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I]`!=:nlr|̀]]m A  xe1JAE_wϴ3 bfb`dP70taS=10q]3;`_5@.)68dZL" xWX5Wvx\ 'K*sn;hc+5a۩Qq4 NNo'U(~יBIZy+ogB)V7n-iƒY'հ/SüXL36u ҄&t,۴F`!= R?_h-Y[ּ@ [ xePN@{ā$3yJ |CJEDDOCIEßD|\P̮/V,Vl!$v,-(2C^bK~b8⪪J 笵5J$',>1)U1!cňeXE;^3&c?vucq4~eᆅ'&_Y[ 0DArialNew Romantt> 0 DWingdingsRomantt> 0 C0.hh88  @n?" dd@  @@`` L D HM 231467 9;<=.;/<0= "[O [O 85MPQSUVWX[O[O5cd9 efghijklmsuvwx|}~  h2$Ai45ضVR0_o "$ךwKԦm07o "$kf! )i#$$$$2$;٪lݡ~^,j 2$g{Δ2vP\rL%2$3(f92z@*tǁN&2$)JRk(2$\w͸^@n)2$:nlr|̀]E*2$ R?_h-Y[ּ@E=, 0e0e A@A5%8c8c     ?1d0u0@Ty2 NP'p<'p@A)BCD|E?f@8 g4BdBd> 0ppp@ <4!d!d@w 0t><4BdBd@w 0t>R ʚ;U_8ʚ;<4dddd@ x 0@0___PPT10 pp___PPT9^VnL+%㨹O3!`PNG  IHDR asRGBcPLTE!!!BBBkccsssRJJ911111)))便{{{RRRkkkZZZ֭skkB99cZZ999)!!|7 cmPPJCmp0712,JQtRNS0J`IDATnAaUh: te)Kܿ gAcN2JmݛeGMU9^yW?{gMܤ`j{5nLIENDB`z8] ? %3Nonprofit Marketing Planning 0JProfessor Adrian Sargeant www.charityfundraising.org www.charityfacts.org <      04 05I] Objectives  By the end of the session you should be able to: Conduct a marketing audit Develop marketing objectives Develop marketing strategy Develop marketing tactics R2nlnn2n  ^In short  Write a marketing plan !  _ But First  What is marketing?  `Kotler and Fox (1985, p5)  jMarketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization s offerings in terms of the market s needs and desires and on using effective pricing, communication and distribution to inform, motivate and service the markets P  bOr  B Reprehensible ! Creative Director of Un-named Arts OrganizationCC$ C a Chartered Institute of Marketing!!( ! }Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably ~ cSo  *A management process A management function + d Orientations  Product Sales Market (ing)&   e Marketing Mix  (Product Price Place Promotion Et al !!! ) ) jSo  Marketing Planning  Fundraising Planning1. Business Mission 2. Organizational Objectives 3. Fundraising Audit 4. SWOT Analysis 5. Objectives and Key Strategies 6. Tactical Plans 7. Responsibilities 8. Schedule 9. Budget 10. Monitoring and Control 11. Contingencies ZpIMission  To provide care for the maximum number of under-privileged children by mobilizing resources, volunteers and staff, in providing services of exceptional quality.  qJMission  To provide aid and assistance to children in need. We will achieve this by marshalling a range of appropriate resources to target the greatest need, both in the UK and overseas.  tMSo  Be distinctive Emphasize what is different Be aspirational Outline beneficiary group / nature of need Outline how need will be met (&.   L uNOrganizational Objectives  Market Standing Innovation Productivity Financial and physical resources Manager performance and development Employee/volunteer performance and attitude Societal needs to be served Public/social responsibility  S1vOInternal Analysis  .Past performance Portfolio Processes Structure / wPProduct/service lifecycle  xQ Boston Box  yR  zS{T  SWOT Analysis*Strengths Weaknesses Opportunities Threats+ f+$kMarketing Objectives  Sales Enquiries Usage rates, patterns Awareness Market share Retention  Attrition rates ROI LTVaa a   An Example  To very quickly establish awareness of a product known to be appealing to the target market Walls Vienetta Ice Cream0`ZZx$f mHMarketing Objectives S M A R T f $ Key Strategies>Strategic Direction (Ansoff) Segmentation Positioning Branding? f?$Y9Ansoff  Segmentation - ConsumersMGeography Demographics Geodemographics Behavioural Psychographics / Lifestyle N fM$,   Lifestyle'Yuppie Dinky Chart Show Kid Lively Lady( f($sAnd behaviourally     [Segmenting Business Markets  PIndustry type Company size Location Technology Current relationships Similarity  Q \Evaluating Segments  9Measurable Accessible Substantial Appropriate Sustainable :   Positioning  Positioning is the act of designing the organisation s image and value offer so that the organisation s customers understand and appreciate what the organisation stands for in relation to its competitors Kotler (1995)(ZZ$P*#. -]:^;Branding    d=Why  KAid to learning Lowers risk Differentiation Licensing Reputation Insurance  L e>Six Levels of Meaning  3Attributes Benefits Values Culture Personality User 4 f?Values  uAccountable Ambitious Approachable Bold Caring Cautious Challenging Compassionate Determined Dedicated Direct DynamicvZv v  iEffective Engaging Established Exciting Exclusive Fair Focused Friendly Generous Helpful Heroic InclusivejZj j lBut&     m Quantitative  'Sector Voluntarism Change Conservatism ( ! ( ;Organization Emotional Stimulation Service Voice Tradition6 . . < n(Portfolio planning &     g@Tactical Plans  pProduct/Service  %Components Core Tangible Augmented &&   qService Quality  ACounting Complaints Rating Service Attributes The SERVQUAL Method B Customer Satisfaction  !Will Customers Buy From You Again"!$ " rServqual  6Tangibles Reliability Responsiveness Empathy Assurance 7 zPrice    {Place    | Promotion    }Promotional Mix  NAdvertising Sales Promotion Public Relations Personal Selling Direct Marketing O ~And   People Process Physical evidence !  Then...9Responsibilities Schedule Budget Monitoring Contingencies: f:$ MonitoringHow will the plan be supervised and controlled. Range of acceptable values Key people responsible for the plan Progress reports / benchmarks f$Contingency Plan6 Key issues requiring contingencies Plans for coping,6 f6$Formats  No 1 right approach  Formats  Audit, obectives, strategies, tactics Audit, objectives, strategy, tactics for segment 1, tactics for segment 2 etc Audit, objectives, strategies, acquisition, retention Audit, objectives, strategy, acquisition tactics for segment 1, retention tactics for segment 1, acquisition tactics for segment 2 etc. Always end as indicated& ..MZM&  =  Thank You  0www.charityfundraising.org www.charityfacts.org 0      0  0//l " $ %&o*|+P  0` z` ff[[ffRR|` py``Ӣ` ΂´vy` hk][^ROQGTП` N]1FS+BO)33` vs3db3` f` r3>?" dd@,?ldd@ n2 ld@n2`ld n?" dd   @@``PR    @ ` `6p>> nfP ,(  ,T 8q , "8q , # lA] ?y @? "  H 0   , # l ?y @? "gm H 0   , # l  ?y @? " H 0   , # lcCt?y @? "  H 0   , # lp%?y @? "u { H 0   , # lmD?y @? "  H 0    , # l!?y @? "  H 0    , 3 rD%?yd @? "GBM H 0    , 3 r&|(?yd @? 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