Developing a Tailored Marketing Plan For Your Nonprofit Laurie Kappe and Lilia Granillo 1

Objectives for this session Why “social” marketing matters to fulfill the vision of a hunger-free community The critical role of partner organizations who are trusted messengers and intermediaries How to develop a marketing plan for your organization that reaches those in need of food, donors, and volunteers 2

People in our communities are hungry Nearly 10% of the population in Santa Clara County lives below poverty line and 1 in 3 kids in Santa Clara and San Mateo is at risk for hunger. Need to “sell” the availability of food at SHFB Social Marketing 3

Increase the number of clients served by partners of the food bank from 250,000 to 350,000 total. Target Date: 2019 Challenge 4

Diverse communities: requiring multiple messages, materials and methods to reach those in need of food Valuable asset in partner organizations Trusted messengers Connections in communities Access to genuine voices Critical Role of Partner Organizations 5

Start with your numbers Understand your audiences Create the strategy Implementing the strategy Measure and adjust “How to” Develop a Marketing Plan 6

What’s your baseline? “Currently serving 2,000 clients a year” What’s your goal? “Serve 4,000 clients a year by 2019” What’s been working and why? “Our outreach fairs always cause our numbers to go up, especially when we hand out flyers and referral cards.” Start with your numbers 7

Clients Those you serve, and will “count” towards the outreach goal. Audience Broader group of people that may reach potential clients, donors and volunteers. Clients are a subset of your Audience 8

Who are your clients? Households with children Households headed by single parents Immigrants Students Senior citizens Specific ethnic or cultural groups Understanding your audience 9

What are their values? Why do they need food and what do they need? Where do they get their information? Who do they trust? Who cares about your clients? (to reach donors and volunteers)* Understand your Audience 10

Did Rhode Islanders know what it was like to eat nothing? Nothing Can End Hunger: Donor Audience 11

Based on audience research, develop: Messages Materials Methods Creating a Marketing Strategy 12

Research based marketing plan Key informant interviews Review of other campaigns Focus groups of outreach workers and clients Developing/testing messages/materials and methods Case Study: Increase Enrollment in CalFresh 13

A good message resonates with your audience Effective messages include data/stories Culturally competent and inclusive What makes an effective message? 14

It’s beneficial It’s safe It’s worth it “CalFresh helps us make our favorite meal. “I love cooking for my family.” Messages 15

Pocket-sized cards Materials and Methods 16

Materials and Methods 17

Web-based Outdoor advertising Lifestyle (cups/tray liners) Media: earned and paid Social media: texting, twitter, facebook Newspaper Inserts / Local Magazines Events and Fairs Print - flyers, pamphlets Menu of Materials and Methods 18

Considering timing campaign with relevant community dates or events –New Flyers –Outreach staff now wear unique, distinctly branded t-shirts –Develop multi-lingual information –Create new digital materials to share online Implementing the Plan 19

Did you reach your goals? What was most effective? Cost/benefit analysis? What worked--evaluation! 20

Laurie Kappe, Lilia Granillo, Visit our website: Questions or Comments? 21