Presentation Materials: 

A8_NonprofitMarketing_presentation.pdf

There is no better time than the present to create strategic and compelling brand messages that will “move the needle.” This workshop will help attendees understand the value and power of your agency’s brand and potential for generating revenue and awareness of your cause. The importance of the link between money and mission will be examined because donor dollars and success of the organization are directly related to advertising efforts and their effectiveness. Today, in what the presenters consider to be a “quiet competitive environment,” organizations have the opportunity to stand out and make an impact on the bottom line no matter what is happening in the economy.

Workshop objectives/takeaways:

• hear the misperceptions of branding;


• learn how smarter marketing and everyone in the organization differentiates it from its competitors;


• learn how emotional communications and truth play a major role in what the organization it;


• learn the five rules of building stronger brand awareness; and


• learn how to build stronger brand awareness and the essential steps to get there, and more importantly, learn how to avoid the five most common mistakes along the way.

Presenters: Simon Bisson, executive vice president and chief development officer, Starr Commonwealth; and Bill Traver, president, Blufish Brand Consulting

Workshop synopsis:

“The Power of your brand is an essential and often underestimated measure of organizational vigor, one that is intrinsically linked to financial performance and long term viability. It speaks to an organization’s reputation and can positively or negatively affect stakeholder engagement and loyalty.”
— The Cone Nonprofit Power Brand 100, 2009

A weakened economy validates an increased focus on your branding efforts to balance resourcefulness with effectiveness. As your competitors shrink their marketing, you’ll stand out more, making a connection with your audience as your competition disappears.

We will discuss the realities of shrinking marketing budgets and the marketing manager’s responsibility to be fiscally responsible. This fiscal responsibility means staying in front of your audiences in a smart way: connecting with them during this emotional time and communicating that their involvement is critical and is making a difference.

We will help you to discover who your target audiences are and what they want to hear. Recent research on the trends of philanthropic giving will help you to focus your resources on donors that will provide the biggest return on investment and allow you to take advantage of the over $300 billion that is donated in the U.S. each year.

We will also discuss how to reach your target givers through new marketing channels such as social networking. With new and effective online marketing tools, we will review what combinations of these new tools are working best with the more traditional ways of marketing.

And lastly, we will share the top five mistakes organizations make while trying to build their brand. And how to be more creative, have fun, while remaining relevant and honest.

After this workshop is complete, you will feel armed and ready to let you audience know that your organization is still here, and it’s going to remain that way no matter what the economy does. It’s time to leverage your cause for maximum impact.