Donors rarely support an unknown organisation. Lawyers, banking staff and trust company personnel will tell one that those drawing up their wills usually include bequests to well-known charities. But how does an NPO position itself as a household name amongst the large, famous charities that have been around for over a century? All aspects of Marketing an NPO and positioning its name and logo – its brand – as a household name, are covered. It can be done! It has been done successfully by a number of South African NPOs in amazingly short spaces of time. Jill and Claire will demonstrate case studies.
Topics include:

• Adopting a marketing attitude rather than a charity mindset
• Developing an organisation’s brand
• The importance of marketing – one can’t fundraise in a vacuum
• Market research
• The format and technique of a marketing plan
• Understanding your market.

Jill holds the PRISA accredited PR Diploma and has many years’ experience in advising NPOs on Public Relations. Jill also edited South Africa’s first book on PR for NPOs. Claire has an MBA in International Marketing from Berne University, Switzerland, and many years in the NPO sector, both in South Africa and in the UK. She heads up Papillion’s specialised marketing consulting service to NPOs and has custom written marketing plans for an array of non-profit and faith-based organisations. The difference between Marketing and PR will be explained, as will the importance of each in the fundraising mix. Topics on PR include:

• Media releases – what is and what is not news
• Crisis PR
• Keeping your organisation alive via the media
• PR’s place in fundraising
• Newsletters as fundraising tools
• Brochures
• Annual reports
• Strategic Marketing Planning
• Electronic media for PR.

Course notes include sample PR and marketing plans.

An optional additional service, only for delegates to this course, is the opportunity to write media releases and/or marketing materials and have them reviewed by the Papillion marketing team. (Note: this does not include a re-write or edit but comment and advice only, as an extension of the learning gained during the course.)

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