. A few thousand pounds can go a long way to support a local organisation and all its’ beneficiaries without having to cover the whole cost of a program.

Significant change: As long as you were there!
A few years ago Inepd Interenational adopted a new system of monitoring and evaluation. Increasing amounts of funds were going into finding out if programs did something. The marketing department was brought in to assist in finding a new methodology that would serve the needs of Inepd International and particularly our external communications. Our methodology is called:
Significant Change: Just being there can make a difference
The methodology involves collecting unique stories from beneficiaries on what has changed in their lives while you ran a program in the last year or two in less than 100 words. These little stories can fill the gaps and communicate to the public much better than those complicated monitoring and evaluation reports that our program department is always wanting to go back to.

Emergency Appeals: Let the public choose!
One of the most difficult decision facing any humanitarian organisation such as Inepd International is where do you allocate limited funds for emergencies. With so many emergencies and so many different types how could any organisation make a decision. Thankfully emergency appeals eliminate many of these nagging questions and they give you concrete funding figures to design a program around later. Remember always deduct your administration costs before sending the funds to the field. We now exclusively send money to partner organisations or Inepd Affiliates, this cuts down a lot of HQ running around and the emergency team are a lot happier with more time for family and friends.

Marketing to time poor potential donors
Many potential donors literally don’t have the time to plough through reams of information. Many “Time Poor” donors as we call them just want simple and clear messages that target their present giving needs and wants. When donors are nearing the Autumn of their giving life they often look for a targeted program that could live long after they have passed off this mortal coil. We have taken great care to establish a sensitive approach in our “Time Poor Donor Program”. Our marketing staff undertake special training to market Inepd International  bequests and large gifts to the elderly and the terminally ill. We also have an affiliate program(or spotters fees) for care-givers to identify potential large donors.
Posted by mercedes on 09/02/2009 01:42 AM 0 comments