Nonprofit Marketing

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Types Cause marketing can take on many forms, including: Transactional Campaigns: A corporate donation triggered by a consumer action (e.g. sharing a message social media, making a purchase, etc.) and Non-Transactional Campaigns: A corporate donation to a cause such as in cause sponsorship is not contingent on an explicit action of the consumer. Point of Sale Campaigns: A donation solicited by a company at the point of sale but made by the consumer (e.g. consumers are asked to round up their purchase or donate a dollar when they check out online or in-stores) Message-Focused Campaigns: Business resources are used to share a cause-focused message. For example, a campaign that encourages behavior change (e.g. don't text and drive), drives awareness about an important cause (e.g. talking with elderly parents about driving) or encourages consumer action (e.g. signing a petition to save whales from captivity). Portion of Purchase: Businesses donate a portion of their sales to a nonprofit or cause. Pin Ups: Primarily for in-house use. Customers will donate and fill our their name on paper icon, which will then be hung up in the store. Buy One Give One: Businesses will donate a product with comparable value to a designated product based on each sale of that product. Volunteerism: Rather than asking for a donation, businesses will ask if customers will volunteer their time to a certain organization. Digital Engagement: Businesses create a "digital experience" using social media and software engineers to spread awareness and raise funds for a cause or nonprofit. Examples One example of cause-marketing would be the partnership of Yoplait's "Save Lids to Save Lives" campaign in support of the Susan G. Komen for the Cure. The company packages specific products with a pink lid that consumers turn in, and in turn Yoplait donates 10 cents for each lid. DICK's Sports Matters was launched in 2014 to raise awareness about the issue of underfunded youth athletics and create a crowd-funding platform through which selected youth sports teams could raise money from supporters and earn a matching grant through the DICK's Sporting Goods Foundation. An example of a nonprofit certification of a product (business) includes the American Heart Association's stamp of approval on Cheerios, the popular breakfast cereal. The Page 38 of 152
American Heart food certification program grants use of its "Heart Check" icon and name to dozens of cereals and juices meaning that that product meets the Associations' low-fat, low-cholesterol standards Launched in early 2006, Product Red is an example of one of the largest cause-related marketing campaigns to date given the number of companies and organizations involved as participants as well as its reach worldwide. It is also an example of a cause marketing campaign that is also a brand on its own. Product Red was created to support The Global Fund to Fight AIDS, Tuberculosis and Malaria (aka "The Global Fund") and includes companies such as Apple Computer, Motorola, Armani, and The Gap as participants. PeaceKeeper Cause-Metics is a cosmetics company for which all profits, are used to support women's health advocacy and human rights issues, while educating the mass consumer about many issues within the Human Rights field. The Company was established in 1999. Page 39 of 152
Page 1 and 2: The e-Advocate Monthly …a Compend
Page 3 and 4: Walk by Faith; Serve with Abandon E
Page 5 and 6: The Advocacy Foundation, Inc. Helpi
Page 7 and 8: Dedication ______ Every publication
Page 9 and 10: The Transformative Justice Project
Page 11 and 12: - (US News and World Report, Decemb
Page 13 and 14: The Advocacy Foundation, Inc. Helpi
Page 15 and 16: Biblical Authority ______ Deuterono
Page 17 and 18: Table of Contents …a compilation
Page 19 and 20: I. Introduction What Is Nonprofit M
Page 21 and 22: 10 Marketing Lessons for All Nonpro
Page 23 and 24: 5. Don’t ignore your new email su
Page 25 and 26: 8. Branded donation pages make a di
Page 27 and 28: asically free money given to non-pr
Page 29 and 30: “Unless you have a really large f
Page 31 and 32: Keep copy simple and digestible - G
Page 33 and 34: II. Cause Marketing Cause Marketing
Page 35 and 36: term campaign, $108,000 was raised,
Page 37: Online Charity Auctions In recent y
Page 41 and 42: III. Digital Marketing Digital Mark
Page 43 and 44: as the blogosphere, YouTube, Facebo
Page 45 and 46: which the targeted audience is able
Page 47 and 48: elationship with their customer as
Page 49 and 50: Ineffective Forms of Digital Market
Page 51 and 52: Television and radio continue to pe
Page 53 and 54: Social Networking Game advertising
Page 55 and 56: Advantages and Limitations The whol
Page 57 and 58: However some would disagree with th
Page 59 and 60: their digital marketing strategy i.
Page 61 and 62: 3. Donation pages. Your organizatio
Page 63 and 64: IV. Social Media Marketing Social M
Page 65 and 66: Mobile devices have become increasi
Page 67 and 68: Trump ranks second with 25 million
Page 69 and 70: In early 2012, Nike introduced its
Page 71 and 72: have voiced a preference for the am
Page 73 and 74: Instagram has proven itself a power
Page 75 and 76: elationship, businesses have to be
Page 77 and 78: "word-of-mouth" marketing that a pr
Page 79 and 80: eactive and respond to issues when
Page 81 and 82: In 2018, Max Factor, MAC and other
Page 83 and 84: other commercial offers can aid mar
Page 85 and 86: V. Predictive Analytics Analytics i
Page 87 and 88: People analytics is also known as w
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The analysis of unstructured data t
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event, and the developers could pro
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VI. NPO Sample Marketing Plan Build
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you to take a high-level look at yo
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achievable nonprofit marketing goal
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Let’s take a look at another exam
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As you work through this step, you
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For most nonprofits, the Marketing
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VII. NPO Marketing Examples 5 Incre
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Going after Trump fits perfectly fo
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A few years from now, marketing on
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Why does their content work so well
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The organization was founded in 194
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Each year, they release a world rep
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VIII. References 1. https://www.the
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Notes _____________________________
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Attachment A Marketing Your Nonprof
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Table of Contents 1. What Does “M
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• They build membership / gain vo
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this kind of pertinent data your or
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In the same example, volunteers and
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Key Tactics in Marketing and Brandi
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Direct Mail, E-mail and Beyond This
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For a successful, well attended eve
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Word of Mouth At a recent conferenc
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Conclusion Marketing is not somethi
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Meet the Authors Bridget Hartnett B
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About Sobel & Co. Sobel & Co. is a
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Attachment B 7 Steps to Creating Yo
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Table of Contents p. 4 Perform an O
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1. Perform an Organization Self-Ass
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It’s Time for Analysis! As fun as
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with critical thinking. With a stro
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Find Your Brand's Sweet Spot Think
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Craft Your Call to Action—With Em
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Do More Than Engage—Inspire Wheth
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6. Define Your Budget, Timeline, an
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Remember Be true to yourself and yo
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Georgetown University Center for Pu
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Essays on Excellence Lessons from t
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Advocacy Foundation Publishers The
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XVI for Drug-Free Communities Landm
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Vol. VIII 2022 ComeUnity ReEngineer
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Vol. XV 2029 Inner-Cities Revitaliz
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The e-Advocate Monthly Review 2018
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2021 Biblically Responsible Investi
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The e-Advocate Quarterly Special Ed
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Legal Missions International Page 1
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Vol. V 2019 XVII Russia Q-1 2019 XV
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The e-Advocate Newsletter Genesis o
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Extras The Nonprofit Advisors Group
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About The Author John C (Jack) John
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Nonprofit Marketing

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