This interview was conducted for Entrepreneurial Marketing, a course at Western Carolina University. James Fisher has worked in Marketing for over 20 years. The interviewer is the Development Director at LEAF Community Arts and used the opportunity to learn more about marketing for LEAF.
Q. Why is it important for nonprofits to communicate with the media?
A. Nonprofits need to communicate their core mission and messaging- which can be hard to relate. Media can be a great tool to communicate to the public.
Q. What nonprofits use the media well?
A. I think that the nonprofits who use media well are those who have a consolidated core mission. When YWCA changed it’s mission statement to “empowering women, eliminating racism” their message clicked for me. Because, before that, I was kinda confused, I knew about the YM, and the old Christian groups, but wasn’t sure what the YW was doing, and what the gym was about. Now, I understand. Brother Wolf also seems to use the media well. For a small volunteer organization, they seem to get a lot of coverage. I guess it’s the grassroots thing.
Q. What festivals the media well?
A. The Big Crafty/Big Love fest. They have a tiny budget, but they are creative. Last year, they made myself and a few others from different publications judges. We walked around, talked to all the vendors, tried their wares….it was a great way to get us personally involved and get a ton of press for their festival and vendor.
Q. How does LEAF compare?
A. LEAF has a tricky mission- it’s festival that needs to sell tickets, but the festival is really raising fund for arts education programming. That is the message you need to get out, that is value plus.
Q. What can LEAF to improve its festival awareness and increase attendance?
A. Get out the message that you are a nonprofit, that the festival is a fundraiser. Sell tickets at the gates, offer a shuttle from downtown Asheville for day ticket holders, do targeted Facebook ads. LEAF is family friendly, unlike most festivals, target moms, in urban centers, get out your message, remind them kids are free. Once they come, have a first time at LEAF welcome party…it doesn’t have to be a special thing, just designate a performance in kids village as the welcome party.
Q. What strategies can LEAF implement at the festival to increase awareness of it’s mission and year round work?
A. You gotta get the word out to the festival goers about the nonprofit work. Video clips…it’s tough.
Q. Have you ever been to Manna’s fundraiser? You take a shuttle there….
A. Yes! And that’s where they give you the talk….LEAF could have volunteers and board members talk about LEAF on the shuttle. Make sure to say you are happy they are there, and give them an action item…what do you want them to do with the information?
