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Marketing in a Recession
Non-Profit Network
Do More. With Less.
Marketing in a Recession
•Survival Guidelines
•Marketing Tools
•What is it For?
Aggressive Marketing in a recession
is the best time to gain
awareness and momentum.
No other time will this be easier.
Survival Guidelines
1. Monitor your competitors.
If they’re cutting back, seriously consider
increasing your marketing budget and hitting
harder.
Source: OnDemand Marketing
Survival Guidelines
2. Avoid gimmicks.
Center your message on the benefits and
advantages of your product or service.
Source: OnDemand Marketing
Survival Guidelines
3. Use Direct-Response Advertising
Techniques.
In direct mail and telemarketing campaigns,
use strong copy with simple but convincing
language - and don’t forget a strong call to
action.
Source: OnDemand Marketing
Survival Guidelines
4. Stress benefits and return on
investment.
Prospects are looking for as much value as
possible in a weak economy.
Source: OnDemand Marketing
Survival Guidelines
5. Focus on your metrics.
Know which target segments are most
responsive, which offers generate the
greatest interest, etc.
Spend every ad dollar carefully.
Source: OnDemand Marketing
Survival Guidelines
6. Re-examine your marketing mix.
Ensure it is the most cost effective.
Source: OnDemand Marketing
Have a Plan.
Marketing Tools
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Branding
Print Collateral
Advertising
Email Marketing
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Direct Mail
Signage
Environmental Graphics
Online Technology
Networking | Trade Shows | Thank You
Marketing Tools
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Branding
Print Collateral
Advertising
Email Marketing
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Direct Mail
Signage
Environmental Graphics
Online Technology
Networking | Trade Shows | Thank You
Online Technology Checklist
Make Technology Work for you
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A well-branded, easy-to-use website
The ability to process secure donations
An email campaign tool that complies with federal antispam laws
A website analytics tool (like Google Analytics)
A social media strategy
A listening tool (so you can monitor online conversations)
Great follow-up for online donors and supporters
Smooth integration between online and offline efforts
Regular reporting on all of your efforts so you can learn
and correct as you go
Marketing tools are available, and now
easier than ever to adopt.
Don’t forget the hard thinking that has to go
into making them work.
Marketing in a Recession
What is it For?
People know you’re a nonprofit organization
and that you need donations to help your cause.
But where exactly is a donor’s money going? What
will they get in return for their donation - personally
and in terms of your programs?
Marketing in a Recession
What is it For?
• Don’t just focus on need; explain the impact a
donation will make.
• Show them that you will manage their money
carefully so a potential donor knows it won’t be
wasted or inefficiently used.
• Clearly show which programs are being helped by a
donation or what good is going to result.
• Share human interest stories and success stories.
Demonstrate how other donors made an impact or
how donors impacted other individuals in need.
Here’s my Story.
Dental Implants.
What’s Your Story?
A Copy of this Presentation and Handouts
Can be found at:
www.PaulGregoryMedia.com/nonprofit