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!
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