Marketing, Fundraising & Community- Building. Maryann LaCroix Lindberg, CFRE President, Philanthropy Resource Group

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1 Marketing, Fundraising & Community- Building Maryann LaCroix Lindberg, CFRE President, Philanthropy Resource Group

2 Marketing & Branding

3 Branding The process of making our name synonymous with our mission and core values Your brand is your promise of what you will deliver You have a brand, whether you like it or not You can drive what that brand is, or you can let others. Either way, you have a brand.

4 Marketing Marketing is what you do to drive near-term action on the part of your audience It s time-sensitive It s strategic It targets specific audiences

5 Fundraising or Development Fundraising is bringing together those who need help with those who can provide that help Both parties need to benefit it s a mutually beneficial partnership Your organization is solely the means to that end; you are not the recipient or the reason someone gives

6 Community-Building Your non-profit exists to fill community needs Ethical Transparent Accountable Sustainable

7 Outcomes for Today Principles of Branding & Marketing Communications & Relationship-Building Relationship-focused Culture Constituent Motivations & Fundraising

8 Community Network Who is Your Community? What can they do for your organization?

9 Community Advocates Ambassadors Activists

10 It s Not About YOU!!!

11 Boards

12 Boards Clear roles & responsibilities Tools to do their jobs Goals and accountability Right kind of people for your stage of development

13 Find a partner Break Assignment Each of you will identify a sector in your community where you see potential for more engagement. What might you do to get them more involved with your organization?

14 Brand What is a brand? What is your brand (or brands) now? Does it depend on whom you ask? Brand: Claim of distinction; timeless; the big idea on which you deliver; differentiates you from your competitors; captures your unique values and personality as an organization.

15 Case in Point

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17 Marketing or Public Relations? Public Relations: Educate & Inform Marketing: Spur Action

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19 Marketing Communications Plan Who is your audience & what action do you want them to take? What are the best ways in which to communicate with them? What means will they have to take action?

20 Marketing Communications Plan What is best timing and is action time-specific? Measuring effectiveness Who needs to buy in?

21 Confidentiality Stigma of substance abuse disorders Ethics of mental health providers Your Unique World

22 Your Unique World Tell stories Connect the dots addiction affects everyone in some way Get advocates to tell your story for you Influencers are key

23 Communications Publications Social Media E-blasts Website Word of Mouth Lobby or on-site communications Phone messages and signatures

24 Advocates, Ambassadors & Activists Board Staff Donors and others invested in you already Clients if that is possible Family members

25 Advocates, Ambassadors & Activists Educators or others who see the impact Community Leaders Other non-profit professionals Volunteers

26 Fundraising

27 Fundraising Why do People Give?

28 Fundraising Total given away 2016: $ Billion Individuals: 72% gave current gifts, or $ Billion Foundations: 15%, but 48.7% of this was family fdns 8% by individuals through bequests Corporations: 5% ($18.55 Billion)

29 Cost to Raise $ Most Expensive? Most Cost-Effective? How would you approach it?

30 Fundraising

31 Fundraising Association of Fundraising Professionals Code of Ethics Donor Bill of Rights

32 Cycle of Commitment Introduction to Organization / Basic Awareness î Education / Increased Knowledge î Passive Involvement Usually Limited î Active Involvement Increasing Time Commitment î Committed î Want to Do Something: èè v Give (Donor) v Tell Others (Ambassador) v Bring Others (Recruiter) v Lead (Board Member)

33 Fundraising

34 Case Studies Your Plan will include 3 steps: 1. Branding and Marketing 2. Fundraising 3. Partnership / Relationship-Building

35 Resources Association of Fundraising Professionals: Public Relations Society of America: Data & Marketing Association: NH Center for Nonprofits: Common Good VT: Maine Assoc. of Nonprofits:

36 Questions? Feel Free to Give me a Call Maryann LaCroix Lindberg, CFRE President Philanthropy Resource Group Maryann@PhilanthropyResource.org