Marketing to Non-Profits

• WELCOME– Rochester Professional Consultants

Network– March 11, 2011

Marketing to Non-Profits

• PRESENTATION GOALS:– Introduce non-profit sector– Explore marketing potential– Provide effective marketing tips

Marketing to Non-Profits

• BACKGROUND:– 32 years non-profit experience– Unique perspective: listen first– Hired numerous consultants

Marketing to Non-Profits

• WHAT IS A NON-PROFIT?– Typically 501(c)3

• Public charities• Private foundations

– Other kinds of non-profits– Annual reporting requirements

Marketing to Non-Profits

• NON-PROFIT FUNDING:– Private sector

• Individuals: 75%• Foundations: 13%• Bequests: 8%• Corporations: 4%

– Public sector• Federal, state, local governments

Marketing to Non-Profits

• NON-PROFIT FINANCES:– Nationally: $1.9 Trillion annually

Marketing to Non-Profits

• NON-PROFIT FINANCES:– New York state:

• 62,574 registered public charities• 33,417 active filers• $151.5 billion total revenue of active

fliers

Marketing to Non-Profits

• NON-PROFIT FINANCES:– Monroe County:

• Approximately 4,000 non-profits• 1,063 active filers• $6.3 billion in annual expenses

Marketing to Non-Profits

• NEED FOR RANGE OF CONSULTING SERVICES:– Every aspect of managing & growing an

organization– Maintaining physical assets

Marketing to Non-Profits

• 4 POINTS TO CONSIDER:– Focus– Capacity– Affordability– Results

Marketing to Non-Profits

• FOCUS:– Do you understand their need?– Do you know who the decision-maker(s) is?– Can you bring a fresh perspective?– Do you have references?– Who are the agency stakeholders?– Are stakeholders and decision-makers at

the table?

Marketing to Non-Profits

• CAPACITY:– Can you deliver what you promise?– Do you understand the risks of the job and the

client?– Are you willing to use agency-internal

resources?– Will you expand their knowledge-base and

capacity?– Does you client understand what you’ll deliver?

Marketing to Non-Profits

• AFFORDABILITY:– Do you know the agency’s project

budget?– Can you provide “a la carte” services?– Can you provide a non-profit discount?– Will your fee adequately compensate

you?

Marketing to Non-Profits

• RESULTS:– Will you deliver something tangible?– Are the stakeholders satisfied with the

result?– Is the decision-maker(s) satisfied with

the result?– Will you cross promote your clients?– Will your client promote you?

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “I like to work with people I know.”

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “Do they know that non-profits are different than businesses?”

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “Some consultants have this bias that business always does it better.”

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “Consultants are just people who lost their [real] job.”

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– Does the project have recyclable components?”

Marketing to Non-Profits

• WHAT NON-PROFIT EXECUTIVES ARE SAYING:

– “[Non-profit] staff members often wear multiple hats, so things move slower.”

Marketing to Non-Profits

• FINAL THOUGHTS:– Challenges– Resources– Get Noticed!

Marketing to Non-Profits

• CHALLENGES:– Money is “dirty”– Lack of business acumen– Lack of clarity about what is wanted– Don’t understand how to engage

consultants– Lack of capacity or adequate resources

Marketing to Non-Profits

• RESOURCES:– Guidestar– Nat’l Center for Charitable Statistics– Websites, annual reports– Board of Directors member lists– Assn. for Research on Non-Profit

Organizations

Marketing to Non-Profits

• GET NOTICED:– Word of mouth– LinkedIn, other social media– Network:

• United Way• Agency of Council Executives• Assn of Fundraising Professionals• Ad Council, others

Marketing to Non-Profits

• THANK YOU FOR THIS OPPORTUNITY