not-for-profits Archives - Syneka Marketing

Not-for-profit Social Media Map

A social media map for not-for-profits

By Advice, Advice for Not-for-profit Organisations and Charities, News No Comments

Alex was recently asked at a workshop, by a participant, if there was a map for not-for-profits to navigate social media.

After much research, we discovered that no such map exists!

The appropriate use of social media is becoming increasingly important in the not-for-profit sector.

We work with many not-for-profit clients on meeting their social media needs. One of the most common questions we get asked, is what platforms would be most appropriate for the organisation.

Not-for-profit Social Media Map

Not-for-profit Social Media Map

As a full service marketing agency with an interest in the not-for-profit sector and social media, we thought it would be great to design a map that would help not-for-profits make the most of social media.

Devising this map was quite a challenge!

We initially thought about outcomes, and drawing arrows to different social media platforms. However, as many social media platforms can do more than one thing, we found that this just overcomplicated things.

What we ultimately produced is a Venn diagram inspired social media map. This social media map works around outcomes, for example, if a not-for-profit organisation wanted to only showcase their pictures, Pinterest would be a suitable platform. If they were looking for a platform that was multi-functional, Facebook, Google+ and Twitter would be the way to go.

We believe that this social media map will provide the not-for-profit sector with a simple tool to not only determine what social media tools would be appropriate for their organisation, but also figure out what content would be appropriate for these platforms.


Event Planning

Guide to planning events

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News No Comments

Alex and I recently became event and communications managers of the Amnesty Melbourne Metro Group. Planning events requires both an understanding of the bigger picture and a strong attention to detail.

I have been fortunate enough to plan events for many different organisations for over eight years.

With careful planning you can make your events a success

With careful planning you can make your events a success

In this post I will be providing insights into what it takes to run a successful event

  1. Start with the big picture – We believe that every event should have a purpose; this is why it is essential to look at the bigger picture. You need to be able to clearly identify why you are holding the event, who you are targeting and the outcomes you want to achieve.
  2. Brainstorm ideas – after we identify the big picture we like to brainstorm ideas for an event. At this stage it is important to be open-minded. If you are working in a team, everyone should be encouraged to contribute so that new and exciting ideas can be developed.
  3. Have a plan – planning is a crucial part of event management. Having a plan ensures that you are organised and are able to document the steps you need to successfully run your event. During the planning stage we like to look at the finer details of the event. A plan should encompass pre event planning, what happens on the day of the event and post event follow up.
  4. Assign an event manager – it is very important to have a centralised point of contact. An event manager ensures that there is someone to coordinate the event management process. There can be more than one event manager for an event; however, they must work collaboratively in order for an event to run smoothly. An event manager should be present on the day of the event and should oversee all proceedings and find solutions to problems that may occur.
  5. Work to strengths – when planning an event it is important to identify the strengths of the people working on the event, as well as your suppliers. For example, if you have someone in your event team who is highly creative, they could be put in charge of developing a theme.
  6. Ensure that there is post event follow up – after you have completed your event you should evaluate if it achieved what you wanted. Things that went well should be noted, as well as things that could be improved.

Events can be time consuming and stressful to organise. The most important thing is to be organised and know that you are working towards a purpose. Careful planning and implementation can ensure that events can effectively promote your organisation and its goals.

Membership Mastery for Professionals Workshops in 2013

By Advice for Not-for-profit Organisations and Charities No Comments

Membership Mastery is comprehensive training program covering every aspect of membership and revenue growth for membership managers and anyone who is accountable for growing their membership and their member revenue in 2013 … and beyond.

We are partnering with Kevin Cahalane from Membership Growth to deliver further workshops in 2013.

A one-day (8.30am – 4.00pm) workshop will be conducted on Thursday 14 March 2013 at the Mercure, Spring Street, Melbourne.

All participants will receive a tailored workbook and a copy of the Membership Growth Toolkit and resources (valued at $197) – the best membership building program currently available in Australia.

Full fee for the day is only $595 (GST inclusive) for a training program that will cover:

  • Marketing and Promotion strategies for success in member recruitment, retention and renewals.
  • Current factors affecting your organisation’s membership strategies and four key steps to improve them.
  • Market segmentation/market research – what you need to know to build membership.
  • Developing your “Unique Selling Proposition” (USP) to drive membership growth.
  • Defining value, benefits and innovation – creating dynamic membership offers.
  • Membership acquisition channels – what works and how to build on them.
  • Creating a prospect sales funnel [high list of prospects = dynamic membership growth] explode your membership with this formula.
  • Developing systems for membership growth.
  • New members – induction and orientation, to totally avoid first year member loss (a complete 12 month plan).
  • Member retention strategies for success – member engagement, building on member value and creating member advocacy.
  • Member Service Excellence, creating a culture of service and care – the 12 vital steps.
  • Developing a successful member “keep in touch” program. Effective use of social media to engage and communicate with your members.
  • Designing your member renewals campaign – ideas and solid guidelines for success.
  • Lost member reactivation – how to “win back” or conduct an exit interview.
  • Revenue earning strategies for financial growth.
  • Putting a strategy together for maximum membership growth results, long term sustainability and recession-proofing your organisation.

Places are strictly limited so book now to avoid disappointment.

Payments can be made via PayPal at www.membershipgrowth.com.au/membership-mastery-booking or email Kevin Cahalane at kevin@membershipgrowth.com.au to discuss other payment options.

If you wish to make an apple pie from scratch, you must first invent the universe.

Carl Sagan

Breakfast with the Lions Club of Vermont

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News, Presentations, Resources No Comments

Lion Clubs are service based organisations providing members with opportunities for community service.  The Lions Club of Vermont holds regular business events with the aiming of linking these businesses with the Club and its activities.

This morning I was invited to speak to the Lions Club of Vermont, discussing marketing and my experiences in developing marketing strategies and executing campaigns for businesses and not-for-profit organisations.

My presentation covered the fundamentals of marketing, guiding the audience through the initial development of a marketing plan.  I began by discussing the importance of consistent messages and understanding the needs of your customers or stakeholders.

Businesses support community organisations through workplace volunteering programs.

Businesses support community organisations through workplace volunteering programs.

There are common similarities in marketing for businesses or not-for-profit organisations, but there are some differences that make not-for-profits unique.  Businesses will typically have a defined target market, knowing their current and potential customer base.  This is somewhat true for not-for-profit organisations, but often there’s a need to target not just clients, but also volunteers, funding bodies, business partners and other organisations.  The need to cover a wider range of stakeholders provides unique challenges for not-for-profit organisations and it is important that each of these target markets is considered when developing a marketing plan.

Knowing the characteristics of the target market will assist in knowing how best to reach these potential customers and stakeholders.  Customers may respond best to a particular medium and it is important that messages can work across marketing tools.

Marketing tools, regardless as to to whether they are brochures, advertising, websites or social media should have a clearly defined call to action.   The call to action is what you want someone to undertake when they respond to the marketing messages.

Often a combination of tools is required to generate awareness and to prompt someone to recall the messages when they are able to respond to the call to action. This is why major advertisers, such as large retailers, use a combination of TV, radio and print – they want potential customers to think of their store when they are ready to make purchases.

Smaller businesses and many not-for-profit organisations have limited marketing budgets so it is imperative that marketing is utilised as efficiently as possible.  Understanding your target markets and knowing the most effective methods of communication to reach these potential customers is essential.

Use the right tools to reach these target markets and ensure a consistent message to prompt recall and action.  The need for consistency is particularly important when there is a long lead time to generate sales, such as booking holidays or purchasing furniture.

Marketing is an essential activity for any business or not-for-profit organisation.  This is particularly true in difficult economic conditions, where there is a need to foster ongoing customer loyalty.

Questions included a discussion on marketing volunteer opportunities, particularly for service clubs, where I discussed the need to focus on projects and the outcomes that volunteers can achieve through their efforts.

Business Breakfasts help businesses develop networks and gain valuable insights.  It was particularly pleasing to see a large number of businesses participating in today’s breakfast.

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