Marketing your Organisation

Introduction to Marketing(the short, short version…)

Andrew SmithWandsworth Voluntary Sector

Development Agency

Marketing your Organisation

Marketing

Many voluntary and community organisations do not understand the concept of marketing and lack the systems to implement it.

Do you agree?

Marketing your Organisation

What is Marketing?

• Identifying a need• Matching resources against that need• Building relationships to deliver services• Delivering services based on need in a cost

effective way

Sound familiar?

Marketing your Organisation

Marketing Principles

• It is not sufficient simply to provide a product or service and then concentrate on finding people to buy it

• You must find out what customers want and then produce a product or service that meets those needs

• KNOW YOUR CUSTOMER

Marketing your Organisation

Knowing your customers

When you understand how customers think and what they like and want…

…you can develop services that meet those needs…

…and come up with appropriate ways to communicate with them.

Marketing your Organisation

Benefits not features

• How will people benefit from what you are offering?

• Insurance doesn’t sell the covering amount, they sell the benefit of security.

• “Volunteering will bring you into contact with other people, which means that you will build a bigger circle of friends”

Marketing your Organisation

Needs and Wants

• A customer needs a drill bit.• What the customer really wants is a hole.• Needs help satisfy wants (the end result).• A means to an end.

Marketing your Organisation

Benefits and Features

In small groups spend time discussing :• What are the main features and benefits of

volunteer centres?– Brokerage– Good practice development– Policy response

Marketing your Organisation

The Message

• Messaging is the hook that captivates a customer’s attention. 

• If the marketing message is not relevant it won’t garner a second glance.

• Use motivations to make it relevant.

Marketing your Organisation

AIDCA

The engagement model that marketing communication is intended to initiate in the mind

of a prospective customer.• Attention: Last year, three of your fellow local

charities doubled their donations thanks to good marketing. How are YOU going to improve yours?

• Information: We are a support organisation that exists specifically to help you with everything from designing a website to crafting a marketing plan.

Marketing your Organisation

AIDCA

• Desire: You exist to make a difference to your community. So do we. Even if you’re not sure what marketing is, or what you need we can help you increase donors, recruit more volunteers and generally raise awareness.

• Conviction: We have done this successfully for several local charities. Here’s what they have to say about us.

• Action: Contact us in the following ways. Act now.

Marketing your Organisation

AIDCA

• Attention = Key point• Information = Features• Desire = benefits• Conviction = Evidence, case studies• Action = Response mechanism

Marketing your Organisation

Your turn

• Using the AIDCA model what messages can you come up with for Volunteer Centres?– Brokerage– Good practice development– Policy response

Marketing your Organisation

The Right Approach

• Focus of helping not selling.• No one likes to feel they are being sold to.• How did you react the last time a double glazing

salesperson caught you on the phone?• People like to make their own buying decisions

and seek out what they want.• Initial product/service is based on need.

Marketing your Organisation

Thank you

Andrew Smith

Operations Manager

0208 875 2849

operations@wvsda.org.uk