Introduction to Marketing for Small Charities

Date: Friday 14th Dec 2012

Time: 9:30am – 4:30pm

Location: London

Venue: Institute of Fundraising – London

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By taking this course you should:

• Improve your marketing effectiveness
• Increase your value and career potential

By the end of this course you will:

• Understand the function of marketing and its role in not-for-profit organisations
• Know about the Marketing Planning Process, to improve the effectiveness
  and efficiency of your organisation and it’s resources
• Understand more about clients, donors, sponsors and other stakeholders
  and managing relationships with them
• Be able to communicate to both internal and external audiences
  using an appropriate variety of different means

The following topics will be covered:

• Definition & development of marketing
• Developing a market orientation
• Role of marketing in an organisation
• Introduction to marketing planning
• Building marketing plans with a ‘winning edge’
• Marketplace assessment and market research (3 Greeks, STEEPLE, SWOT & 5 Forces)
• Customers, Competitors and the Company (3 C’s)
• Setting Meaningful SMART Objectives
• The Role of Strategy – How to develop and implement it (Gap analysis & Ansoff Matrix)
• Deciding on a Strategy – Being different
• How to successfully segment markets
• Targeting and Positioning
• The Marketing Mix (7P’s)
• A look at services, new service & offer development, the product life cycles (PLC)
• How to develop and manage brands
• Marketing communications – Cut through the noise
• Message, Market, Method (3 M’s)
• Advertising, PR & digital marketing
• Project Management
• Controlling the outcome

The course has been developed and will be delivered by Peter Rees DipM FCIM FRSA MCIPR MIDM Chartered Marketer, who has over 36 years of international business experience, over half of which has been in Marketing.

Cost £20

(This training course is only available to small charities with a voluntary annual income of £1 million or less. Individuals working on a freelance consultancy basis will not be accepted onto the course).