They used to teach marketing as "the four Ps." They don't quite translate to the non-profit world, but you could adapt them into four Ms. These are slides from a workshop I led at the Institute for Non-Profit Marketing & Leadership at Boston University, leading a class of executives from an introduction to the marketing lens to the process of message development.

1. W H O A M I ?
W H A T I S “ M A R K E T I N G ” ?
C O M P O N E N T S O F M A R K E T I N G : T H E F O U R P S
M A R K E T I N G F O R N O N - P R O F I T S : T H E F O U R M S
~ B R E A K ~
8 S T E P S T O D E V E L O P I N G A M E S S A G E
A C T I V I T Y : I N S T A N T M E S S A G I N G
Q U E S T I O N S

2. W H O A M I ?

4. W H A T I S “ M A R K E T I N G ” ?

5. We m o s t l y s e e m a r ke t i n g t a c t i c s .
B u t b e h i n d t h e s e t a c t i c s i s a
M A R K E T I N G S T R A T E G Y
t h a t g o e s d e e p i n t o a n o r g a n i z a t i o n .

12. Ma r ke t i n g i s n o w r e a l l y c o m p l e x .
B u t a t i t s r o o t ,
I T I S F U N D A M E N T A L
t o a c c o m p l i s h i n g a n y t h i n g w i t h a g r o u p o f p e o p l e .

13. C O M P O N E N T S O F M A R K E T I N G :
T H E F O U R P S

14. PRODUCT

15. PLACE

16. PRICE

17. PROMOTION

18. M A R K E T I N G F O R N O N - P R O F I T S :
T H E F O U R M S

19. PRODUCTPRODUCTMISSION

20. PLACEPLACEMODEL

21. PRICEPRICEMONEY

22. PROMOTIONPROMOTIONMESSAGE

23. T h e j o b o f t h e N O N - P R O F I T M A R K E T E R
i s t o m a x i m i z e t h e r e l a t i o n s h i p b e t w e e n :
M O N E Y
M E S S A G E
M I S S I O N
M O D E L

24. Ma r ke t i n g s t r a t e g y c o n n e c t s a l l t h e w a y
t o t h e c o r e p u r p o s e o f a n o r g a n i z a t i o n :
T H E M I S S I O N .

25. ~ B R E A K ~

26. 8 S T E P S T O
D E V E L O P I N G A M E S S A G E

27. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
1
I D E N T I F Y C O R E
A U D I E N C E S
2
D E F I N E V A L U E
P R O P O S I T I O N S
3
C H E C K F O R B R A N D
C O N S I S T E N C Y

28. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
2
D E F I N E V A L U E
P R O P O S I T I O N S
3
C H E C K F O R B R A N D
C O N S I S T E N C Y
4
S E G M E N T
A U D I E N C E S
I WANT TO:
§ Teach kids something
they're passionate about
§ Connect to a larger
purpose
§ Build their careers and
organizations
I WANT TO:
§ Invest financial resources to
make the world better
§ Be a part of a movement
I WANT TO:
§ Help schools provide powerful
learning experiences
§ Integrate schools with the
world around them
I WANT TO:
§ Devote their working days to
making a difference
§ Become a part of special
organization
§ Build a career with purpose

29. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
3
C H E C K F O R B R A N D
C O N S I S T E N C Y
4
S E G M E N T
A U D I E N C E S
5
B U I L D
P E R S O N A S
Helping all children
discover and achieve their dreams
Brand promise:
Impact
Transformation
Connection

30. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
4
S E G M E N T
A U D I E N C E S
5
B U I L D
P E R S O N A S
6
C R A F T
M E S S A G E S
LEVEL
Senior Leaders
Managers
Employees
SECTOR
STEM
Finance
Marketing
Law
EXPERIENCE
New to us
Taught before

31. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
5
B U I L D
P E R S O N A S
6
C R A F T
M E S S A G E S
7
C H O O S E
C H A N N E L S
COMMUNITY
COMMUNITY

32. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
6
C R A F T
M E S S A G E S
7
C H O O S E
C H A N N E L S
8
M E A S U R E
E F F E C T I V E N E S S
Tell me:
§ That I’ll make a difference
§ That it will grow me professionally and personally
§ That others like me are doing it
Brand promise:
Impact
Transformation
Connection

33. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
7
C H O O S E
C H A N N E L S
8
M E A S U R E
E F F E C T I V E N E S S
GONE
TEACHING
I’m helping middle school students
discover and achieve their dreams.
Learn more at citizenschools.org.

34. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
8
M E A S U R E
E F F E C T I V E N E S S
§ Website analytics
§ Email analytics
§ Surveys

35. 8 S T E P S T O D E V E L O P I N G A M E S S A G E
1 I D E N T I F Y A U D I E N C E S
2 D E F I N E V A L U E P R O P O S I T I O N S
3 C H E C K F O R B R A N D C O N S I S T E N C Y
4 S E G M E N T A U D I E N C E S
5 B U I L D P E R S O N A S
6 C R A F T M E S S A G E S
7 C H O O S E C H A N N E L S
8 M E A S U R E E F F E C T I V E N E S S

36. Ef f e c t i v e m e s s a g i n g c o m e s f r o m
E M P A T H Y:
a d e e p u n d e r s t a n d i n g o f
a n o t h e r p e r s o n ’ s p o i n t o f v i e w .

37. A C T I V I T Y:
I N S T A N T M E S S A G I N G

38. A C T I V I T Y:
I N S T A N T M E S S A G I N G
I n 5 m i n u t e s :
C h o o s e a n A U D I E N C E y o u w a n t t o m e s s a g e m o r e e f f e c t i v e l y
Wr i t e d o w n t h e V A L U E P R O P O S I T I O N f o r t h a t a u d i e n c e
( 1 s e n t e n c e )
Id e n t i f y 2 - 3 m e a n i n g f u l S E G M E N T S w i t h i n t h a t a u d i e n c e
C h o o s e o n e s e g m e n t a n d s k e t c h a P E R S O N A f o r h e r o r h i m
( n a m e , g e n d e r, a g e , r a c e , n e i g h b o r h o o d , i n c o m e , p r o f e s s i o n … )
Wr i t e t h e v a l u e p r o p o s i t i o n f r o m t h e p o i n t o f v i e w o f w h a t t h e
p e r s o n a w a n t s ( 1 - 3 s e n t e n c e s )

39. A C T I V I T Y:
I N S T A N T M E S S A G I N G
3 m i n u t e s t o s h a r e y o u r p e r s o n a a n d m e s s a g e
7 m i n u t e s f o r d i s c u s s i o n :
D o e s t h e m e s s a g e a r t i c u l a t e t h e p e r s o n a ’ s N E E D ,
a n d n o t t h e o r g a n i z a t i o n ’ s n e e d ?
D o e s t h e m e s s a g e r e s o n a t e w i t h t h e p e r s o n a ’ s V A L U E S ?
W h a t C H A N N E L S c o u l d h e l p m a k e t h e m e s s a g e
r e l e v a n t a n d u r g e n t ?

40. Q U E S T I O N S

41. “Mo s t o r g a n i z a t i o n s s p e n d t h e i r t i m e
m a r ke t i n g t o t h e c r o w d . S m a r t o r g a n i z a t i o n s
A S S E M B L E T H E T R I B E . ”
S E T H G O D I N
S e t h G o d i n . Ty p e p a d . c o m
N A N C Y S C H W A R T Z
G e t t i n g At t e n t i o n . o r g

42. C O L I N S T O K E S
s t o k e s c o l i n @ h o t m a i l . c o m
@ s t o k e s c o l i n
T E D x B e a c o n S t r e e t
No v e m b e r 1 5 - 1 6 | B r o o k l i n e , M A
T E D x B e a c o n S t r e e t . c o m