July 2018 Class Resources for LaGrange College PHDE 5104
Marketing and Communications in Philanthropy and Development
Summary Presentations
| phde_5104_takeaways.pdf |
Development Cycle
Penzey's Spices example
New Yorker article: https://www.newyorker.com/culture/annals-of-gastronomy/ceo-who-called-trump-racist-penzeys-spice-mix
Marketing Plan Elements (Miller, Chapter 2)
- Marketing goals: what are you trying to get people to do?
- Environmental analysis: what conditions exist that you need to manage or solve?
- Audience and segmentation: who are you talking to?
- Messaging: what are you saying?
- Tactics: how are you communicating your story?
- Action plan, short term and long term: when are you going to do this and what steps?
- Budget and staffing: how will you resource this effort?
- Metrics: how will you know you are successful?
AUdiences: Who are we Talking To
Link to VALS Survey: http://bit.ly/VALSTest
| vals_summary.pdf |
Elements of a Persona
- Basic demographics
- VALS type
- Give them a name
Messaging: What are We SAying
Elements of a Powerful Message
- Evoke emotion
- Personal
- Emphasize impact
- Validate a decision
- Clear call to action
Link to Storytelling presentation: http://prezi.com/7c2-f3maslka/?utm_campaign=share&utm_medium=copy
| Ten Oaks Project Letter |
Delivery Tools
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List of Traditional Media:
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New media tools:
Making things "viral"
Link to Prezi about social media, including demographics:
prezi.com/cem4t4gn99jz/?utm_campaign=share&utm_medium=copy |
| cheap_fast_and_good_marketing_tools.pptx |
Analytics
Use Facebook, Buffer, Google and your website traffic analytics to measure response, but don't try to project to other media
| fundraising_ideas_evaluation1.pdf |
The Nonprofit Marketing Guide by Kivi Leroux Miller Readings
Chapter 1: Overview
Chapter 2: Defining marketing and outline of the marketing plan
Chapter 3: Market research
Chapter 4: Audience
Chapter 5: Messaging
Chapter 6: Marketing tools
Chapter 2: Defining marketing and outline of the marketing plan
Chapter 3: Market research
Chapter 4: Audience
Chapter 5: Messaging
Chapter 6: Marketing tools
Final Project Instructions
Presentation: Prepare and deliver a 10 minute presentation on your preliminary marketing plan, including the following:
- Marketing goals for the plan
- Audiences you are speaking to (at least three)
- Messaging for each audience (at least one message per audience)
- Overview of messaging tools, if ready
Final Project: Create a written marketing plan, due July 30, 2018 by 11:59 pm Pacific Daylight Time to alice.ferris@goalbusters.net. The plan must include:
- Marketing goal(s)
- Audiences, at minimum 3
- Personas for each audience, including VALS type (principle, status or action)
- Messaging for each audience, at minimum one message per audience
- Campaign for each audience, at minimum one campaign per audience
- Detail budget for at least one campaign, including expense and revenue projections
- Environmental scan
- Specific action list with timeline
- Overall plan budget
- Metrics
Crisis Communications
Who responds first controls the message
Elements of the plan
Elements of the plan
- MOST IMPORTANT: buy in from senior leadership to be open and honest in messaging
- Designated communications team
- Designated spokesperson and backups
- Decision tree for triggering the plan
- Target response times
- Instructions for communications team
- Identify issue creating crisis
- Acknowledge that something is wrong
- Determine consequences
- Determine appropriate response
- Communicate response as quickly and accurately as possible
- Media policies and procedures
- Protocol for drills and training
Marketing Ethics
Link to American Marketing Association Ethics Code: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx#StatementofEthics