July 2019 Class Resources for LaGrange College PHDE 5104
Marketing and Communications in Philanthropy and Development
Summary Presentations
| 2018 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
Brand Evangelism
Hidden Brain, I Buy, Therefore I Am
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
Generational leanings
Generational leanings
- Matures: Principle; Money is to be saved
- Boomers: Status; Money is to be spent
- Gen X: Status and Principle; Money is a burden
- Millennials: Action; Money is a tool
- iGen/Gen Z: Principle; What's money?
- Alpha Gen: unknown
| 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
Delivery Tools
|
List of Traditional Media:
|
New media tools:
Making things "viral"
|
Analytics
Use Facebook, Buffer, Google and your website traffic analytics to measure response, but don't try to project to other media
Also, general analytics for your program are available at AFPFEP.org
Also, general analytics for your program are available at AFPFEP.org
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
Final Project: Create a written marketing plan, due August 12, 2019 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