Totally Uncorked on Marketing

by Elaine Fogel

Top-Notch Nonprofit Customer Service is Essential in Today’s Market

customer service icon

Updated, November 2016

A strong focus on customer service isn’t just for businesses. With fundraising revenues erratic in nature, it is more important than ever for organizations to develop a customer orientation in everything they do.

So, what does that mean?

It means putting the “customer” at the center of every decision a nonprofit board and senior management make.

Asking questions like these help put perspective on things:

  • How will this affect our clients/donors/members/volunteers/staff?
  • Does this fulfill their wants and needs?
  • How can we better serve our customers?

It also means becoming more focused on what nonprofit customers want, need, and believe. The organizations that measure the impact of their programs and services should also gauge brand perceptions, customer satisfaction (internal and external), and customer service. Continue reading

Top 6 Tips to Hosting an Amazing Conference or Meeting

Updated: November 2016
conference participants

Over the years, I’ve chaired and organized a few conferences and meetings. The last one, in 2011, was the best of the lot. So, what made it so special?

Right from the get go, I shared my vision with the planning committee. If I was going to volunteer as chair, I really wanted us to bring a high degree of fun and engagement to the event.

Because it was a conference, and not just a social event, attendees needed to show a return on investment for their participation. Which boss or organization is willing to foot the bill without an expectation?

BUT, who says participants can’t enjoy themselves at the same time? If they meet new people, laugh, network, eat good food, and make new friends, maybe they’ll retain more of what they learn? And, maybe they’ll come back again the next year to reinforce those relationships.

So, here are my top six tips to hosting an amazing conference or meeting:

Continue reading

What Social Marketing is NOT

 

social marketing graphic

Updated: November, 2016

Did you know that the term and concept of “social marketing” was coined way before social media existed? Yes, it’s true.

And, they are NOT the same, even though there are countless references to both as if they were interchangeable.

Social marketing is NOT social media marketing, nor does it have anything to do with using social media channels to promote products, services, brands, businesses or organizations or engage customers. However, one can use social media channels in a social marketing campaign.

Get it?

According to the American Marketing Association:

Social marketing is marketing designed to influence the behavior of a target audience in which the benefits of the behavior are intended by the marketer to accrue primarily to the audience or to the society in general and not to the marketer.

And, according to my pal and social marketing expert, Nedra Weinreich, “Social marketing is a proven, evidence-based approach that combines behavioral science and design methodologies to motivate your audience to take action.”

Social marketing is the application of marketing concepts and techniques to solve societal problems.” (Diogo Veríssimo, Georgia State University)

Here’s another good definition from Christine Bixiones, technical advisor for the global USAID project Support for International Family Planning Organizations:

Just like the commercial sector, social marketing seeks to intimately understand a consumer’s values, desires and aspirations, and then uses this information to help the public adopt lasting, healthy behaviors.”

Many social marketing campaigns come from nonprofit organizations and government agencies. Check out these examples of social marketing:

It's National Influenza Vaccination Week (NIVW)! Did you know that flu season can begin as early as October, it usually peaks between December and February, and it can last as late as May? As long as flu virsues are spreading, it's not too late to get a flu vaccine to protect yourself and your loved ones through fall, winter and into spring. #GetAFluVax

 

So, please help enlighten your circles of friends and colleagues to the difference between social marketing and social media marketing by sharing this post! 🙂 It’s time!

Social Marketing Resources:

Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good, by Nedra Kline Weinreich

Social Marketing: Influencing Behaviors for Good, by Nancy R. Lee and Philip Kotler

Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment, by R. Craig Lefebvre

5 Questions About Social Marketing for Dr. Diogo Verissimo,” Huffington Post, January 29, 2016

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