December 20, 2017
The Truth Behind Nonprofit Marketing
Leaders in the nonprofit sector can share in the same sentiment when it comes to concerns surrounding the day-to-day operations of a nonprofit organization—especially with marketing. While marketing can affect many aspects of your organization, the most vulnerable could be your reputation and financial well-being. In the light of such concerns, some nonprofits have managed to achieve marketing success by using the services of a third-party marketing firm. While this option is not feasible for all nonprofits, having some type of marketing strategy in place is crucial for your organization. Creating a well-organized and strategic marketing plan that remains true to your mission and keeps your organization within budget, will bring your nonprofit to new heights.
While there are many effective marketing strategies, discovering which one is beneficial for your organization is key to ensuring you receive the most from your efforts. Learning how to use analytics, and accessing different testing methods can help point you in the right direction of what your organization may need to get started on its marketing journey. Also, integrating the latest tools into your website and social channels will help your organization stay relevant and current.
A good marketing plan is interlined from top to bottom. For each goal, there are objectives, every objective has strategies, and each strategy has tactics. Without good tactics, a strategy will not successfully complete an objective, rendering the success of a goal. A true marketing plan should employ the right mix of experience with critical thinking.
If your nonprofit has allocated a portion of their budget towards marketing, they’ll typically put it towards “outbound” marketing, i.e., email marketing, newspaper advertising, and press releases. Where “inbound” marketing, i.e., social media marketing, can be beneficial for nonprofits to generate leads, it can be difficult to turn these leads into donors. With marketing being such an essential part of the nonprofit framework, it requires participation from all aspects of the organization in order to see any return from such efforts.
Nonprofit marketing is an ongoing commitment that requires the development of new ways to keep your following engaged and willing to donate. Nonprofits are well-positioned to tell stories that have the ability to make an impact. By creating a comprehensive content marketing strategy, realigning your marketing dollars, and ensuring your goals, objectives and tactics are in place, your great stories will go further – attracting and motivating your audiences to do even more.