Eugene Brills speaks to Rancho Bernardo Sunrise Rotary Club in California
Posted by Susan Marsh on Jan 23, 2017
At the RB Sunrise Rotary Club January 17, 2017 breakfast meeting, Eugene Brill spoke about using marketing metrics for profit companies and using them in the non-profit sector. Eugene specializes in eCommerce operations, online strategies and PR, internet technologies, market research, and distribution, customer service, and logistics. With more than 20 years of experience and expertise in business development, he integrates all of these online media strategies to help businesses effectively reach, sell to and dialogue with their customers.
Eugene started with a slide presentation entitled “Return on Relationships – From For Profits to the Social Sectors”. With for profit companies, there is a basic revenue and expenses dynamics with a return on investment mentality. Why not take that into the social sector and use the same strategies?
There are different ways to use marketing tools for any organization, no matter what its focus. You want a Return on Relationship (ROR) and going about it depends on what you want to achieve in getting conversions in the marketplace. Content Marketing – content that drives engagement, advocacy, and advocacy that correlates directly to increased conversions – have two different parts, including Foundational Content and Community Building Content.
Foundational Content is describing what you do on your website. It is the static stuff that explains who you are and what you do. Community Building Content. This is more dynamic and is less about what you do and more about what you know.
In understanding nonprofit organizations, true leadership only exists if people choose to follow you when they have the freedom not to. Understanding the distinction between inputs and outputs between the for-profit and social sectors is the following: for-profits look at input equal investments and output equals return on investment; non-profits look at input equals donations and grants and output equals delivering on your mission and having an impact.
In using social medial for non-profits, use Cause Marketing – marketing that is focused on social and/or other charitable causes, linking people and charities/causes. You can also use Google Ad Grants.
In conclusion, you need to use Customer Lifecycle Management – a strategy for touching the right customers, at the right time, with the right message.