MARKETING FOR SUCCESS.THE POWER OF INNOVATION IN NFP MARKETINGMARCH 14, 2013

2

Not for profits are having to find new ways to create opportunities. With so many going

after the same customers and dollars, today’s NFP’s need to be more creative than ever.

Tight economic conditions can breed innovation.

3

Resource scarcity means donors, volunteers, corporate sponsors, government funders and

the public are all looking for ways to maximize not-for-profit program impact.

4

Key areas important to innovation and fostering a culture of innovation within your organizations are:

1. Fund Raising

2. Expanding reach

3. Mission delivery

4. Resource utilization

5

How can we look at these areas in new ways?

6

As with any business you first need to know:

1. Who you’re customers are

2. What they’re looking for (what motivates them)

3. How you can deliver on their needs and the mission of the organization

7

What your customers want:

1. Ways to participate in new and meaningful ways

2. Engagement and meaning

3. Community

4. Direct result related to what they care about

8

At bottom we are all looking for cost effective ways to engage current and new audiences,

retain new audiences, break through the clutter, compete for dollars, and fulfill our mission.

9

At DONOVAN we look outside the usual and look for examples in other environments that can

help us innovate in the not-for-profit space. Best and emerging practices can and should be leveraged and used as starting points for

innovation within NFP’s.

10

Examples of cost-effective innovation

11

Leveraging interactivity and social mediaPass a Paw

Engagement with new audiences

Fresh approach

Cost-effective deployment

Community building – activating champion networks

12

13

14

15

16

Leveraging media in surprising waysLocal and international examples of

‘guerilla’ marketing

Break through the clutter

Fresh approaches that build exponential awareness

Cost-effective media

17

18

19

20

21

22

23

24

Direct giving and taking it to the streetInternational examples

Direct giving

Fresh approaches that build exponential awareness

Engagement

25

26

27

Engaging corporations and their employees in new ways

Direct giving

Fresh approaches that build exponential awareness

Employee engagement

28

Some great resources

29

http://www.ssireview.org/articles/entry/creating_high_impact_nonprofits

http://fds.oup.com/www.oup.co.uk/pdf/he/bfpinsights/chapter-16.pdf

30

Q & A