Download Marketing Hadassah Through Effective PR – Reaching Your

Marketing Hadassah Through
Effective PR – Reaching Your
Membership and Beyond ~
Attracting New Members
Laurie Rosenwasser
Manager, Community Development
Hadassah
Investopedia Commentary
(on Marketing)
Many people believe that marketing is just about advertising or
sales. However, marketing is everything a company does
to acquire customers and maintain a relationship with
them.
Even the small tasks like writing thank-you letters, playing golf
with a prospective client, returning calls promptly and meeting
with a past client for coffee can be thought of as marketing
(emphasis added). The ultimate goal of marketing is to match a
company's products and services to the people who need and
want them, thereby ensure profitability.
Marketing is the act of telling stories
about the things we do – stories that sell
and stories that spread.
Today, they need to be VIRAL
The Nielsen Company issued a report this
month on the top U.S. web brands and
Internet usage in the U.S. As expected,
Google is the #1 web brand based on
unique audience.
The statistic that really jumped out for
us, however, was that in September
2009, the average U.S. Internet user
spent an estimated 68 hours online
(both at home and at work). (emphasis
added)
From Mashable.com
Although that still trails television usage
by a significant margin, it’s clear that the
Internet is carving out a greater and
greater role in our lives each month.
October 2009 Statistics From the
Nielsen Company
Cause Marketing
Cause marketing
From Wikipedia, the free encyclopedia
Cause marketing or cause-related marketing refers to a type of marketing involving the
cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.
The term is sometimes used more broadly and generally to
refer to any type of marketing effort for social and other
charitable causes, including in-house marketing efforts by
non-profit organizations (emphasis added).
Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a
specific donation that is tax deductible, while cause marketing is a marketing relationship
generally not based on a donation.
Review fans of your Hadassah
Facebook Page and check to make sure
they are already Hadassah members.
If they are not members, talk to them.
Help them understand why they would
want to be part of this great effort.
If they are annual members, engage
them in conversation about life
membership or at least about reenrolling
now for the stimulus discount.
Tweet the membership package and
use the www.hadassah.org as the
link.
When you see Hadassah information
posted on Facebook, share it and
mention membership. For example
“Members make it happen, consider
a lifetime commitment.”
Engagement leads to memberships
Engagement leads to memberships
Include membership information at
your events and in your electronic
communications, and ask prospective
members about themselves.
Engagement leads to memberships
If you know more about the
potential member, you can tell
her why Hadassah membership
is a perfect match for her.
Good Prospects for Hadassah
Membership and Upgrades
Long time annual members (to upgrade)
Spouses of Life Members – especially active members (to
become Associates)
Children of Life Members
Grandchildren of Life Members
Community members who are involved in fighting for
medical cures for Parkinson's, Multiple Sclerosis, Breast
Cancer, etc.
We have a tremendous product to sell. There are so
many different people for whom Hadassah Life
Membership is a perfect fit.
Look at your existing membership
Are there women who are longtime annual
members?
•Ask them to upgrade to Life.
•Ask them if they plan on being around for the next
11 years. If they say yes, then tell them its cheaper to
be come a Life Member.
• If they say no, ask them become an annual member
for several years.
Look at your leadership - are all of their spouses,
sons and sons-in-law Associates? Are their
daughters and daughters-in-law members?
If not, now is the time.
Active members should think about gifting their
children and grandchildren. It is a perfect way for a
member to share her commitment to the Zionist
dream with the next generation.
Real power comes from building
networks
What are Hadassah’s
purple cows?
HMO is doing incredible things
in medical research.
Are there women who are involved with the
Parkinson’s Action Network, Multiple Sclerosis
Society, Susan G. Komen or stem cell research.
•We are a perfect match for them.
•Now is the time to let them know we are right
for them.
Youth Aliyah Changes Young Israelis’
Lives
• Are there women who are involved with
Neighborhood Centers, helping local children at
risk?
• Tell them about Youth Aliyah/Children at Risk.
Are there AIPAC members or other Zionists who are
involved in secular organizations promoting health,
children at risk or the environment?
Hadassah is the largest Zionist organization, and it
encompasses health, education, youth, and the
environment.
The Balloon Factory &
the Unicorn
It’s uncomfortable to challenge
the status quo.
It’s uncomfortable to stand up in
front of strangers.
It’s uncomfortable to propose an
idea that might fail.
What are your fears?
What’s your game plan?
Stewardship:
It’s not over when you get
what you requested.
SS Hadassah
Make it easy for your
members to connect with you
= Cultivation
Real power comes from building
networks
Great thanks to Elise Passy, my colleague in Houston,
who provided me such great material and support.
Thanks to Cindy Goldberg, National Director of
Keepers of the Gate.
And, thank you. Feel free to contact me at any time:
Laurie Rosenwasser
952.924.4002
[email protected]
Facebook – Laurie Rosenwasser
Twitter - lrosenwasser