Kathy Keeley to nonprofit leaders:
“Get over it — you’re in sales”

130 nonprofit staff and board get straight talk and tips at Essentials of Marketing & Fund Development

Most nonprofit employees chose their career path based on passion for a cause, not a love for making a sales pitch. Nevertheless, at the October 19th Charting a Course training, presenter Kathy Keeley urged 130 nonprofit directors, development staff, and board members to adopt a marketing mindset and formalize their fund development strategies.

In today’s ultra-competitive environment, said Keeley, it is critical that nonprofits fine-tune their message and forge meaningful connections with donors (many of whom now prefer to be called investors).

With nonprofits’ time and financial resources already stretched thin, it’s all too easy for marketing and development efforts to become scatter-shot. Yet, said Keeley, each point of contact with stakeholders speaks volumes about an organization, from the paint colors on the walls to the look of its printed materials to the friendliness of staff members.

“Potential funders and volunteers are making hard choices about how to spend their money and time.”~Angie Miller

Attendees asked plenty of questions, both of Keeley and of the three panelists whose discussion wrapped up the morning session. Patrice Bradley and Mike Malone of SwimCreative and Laurie O'Neill from HT Klatzky & Associates offered their advertising and public relations expertise, answered questions, and shared advice on making the most of tight marketing financial constraints. O'Neill praised nonprofits for the amazing work they accomplish, oftentimes on a shoestring budget.

After lunch, executive directors and development staff members reconvened to focus on fund development. Based on feedback from evaluation forms collected at the previous Charting a Course trainings, Keeley mainly focused on ways that nonprofits can seek or increase support from individual donors. She touched on the role of the board, goal setting and formal development plan creation, the art of the elevator pitch, keys to successful fundraising events, and more.

“It is more important than ever for nonprofits to have a clear message and compelling marketing materials. Potential funders and volunteers are making hard choices about how to spend their money and time, so nonprofits must reevaluate what is working and what could be improved,” said Angie Miller, Executive Director at Community Action Duluth (CAD). CAD recently revamped its materials to create consistency and clarity across programs.

The Power Point presentations and handouts from both morning and afternoon sessions, along with additional tools and resources are available for download at the Northland Foundation website.

Charting a Course: Civic Engagement and the Role of Nonprofits is scheduled for January 2011. Visit the Events page for details.