1. Commercial Management
Presenter: DONNA Milne

2. Key Leadership Factors for Commercial Success
1) The six key factors
To embrace the role of chief fundraiser
Board accountability
Civic engagement
Organic strategic plan
Comprehensive commercial plan
To be the #1 cheerleader for your people
2) Marketing
3) Questions
Key Leadership Factors for Commercial Success

3. Chief Fundraiser = Commercial Manager
You are the face of the non profit for revenue raising, how connected are you?
Reputation and relationships - How do you as a brand stand in your community?
Do you articulate your organisations mission to anyone who will listen ?
Do you apologise for asking for support or never ask for help?
Does revenue raising and the process sound like something you can do?
Learn more about professional fundraising, sponsors and corporate best practise

4. Board Accountability
Board understands and accepts it’s fiduciary duties
Board embraces its fundraising role (doesn’t fight it)
Board members are ambassadors for the organisation in the community
Board members fulfil their fundraising duties

5. Civic Engagement
Spend 40% of your time working in the community or for it
Belong to organisations, chamber of business, school fundraising committee
Sit on committees relevant to the mission of the organisation
Recognisable leader in the community

6. Organic Strategic Plan
Have a strategic plan
Make sure it is a “living document”, use it frequently for decision making
Update it regularly
Include measureable steps
Report regularly on the progress of the plan to the board and staff

7. Commercial Plan A comprehensive plan Reviewed annually
Includes short term (annual goals) and long term (3-5 year) goals
Commercial manager works with staff to create it
Regularly review it and alter as necessary

8. #1 Cheerleader to staff and company
Champion the cause or your organisation to anyone who will listen including staff
Executive and leadership staff need and feel engaged in the commercial process in order to embrace it fully
Line staff need to understand how commercial outcomes affect them on a daily basis
Board will reflect your support for your staff

9. Marketing Marketing defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
Marketing is about managing profitable customer relationships
Attracting new customers
Retaining and growing current customers

10. Marketing The Marketing Process A Five-Step Process
Understand the marketplace and customer needs and wants
Design a customer-driven marketing strategy
Construct a marketing program that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer quality