Marketing
October 20, 2022
PMAP 3210: Introduction to Nonprofits
Andrew Young School of Policy Studies
Plan for today
Plan for today
Marketing theories
Plan for today
Marketing theories
Marketing tools
Plan for today
Marketing theories
Marketing tools
Dignity and poverty porn
Plan for today
Marketing theories
Marketing tools
Dignity and poverty porn
Stories
Marketing theories
What even is marketing?
Why do organizations
engage in marketing?
Purpose of marketing
Purpose of marketing
Research, persuade,
and change behavior
Theories of marketing
Theories of marketing
Marketing is all about changing people's behavior…
Theories of marketing
Marketing is all about changing people's behavior…
…so what do people want?
Theories of marketing
Marketing is all about changing people's behavior…
…so what do people want?
…and why do people behave they way they do?
Theories of marketing
Marketing is all about changing people's behavior…
…so what do people want?
…and why do people behave they way they do?
…and why do people change?
Theories of marketing
Marketing is all about changing people's behavior…
…so what do people want?
…and why do people behave they way they do?
…and why do people change?
Psychology!
Theories of marketing
Change theory
Social cognitive theory
Exchange theory
Stakeholder theory
Change theory
Change theory
People act based on their current level/stage of change
Change theory
People act based on their current level/stage of change
Pre-contemplation (Aware of new behavior but not interested in changing)
Change theory
People act based on their current level/stage of change
Pre-contemplation (Aware of new behavior but not interested in changing)
Contemplation (Consciously evaluate personal relevance of new behavior)
Change theory
People act based on their current level/stage of change
Pre-contemplation (Aware of new behavior but not interested in changing)
Contemplation (Consciously evaluate personal relevance of new behavior)
Preparation (Decided to act and are trying new behavior)
Change theory
People act based on their current level/stage of change
Pre-contemplation (Aware of new behavior but not interested in changing)
Contemplation (Consciously evaluate personal relevance of new behavior)
Preparation (Decided to act and are trying new behavior)
Action (Doing the new behavior)
Change theory
People act based on their current level/stage of change
Pre-contemplation (Aware of new behavior but not interested in changing)
Contemplation (Consciously evaluate personal relevance of new behavior)
Preparation (Decided to act and are trying new behavior)
Action (Doing the new behavior)
Confirmation (Committed to new behavior; no intention to regress)
Change theory
How to use the theory
Change theory
How to use the theory
Cultivate relationships with donors
Change theory
How to use the theory
Cultivate relationships with donors
Help people move along these levels
Change theory
How to use the theory
Cultivate relationships with donors
Help people move along these levels
Tailor messages and campaigns
to people at different stages
Social cognitive theory
Social cognitive theory
Our behavior is based on our
views of the social context we live in
Social cognitive theory
Our behavior is based on our
views of the social context we live in
The social behavior of people
around us influences our behavior
Social cognitive theory
How to use the theory
Social cognitive theory
How to use the theory
Create marketing strategies that show good behavior
Social cognitive theory
How to use the theory
Create marketing strategies that show good behavior
"Most people do X"
Social cognitive theory
How to use the theory
Create marketing strategies that show good behavior
"Most people do X"
"It is important/good/socially acceptable to do X"
Exchange theory
Exchange theory
People want to make
mutually beneficial exchanges with others
Exchange theory
People want to make
mutually beneficial exchanges with others
Getting a good deal Feeling connected to others
Exchange theory
How to use the theory
Exchange theory
How to use the theory
Create marketing strategies that
show the benefits of the behavior
Exchange theory
How to use the theory
Create marketing strategies that
show the benefits of the behavior
Emphasize mutual relationships and connections
between donor and organization and recipients
Stakeholder theory
Stakeholder theory
Lots of people and groups are key to the success of
a nonprofit and have different needs and preferences
Stakeholder theory
Lots of people and groups are key to the success of
a nonprofit and have different needs and preferences
Internal
Staff Board
Stakeholder theory
Lots of people and groups are key to the success of
a nonprofit and have different needs and preferences
Internal
Staff Board
External
Donors Regulators
General public
Stakeholder theory
How to use the theory
Stakeholder theory
How to use the theory
Create marketing strategies that
cater to each group's needs
Marketing tools
General tools
Strategic marketing plan
Marketing mix
SWOT analysis
Personas
Communications and public relations
Strategic marketing plan
Strategic marketing plan
General plan for overall marketing strategy
Strategic marketing plan
General plan for overall marketing strategy
Marketing mix
Marketing mix
Characteristics of the products/services you offer (5Ps)
Marketing mix
Characteristics of the products/services you offer (5Ps)
Product or service (Thing you want people to consume or do)
Marketing mix
Characteristics of the products/services you offer (5Ps)
Product or service (Thing you want people to consume or do)
Price (Amount people "pay" for thing)
Marketing mix
Characteristics of the products/services you offer (5Ps)
Product or service (Thing you want people to consume or do)
Price (Amount people "pay" for thing)
Place (Where the thing will be consumed—in-person, online, etc.)
Marketing mix
Characteristics of the products/services you offer (5Ps)
Product or service (Thing you want people to consume or do)
Price (Amount people "pay" for thing)
Place (Where the thing will be consumed—in-person, online, etc.)
Promotion (How you'll publicize the benefits of the thing)
Marketing mix
Characteristics of the products/services you offer (5Ps)
Product or service (Thing you want people to consume or do)
Price (Amount people "pay" for thing)
Place (Where the thing will be consumed—in-person, online, etc.)
Promotion (How you'll publicize the benefits of the thing)
Policy (What regulations or institutional changes are needed to allow people to use the thing)
Environmental analysis (SWOT)
Environmental analysis (SWOT)
Understand how the organization
fits in and interacts with its external environment
Environmental analysis (SWOT)
Understand how the organization
fits in and interacts with its external environment
Personas
Profiles of fictional (but typical)
donors / customers / recipients
Each persona represents a segment of the market
Tailor your messaging to their needs
Persona characteristics
Persona characteristics
Demographics
Age Gender Education Income Location Employment Marital status etc.
Persona characteristics
Demographics
Age Gender Education Income Location Employment Marital status etc.
Pscyhographics
Attitudes Motivations Opinions Values Personality Lifestyle etc.
Persona characteristics
Demographics
Age Gender Education Income Location Employment Marital status etc.
Pscyhographics
Attitudes Motivations Opinions Values Personality Lifestyle etc.
Behaviors
Communication
preferences
Relationship to nonprofit
Donation history
etc.
Not just for marketing!
Not just for marketing!
- James is a 30-year-old police officer who has been working for 4 years. He’s interested in public service in general and is working on his master’s degree in public policy (MPP) so that he can improve policing in Atlanta.
- He’s familiar with Excel and has taken two MPP classes on statistics with Stata, but wants to be able to use statistical tools in his job after he finishes the MPP program, so he’s interested in R. He also really likes data visualization
- James needs help with programming, since all his training so far has been with GUIs like Excel and Stata. He isn’t especially familiar with any programming language and is scared of things like the terminal console, but he’s willing and excited to learn
Communications & public relations
Communications & public relations
How the organization
communicates with the public
Communications & public relations
How the organization
communicates with the public
More on this next week!
Communication methods
Communication methods
Media
(commercials, op-eds, letters to editor)
Communication methods
Media
(commercials, op-eds, letters to editor)
Direct mailers
Communication methods
Media
(commercials, op-eds, letters to editor)
Direct mailers
Social media
Communication methods
Media
(commercials, op-eds, letters to editor)
Direct mailers
Social media
Sponsorships and event marketing
Communication methods
Media
(commercials, op-eds, letters to editor)
Direct mailers
Social media
Sponsorships and event marketing
Websites
Branding
Branding
The organization's total image
Branding
The organization's total image
Logo Fonts Colors
Branding
The organization's total image
Logo Fonts Colors
Style Taglines
Branding
The organization's total image
Logo Fonts Colors
Style Taglines
Reputation
Dignity and
poverty porn
Marketing and emotions
Marketing and emotions
The goal of marketing is to persuade behavior
Marketing and emotions
The goal of marketing is to persuade behavior
Strong emotions → faster, more forceful,
more lasting behavioral change
Marketing and emotions
The goal of marketing is to persuade behavior
Strong emotions → faster, more forceful,
more lasting behavioral change
Evocative images and photographs create strong emotions
Marketing and emotions
The goal of marketing is to persuade behavior
Strong emotions → faster, more forceful,
more lasting behavioral change
Evocative images and photographs create strong emotions
That's not necessarily bad!
The allure of suffering
The allure of suffering
Nonprofits often deal with human suffering
The allure of suffering
Nonprofits often deal with human suffering
Suffering naturally creates curiosity
The allure of suffering
Nonprofits often deal with human suffering
Suffering naturally creates curiosity
"If it bleeds, it leads"
The allure of suffering
Nonprofits often deal with human suffering
Suffering naturally creates curiosity
"If it bleeds, it leads"
"Poverty porn" can raise more money
Beware of the allure of suffering
Beware of the allure of suffering
Nonprofits often fail to emphasize the dignity
of the people they serve when they fundraise
Beware of the allure of suffering
Nonprofits often fail to emphasize the dignity
of the people they serve when they fundraise
Children are especially taken advantage of
Beware of the allure of suffering
Nonprofits often fail to emphasize the dignity
of the people they serve when they fundraise
Children are especially taken advantage of
Every person depicted in a
fundraising campaign is a real person
Beware of the allure of suffering
Nonprofits often fail to emphasize the dignity
of the people they serve when they fundraise
Children are especially taken advantage of
Every person depicted in a
fundraising campaign is a real person
Don't sacrifice dignity for impact
Do not treat those you serve as
helpless, incapable, opinion-less objects
Treat people with dignity
Dignified Storytelling
dignifiedstorytelling.com
Stories
What are your favorite stories?
Why are they so great?
Why do people like stories?
Stories
Stories are how we translate core, essential content
to different forms
for specific audiences.
Purpose of stories
Purpose of stories
We understand the world through causal stories
Purpose of stories
We understand the world through causal stories
Stories are how we construct our sense of self
Purpose of stories
We understand the world through causal stories
Stories are how we construct our sense of self
Stories are crucial for making ideas memorable
Purpose of stories
We understand the world through causal stories
Stories are how we construct our sense of self
Stories are crucial for making ideas memorable
Stories imbue our experience with meaning
(Gelman and Basbøll, 2014) - "meaning" point from Mayer
Script-following
Stories motivate our actions
When we act we are often to a great extent enacting, we are acting out the story as the script demands, acting in ways that are meaningful in the context of some story and that are true to our character's identity.
Frederick Mayer, Narrative and Collective Action: The Power of Public Stories, p. 7
Stories lead an
audience on a journey
Story shapes
Kurt Vonnegut, https://www.youtube.com/watch?v=oP3c1h8v2ZQ
Every story is the same
Will Schoder, "Every Story is the Same", https://www.youtube.com/watch?v=LuD2Aa0zFiA
Heroes and structure
https://commons.wikimedia.org/wiki/File:Heroesjourney.svg
5:35 from Will Schoder, "Every Story is the Same", https://www.youtube.com/watch?v=LuD2Aa0zFiA
When marketing something,
who is the hero?
You are not the hero
The audience is the hero
This is why we care about personas so much!
Do not treat those you serve as
helpless, incapable, opinion-less objects
If the audience is the hero, those you serve are characters.
Don't mistreat them
Treat people
(and their stories)
with dignity