Commercial Management Presenter: DONNA Milne

Key Leadership Factors for Commercial Success 1) The six key factors To embrace the role of chief fundraiser Board accountability Civic engagement Organic strategic plan Comprehensive commercial plan To be the #1 cheerleader for your people 2) Marketing 3) Questions Key Leadership Factors for Commercial Success

Chief Fundraiser = Commercial Manager You are the face of the non profit for revenue raising, how connected are you? Reputation and relationships - How do you as a brand stand in your community? Do you articulate your organisations mission to anyone who will listen ? Do you apologise for asking for support or never ask for help? Does revenue raising and the process sound like something you can do? Learn more about professional fundraising, sponsors and corporate best practise

Board Accountability Board understands and accepts it’s fiduciary duties Board embraces its fundraising role (doesn’t fight it) Board members are ambassadors for the organisation in the community Board members fulfil their fundraising duties

Civic Engagement Spend 40% of your time working in the community or for it Belong to organisations, chamber of business, school fundraising committee Sit on committees relevant to the mission of the organisation Recognisable leader in the community

Organic Strategic Plan Have a strategic plan Make sure it is a “living document”, use it frequently for decision making Update it regularly Include measureable steps Report regularly on the progress of the plan to the board and staff

Commercial Plan A comprehensive plan Reviewed annually Includes short term (annual goals) and long term (3-5 year) goals Commercial manager works with staff to create it Regularly review it and alter as necessary

#1 Cheerleader to staff and company Champion the cause or your organisation to anyone who will listen including staff Executive and leadership staff need and feel engaged in the commercial process in order to embrace it fully Line staff need to understand how commercial outcomes affect them on a daily basis Board will reflect your support for your staff

Marketing Marketing defined: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others” Marketing is about managing profitable customer relationships Attracting new customers Retaining and growing current customers

Marketing The Marketing Process A Five-Step Process Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer quality