November 20, 2008
Nonprofit marketing can be thought of as exchanges of one value for another. Instead of exchanging $2.00 for a meal deal, nonprofits exchange critical community programs for funding or referrals, knowledge and information for community support and recognition, or a feeling of good will for donations. Typically nonprofits waste valuable resources and opportunities in substituting promotion activities for marketing strategy. A good urban forestry marketing plan can leverage even a minimal marketing budget to effectively focus on county legislators, a specific neighborhood, or a specific zip code- not the general public. A target audience of soccer moms may want to know how trees help improve their property values, while business owners may want to know about economic impacts of trees.
Marketing and Communications Resource List
Community Tree Leadership Forum- Marketing & Urban Forestry Manual
Part I- Marketing 101
Part III- Building and Positioning Your Brand
Part IV- Advertising and Promoting Tree Events
Laurie Kaufman, Director of Communications, TreePeople (Los Angeles, CA)
Laurie Kaufman manages TreePeople’s media, publications, public relations and website activities. She has over 10 years experience working with nonprofit organizations in areas including community self-reliance, sustainable development, organic farming, homelessness, youth-at-risk, and children of incarcerated parents. Laurie has taught tree planting and organic gardening to youth and senior citizens in California and Hawaii’s Big Island. She has written for the Journal of the Society of Municipal Arborists, the Daily Breeze, Southern Sierran, Santa Monica Mirror and Resurgence magazine. She is currently producing a series of videos about TreePeople and worked on the 1995 award-winning video “Hawaii in Transition: Vision for A Sustainable Future.”
Mandy Hunsicker, Senior Account Executive, Manning, Selvage, and Lee (Atlanta, GA)
Manning, Selvage, and Lee is widely recognized for their infinitely renewable source of energy and their cohesive and collegial culture. That culture springs from their mission to be more important to their clients. To achieve this they go beyond media relations, acting as partners and advisors to their clients, powering the businesses with proven methods and tool for strategic planning, corporate and product bearing, corporate reputation, crisis management, and stakeholder relations. Delivering the right message to the right audience at exactly the right moment requires more than just integration of services like advertising, public relations, or direct marketing around a core strategy. To them, it is about diversity- delivering messages respectful of culture or geographic differences to provide the same positive brand experience and value proposition, no matter who hears it or where they hear it. Prior to her work as a Senior Account Executive at Manning, Selvage, and Lee, Mandy worked for Fleishman-Hillard in St. Louis and Edelman in Chicago. She is a graduate of Purdue University.
Brown Bag attendees will learn:
* Knowing and understanding key audiences.
* Increasing community stakeholder and fundraising support.
* Influencing citizen perceptions about trees.
* Establishing a positive public image.
* Differences between promoting features and benefits.
* Communicating about your organization and mission.
* Identifying preferable and practical communications mediums by target audience.
About the Brown Bag Lunch Series
The Brown Bag Lunch Series is the Alliance for Community Trees’ monthly webcast series held at the lunch hour and made possible through support from The Home Depot Foundation and USDA Forest Service. The goal is to create informal training opportunities for local urban and community forestry organizations. The content is geared to mainly serve the needs of volunteer organizations and community groups, although webcasts are open to all.
The trainings leverage local successes by amplifying to a larger audience the model organizations’ methods, materials, and approaches. Sessions are planned to last no more than one hour, with two presenters speaking on the same topic from slightly different perspectives, each for 10-15 minutes, followed by 10-15 minutes of questions and answers.
CEU Approved: 1 Hour
CFE Category 1 Approved: 1 Hour