Effective Marketing for Successful Fundraising

Transcription

1 Effective Marketing for Successful Fundraising Get the attention of your donors and prospective donors! When marketing and fundraising work together effectively, donors receive consistent, compelling messages that build trust and understanding. This trust encourages deeper involvement and support for your cause, even during times of crisis. You will learn to use marketing as a strategic management tool for fundraising, including creating print, digital, and event-based strategies to meet specific goals, communicating messages to media outlets effectively, and measuring organizational needs and effectiveness. You'll Learn How To Develop dynamic marketing strategies to promote your organization. Create print, digital, and event-based marketing products to achieve marketing and fundraising goals. Implement effective media relations. Manage the marketing process internally, setting SMART goals for the program. Create a plan to measure marketing effectiveness. What You'll Receive Digital, print, and special event best practices Practice working with media outlets Marketing plan outline Comprehensive, easy-to-understand study guide with background reading Class Schedule Day 1 8:30 a.m. - 5 p.m. Day 2 8:30 a.m. - 5 p.m. Day 3 8:30 a.m. - 5 p.m.

2 Effective Marketing for Successful Fundraising Day One: Shaping the Message 8:30 Course Overview Introduction Activity Expectations Outline of course materials 9:15 Key Marketing Concepts Learning Outcome Describe how marketing is a strategic management tool for nonprofit organizations 10:00 Break Marketing Management Marketing and Altruism Marketing Elements Marketing Planning Process 10:15 Market Research -Researching Constituent Needs and Interests Learning Outcomes - Conduct a SWOT analysis of your organization; Select research strategies to gather needed information from donors 12:00 Lunch 1:15 Defining your Brand Internal Analysis Environmental Analysis Constituent Analysis Donor Research Types of Research for Fundraising Learning Outcome Explain the difference between brand and reputation Understanding Brands Nonprofits and Brands Reputation Matters

3 2:45 Break 3:00 Messaging the Case for Support Learning Outcome Create a theme for your case as an extension of your brand. Distilling the Case Theming the Case Effective Marketing for Successful Fundraising Day Two: Telling the Story Ourselves 8:30 Selecting the Right Medium to Communicate Your Case Tried and true case expressions: Ink on paper Learning Objectives: Describe the 4 elements that create impactful print pieces; develop an effective print-based strategy for your case. 10:00 Break 10:15 Demystifying Digital Selecting the Right Medium Effective Print Solicitations Developing a Print Based Strategy Learning Outcome: Analyze your website for fundraising impact; Analyze which social media platforms might work best for your audience; Describe how Hootsuite can make your digital life easier Why Digital is Important Websites Social Media/ Digital Storytelling 12:00 Lunch 1:15 Setting Digital Strategy Goals

4 Learning Objective: Craft digital messages that result in increased volunteers, monthly giving and address acquisition. What does Success look like? Moving from Permission to Success Designing Effective Calls to Action 3:00 Break 3:15 Special Events as a Marketing Strategy Learning Outcome: Develop clear objectives for special events to further your marketing objectives. Benefits of Special Events Building an Events Strategy Implementation Cost/Benefit Analysis Effective Marketing for Successful Fundraising Day Three: Telling the Story through Others; Managing the Marketing Program 8:30 Telling your Story through Others Learning Objective: Prepare yourself, your CEO and volunteers to be effective at media interviews. Working with the Media Learning what reporters look for Rehearsing the message; Dressing the part During the interview Remembering Do s and Don ts Media Interview Exercise 10:15 Break 10:30 Communicating in a Crisis

5 12:00 Lunch Learning Objective: Develop a Crisis Communication Plan for your Organization Evaluating a Crisis Situation Crisis Communication Plans Managing Crises 1:15 Managing the Marketing Process Internally Learning Objectives: Describe the competing demands for marketing support within your organization; Identify marketing resources that may be able to help your organization. 3:00 Break Accountability Organizational Life Cycle and Marketing Marketing on a Budget 3:15 Putting the Plan Together Learning Objective: Identify the step in the planning process where your organization needs to invest attention; Set SMART objectives for your efforts. Marketing Plan Process SMART Objectives 4:45 Course Wrap Up and Reflections Evaluation of Expectations Completion of Course Evaluations Awarding of Certificates of Completion