The 10 golden rules of not-for-profit marketing Fast Track Management Guide: Š MBA 2007
Mark Butcher
The 10 golden rules of not-for-profit marketing An MBA Fast Track Management Guide
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The 10 golden rules of not-for-profit marketing Fast Track Management Guide: © MBA 2007
Contents Introduction
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What is marketing?
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Golden Rule 1: Identify your markets, or ‘publics’
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Golden Rule 2: Prioritise your publics
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Golden Rule 3: Define your marketing goal
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Golden Rule 4: Determine your strategy
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Golden Rule 6: Create maximum impact
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Golden Rule 7: Stand out from the pack
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Golden Rule 8: Learn from the competition
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Golden Rule 9: Seek excellence
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Golden Rule 10: Everyone’s a customer!
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Appendix 1: Marketing strategy creation template
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Appendix 2: Suggested reading
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About the author
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The 10 golden rules of not-for-profit marketing Fast Track Management Guide: © MBA 2007
Introduction About MBA
MBA, based in Newcastle upon Tyne, is one of the U.K.'s leading providers of training, consultancy and information to voluntary, community and statutory sector organisations. In the past 14 years we have worked with hundreds of organisations across Europe, Africa and the U.S.A. including the National Trust in London, the European Cultural Foundation in Amsterdam and the Carmichael Centre in Dublin. Our mission is to enable not-for-profit organisations and the individuals within them to exceed expectations and operate at a higher level.
About MBA Fast Track Management Guides Each Fast Track Guide is designed to give you a quick overview of a specific management issue, covering all of the points and issues.
Other titles in the series include:
21 Ways to Manage Your Time
Improve Your Fundraising
An Introduction To Project Management
The Magic Circle – Strategic Planning for Nonprofits
Influencing and Negotiating Skills
High Impact Presentation Skills
Peak Performance - Becoming The Best You Can Be
Lead Your Team
Did you know? By joining MBA’s online Gold Membership Scheme you would receive four Fast Track Management Guides for free, hundreds of other Knowledge Bank management resources and our bi-monthly fundraising bulletin. Visit our web-site for more information (www.mba-consulting.co.uk).
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The 10 golden rules of not-for-profit marketing Fast Track Management Guide: Š MBA 2007
About this Management Guide There are two ways to benefit from this publication. You can read it from cover to cover (we have kept it nice and short to help you). This will give you access to all of the key ideas, themes and issues related to the subject.
If you have more time though, you can work through the exercises, apply the learning to your own organisation and share your thinking with colleagues. Although this will demand more time, we strongly believe it will give you better results and real solutions to your specific challenges.
Taking your learning further You can find full details of the publications, training, consultancy services and information resources available from MBA Consulting at www.mba-consulting.co.uk.
ŠMBA 2007. All rights reserved. No part of this document may be reproduced in any form whatsoever without permission. The contents must not be lent, re-sold, hired out or otherwise circulated in any form, by way of trade or otherwise. Please feel free however to print hard copies for internal use within your organisation or team. www.mba-consulting.co.uk. Tel: 0191 226 7304/6
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The 10 golden rules of not-for-profit marketing Fast Track Management Guide: © MBA 2007
What is ‘marketing’?
In other words you have to be clear who The world of marketing is bedevilled by
you serve, know enough about their
jargon, such as USPs, diversification,
emotional and practical needs and wants
differentiation, niche and segment
to attract them, and then communicate
markets, market development versus
powerfully enough to keep them on board.
market penetration and so on. What does this all mean? Is any of it relevant to
Marketing is more than producing
providing services for children with
brochures, running direct mail campaigns
learning difficulties, or frail older people or
or designing a fancy new livery for the
young offenders? We think the answer is
letterhead. It is fundamentally about the
‘yes’ because when push comes to shove,
quality of your relationship with the people
whether you are trying to get people to
and the organisations that you serve. It is
buy consumer goods or support a good
about focusing on processes that help you
cause, the process and outcomes are the
offer and deliver the best service. It is
same. We think they can be summed up
about being relevant, effective and
as:
bringing excellence to what you do.
“finding, engaging and building a relationship with your supporters and users”
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