TAMPA: Attempting to translate talk into action, the fledgling Social Marketing Institute (SMI) held its first meeting in Tampa last month for 37 marketing managers representing national non-profit organizations.
TAMPA: Attempting to translate talk into action, the fledgling
Social Marketing Institute (SMI) held its first meeting in Tampa last
month for 37 marketing managers representing national non-profit
The meeting came mere months before the group’s July deadline to
demonstrate to one of its major underwriters, the Robert Wood Johnson
Foundation, that it can succeed in providing a needed service.
Much of the discussion at the conference centered around the need for
non-profits to clarify and unify their fund-raising policies.
’The consensus at the end of the meeting was that we should do it again
and that the Social Marketing Institute should take the lead to make it
happen,’ said Dr. Alan Andreasen, the SMI’s interim director.
One area where the group failed to reach a consensus involved Internet
policy. Kurt Aschermann, the Boys and Girls Clubs of America’s SVP for
marketing and communications, expressed concern that charitable dot-coms
that have expressed their aim to funnel contributions to non-profits
will exploit the names and logos of organizations like his.
’The Internet’s so brand new,’ he said. ’You have to be careful what
you’re getting into.’
Aschermann argued that non-profits often receive very little in return
and that they should not allow use of their name unless the dot-com
makes a significant up-front commitment or contribution.
The SMI meeting was also useful as one of the first assemblies of
marketing pros from top non-profit groups. ’I’ve been doing non-profit
marketing for 10 years, and I’ve had very little contact with my peers,’
Aschermann said. ’The meeting was a great opportunity to hear other