Marketing and Fund Development Strategies PIRE, March 17, 2010

 What did you recent data analysis tell you?  Organization Assessment  Substance Use Trends and Risk Factors  Which outcomes will be sustained?  Infrastructure  Program, Policy, Practices outcomes

 Build a rationale for what is to be sustained  Why is it needed?  Benefits  Successes  Harm if lost  Issues in community Identify required resources

 Identify your objective ◦ e.g.: sustain a social norms campaign

 Identify your target audience  Know who/what are you competing with (other non-profit organizations/programs)  What resources are you seeking

 What does the Coalition do  What does it offer to the community  What has it been successful at  How is it different from other organizations  Why should funders and donors support it

 Advertising  Brochures  Newsletters  Websites (your Coalition should have one!)   Telemarketing and direct mail  Invitations to events to show how funds are used

 Begin with a “hook” to gain attention. “I’m Jim Sokolove. I fix problems.” It’s cheesy but you remember it! “I’m Jane Doe from Mercy Medical Center. Our mission is to heal. Our passion is to care.”

 In 10 seconds or less articulate: ◦ What you do ◦ Whom you do it for ◦ Benefits your Coalition provides ◦ What you want from the listener

Hi I am Brenda and I save young lives. I am a member of a Prevention Coalition that conducts Social Norms Campaigns in the Middle School. Your donation of printing posters will allow us to correct the misperception youth have that everyone uses alcohol and drugs and remove the pressure for them to begin using.

Hi I am Brenda and I keep youth safe. I Coordinate a Prevention Coalition that runs a campaign to raise awareness among parents about teens’ prescription drug use. Your participation on our Media Committee will help us to create effective ads that teach parents how to keep prescription drugs out of the hands of youth.

 Identify target audiences  Tailor speeches for different audiences  Have a timeline for communication strategies  Create a logo, brand a brief, simple, memorable slogan or message

 Use repetition and stick with a message  Use the media venue best suited to reach your target audience  Build relationships by writing notes and sending invitations to events

 Show donors what their funds will accomplish  Use free media: newspaper articles, press releases  Use quotes of testimonials from those you serve in your marketing pieces

 Understand your funding needs for sustaining specific SPF strategies  Set funding goals short-term and long-term  Identify appropriate sources of funding  (see Toolkit Book 5 page 4)

 Diversify, diversify, diversify  Develop a plan and outline action steps (Template in blue folder)  Establish a fund development committee to implement plan

 Write a new strategic plan for the Coalition to cover a 3-5 year period  Part of the strategic plan should include fund development planning  Consider where in the community SPF outcomes and strategies be institutionalized

 Identify what must be sustained  Identify what resources are required  Know where /how to acquire those resources  Develop elevator speeches and marketing plans  Identify funding strategies  Have an overall strategic plan that includes long-term fund development plans  Monitor your progress and benchmarks