marketing workshop, day 2

Today The Idea Farm presented to us tips and tricks of the trade! The two gentleman, Ron - president of the company, and Marc - vice-president and senior art director dazzled us with information. I believe nonprofits must take part in this type of training in order to effectively drive their resource engines. Basically, you must be able to reach your market where they are, not from where we are. You are trying to obtain money, time, or donations of both from people, so you must develop a clear, compelling message that motivates people to give to you. A well thought out, well executed marketing campaign can help you accomplish that goal. It is crucial that nonprofits start thinking like businesses when it comes to marketing to the public. We need to think like Nike, Starbucks, Dove and other companies that have effectively marketed to their target audience. As nonprofits, we tend to try to reach all of our audiences with the same message, kind of a one-size-fits-all mentality. This is a fatal mistake. Different audiences are motivated to do different things, and it is up to us to find out what motivates our audience. Why would someone give money to your organization? Why would they donate time? Why would they serve on your Board of Directors or on a committee? You have to know their reasons before you can create effective marketing messages for them.
All that being said, take the time to learn how to be an effective writer, learn a little about graphic design. And if you can't, then hire someone who are professionals in the field. If you can't find the money to pay a professional firm, then find a college student that is majoring in marketing or graphic design, and see if they will work with you. Many times they are looking for projects to build their resumes and will do work gratis, or for a very low cost.
I encourage you to check out Katya's blog (see links). She updates her blog several times a week and has great links on her sIte, and great information! Also, the link to The Idea Farm is www.theideafarm.net
I also wanted to tell you about the books used for the three day workshop. I think they are all great for nonprofits who want to learn more about marketing. They are:
THE NON-DESIGNER'S DESIGN BOOK
GUERRILLA PUBLICITY
MARKETING WORKBOOK FOR NONPROFIT ORGANIZATIONS VOLUME I
MADE TO STICK
ROBIN HOOD MARKETING