Question

Topic: Strategy

How To Sell/market To Nonprofit Organizations

Posted by jmcdonald on 6/30/2014 at 10:22 AM ET 250 Points
We are a full service insurance agency; we are building a platform of risk management services specifically for small and mid-sized nonprofit associations. The services/programs will be primarily focused on Property & Casualty, health insurance (PPACA, wellness,etc.), health care reform compliance and financial (payroll, 401(k)).

The reason I am writing is that our company does not have experience marketing or selling to nonprofit associations. Does anyone have some suggestions as to activities we should do and importantly, marketing activities we should not do.

Also, if anyone knows of a company offering consulting services directed at marketing/selling to nonprofits and could supply a webpage I would certainly appreciate that.
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RESPONSES

  • Posted by mgoodman on 6/30/2014 at 8:09 PM Accepted
    Like any sales process, you need to start by understanding what success looks like for your target audience. Not all non-profits have the same goals or success metrics. It would be like asking how to sell all for-profit companies. There is no single, simple answer.

    If this were my company (or if you were my client) I would start by conducting informational interviews with a dozen managers in the target audience. Ask a few high-gain questions ... about what keeps them awake at night, what their driving motivators are, etc. Ask your questions, listen carefully to their responses, take good notes, and do NOT try to sell them anything or make any commitments. Just ask and listen.

    After a dozen interviews you will have a good sense of whether there is a pattern, or how the non-profit world segments itself when it comes to insurance needs. This should be your first step. You might conclude you need another set of interviews focused on a sub-segment of your original target.

    If the interview process is uncomfortable for you, you can hire someone to do it for you -- preferably someone with experience in the non-profit sector and insurance products. (I have worked with a market research professional in both kinds of situations, and I'll be glad to furnish contact information if you like. Just contact me via the email address in my profile.)

  • Posted by telemoxie on 7/1/2014 at 8:56 AM Member
    Please be aware that many associations have in fact been started by insurance agents who are attempting to establish networks and sell by referral. In other cases, insurance companies sponsor and support trade associations to network and develop relationships with specific industry groups. In these cases, you will face an uphill competitive battle against entrenched competition to sell your one corporate insurance policy. If this were my project, I would begin by becoming involved in and supporting one single industry Association or trade group, to learn a bit more about how the game is played.
  • Posted by jmcdonald on 7/1/2014 at 1:40 PM Author
    To mgoodman, monmark group and telemoxie - thank you very much for your answers/help. I will be taking your suggestions and putting them in action.

    mgoodman - I will be contacting you for the market research professional's contact info.

    telemoxie - I may have been unclear in my description of our offerings. We will be including P&C insurances and Employee benefits in addition to Retirement planning and HR Compliance for FMLA, PPACA and ADA. I do understand your caution about entrenched competition and like your suggested course of action.
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