Essential Growth Strategies for Non-Profit Success

Denise Patrick

Vice President

Marketing and Creative Services

Start at the Beginning

I am worried that _______________________________.If I had to choose one problem I would focus on fixing _________________________.Our biggest challenge in 2009 is going to be ________________________.

Don’t Throw the Baby Out With the Bathwater

Undervalued Platform?

Untapped Insight into Stakeholders?

Underexploited Capability?

#1- Real Strategic PlanningDefine the core of your organization.Assess full potential and durability of key differentiation.Develop a point of view about the future and define the status quoIdentify full range of optionsIdentify hidden assetsUse key criteria to decide with assets to employ in new visionSet up a system to manage course correction

Make Something Happen Now

Create a short-term (one year) marketing and sales plan.

No really. It is time to measure real results.

#2 – Understand Your Stakeholder

How do they think?

What triggers their buying decision?

Who influences them?

What type of experience are they looking for?

#3 – Be Clear Who They Are

Make a real list

Keep it simple

How do you get to them effectively?

#4 – Features Tell/Benefits Sell

Features tell/brands sell

Demonstrate your brand

It is a conversation, not a presentation.

Understand how they think and what they feel

Illustrate your brand experience

Plan your experience with your prospect

#5 - Approaches

#6 – Secure a Meeting

Ask for a few minutes

Be specific on the time

Be confident

Pre-meeting assignment

#7 – You ARE Your Brand

Body language = 55%

Tone of voice/inflection = 38%

Words / content / logic = 7%

Total = 100%

#8– Ask the right questions

There are three types of questions that will lead you to a commitment:

Fact finding

Need finding

Benefit finding

#9– Ask early and often

There are three types of objections:

They don’t believe you

They don’t understand how it works

They don’t need you

#10– Keep the pipeline filled Find more opportunities

Turn opportunities into proposals

Blow them away with professionalism

Ask them to join you in your vision!

Tips & Pointers It’s not easy, get over it

You are a brand ambassador all the time

You don’t ask, you don’t get

Lack of confidence is a killer

Never be desperate

Throw the pen

Tips & Pointers Act like a normal personThey have to qualify to be part of your organizationBe willing to say no and hear noValue is what they buyIt’s always about emotion

Q & A