Not-for-profits not only face the new challenge of a tough, tough economy but also the age-old challenge of matching resources available to those that require resources. Like any commercial operation, non-profits have customers, but beyond the 'clients' that require the services, there are also the 'donors' of the funds that have entirely separate needs and also need to be marketed to and addressed--and the area of expertise for Noelle Ito.
Noelle Ito
Director of Donor Relations,
BronxWorks
What site(s) do you have to visit every day for Marketing news?
I usually rely on my friends for this information to see what they are posting on Facebook and on blogs.
What site(s) do you go to at least once a day for fun and inspiration?
Same as above and I like to check out what’s on Daily Candy and Urban Daddy. I also check out Biz Bash for event info.
Greatest skill a good Marketing professional requires?
Being gutsy. I’m not a fan of recreating the wheel but at the same time, I think it is important to try wacky new ideas. I think the wackier the better because it catches people’s attention. A good marketing professional has to be willing to go out on a limb.
What's the most recent "it" Marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?
The non-profit world is a bit slow to marketing trends since often the fundraising person is also the marketing person and there’s often a nonexistent marketing budget. With that said, I think most non-profits are spending their time on Facebook and social networking. Not only is social networking helping to market an organization, it helps to build a volunteer and donor base.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Anything that allows people to receive information faster and at the tip of their fingers. Non-profits have to communicate their mission clearly and quickly whether it is in a video, online or on print materials and it has to be easily accessible.
What is essential NOT to do when it comes to your area of Marketing specialty?
For non-profits I’d say that they shouldn’t just rely on the good work they are doing to be their selling point. There are close to 2 million non-profits in the US and the majority of them are also doing good work so what is it that sets your non-profit apart from the others? What’s the hook?
What's an imminent hurdle in the Marketing world that you think will cause significant chagnes to the way we market to consumers or businesses?
The lack of attention spans that we have grown accustomed to. Everyone bounces from one thing to the next so the big challenge is not only how do you attract your consumer but how do you retain them? This has always been tough but I think it will get increasingly more difficult.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Concepts can travel across continents and languages. Although to be even more effective, I think its important to customize marketing ideas to fit your local community.
Best piece of advice you have received professionally or personally?
Listen more and talk less. Soak in everything and then when you say something or come up with an idea it will be that much more powerful cause you’ll already have an idea of your surroundings.
Growing up, what was the first thing you can remember wanting to be?
A veterinarian. I shadowed a family friend who is a vet and almost passed out. It was way too bloody for me.
To tweet or not to tweet?
I never caught on to Twitter and I am hoping it is a fad that will go away very soon. I don’t think I am that important in the world that people need to know what I am doing every minute of the day. Although I will give you my Facebook status once a day.
What is a recent campaign/presentation (not from your organization but your field of marketing) you admire?
In terms of other nonprofits, I am a big fan of Homeboy Industries. They are currently holding a virtual car wash which speaks to the local community in an innovative way. They are always very creative with their marketing. In terms of corporations, I am impressed with Chase’s Community Giving program they did on Facebook. Genius to give people a say and get your logo all over Facebook while being a socially responsible company.
Noelle Ito
Director of Donor Relations,
BronxWorks
What site(s) do you have to visit every day for Marketing news?
I usually rely on my friends for this information to see what they are posting on Facebook and on blogs.
What site(s) do you go to at least once a day for fun and inspiration?
Same as above and I like to check out what’s on Daily Candy and Urban Daddy. I also check out Biz Bash for event info.
Greatest skill a good Marketing professional requires?
Being gutsy. I’m not a fan of recreating the wheel but at the same time, I think it is important to try wacky new ideas. I think the wackier the better because it catches people’s attention. A good marketing professional has to be willing to go out on a limb.
What's the most recent "it" Marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?
The non-profit world is a bit slow to marketing trends since often the fundraising person is also the marketing person and there’s often a nonexistent marketing budget. With that said, I think most non-profits are spending their time on Facebook and social networking. Not only is social networking helping to market an organization, it helps to build a volunteer and donor base.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Anything that allows people to receive information faster and at the tip of their fingers. Non-profits have to communicate their mission clearly and quickly whether it is in a video, online or on print materials and it has to be easily accessible.
What is essential NOT to do when it comes to your area of Marketing specialty?
For non-profits I’d say that they shouldn’t just rely on the good work they are doing to be their selling point. There are close to 2 million non-profits in the US and the majority of them are also doing good work so what is it that sets your non-profit apart from the others? What’s the hook?
What's an imminent hurdle in the Marketing world that you think will cause significant chagnes to the way we market to consumers or businesses?
The lack of attention spans that we have grown accustomed to. Everyone bounces from one thing to the next so the big challenge is not only how do you attract your consumer but how do you retain them? This has always been tough but I think it will get increasingly more difficult.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Concepts can travel across continents and languages. Although to be even more effective, I think its important to customize marketing ideas to fit your local community.
Best piece of advice you have received professionally or personally?
Listen more and talk less. Soak in everything and then when you say something or come up with an idea it will be that much more powerful cause you’ll already have an idea of your surroundings.
Growing up, what was the first thing you can remember wanting to be?
A veterinarian. I shadowed a family friend who is a vet and almost passed out. It was way too bloody for me.
To tweet or not to tweet?
I never caught on to Twitter and I am hoping it is a fad that will go away very soon. I don’t think I am that important in the world that people need to know what I am doing every minute of the day. Although I will give you my Facebook status once a day.
What is a recent campaign/presentation (not from your organization but your field of marketing) you admire?
In terms of other nonprofits, I am a big fan of Homeboy Industries. They are currently holding a virtual car wash which speaks to the local community in an innovative way. They are always very creative with their marketing. In terms of corporations, I am impressed with Chase’s Community Giving program they did on Facebook. Genius to give people a say and get your logo all over Facebook while being a socially responsible company.
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