Nonprofit org dev mgt lecture 14
- 1. Nonprofit Organization Development & Management LECTURE XIV: MARKETING YOUR MINISTRY ORGANIZATION Beulah HHeeiigghhttss UUnniivveerrssiittyy AAttllaannttaa,, GGAA
- 2. Part I MARKETING YOUR MINISTRY/ORGANIZATION (CHAP. 8 IN BRINCKERHOFF)
- 3. Marketing Your Ministry Scripture: You are the light of the world. A city set on a hill cannot be hid. Nor do men light a lamp and put it under a bushel, but on a stand, and it gives light to all in the house. Let your light so shine before men, that they may see your good works and give glory to your Father who is in heaven. Matthew 5:14
- 4. What is Marketing? Marketing is a process wherein an organization seeks to understand what people want and need and provide that to them in a way to which they will respond. It involves an exchange. A. Can marketing be a part of Faith? Faith is competitive in the market place. Churches compete for members, contributions, volunteer time and good staff. B. Good Marketing is Good Mission If you are focused on your mission, you will want to reach as many people as possible; you will want to target services to meet the greatest community needs
- 5. Some Aspects of Marketing include: Survey - are you happy with our services? Market acknowledgement - listen and try to improve services? Market awareness - tracking where your service recipients come from. Referral - get other people to send or bring other people to you. Promotion - written materials to give to people. Advertising - public service announcements. Meeting the market wants - change service method, hours of operation, location, or cost in response to a customer’s request.
- 6. Results of Good Marketing A true understanding of your markets –(clients, patients, members, parishioners, students, families and funders). A constant recognition of what those markets want. More focused efficient services. Happier markets. More people to serve. A stronger bottom line.
- 7. The Marketing Process for Faith-based Organizations Distinction between business and faith-based marketing: business marketing often sells us things we do need as well as try to make people want things that they don’t need. Faith-based marketing usually does not try to make people want things that do not need. Identify your markets – who are those you want to serve? Find out what your markets want - provide what they want. Adapt to the markets - listen to what people want. Look at cost and price- know what it costs to provide services. Promote the service- brochures, ads, PSA’s, videos, etc. Get the service delivered – determine how, when and where and with whom to provide service. Evaluate your efforts – know your goals and evaluate whether you have accomplished them.
- 8. Who Are Your Markets? Four categories of markets: Internal Service recipients Payers Referrals
- 9. The Markets of a Place of Worship Service recipient markets: Congregation, by age, by other factors (single, at home mother, etc) Payer markets: Congregations, denominations and user fees. Referral markets: Congregation, family members neighbors and denomination.
- 10. The Markets of a Community Service Organization Internal markets: Governing volunteers, employees, other volunteers and denomination. Service recipient market: Recipients of different types of services. Payer markets: Government, United Way, Foundations, Fees, Denominations. Referral markets. Physicians, clerics, counselors, teachers and family members.
- 11. Getting the Feedback You Need Cultural of asking – continuously ask customers what they want. Surveys – formally and informally. Focus Groups – get outside facilitator. Informal asking – get feedback when service is rendered Getting Information where it needs to be – share information with staff, board and participants.
- 12. Marketing Materials Good marketing materials Target your materials – be specific to your market. Include mission and statement of faith. Brevity and focus. Good appearance. Credibility. Bad marketing materials
- 13. Bad Marketing Materials Jargon Dated materials Lack of focus Asking for money. History lesson. Boring. Poor quality.