Hot Topic - Marketing “The Good, The Bad & The Ugly” October 19, 10:00 -11:15 a.m.

Your Presenters: Ken Demith, director, EventMark, Customer Innovation, Freeman Catherine Connolly, direct marketing fundraising consultant. Catherine is an at-large board member on the 2012 AFP board of directors and past president of the California Capital Chapter.

Persona-Centric Marketing Strategy

Macrotrend The ME Phenomenon

Macro-trend – Me-dia

You probably can’t own your brand any longer…. ….you need them to help you

Crispin Porter Bodanski – Agency of the Decade Burger King went from 2 nd to 3 rd in the decade 70% of Marketers 8% of Population Weird King Got Attentio n Edgy Not Likeable

Traditional Marketing Techniques = Target MANY to reach a FEW…

NOW, Marketers- Target FEW who influence MANY…

Low Affinity High Transaction High Affinity Low Transaction

DEMOGRAPHICSBEHAVIORSMINDSET

How Would You Define Andy Griffith? Fishing Fan?

Musician

Sherriff

Paw

Nephew

Customer

Eligible Bachelor Boyfriend Husband

Best Friend Boss

AFP Personas

WeakerStronger Weaker AFP Participant Ecology 26 © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Carrie – Small Business Owner Jim– V.P. Marketing Bob– Small Business Owner Nancy – Thought Leader Lori – Marketing Professional Michelle – Excited Middle Manager Bill – Fundraising Consultant Nate/Naomi – New to Profession Amanda – Senior Fundraiser Frances– First Timer/Local Darvish– International Fundraiser

Nate - Non-Member Nate’s been in the fundraising profession for just two years. It’s a second career for him, and since he didn’t study this in school, he feels like he needs “Fundraising 101.” He’s read some books on fundraising, and now is looking for a place where he might be able to take some classes and learn more.

Background Facts Generation Y on the edge of Boomer; Handles $1million budget for organization’s small staff Not an AFP member Not highly tech savvy

What Makes this Persona Tick Hungry from information May not know exactly what they are looking for, need guidance No strong fundraising network, does have network from previous career Cost conscious, practical, looking for free stuff Could be appreciative of any resources More attached to cause than profession Uses Google for information Feels isolated or adrift (on a sea of discontent)

How do you reach this type of person? What messages work with them? What type of local follow up do they need to become engaged ? Nate - Non-Member

Michelle - Excited Middle Manager Michelle is at an in-between stage in her career – she’s trying to make a leap from middle manager to senior level director or to a larger organization. Michelle recently joined her local AFP chapter and is looking for more ways to be involved. She may have been a young hot shot but didn't shoot up the ladder, now she is at a crossroads.. Looking to find the right fit using AFP and other volunteers to find mentors

Background Facts 26% of attendee respondents Participation: 0% current, 0% lapsed, 54% non- participant Generation Y; Mid-level fundraiser manager Mid-size non-profit employer (Human Services, Education) AFP member 2.9 years Very technology savvy (multiple devices, more time on internet)

What Makes this Persona Tick Wants to grow her career to a senior level Very interested in education, possibly at community college, continued education is important Desire for career advancement or a new job Extremely cost conscious Volunteers

How do you reach this type of person? What messages work with them? What type of local follow up do they need to become engaged ? Michelle - Excited Middle Manager

Lori – Young Hot Shot Lori is the youngest of member but has worked at non-profits for 7-9 years. Her job function is marketing as opposed to fundraising. She’s rational, creative, and very comfortable with technology. Interested in big trends, world impact and world changers Lori is the newest persona to join her local AFP chapter but is heavily involved.

Background Facts Generation Y; Marketing professional Mid-size non-profit employer (Education, Human Services) AFP member 2.5 years- most technology savvy (most internet hrs., smart phone for business)

What Makes this Persona Tick Most likely to say education/networking are essential for career growth Very motivated to learn about her profession Others value her opinion and seek her advice Cost conscious, wants to meet people, empathetic and social Expects faster action/Immediate gratification Desires to be well traveled, Does not have patience

How do you reach this type of person? What messages work with them? What type of local follow up do they need to become engaged ? Lori - Hot Shot Attendee