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
’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
’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
The SMI advisory board includes PN EVP Robert Gould, SVP Edward Maibach
and former PN exec Sharon Sutton.