Strategic Marketing for Non-Profits

Chisa D. Pennix-Brown, MBA CEO of Lady Bizness LadyBiznessOnline@Gmail.com

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Strategy A strategy is a plan of action

designed to achieve an objective.  Strategies tell

you how you’re going to get there, the overall direction you

are going to take.

Mission

Acquiring New Donors 53%

Engaging Our Community 49%

General Brand Awareness 40%

Retaining Current Donors 30%

Top Goals

Board Members Volunteers

Don

ors Social O

utlets

Media

Other Agencies

Aff

ected

Population

Com

mun

ity

Building Your Nonprofit

Marketing Strategy

Social Media  computer-mediated tools

that allow people to create,

share or exchange

information, ideas, and

pictures/videos in virtual

communities and networks.

Facebook• Fan Page (BUSINESS)

• Likes

• Most similar to a website

• Collect emails

• Connect with customers

• List events

Twitter • Microblogging

• Connect worldwide

• Create lists

• Follow Influencers

• See what’s trending

• Fast Paced

Instagram• Picture based platform

• Must use on your phone

• Younger Demographic

• Visually attractive

• Use hashtags

• Great for products &

brands

Pinterest• Photo Based Platform

• Great Referrer of Traffic

• Integrates into Selling

• Primarily Women

• Use websites and post

relevant content

YouTube• Video Platform

• Information based

• Use to familiarize people

with your brand and

processes

• Integrate into your

website

Periscope • Video Platform

• Immediate response

• Only used on cell phone

• Build an Audience

• Integrate into new

marketing efforts

Email Client • MailChimp.com

• Use it to connect

• Share campaigns on

Social Media

• Track emails

Choose Your Apps• IFTTT.com

• Hootsuite.com

• Buffer.com

• PageModo.com

Action Plan

#BiznessBranding #LadyBizness

DistributionHow does your

MESSAGE get to the TARGET?

Sample StrategyCreate a message the 5 W’s in place

Who? What? Where? When? Why?

Create a press release 1 page, include links, contact informationMake it a PDF [www.PRLog.com]

Use this same message to put information on event

List on Eventbrite Customize Your Link

List on Facebook Invite people on Facebook Add in others as event administrators

Create Shortlinks for easy sharing Link Shortner [www.Bit.ly]

1

Sample StrategyCreate a List of influencers to send message to

Chamber of Commerce(s)Business Groups

Create physical handouts and select prime locationsWhere is your target audience? Include phone numbers (Google Voice)Take Photo & Keep in your phone

Share your links on social media outlets Linkedin Posts and Groups Send Individual Messages

Write about the event on your blog/website Have members share the event Give each event a hashtag [#]

2

Sample StrategyCreate a video using photos to indicate target

Periscope/Vimeo / YouTube /Animoto Share (links or embed) in your emails

Create messages that tell people WHY?Age, Gender, Income, IssueAsk questions that will lead target Provide accurate goals of the event

Engage your target audienceUse photosUse sponsor logos & descriptions Send Weekly/Daily updates Ask for donations Provide opportunities for newsletter signupAsk for follows on social media Tell people to share the campaign Connect with the media

3

Measure Results

•Number of Fans•Monetary Donations•Quantity of Donors•Board Members •Online Donations

•Attendees•Memberships•New Followers•Annual Revenues•Email/Newsletter Opens

What is Your Show Up & Show Out! Moment?

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