Nonprofits prepare for social marketing brainstorm

WASHINGTON, DC: Thirty-five leading nonprofit groups are about to get together to discuss how they can improve their oft-criticized marketing and communications efforts.

WASHINGTON, DC: Thirty-five leading nonprofit groups are about to get together to discuss how they can improve their oft-criticized marketing and communications efforts.

WASHINGTON, DC: Thirty-five leading nonprofit groups are about to

get together to discuss how they can improve their oft-criticized

marketing and communications efforts.



PR executives and marketing directors of nonprofits will meet in Orlando

in March to share ideas and, hopefully, advance the field of social

marketing.



’Nonprofit marketing executives and communications directors rarely talk

to each other, simply because there is no vehicle for doing that,’ said

Dr. Alan Andreasen, the interim director of the Social Marketing

Institute (SMI). ’This forum will afford them the chance to share

experiences, brainstorm and form networks for future collaboration.’



The summit is being funded by a grant from the David & Lucille Packard

Foundation and represents a huge coup for the fledgling SMI, the brain

child of Andreasen and PR legend Bill Novelli.



The idea for the institute emerged from a meeting sponsored several

years ago by Porter Novelli, still considered a top social marketing

firm. Eventually, the Robert Wood Johnson Foundation (RWJF) bought

Andreasen and Novelli’s pitch. Andreasen received a dollars 650,000

planning grant and has until the summer to develop a working program for

the SMI. At that point, RWJF will be presented with a proposal for full

funding.



’We want to build standards for our field and clarify what constitutes

good social marketing,’ Andreasen explained, adding that sponsorship of

seminars and publications are part of the proposed agenda.



Andreasen wants to involve marketing, PR and ad agencies in the SMI’s

plans, but said it is too early to speculate about their possible

roles.



The SMI advisory board includes PN EVP Robert Gould, SVP Edward Maibach

and former PN exec Sharon Sutton.



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