Issue 18
September 18, 2003

NEWSNOTES is a monthly email newsletter published by Nonprofit Enterprise at Work. It includes items of interest to the nonprofit community in Washtenaw County and the surrounding areas, as well as resources available at NEW. Encourage your friends and colleagues to join nearly 270 other NEWSNOTES subscribers!

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IN THIS ISSUE

LEAD STORY

Back to Basics: Nonprofit Marketing Defined

By Debra Power, Moore Power Marketing

Nonprofit organizations face a number of unique challenges, and one of the greatest of these is marketing. Marketing is the key that opens the door to developing donor relationships, understanding constituents, and executing the mission. Some nonprofits are very skilled at marketing and have full-time staff dedicated to the effort. In many cases, however, marketing is the task of the executive director or a staff member—or, worst case, no one is doing it at all. Regardless of who is responsible for marketing, it is crucial to the survival of any nonprofit.

Before beginning or overhauling any marketing program, two important steps needs to be completed. First, an up-to-date strategic plan for the organization must be in place. Second, a SWOT (strengths, weaknesses, opportunities, and threats) analysis should be conducted. Based upon the results of both exercises, the marketing plan can be developed.

Listed below are short descriptions of some of the major components of a marketing program. Although not comprehensive, the list does provide some direction for starting or reviewing current marketing efforts.

Branding

A brand is a collection of perceptions about an organization. For consumer products, it’s also a promise that by using a particular brand, a specific value will be delivered. Similarly, with nonprofits the brand should evoke the sum total of the identity of an organization—who it serves, how it serves the community, funding sources, and the mission.

Building a brand can be a complex process. The first step is to use the results of the SWOT analysis to develop a series of value statements about the nonprofit. Then transfer these statements into marketing messages that can be used to educate the public about the organization. The branding process helps build the foundation for the rest of the marketing program, so it should be completed first.

Cause Marketing

Cause marketing is the process of developing a relationship between a nonprofit and a for-profit. This cooperative effort involves co-marketing both organizations. For nonprofits it can translate into donations, volunteers, and more visibility. For profits are looking for growth, an increase in profits, and improvement of their image. Cause-related relationships can be beneficial to both parties, but should not be entered into lightly. Be sure to negotiate carefully so that the nonprofit brand remains intact when co-marketed with the for-profit.

Communications/PR

Public relations (PR) and marketing go hand in hand. PR is the actual delivery of a nonprofit’s branding messages to the public, constituents, and potential donors. Making speeches to local organizations, writing newsletters, sending email updates, and even voice mail messages can all be used to increase awareness.

Online Marketing

Having a website no longer constitutes an online marketing strategy. How is traffic to the website being generated? How does the website increase interest in the nonprofit? What is communicated in a unique way on the site? Online marketing must have a special marketing thrust all its own with a focus on drawing attention to the website.

Marketing Research

In general, research refers to a focus group, survey, or in-depth interview. Each of these methodologies are equally important to learning how a nonprofit is perceived by the public, how donors feel about giving, and whether it is the right time to start a capital campaign.

Research is often neglected by nonprofits because of the perceived high expense. In reality, research can take a variety of forms and be conducted within a nonprofit’s budget constraints. Smaller scale mini-groups can take the place of focus groups, while a shorter survey may serve the same needs as a longer one.

Graphical Consistency

On order to present a consistent image, develop a graphic standards manual. The manual should detail how and where the logo is used, what fonts are used for correspondence, which photos are appropriate, how to obtain permissions to use quotes, etc. The manual should serve as a resource whenever there is a question about how to portray the nonprofit graphically.

The Media

Building a strong relationship with the media is the cornerstone of any marketing plan. Sending out a press release is only the beginning. All nonprofits should have a press kit, a media list, and a strategy for placing Public Service Announcements. Developing a rapport with a particular reporter or columnist is always helpful. Also, make an effort to reach out to all types of media—radio, cable television, magazines, and newspapers.

• One of the best ways to learn about marketing is by enrolling in a Managing for Nonprofit Excellence workshop this fall. Eight different hands-on seminars on marketing offer the tools needed to tackle the items listed above. It’s easy to register online.
  
  
• The Nonprofit Reference Library at the NEW Center has many titles on marketing and public relations that may be borrowed. See a selection of these to buy at NEW’s online bookstore.
  
  
• A comprehensive online resource for more information is the Free Management Library.
  
  
• Find out more about SWOT analysis at the Nonprofit Good Practice Guide.
  
  
• See the Featured Item Marketing Challenges.

FEATURED ITEMS

Education

NEW’s Fall series Managing for Nonprofit Excellence kicks into high gear next week. NEW’s many workshop sponsors and expert volunteer faculty can be credited with a superb choice of topics offered in 60 different workshops. Learn basic accounting skills, tackle fundraising, or pick up pointers on volunteer management. Take advantage of free brownbag sessions to gain new knowledge and network with colleagues. Suggestions for spring workshops are welcomed. Contact Liz S. Peintner (734-998-0160).

Leadership²Go

The next Leadership²Go panel event follows up on our lead story this month. Get the Word Out: Successful Marketing Plans Lead to Fundraising Success features executive directors who have successfully established marketing plans with impact. Panelists Shary Brown, Executive Director of the Original Ann Arbor Street Art Fair, Eileen Spring, Executive Director of Food Gatherers and Jeff Levin, Executive Director of the Jewish Federation of Washtenaw County will discuss the hand-in-hand connection between marketing and fundraising. Network after the session to share strategies and exchange your most successful promotional materials.

October 3, 2003 – 8:30 – 10:30am
Continental Breakfast included. Cost: $10
Nonprofit Enterprise at Work, NEW Center, 1100 N. Main St.
Register online or call 734-998-0160.

The 2003 Leadership²Go Executive Director Series is made possible, in part, by the generous support of the Sarns Ann Arbor Fund and the Bill and Molly Dobson Fund of the Ann Arbor Area Community Foundation, and Pfizer (made possible by Peter B. Corr).

Nonprofit Reference Library

The Nonprofit Reference Library houses a strong collection of books, videos and periodicals on nonprofit management issues. The collection is available to the public Monday to Friday, 9 a.m. through 5 p.m. and books circulate for three weeks. Call ahead if you would like to use FC Search, the Foundation Center’s CD-ROM database of over 70,000 potential funders. Contact Ann Gladwin (734-998-0160).

Technology: Affordable Recycled Computers Available

Technology can be expensive, but you don’t have to break the bank to make a sound and quality investment! NPower Michigan is excited to announce that for a limited time only, CLEARlink is offering discounts on IBM recycled personal computers for nonprofit organizations. Go to their website for more details on Computer Paks.

Technology: Digital Security Conference

Register now for the September 30th Washtenaw Community College/WalshCollege Digital Security Conference to be held at WCC. This is a rare opportunity to find out from the experts what hackers know about your information systems, and what you can do to prevent data loss and theft. Go to the Digital Security Conference Web site for additional conference information and registration. The early registration fee of $50 for students and $125 all others is good until September 24.

WCC Nonprofit Scholarship Program

Brush up on your computer skills including Microsoft Word, PowerPoint, Access and Excel! Washtenaw Community College offers a limited number of non-credit computer courses for employees of nonprofit agencies in Washtenaw County. Each class meets on two Fridays, 4 hours per session, for a total of 8 hours of instruction. See the WCC continuing education Web site for course offerings and scholarship eligibility. Courses begin soon, so visit today!

Marketing Challenges: Get Solutions

Would you like to brainstorm your marketing challenges with some of the brightest marketing minds in Washtenaw County - all for the price of an $8 lunch?

Marketers Making a Difference is a group of marketing professionals who meet the third Tuesday of the month over lunch in Ann Arbor to network and sharpen their brainstorming skills by helping a featured nonprofit. They are currently seeking nonprofits interested in receiving feedback about their marketing plans at meetings to start in January. For more information or to be considered as a featured nonprofit, contact Cynthia D'Amour, People Power Unlimited, 734-994-3375.

Great Stuff Newsletter

GreatStuff is a new, free way for art and cultural organizations to get the word out about their activities. Information on submitted events appears in the GreatStuff newsletter, the GreatStuff Web site and the Detroit Free Press Web site.

GreatStuff is one of the first programs of the Cultural Marketing Network, initiated by ArtServe Michigan and funded by The Community Foundation for Southeastern Michigan and the John S. and James L. Knight Foundation. GreatStuff makes it quick and easy for the public to know about the many fun things to do while giving arts and cultural groups more exposure to a wider audience. GreatStuff is produced by ArtServe Michigan, The Detroit Free Press and WWJ Newsradio 950 and WVMV.

Subscribe to GreatStuff newsletter to receive an email copy each Thursday.

Arts Alliance of the Ann Arbor Area

Washtenaw County nonprofit cultural organizations are encouraged to attend a meeting of A5 on Tuesday, September 30, in the Vandenberg Room of the Michigan League, from 5:30 p.m. – 7 p.m. Discussion will center on the Arts Alliance’s economic impact study. What is it? Why is it important to participate? To reserve your place, contact Tamara Real, Interim Director of A5, Ann Arbor Area Chamber of Commerce (734-214-0112). Also learn more about the Great Stuff offerings noted above.

Human Resources Administrators

The Coalition of Personnel Administrators (COPA) provides human resources professionals in the nonprofit sector an opportunity to share ideas and resources. Their meetings are held from 9 a.m. to 11 a.m. the second Wednesday of the month from September through June; the location rotates among member organizations. For more information contact Belinda Hamilton, (313-831-5535).

Foundation Center's Proposal Writing Seminar

The Foundation Center is offering an all-day workshop on proposal writing in Dearborn on Wednesday, October 15. The $195 fee covers techniques, essential components, how to “fine-tune” a proposal, and advice from foundation and corporate grantmakers. Register online at The Foundation Center Marketplace.

Reminders:

• The 2nd Michigan Nonprofit Compensation and Benefit Survey questionnaire will be mailed and available online in October. Please participate if you have paid staff so the results will show a true picture of salary and benefits across the state. Register online to receive a mailed questionnaire or a password to complete the survey electronically. The results will provide an accurate picture of salary information for over 40 nonprofit job titles, a comparative analysis of nonprofit benefit packages, and a current look at executive compensation. Organizations that complete the questionnaire will receive a free copy of the study results (a savings of $35). If you have questions, please contact Pat Nanzer, (616 331-7593).
  
  
• Michigan Nonprofit Day 2003, September 24 in Lansing.
  
  
• MCACA Arts Minigrant proposals are due Oct. 1.
  
  
• Indiana University Fund Raising School offerings in Livonia, Michigan.
  
  
• The Council of Private Agencies (CPA), a network of human service organizations in Washtenaw County, will meet this Friday, September 19, 2003 at the NEW Center. Mark your calendars for every third Friday of the month.
  

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