From Facebook to MySpace, to Twitter to LinkedIn, social media is quickly becoming the most talked about new tool for the nonprofit sector. These sites allow nonprofits to create web presence, locate audiences interested in their cause, reach new volunteers, and even raise money.
I am a Generation Y-er. I was raised on MTV, email, texting, and YouTube. I can’t remember cell phones pre-PDAs. Thus, social media was a part of growing up and I have rarely questioned its importance.
What I find interesting is that there seems to be an existing apprehension to the use of such public platforms. To me, this apprehension is not just about social media as an isolated tool, but reflects a greater national challenge for the nonprofit sector - the opposition to adapt and change.
Very few can refute that the use of social media can provide nonprofit organizations with opportunity. As recently demonstrated through the Facebook Chase Community Giving program, social media can bring BIG rewards with little effort. I can attest to this as a Board member for the San Diego Chapter of the American Foundation for Suicide Prevention. Our organization invested little time and ZERO dollars (other than regular staff pay) on this campaign. Our supporters did the work (or “clicking”) for us. In the end, we were awarded 25K.
While social media has its obvious advantages, many question its relevance and importance within the nonprofit sector. As I become more and more involved in the trend, I am finding more and more concerns brought up in regards to control.
Unlike most business strategies, social media is built on a culture where the norms for communicating and forming relationships revolve around openness. Some ask: How can nonprofit organizations operate in this world without losing control over their image, message, and resources?
I think that this concern over social media actually reflects a greater issue, the resistance to adapt and change. The default setting for too many nonprofit organizations is to the closed side. The sector has traditionally been taught to secure, protect, and fight for survival (“survival of the fittest”). Far too few organizations today are really willing to evaluate the effectiveness of their operations, make changes for improvement, and incorporate new methods.
However, by refusing to transform, these organizations are not executing control, but becoming disconnected and weakening themselves.
I think that social media demonstrates a mindset that the nonprofit sector should adapt. We should embrace principles like openness, decentralized decision-making, and distributed action. We should let our supporters create the conversation and propel our organizations forward.
Breakthrough Nonprofit Branding: The New Nonprofit Imperative
Branding is often thought of as a tool exclusive for the for-profit world. When we think of successful examples, companies such as Starbucks Coffee, Disney, Harley-Davidson, Dove, and Apple come to mind. After all, these companies embody that it is not just about the product, it is about the experience.
A select group of nonprofits have jumped on the bandwagon and incorporated this marketing tool into their overall strategic plan. These nonprofits are moving beyond traditional thinking to create a new way to differentiate, strengthen, and establish value for their organizations.
But how does a nonprofit establish a brand?
This afternoon’s keynote speaker, Jocelyne Daw (renowned expert and author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits) offered these tips:
In the for-profit world, a brand is what you do and who you are - as perceived by your public. A big corporation’s greatest asset can be its brand. Branding is the process of creating a clear, consistent message about your company, so that when people see your logo or hear your name, they think about your product. The more they think about your product, the more likely they are to buy it. This is why when companies suffer a major crisis, a re-branding period often occurs to help rebuild their reputation and reestablish public support.
In the nonprofit world, however, I wonder if a brand is less about the general public’s perception, but more about donor’s perception.
I am a believer (as reflected in my last post) that donors don’t give solely based on the brilliance of an organization’s programs. They also don’t give because an organization is popular or hip. And (which some may disagree), they don’t give based on an organization’s past achievements or a long history of success.
The main reason donors give is because of what giving means to them. It is about personal significance. Giving may provide personal joy or satisfaction. It may help them grieve (as in the case of memorial giving) or celebrate (as in the case of the popular trend of birthdays-for-a-cause). Or in the case of big corporations, it may help to improve their bottom line.
Donors see giving as a reflection of you they are and how they want people to perceive them. This is why high-profile celebrities are very selective on the organizations they donate to, and thus, associate themselves with.
In my opinion, a nonprofit brand must articulate two important things:
A select group of nonprofits have jumped on the bandwagon and incorporated this marketing tool into their overall strategic plan. These nonprofits are moving beyond traditional thinking to create a new way to differentiate, strengthen, and establish value for their organizations.
But how does a nonprofit establish a brand?
This afternoon’s keynote speaker, Jocelyne Daw (renowned expert and author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits) offered these tips:
- Discover authentic brand meaning
- Embed brand in organization strategy operation
- Build breakthrough brand communication
- Rally internal brand community
- Engage and mobilize external brand champions
- Cultivate patterns to extend brand reach and influence.
- Leverage brand for long-term enterprise growth
In the for-profit world, a brand is what you do and who you are - as perceived by your public. A big corporation’s greatest asset can be its brand. Branding is the process of creating a clear, consistent message about your company, so that when people see your logo or hear your name, they think about your product. The more they think about your product, the more likely they are to buy it. This is why when companies suffer a major crisis, a re-branding period often occurs to help rebuild their reputation and reestablish public support.
In the nonprofit world, however, I wonder if a brand is less about the general public’s perception, but more about donor’s perception.
I am a believer (as reflected in my last post) that donors don’t give solely based on the brilliance of an organization’s programs. They also don’t give because an organization is popular or hip. And (which some may disagree), they don’t give based on an organization’s past achievements or a long history of success.
The main reason donors give is because of what giving means to them. It is about personal significance. Giving may provide personal joy or satisfaction. It may help them grieve (as in the case of memorial giving) or celebrate (as in the case of the popular trend of birthdays-for-a-cause). Or in the case of big corporations, it may help to improve their bottom line.
Donors see giving as a reflection of you they are and how they want people to perceive them. This is why high-profile celebrities are very selective on the organizations they donate to, and thus, associate themselves with.
In my opinion, a nonprofit brand must articulate two important things:
- What about your organization attracts donors?
- What is it about your organization that makes donors feel good?
First Impressions: Making the Most of Those Crucial First Meetings
As a young nonprofit professional, I have struggled with perfecting my “short and sweet” pitch to get potential donors and supporters from the NO category to the YES category. After all, I like to talk and the meetings big corporations offer never seem long enough.
I remember my first big meeting (which was actually only a couple of years ago). That morning I put on my power suit, brushed my teeth twice, and left extra early (just in case I hit unexpected traffic).
When I arrived at the office, I was greeted with a strong handshake and the comment, “You look to be about my daughter’s age!” Immediately my hands began to sweat.
We sat down and I got right to the point. I talked about the organization, our programs, and the impact we were having on the local community. I offered testimonials, recited statistics, and even provided a couple of colorful pie charts. Yes, I even had a PowerPoint on my laptop. I talked for about 20 minutes straight. I thought the key was to sale the organization, to prove that out of the hundreds of other nonprofits in the area, this was the one to support.
At the end of my speech, I asked if there were any questions. With a stern face the top CEO of the company looked at me and asked,” So what’s in it for us?”
I didn’t know how to respond. Wasn’t knowing that your money was going to a good cause enough?
Needless to say, I didn’t land the sponsorship. I did, however, learn an important lesson about cause marketing.
Today’s first breakout session brought back this experience. Speaker Scott Pansky (partner and co-founder of Allison & Partners) talked about first impressions and the key to making the most of those crucial first meetings.
Here are his tips:
- Come in with an agenda – the three B’s – Be Brief. Be Bright. Be Gone!
- Remember you are “in the door” (and getting in the door is the hardest part!)
- Listen! Ask questions!
- Think about both sides of the table
- Create clear next steps and deliverables
Obviously I failed to do all of these things during my first big meeting. I would like to say that I have perfected my pitch at this point, but I know that I still have a long way to go.
I think the hardest part is demonstrating what a partnership can look like. Potential donors and financial supporters do not want to hear the typical three-tiered promotion. No one really cares if they are a gold, silver, or bronze sponsor. What they really want to know is how connecting their name to your organization will affect their bottom-line.
It is important to understand a potential partner’s needs before you sit down for that first meeting. It is also important to present MARKETING solutions to potential sponsors rather than “fundraising problems”. Everyone knows that as a nonprofit, you are always looking for more financial support. The key to winning that support lies in seeing both sides of the picture.
Maybe that minor in Marketing will come in handy after all. :)
10 Questions Every Nonprofit Should Ask
Let’s face it - communities across the world are suffering. Over the last few months we have heard of terrible devastation internationally as well as in our own community.
As a result of these tragic events, there is an increased demand for the work of nonprofits. This demand, however, far outweighs the current capacity of the overall sector. Thus, nonprofits are being torn in different directions and having to adapt fast. Adaptation is not an easy process (anyone who has gone through a merger can attest to this) and this situation has left the sector in a sensitive and exposed state. However, this vulnerability has created an opportunity for evaluation and growth.
Our society’s needs are so great at the moment, that we don’t have time to work on the micro-level. We must THINK BIG and we must ACT BIG. That’s not to say that we don’t need vision, commitment, direction, and action to make a true impact.
This morning’s opening speaker presented 10 questions every nonprofit should ask:
1. What problems are you willing to solve?
2. How do you know when it is solved?
3. What do you do that is different that matters?
4. What proof do you have that it works?
5. What would you do it you had 10 years to make your difference?
6. How much money and resources do you need to succeed over the next 10 years?
7. What are you willing to do to achieve your mission?
8. What is your promise, your commitment, to each stakeholder?
9. What is you new success story?
10. What’s the most important thing for you to accomplish in the next 90 days to ensure your success?
Personally, I think these are very important questions to ask. But the key is not the questions themselves, but the discussion that is sure to evolve.
Engaging in discussion is energizing and amazing ideas can come from conversation. To often, however, nonprofits fail to communicate. They fail to communicate internally (i.e. management/staff/board) or externally (organization/stakeholders/community) and as a result, the organizations become disjointed and disconnected.
By asking these 10 questions, we can stimulate and energize our organizations and create excitement for work we do. The truth is, people want to talk. They want to find opportunities to brainstorm and engage in a conversation about what is possible. They want to create hope for a better life and a better world. There is real power in open and honest dialogue. Dialogue creates ideas and ideas create commitment. This commitment turns into action. Action, after all, is the key to creating impact.
What do you think? Is your organization talking?
Last Day to Register
Today is the LAST day to register for the AMA Cause Conference that lasts all day tomorrow. We hope you will join us at the conference - we have an amazing line up for you. Can't take the day off, but still want to participate? We'll be live streaming the keynotes AND the Olympiad as well as live blogging!
Thank you to all of our sponsors, speakers, and volunteers for making this conference possible!
Thank you to all of our sponsors, speakers, and volunteers for making this conference possible!
Participate in the conference from the comfort of your desk!
Live AMA Cause Conference Streaming and Blogging!
Can’t make the AMA Cause Conference all day, but still want to participate? In an effort to bring the Cause Conference to as many people as possible we are offering live streaming and live blogging for the first time! The cost for live streaming will be $35 per person. This live streaming is brought to you by our education partner, USD and is designed for those who can’t attend the entire conference but are interested in experiencing the keynote speakers sessions from Will Marré and Jocelyn Daw. Get inspired and get informed about the latest in cause marketing, even if you can’t be there in person! Join us online or in person March 10, 2010.
Lead or Disappear
Morning Keynote (8:15 – 9:00 am PT) Will Marré
Have a great cause but too little support? Understand what most potential corporate partners and individual donors say are the mistakes that too many non-profits make. Real case studies from 2009 with clients will showcase potential strategies and a will show compelling messages to turn donor support into an investment instead of a gift.
Breakthrough Nonprofit Branding: The New Nonprofit Imperative
Afternoon Keynote (1:00–1:45 pm PT) Jocelyn Daw
Learn how to move beyond traditional thinking about brands and branding. Learn strategies and purposeful ways to build and manage your brand. Identifying how your organization can stand out in the cacophony is vital in today’s environment and essential in differentiating, strengthening and creating value for the organization.
Non-Profit Olympiad Finals
Join us once again as SD Social Venture Partners brings the finalists in the category of Education from their exciting Investee selection process to compete on stage, sharing their best practices. The audience votes, and two winners will be selected to receive either a $10,000 video package or a $10,000 web/graphics package from UCSD Extension’s Marketing and Digital Arts Center (DAC). This year’s competing organizations include:
- Health Sciences High School and Middle College Charter School
- Community Coaching Center
- Nativity Prep Academy
- North County Trade Tech Charter High School
- Reality Changers
- Words Alive
Meet the Cause Conference Bloggers
We are pleased to welcome our two guest bloggers, Heather Carpenter and Jessica Van Der Stad, as the guest bloggers for the AMA Cause Conference in March 10. You can keep up with their reporting on the conference live through these two blogs: AMA Cause Conference and Nonprofit Leadership 601. We hope that you will read and comment on their blog postings. Thank you to our guest bloggers!
About the bloggers...
Heat
her Carpetner, Nonprofit Leadership 601
Heather has served as a Nonprofit Manager, Researcher, Trainer, and Blogger to nonprofit organizations for over eight years. She earned her M.M. in Nonprofit Administration from North Park University in Chicago, Illinois and she currently pursues her PhD in Leadership at the University of San Diego where she serves as a Researcher at the Caster Family Center for Nonprofit Research. Heather teaches and presents on a variety of topics in the nonprofit sector, is an avid social media user and authors the well-known Nonprofit Leadership 601 blog.
Heather is also author and creator of three nonprofit management toolkits: Nonprofit Operations, Setting up a Nonprofit Office, and Starting a Nonprofit, and participates on a variety of national nonprofit committees including, but not limited to, the Nonprofit Sector Workforce Coalition, the Next Generation Leadership Forum and the Nonprofit Congress. Her current research interests include: nonprofit leadership, nonprofit workforce issues, capacity building for nonprofits, service-learning, nonprofit technology, and nonprofit education.
Her specialties include nonprofit leadership, nonprofit workforce issues, capacity building for nonprofits, service-learning, nonprofit technology, nonprofit finance and nonprofit education.
Jessica Van Der Stad blogging from the AMA Cause Conference Blog
assion for non-profit work developed while traveling and studying internationally as a student. While living in Lithuania, she volunteered in an understaffed state-run orphanage for babies under 3 years old. Through this experience Jessica realized that by doing little things with great love, anyone can make a BIG difference.
Shortly after earning a Bachelor's Degree in Interpersonal and Organizational Communication from Azusa Pacific University, Jessica set out to pursue a career doing what she loved, helping others. In 2009 she joined ACCION San Diego, a local nonprofit that works to create increased income and access to jobs for low-to-moderate income, self-employed men and women by providing small loans and business support services. There she developed a professional volunteer program, manages the organizational resource programs, and assists with grant writing and fundraising.
Jessica also currently serves as the Fundraising Chair for the San Diego Chapter of the American Foundation for Suicide Prevention (AFSP). After losing her father to suicide in 2008, Jessica found an unyielding call to become involved in preventing suicide, educating the public about mental disorders, and reaching out to survivors of suicide loss and people at risk. Jessica is currently spear-heading the 1st-ever STRIKE OUT SUICIDE community bowling event to help raise funds to create a county-wide survivor outreach program.
In her spare time, Jessica can be found tweeting, updating Facebook, researching new social media activities to generate visibility for the organizations she works with, or just spending time with her two rescue dogs, Bruno and Marley.
Jessica is thrilled to have the opportunity to guest blog for the AMA Conference and encourages all blog-readers to comment, ask questions, and interact!
About the bloggers...
Heat
her Carpetner, Nonprofit Leadership 601Heather has served as a Nonprofit Manager, Researcher, Trainer, and Blogger to nonprofit organizations for over eight years. She earned her M.M. in Nonprofit Administration from North Park University in Chicago, Illinois and she currently pursues her PhD in Leadership at the University of San Diego where she serves as a Researcher at the Caster Family Center for Nonprofit Research. Heather teaches and presents on a variety of topics in the nonprofit sector, is an avid social media user and authors the well-known Nonprofit Leadership 601 blog.
Heather is also author and creator of three nonprofit management toolkits: Nonprofit Operations, Setting up a Nonprofit Office, and Starting a Nonprofit, and participates on a variety of national nonprofit committees including, but not limited to, the Nonprofit Sector Workforce Coalition, the Next Generation Leadership Forum and the Nonprofit Congress. Her current research interests include: nonprofit leadership, nonprofit workforce issues, capacity building for nonprofits, service-learning, nonprofit technology, and nonprofit education.
Her specialties include nonprofit leadership, nonprofit workforce issues, capacity building for nonprofits, service-learning, nonprofit technology, nonprofit finance and nonprofit education.
Jessica Van Der Stad blogging from the AMA Cause Conference Blog
- Resource & Sustainability Manger, ACCION San Diegov(twitter.com/ACCIONsd and facebook.com/ACCIONsd)
- Fundraising Chair, American Foundation for Suicide Prevention - San Diego Chapter (twitter.com/AFSPSanDiego and facebook.com/AFSPSanDiego)
assion for non-profit work developed while traveling and studying internationally as a student. While living in Lithuania, she volunteered in an understaffed state-run orphanage for babies under 3 years old. Through this experience Jessica realized that by doing little things with great love, anyone can make a BIG difference.Shortly after earning a Bachelor's Degree in Interpersonal and Organizational Communication from Azusa Pacific University, Jessica set out to pursue a career doing what she loved, helping others. In 2009 she joined ACCION San Diego, a local nonprofit that works to create increased income and access to jobs for low-to-moderate income, self-employed men and women by providing small loans and business support services. There she developed a professional volunteer program, manages the organizational resource programs, and assists with grant writing and fundraising.
Jessica also currently serves as the Fundraising Chair for the San Diego Chapter of the American Foundation for Suicide Prevention (AFSP). After losing her father to suicide in 2008, Jessica found an unyielding call to become involved in preventing suicide, educating the public about mental disorders, and reaching out to survivors of suicide loss and people at risk. Jessica is currently spear-heading the 1st-ever STRIKE OUT SUICIDE community bowling event to help raise funds to create a county-wide survivor outreach program.
In her spare time, Jessica can be found tweeting, updating Facebook, researching new social media activities to generate visibility for the organizations she works with, or just spending time with her two rescue dogs, Bruno and Marley.
Jessica is thrilled to have the opportunity to guest blog for the AMA Conference and encourages all blog-readers to comment, ask questions, and interact!
Community Partners are Key to Cause Conference Success
The AMA’s Cause Conference has grown to become the largest partnership conference on the west coast for nonprofits. But, as with any new event, it started small. So, how has this conference grown to be so popular? “Growth has been mostly organic by nonprofit and business support organizations and professional associations,” explains Parker Pike, founder of the Cause Conference. Each year, many San Diego organizations are approached that align with the conference’s target audience; executives in marketing, community relations, new business development, PR and advertising. The partnership, which requires no financial obligation, is an exchange of marketing resources to help both the conference and the Community Partner. “They help us spread the word to their members through their various marketing mediums.” In return, these organizations receive many great benefits surrounding the event, including media promotion, name inclusion on collateral pieces, and presence at the event. In addition, the San Diego AMA extends a discounted rate to the organization’s members to attend the conference.
But it’s not just the promotion that intrigues the partners. USD’s Institute for Nonprofit Education and Research has been a Community Partner for the past four years. “We believe in the conference’s goals to assist nonprofits with their marketing and to teach people new ways to reach audiences and to inspire them to support their organizations,” suggests Laura Stein, Assistant Director for the Institute for Nonprofit Education and Research. The 2010 Cause Conference will focus on the latest marketing and fundraising information to help nonprofits reach new heights despite the recession. It will include topics such as partnerships, social media, public speaking, return on investment, and marketing leadership. “This is a well-organized, engaging and stimulating event. I enjoy catching up with many of my nonprofit colleagues and meeting some new people, too. I believe this conference is time well-spent for any nonprofit professional.”
The 12th Annual Cause Conference Community Partners:
- Academies for Social Entrepreneurship
- Association of Fundraising Professionals (AFP)
- BIOCOM
- International Association of Business Communicators (IABC)
- Net Impact
- SANDAN
- San Diego Direct Marketing Association (SDDMA)
- San Diego Grantmakers
- The San Diego Foundation
- San Diego Social Venture Partners
- Stay Classy
- TechAmerica
- United Way of San Diego
- UC San Diego Extension
- USD/SOLES Institute for Nonprofit Education and Research
- Young Nonprofit Professionals Network (YNPN) San Diego
For more information about the AMA San Diego 12th Annual Cause Conference visit the conference website at www.sdama.org/conference.htm. You can also follow us on Facebook, LinkedIn (members only), and Twitter!
5th Annual Parker Pike Nonprofit Marketing Scholarship
The San Diego American Marketing Association would like to announce the return of the 5th Annual Parker Pike Nonprofit Marketing Scholarship.
As in previous years, the $1,000 scholarship will be awarded to a San Diego County college student who has demonstrated exemplary application of business and marketing practices to help a local, regional or national nonprofit organization that is a legally recognized, 501(c)(3) tax-exempt charitable organization.
The 5th Annual Parker Pike Nonprofit Marketing Scholarship is due by 5pm on Friday February 19, 2010. Winner will be notified via personal phone call from selection committee member by March 5th, 2010. Winner will be invited to attend and be recognized at the 12th Annual Cause Marketing Conference at USD on March 10th, 2010.
Please help us spread the words about this great opportunity to all students on your campus. Thank you very much for your help.
To download the application, click here: 5th Annual Parker Pike Nonprofit Marketing Scholarship application.
As in previous years, the $1,000 scholarship will be awarded to a San Diego County college student who has demonstrated exemplary application of business and marketing practices to help a local, regional or national nonprofit organization that is a legally recognized, 501(c)(3) tax-exempt charitable organization.
The 5th Annual Parker Pike Nonprofit Marketing Scholarship is due by 5pm on Friday February 19, 2010. Winner will be notified via personal phone call from selection committee member by March 5th, 2010. Winner will be invited to attend and be recognized at the 12th Annual Cause Marketing Conference at USD on March 10th, 2010.
Please help us spread the words about this great opportunity to all students on your campus. Thank you very much for your help.
To download the application, click here: 5th Annual Parker Pike Nonprofit Marketing Scholarship application.
Keynote Spotlight: Lead or Disappear
The top 10 questions that every non-profit needs to answer to survive.About the Keynote Session:
If you have a great cause but too little support something is wrong. What most potential corporate partners and individual donors say is that too many non-profits are unfocused and undisciplined. Will presents real case studies from 2009 with clients who created a potent strategy and a compelling message to turn donor support into an investment instead of a gift.
About the Keynote Speaker:
Will Marré is the co-founder and former president of the Covey Leadership Center where he translated the concepts of The 7 Habits of Highly Effective People into powerful leadership courses taught to millions of executives worldwide. Today Will is an evangelist of socially strategic enterprise that transforms Corporate Social Responsibility into Corporate Social Opportunity.
Will has been a business leader and consultant for 25 years to world leading companies such as Disney and Procter and Gamble. Now he is on a mission bringing his experience, vision and personal fire to the world to create a future of sustainable abundance.
Will is passionately helping organizations improve the quality of their people’s lives and accelerate economic and social improvement throughout the world. Using cause marketing with New York Stock Exchange companies to develop social-eco commerce, Will co-founded the Seacology Foundation that has saved nearly 200,000 acres of fragile island eco-systems and rainforests and 2 million acres of coral reefs.
Will is currently on the advisory board of the Human Performance Institute, a new Johnson & Johnson company dedicated to improving health and life satisfaction measures throughout the world. GE has also tapped Will to help them communicate the “green” value of their revolutionary organic LED lights. His personal passion for sustainable business innovation is also helping the renowned Grameen Foundation lift 100’s of millions of people out of grinding poverty through micro-credit.
In 2004 Will founded The American Dream Project to ignite leaders of the future to develop and find the ideas, tools and relationships they need to create the next chapter in American and world history. Will recently received an Emmy Award© for writing the learning documentary “Reclaiming Your American Dream” that continues to air on Public Television stations around the country.
Will is dead serious with a humorous style. He connects up-to-minute research with clear insights into a river of powerful ideas. As a leadership expert and an unrelenting advocate for a sustainable future, Will always brings his original ideas, unconventional views and infectious passion.
Will currently serves as Consulting Director of the Corporate Responsibility Forum at the University of California San Diego linking civic, non-profit and the business community into a common vision of the future for the San Diego California region. Will serves on the leadership faculty of UCSD extension, the visiting Scholar of Social Enterprise at Clemson University and is a former Leadership Scholar in Residence of The University of San Diego.
Will’s new book SAVE THE WORLD AND STILL BE HOME FOR DINNER was released in September 2009. His daily blog, “Ten Years to Save the World” is at thoughtrocket.com/blog. You can also follow Will on Twitter (@willmarre) or Facebook.
Location and Time:
8:15 - 9:00 a.m. in the Main Theater
To register for the AMA Cause Conference on March 10th click here!
Session Spotlight: More than a Mission - Marketing to the Savvy Donor
About the Session:Savvy donors are focusing on more than your mission when they make the decision to support a non-profit. This requires demonstrating an effective use of resources, technology, and creativity in operational strategy. This panel of experts will share examples of nonprofits reducing expenses, joining forces with others (like in Balboa Park with combined back office successes and plans), merging with others, using technology to be smarter and faster, and how they research non-profits.
About the Moderator:
Professor John Burnett has spent 41 years trying to mold the minds of young men and women. In his tenure at five universities, and several visiting positions, he has witnessed the evolution of college students majoring in Marketing and has come away with a startling conclusion, i.e., except for technology, they still exhibit a wide range of commitment and maturity. The major challenges remain; to teach them to think, become introspective, plan for the future, share their insights and concerns with others, and find their talents and passions.
Because he tries to practice what he preaches, his own evolution has had several profound changes. As a young professor he engaged in the traditional rituals related to “publishing and not perishing.” His dissertation was on the effectiveness of fear appeals in a health care context. His interest in advertising was born through a tangential relationship with the industry. As a child and high school student he was able to visit and work at the Leo Burnett agency [his grandfather and Leo were cousins]. Since then his research and writing interests have focused on advertising. In 1979 he wrote his first book, Promotion Management, and followed it with, Advertising: Principles and Practices, which is now in its eighth edition and a world-wide best seller. He has also written thirteen more books across a variety of topics, including principles of marketing, crisis management, marketing communications, and marketing for nonprofits. His 60+ articles in both academic and trade journals have considered various topics over time, but most recently he has researched the areas of nonprofit marketing, strategic branding, and marketing to the homosexual market segment.
During the mid- phase of his career, he added consulting and executive training to his resume. Especially beneficial was his alliance with AT&T. From 1982 to 1992, he taught in their executive training program in Basking Ridge, N.J. Courses included a three–day workshop on marketing communications, a two-day workshop on strategic branding, and a two-day workshop on services marketing. Attendees were middle managers working in both the B-to-B and the consumer side of the business. He also was hired to work as an outside strategic planner by AT&T to partner with several ad agencies that had contracts with AT&T. During this period in his life, he did training and consulting for IBM, Johnson & Johnson, the Dallas Mart, First Data, the Hawaiian Tourist Bureau, Lubbock General Hospital, Scott & White Clinics, Miller Brewing, and several other smaller organizations.
The year 1988 served as the next major change in John’s career. In that year the Burnett family suffered a major crisis. As part of the recovery process, he became interested in two new opportunities. First, after reading many self-help books on surviving personal crisis, he posited the hypotheses that crisis management, as presented by business, had a great deal of overlap with the personal crisis process. Consequently, he began writing a business book that outlined a proactive process for identifying, mitigating, and resolving business crises. In turn, he created a half-day seminar on how businesses can implement this proactive crisis management process. This crisis seminar was presented to organizations such as Colorado Mental Health, LeGrand Hart Public Relations, and Coors. He also realized the need for nonprofit organizations to learn more about strategic marketing. Another book emerged, Nonprofit Marketing Best Practices, published in 2007. In turn, he has developed a half day workshop on Marketing for Nonprofits, which he has taught all over the world
Today, Dr. Burnett offers both for-profit and nonprofit seminars to interested businesses, both large and small, that have an appreciation for strategic thinking. Nonprofits in which he is a Board member or has created a marketing plan include; Colorado Neurological Institute, Arapahoe House, Center for Hearing, Speech and Learning, National Pain Foundation, Central City Opera, Colorado Mental Health, and the Brain Injury Association of Colorado. He also engages in the legal community both as an expert witness and consultant.
John is married to Nancy, a psychotherapist, and has three adult children. He received a BS in Marketing from Southern Illinois University, as well as a MS in Economics. His doctorate is from the University of Kentucky.
About the Panelists:
- Jim Farley, Leichtag Family Foundation
- Duane Trombly, San Diego Social Venture Partners
- Christy Wilson, Rancho Santa Fe Foundation
- Rory Rupert, Balboa Park Cultural Partnership
4:00 - 4:45 p.m. in the Main Theater
To register for the AMA Cause Conference on March 10th click here!
Session Spotlight: Social Media Success Stories
About the Session:Everybody is talking about social media these days - Facebook, Twitter, blogs. Social media can be very beneficial for your non-profit, or it can take up one of your most precious resources: time. In this panel session, you will get a solid overview of how to use social media to market your non-profit, plus you will hear from three San Diego non-profits on how they are successfully integrating social media into their marketing plans.
About the Moderator: Becky Carroll
Becky is founder of Customers Rock!/Petra Consulting Group, a consultancy focused on engaging customers through conversation, social media, and WOW customer experiences. Her client roster includes several Fortune 100 companies such as Electronic Arts, Hewlett Packard, Fujitsu, Verizon, and Ford in addition to top executives, small businesses and non-profits.
Becky is the author of the business blog Customers Rock! (http://customersrock.net), listed in the top 5 of the Top 50 Customer Service blogs and among the Top 25 Marketing blogs. She also writes the blog Teaching Social Media (found at http://teachingsocialmedia.blogspot.com). She is a contributing author on the social media business books Age of Conversation and Age of Conversation 2. She is a regular personality on The Big Biz Show, a nationally-syndicated radio program, discussing topics related to marketing, social media, and customer service, and has also appeared with The Big Biz Show on WealthTV.
Becky teaches the “Marketing via New Media” class at UC San Diego Extension and sits on the Network Solutions Social Web Advisory Board. She also has her own internet radio show, Customers Rock! Radio, heard on wsRadio.com and via iTunes.
Becky is a regular keynote speaker and panelist at industry conferences and webinars on the topics of customer loyalty and social media including BlogWorld, SxSW Interactive, and Customers 1st. Additionally, Becky’s expertise has been sought out as a judge for several awards, including the Association of Support Professionals Top 10 Websites Awards, the Service and Support Professionals Innovator Awards, San Diego American Marketing Association’s Marketer of the Year Awards, the MI:6 Video Game Marketing Awards, and the Web Marketing Association’s Web Awards.
Previously, Becky served as Director of Social Media for social media advertising company Brickfish and was a Senior Consultant for industry-leading Peppers & Rogers Group. Additionally, she worked at Hewlett Packard for 14 years, capping her tenure as Director of Marketing for the UK and Ireland. She began her career at the NASA/Ames Research Center. Becky holds a BS in Electrical Engineering and Computer Science from UC Berkeley, and an MBA in Marketing Management from California State University.
Location and Time:
1:50 - 2:40 in the Main Theater
To register for the AMA Cause Conference on March 10 click here!
Keynote Spotlight: Breakthrough Nonprofit Branding - The new nonprofit imperative
About the Keynote Presentation:A select group of nonprofit organizations, of all sizes, are moving beyond traditional thinking about brands and branding. They are strategically and purposefully building and managing their brand. In the process, they are adding significant value and establishing a strategic competitive advantage that is powering substantial short and long-term growth. Identifying how your organization will stand out in the cacophony is vital in today’s environment and essential in differentiating, strengthening and creating value for the organization. This keynote will equips your nonprofit and your company– whatever your size, with the principles and practices to build and strengthen its brand in the community with the ultimate goal of creating a stronger cadre of supporters, achieving significant community impact, raising more funds and making a greater difference.
About the Keynote Speaker:
Jocelyne Daw is international recognized for her pioneering work in cause marketing and a sought after expert on business-community partnerships, community branding and integrating marketing and fundraising for significant results. A well-known speaker and consultant, Jocelyne has embraced a steadfast commitment to strengthening nonprofit organizations and businesses work in the growing field of community engagement. She has been retained by many leading nonprofits and companies both in Canada and the United States to provide strategic counsel that propels their work. Jocelyne is the author of "Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits” and the soon-to-be released book, coauthored with Carol Cone, "Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Growth."
Location and Time:
1:00 - 1:45 in the Main Theater
To register for the AMA Cause Conference on March 10, click here!
Session Spotlight: Building Partnerships on Purpose
Sponsorship Accountability…Beyond the Proposal - Cracking the Corporate DNA Code to Cultivate Effective Cause Marketing Strategies
About the Session:
New times require new models and new responses…If partnering with corporations is a critical link in your cause marketing value chain, this session will uncover what it takes to craft effective strategic partnerships with corporations, and give you the inside scoop on what drives their decisioning. This will be followed by a panel discussion with several corporations sharing how they align issues, focus giving, evaluate potential partners and deliver results to their stakeholders in these unprecedented times.
About
the Moderator:NEVILLE BILLIMORIA, Senior Vice President of Membership/Marketing & Chief Advocacy Officer, Mission Federal Credit Union
Neville is an effective communications and values leader, with more than twenty five years experience growing organizations through external marketing, media, and sales effectiveness as well as internal organizational alignment, corporate communications, and leadership development. In his current role, Neville has accountability for a strategic array of crucial member-focused and outward facing functions including; leading and managing the Marketing, Community Relations, Business Development and School Business Services departments for San Diego’s 2nd largest Credit Union with over $2B in assets serving more than 137,000 members. This includes shared responsibility with the CEO for promoting Mission Federal Credit Union’s public image and brand. As Chief Advocacy Officer, Neville interacts with a host of external constituencies including the financial industry as a whole, the credit union movement in particular, media, public relations, the educational community, and the greater community of San Diego. Neville also founded and serves on the MFCU Community Foundation Board of Directors. His span of control includes all outward facing areas with annual budget accountability for Membership/Marketing and the 501 3c Charitable Foundation exceeding $3 million. Neville also teaches at UCSD where he serves on a number of Boards including the UCSD Alumni Board.
The Panelists:
- Joanne Pastula – CEO, Junior Achievement
- Ed Wallace – VP Community Affairs, Sony Electronics
- Kelly Prasser – Regional Manager of Corporate and Community Relations, Sempra Energy
11:15 a.m. - 12:00 p.m in the Main Theater
To register for the AMA Cause Conference on March 10 click here!
Session Spotlight: Adding Power and Value to Your Partnership Proposals
About the Session:
Partnerships (not sponsorships), social enterprise, collaboration, cause marketing, and ROI continue to be the talk of nonprofits as traditional funding sources continue to shrink and change.
Learn first-hand strategies to help your nonprofit differentiate your proposals, key steps in preparation and how to predict your success. Presentation covers brief history of Cause Marketing and mega trends making partnership marketing one of the most important strategies for both companies and nonprofit leaders.
What you will receive:
About the Speaker:
Parker Pike, Marketing Manager, UCSD Extension – Business, Science & Technology
Program Manager, Step Up San Diego, UCSD Extension Responsible Enterprise Forum.
Parker has 39 years experience in marketing consulting, advertising, market research, customer relations, retail marketing, and promotion management. He has helped support the programs of many national businesses, while his primary devotion has been to small and mid-sized businesses, non-profit organizations and public agencies.
Parker is Marketing Manager for the Business, Science and Technology programs for UC San Diego Extension, the self-funded $33 million continuing education division of UCSD. His work supports growing business building relationships with a wide variety of professional associations, companies and media companies.
Two years ago he laid out the initial strategies for Step Up San Diego, a regional initiative bringing together the business and nonprofit sectors. He has primary responsibility for coordinating the largest media collaborative in San Diego history, a multi-institution educational alliance and programs that help socially responsible companies save money and increase visibility for their community support programs.
He was President of Catalyst, a San Diego based consulting company that specializes in building partnership programs for companies, non-profits and media organizations. He is a Past President of the American Marketing Association – San Diego Chapter. He was also the first Marketing Director for the Birch Aquarium at Scripps, Community Relations Director for the San Diego Union-Tribune and Marketing Director for America’s Cup Services.
Twelve years ago, Parker founded the American Marketing Association’s Cause Conference.
Parker has a marketing degree from the University of Notre Dame, MBA from Northern Illinois University and Masters in Advanced Management from National University.
Time and Location:
10:20 - 11:05 a.m. in Breakout Room
Partnerships (not sponsorships), social enterprise, collaboration, cause marketing, and ROI continue to be the talk of nonprofits as traditional funding sources continue to shrink and change.
Learn first-hand strategies to help your nonprofit differentiate your proposals, key steps in preparation and how to predict your success. Presentation covers brief history of Cause Marketing and mega trends making partnership marketing one of the most important strategies for both companies and nonprofit leaders.
What you will receive:
- Ready to use cause marketing plan template for you to use today
- The San Diego Nonprofit Valuation survey to help you place a dollar value on your nonprofit’s recognition benefits for prospective companies.
- Sample proposals to give you new ideas to approach companies.
- Tools to help you make more effective proposals
- Determining your ROCI (Return on Community Investment) Many companies overlook proposals unless ROCI is provided.
- Steps for conducting your nonprofit “resource audit” to differentiate your nonprofit.
- Key information to help you calculate your true market value of your proposals.
About the Speaker:
Parker Pike, Marketing Manager, UCSD Extension – Business, Science & TechnologyProgram Manager, Step Up San Diego, UCSD Extension Responsible Enterprise Forum.
Parker has 39 years experience in marketing consulting, advertising, market research, customer relations, retail marketing, and promotion management. He has helped support the programs of many national businesses, while his primary devotion has been to small and mid-sized businesses, non-profit organizations and public agencies.
Parker is Marketing Manager for the Business, Science and Technology programs for UC San Diego Extension, the self-funded $33 million continuing education division of UCSD. His work supports growing business building relationships with a wide variety of professional associations, companies and media companies.
Two years ago he laid out the initial strategies for Step Up San Diego, a regional initiative bringing together the business and nonprofit sectors. He has primary responsibility for coordinating the largest media collaborative in San Diego history, a multi-institution educational alliance and programs that help socially responsible companies save money and increase visibility for their community support programs.
He was President of Catalyst, a San Diego based consulting company that specializes in building partnership programs for companies, non-profits and media organizations. He is a Past President of the American Marketing Association – San Diego Chapter. He was also the first Marketing Director for the Birch Aquarium at Scripps, Community Relations Director for the San Diego Union-Tribune and Marketing Director for America’s Cup Services.
Twelve years ago, Parker founded the American Marketing Association’s Cause Conference.
Parker has a marketing degree from the University of Notre Dame, MBA from Northern Illinois University and Masters in Advanced Management from National University.
Time and Location:
10:20 - 11:05 a.m. in Breakout Room
To register for the AMA Cause Conference on March 10 click here!
Session Spotlight: First Impressions - Making the Most of Those Crucial First Meetings
About the Session:Whether you work for a nonprofit or a corporation, it’s critical to be prepared and understand a potential partner's needs before you sit down for a first meeting. Unfortunately, corporations are often disappointed when nonprofits that seemed to have great partnership potential present them with “fundraising problems” rather than marketing solutions. And nonprofits often find that corporate executives have little knowledge of their issues and have unrealistic expectations of what the ROI they can expect. This session helps “set the table” for all.
About the Speaker:
Scott has been practicing cause related marketing for nearly 20 years and is a co-founder of the SDAMA Cause Conference. As a co-founder of Allison & Partners, he oversees client service, major client initiatives throughout Southern California. He has developed strategies for clients including Hyundai North America, Hasbro, Boost Mobile, Vitamin Shoppe, HOK, YouTube, Sony, Bing, SeaLife, LA Sparks, and Homegoods. Mr. Pansky is very passionate about entertainment and education and has served as the immediate past President of the Entertainment Publicists Professional Society overseeing more than 500 publicists in Los Angeles and New York and is currently the President of the Los Angeles Unified School District’s Partnership Council. In addition, he sits on the board of the Los Angeles March of Dimes. Scott has worked with numerous non-profits developing initiatives for Children Affected by Aids Foundation, Mr. Holland's Opus Foundation, The Daniel Pearl Foundation, The Leukemia & Lymphoma Society, 4-H Council, Women’s Heart, Goodwill Industries, Camp Fire Boys & Girls, The Alzheimer's Association, and United Cerebral Palsy Associations among others. Scott is a national speaker on cause-related marketing and will be teaching workshops this year for IEG in late March and the Cause Marketing Forum in early June. He has taught cause marketing and public relations, at UCLA for nearly 10 years and has a course coming up this April.
Time and Location:
10:20 - 11:05 a.m. in the Main Theater
Session Spotlight: From Jitterbug to Twitter - How Generational Motivation Impacts Marketing
About the Session:
Want to explore what makes each generation tick so you can market, sell and work more effectively? Which social networking channels are most effective and for which generation? Sherri Petro of Workplace Evolution shows you how you can increase your generational understanding to market more effectively. Learn solutions other organizations are implementing by leveraging their knowledge of generational thinking. Sherri will share proven tips on how to decrease misunderstandings and increase communication.
Participants will have a better understanding of why each generation thinks the way they do, how to integrate better marketing and sales solutions and create better ways to communicate.
Learning Objectives:
She
rri Petro, President of VPI Strategies and founding partner in Workplace Evolution, has been consulting for 10 years in the for-profit, non-profit, and government sectors after a 16 year corporate career. She creates more financially sustainable organizations. Sherri is acutely aware of generational misunderstandings that result from different belief structures and lack of coherent communication. She is sharing the motivations of each generation to create better targeting, messaging and connecting as you market, sell and motivate others to buy. Her diverse professional background includes customer service, operations, administration, sales, marketing and strategic planning. Sherri earned an MBA from Pepperdine University and BA in Psychology from Youngstown State University, magna cum laude.
Time and Location:
9:05 - 9:50 a.m. in the Main Theater
Want to explore what makes each generation tick so you can market, sell and work more effectively? Which social networking channels are most effective and for which generation? Sherri Petro of Workplace Evolution shows you how you can increase your generational understanding to market more effectively. Learn solutions other organizations are implementing by leveraging their knowledge of generational thinking. Sherri will share proven tips on how to decrease misunderstandings and increase communication.
Participants will have a better understanding of why each generation thinks the way they do, how to integrate better marketing and sales solutions and create better ways to communicate.
Learning Objectives:
- Defining the generational mix.
- Exploring each generation’s motivating factors and the consequences on their buying decisions
- Sharing best practices to increase communication, market better and sell more.
She
rri Petro, President of VPI Strategies and founding partner in Workplace Evolution, has been consulting for 10 years in the for-profit, non-profit, and government sectors after a 16 year corporate career. She creates more financially sustainable organizations. Sherri is acutely aware of generational misunderstandings that result from different belief structures and lack of coherent communication. She is sharing the motivations of each generation to create better targeting, messaging and connecting as you market, sell and motivate others to buy. Her diverse professional background includes customer service, operations, administration, sales, marketing and strategic planning. Sherri earned an MBA from Pepperdine University and BA in Psychology from Youngstown State University, magna cum laude.Time and Location:
9:05 - 9:50 a.m. in the Main Theater
Session Spotlight: Teaching Them The Basics - Helping Them Understand
How to Manage Your Organization’s Marketing Expectations
About the Session:
While marketing professionals understand the principles of marketing, public relations and social media, it can often be difficult to translate them to the rest of the organization. All too often misconceptions and assumptions made by organizational leaders, staff and volunteers can create inefficiencies, contradictory messages and unmanageable marketing goals.
This session will provide concrete techniques for you to create a greater understanding of marketing basics and generate manageable marketing goals within your organization. It also includes a panel of experts in the fields of marketing, public relations and advertising to ensure you are on top of the latest marketing trends, which you can bring back to your organization as you build a new level of knowledge and commitment.
About the Moderator:
Deirdre Maloney is the principal of Momentum, LLC, a nonprofit marketing and management consulting firm that provides effective strategies and implementation for organizational success. Deirdre´s clients include The San Diego Foundation, I Love a Clean San Diego, and the HeadNorth Foundation. Before establishing Momentum, Deirdre served as the executive director of a multi-million dollar nonprofit organization for seven years. She has served on a number of boards, including her current position on the San Diego Chapter of the Association of Nonprofit Professionals. Deirdre also spent several years as a broadcast news producer and holds her Masters Degree in Public Administration.Panelists Include:
- John Burnett
- Indra Gardner
- Chris D’Eon
11:15 a.m. - 12:00 p.m. Breakout Room
Speaker Spotlight: Scott Pansky
About the Session...
First Impressions: Making the Most of Those Crucial First Meetings
Whether you work for a nonprofit or a corporation, it’s critical to be prepared and understand a potential partner's needs before you sit down for a first meeting. Unfortunately, corporations are often disappointed when nonprofits that seemed to have great partnership potential present them with “fundraising problems” rather than marketing solutions. And nonprofits often find that corporate executives have little knowledge of their issues and have unrealistic expectations of what the ROI they can expect. This session helps “set the table” for all.
This session will be held in the Main Theater at 10:20 a.m.
About Scott Pansky...
Partner and Co-Founder, Allison & Partners
Scott has been practicing cause related marketing for nearly 20 years and is a co-founder of the SDAMA Cause Conference. As a co-founder of Allison & Partners, he oversees client service, major client initiatives throughout Southern California. He has developed strategies for clients including Hyundai North America, Hasbro, Boost Mobile, Vitamin Shoppe, HOK, YouTube, Sony, Bing, SeaLife, LA Sparks, and Homegoods.
Mr. Pansky is very passionate about entertainment and education and has served as the immediate past President of the Entertainment Publicists Professional Society overseeing more than 500 publicists in Los Angeles and New York and is currently the President of the Los Angeles Unified School District’s Partnership Council. In addition, he sits on the board of the Los Angeles March of Dimes. Scott has worked with numerous non-profits developing initiatives for Children Affected by Aids Foundation, Mr. Holland's Opus Foundation, The Daniel Pearl Foundation, The Leukemia & Lymphoma Society, 4-H Council, Women’s Heart, Goodwill Industries, Camp Fire Boys & Girls, The Alzheimer's Association, and United Cerebral Palsy Associations among others. Scott is a national speaker on cause-related marketing and will be teaching workshops this year for IEG in late March and the Cause Marketing Forum in early June. He has taught cause marketing and public relations, at UCLA for nearly 10 years and has a course coming up this April.
First Impressions: Making the Most of Those Crucial First Meetings
Whether you work for a nonprofit or a corporation, it’s critical to be prepared and understand a potential partner's needs before you sit down for a first meeting. Unfortunately, corporations are often disappointed when nonprofits that seemed to have great partnership potential present them with “fundraising problems” rather than marketing solutions. And nonprofits often find that corporate executives have little knowledge of their issues and have unrealistic expectations of what the ROI they can expect. This session helps “set the table” for all.
This session will be held in the Main Theater at 10:20 a.m.
About Scott Pansky...
Partner and Co-Founder, Allison & Partners
Scott has been practicing cause related marketing for nearly 20 years and is a co-founder of the SDAMA Cause Conference. As a co-founder of Allison & Partners, he oversees client service, major client initiatives throughout Southern California. He has developed strategies for clients including Hyundai North America, Hasbro, Boost Mobile, Vitamin Shoppe, HOK, YouTube, Sony, Bing, SeaLife, LA Sparks, and Homegoods.
Mr. Pansky is very passionate about entertainment and education and has served as the immediate past President of the Entertainment Publicists Professional Society overseeing more than 500 publicists in Los Angeles and New York and is currently the President of the Los Angeles Unified School District’s Partnership Council. In addition, he sits on the board of the Los Angeles March of Dimes. Scott has worked with numerous non-profits developing initiatives for Children Affected by Aids Foundation, Mr. Holland's Opus Foundation, The Daniel Pearl Foundation, The Leukemia & Lymphoma Society, 4-H Council, Women’s Heart, Goodwill Industries, Camp Fire Boys & Girls, The Alzheimer's Association, and United Cerebral Palsy Associations among others. Scott is a national speaker on cause-related marketing and will be teaching workshops this year for IEG in late March and the Cause Marketing Forum in early June. He has taught cause marketing and public relations, at UCLA for nearly 10 years and has a course coming up this April.
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