missionbasedmarketing

missionbasedmarketing - Mission Based Marketing Brought to...

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Brought to you in association with Mission Based Marketing
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01/13/12 2 Brought to you in association with Outline of Presentation Mission-Based Marketing—What? Customers Competition Marketing Marketing Material Customer Service Financial Empowerment Final Words
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01/13/12 3 Brought to you in association with Mission-Based Marketing The tide is changing—the world of the Internet is competitive You are now in a competitive world—Is there still a need for NGO-specific services? Dealing with this means being Mission-Based yet Market-Driven
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01/13/12 4 Brought to you in association with Mission-Based—Market-Driven The Mission or the Market The market is always right—determines success The market is not always right for you The mission should be the ultimate guide Moving with the markets—maintaining your mission Have the Mission visible—everywhere Use the mission statement constantly Use the mission in market/service decisions Hold on to your Core Values
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01/13/12 5 Brought to you in association with Successful Not-For-Profits Meet wants not needs Treat everyone like a customer Have everyone on the marketing team Ask, Ask, Ask and then Listen Innovate constantly Don’t fear the Competition
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01/13/12 6 Brought to you in association with Customers
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01/13/12 7 Brought to you in association with Meeting Customer Wants Huge difference between needs and wants Target wants People have needs —people seek wants
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01/13/12 8 Brought to you in association with The Customer is Always Right -Wrong! The Customer is not always right— but The Customer is always the Customer The Customer may not be right for you
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01/13/12 9 Brought to you in association with Competition
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01/13/12 10 Brought to you in association with Competitive Intensity
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01/13/12 11 Brought to you in association with Who Are your Competitors? Internal Markets Board Members Staff External Markets Funders: government, members, foundations, donors Products/Services: fees, prices, charges Referrers: customers, suppliers, funders
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01/13/12 12 Brought to you in association with Study the Competition Do Not Fear Competition—Learn From Them What do you know about them? What Services do they provide? What clientele are they seeking? What value do they provide customers? What are their prices How Do you research your competition? Public Records, customer, and Board, Staff, and Volunteers What are your competitors after? What people or things is your competition trying to take away from you?
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01/13/12 13 Brought to you in association with Be Better than your Competition Pay attention to what customers want —give it to them Be better than your competition in the eyes of your customers Competing is not bad—not immoral Competing means being able to do more Mission Tell customers how good you are.
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01/13/12 14 Brought to you in association with Marketing
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01/13/12 15 Brought to you in association with Marketing—A Team Effort Everything that everyone in your organization does every day Every action effects the entire organization
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missionbasedmarketing - Mission Based Marketing Brought to...

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