Nonprofit Core Competency Workshop Series Marketing Strategy for Social Impact

Working inside an NGO, it is easy to see the good work that your organization does. Communicating your mission to external audiences can be more challenging. Donors, government officials, program participants, beneficiaries, volunteers, partner organizations, and the media all need to hear your story and understand it clearly in order to best align with you as you strive to achieve your goals.

To build your organization's capability to market yourself through effective communications, this session will cover the following key topics:

1. Your organization's brand and how it helps bring your mission to life.
2. The six key components of a professional marketing communications campaign.
3. How to develop and implement a focused communications plan for your own organization.

Participants in this session will come away with hands-on tools and techniques to immediately implement effective, mission-driven communications as well as a strategic understanding of how to improve these programs over time.

SPEAKERS
Christopher E. Krohn, Adjunct Professor of Marketing
Cynthia Cheng, Co-Founder & Director, Hong Kong Shifts
Maxime Vanhollebeke, Co-Founder & Director, Hong Kong Shifts

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Companies—both for-profits and NGOs—are shifting an increasing portion of their marketing budgets to digital marketing (DM) to engage their increasingly digital consumers. Employing DM strategies and techniques is helping organizations increase their visibility and reach a wider audience. In addition, the digital medium has proven to be significantly more cost effective for marketing. Companies can now target very specific subsegments at a fraction of the cost of traditional marketing programs.

This session provides an overview of DM strategies and techniques. It focuses primarily on understanding: (i) how digital consumers behave and what are the most effective ways to digitally engage with them, and (ii) how to create basic digital marketing strategies and programs, including: content marketing, search, digital and social media advertising, social advocacy, and influencer marketing. AI-based methods will also be incorporated into the discussion.

SPEAKERS
Lil Mohan, Adjunct Assistant Professor of Marketing
Matthew Tam, CEO & Co-Founder, Social Career; CEO & Co-Founder, Around Technology

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People commonly have goals that they recognize are important, but have trouble turning their best intentions of working toward these goals into actions. This pattern is commonly termed the intention-action gap. In many cases, organizations can help by making structural changes to the environment that facilitate actions toward goal completion.

In this session, we will discuss the origins of the intention-action gap, including the roles of inertia, effort neglect, emotional frictions, and reactance as key barriers to action. Next, we will turn to the DECIDE and CREATE models as frameworks for crafting solutions. The DECIDE model provides a broad lens for defining the problem and crafting an intervention in a relevant context while the CREATE model details key factors that influence behavior. The class will discuss applications such as increasing sustainable behaviors and volunteering.

SPEAKERS
Abigail Sussman, Professor of Marketing and Beatrice Foods Co. Faculty Scholar
Ren Wan, Co-Founder & CEO, JupYeah

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Developing and launching new services can seem uncertain and unpredictable, but it does not have to be. This session will introduce the Design Thinking approach and mindset for new service innovation, which is a user-centered approach and toolkit for creating successful new services. Importantly, Design Thinking starts in PROBLEM space (uncovering users’ high-priority needs) before moving into SOLUTION space (generating new service ideas to address those user needs).

In PROBLEM space, we will introduce market research methods for uncovering the unmet needs of target users and stakeholders, and discuss how to create insights that can inspire innovation. In SOLUTION space, we will briefly introduce idea generation techniques, and discuss how to test and refine high-potential new service ideas. We will draw upon innovation examples from both the not-for-profit and for-profit sectors. Finally, we will touch on several aspects of the new service innovation process that can be supported by using generative AI tools.

SPEAKER
Arthur Middlebrooks, Clinical Professor of Marketing; Business Development for Research Data, Kilts Center for Marketing

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