Tracking Impact Leads 2008 Nonprofit Marketing Agenda

Tracking Impact Leads 2008 Nonprofit Marketing AgendaAs host of next week’s Carnival of Nonprofit Consultants, I asked participants to share the top 3 “to dos” on their 2008 nonprofit marketing agendas. You have to finalize these now to jump in on January 2nd.

These are the priorities I’ll focus on for clients and Getting Attention readers alike:

  1. Review 2007 marketing impact, and revise your 2008 plan accordingly
    • All too frequently, nonprofit marketers never dig into the data and feedback they have on their initiatives.
    • 35% of nonprofits surveyed prioritized strengthening relationships with target audiences as top priority for 2007 marketing. But you have to know what’s working to do more of it.
    • Cumulate and organize data now, for review asap. It’ll ensure you make the most of your 2008 marketing investment.
    • If you’re not tracking the impact (only 37% of nonprofits do — more here) of your marketing work, that is your absolute priority for 2008. Get going or you’ll continue to drive blind.
  2. Reinforce your org leadership’s understanding of the value of marketing, and its support for your work.
    • 55% percent of nonprofit marketers cited lack of resources and leadership support as greatest barriers to 2007 marketing success.
    • Don’t fall into this trap again; educate, engage and involve your leaders in your marketing dilemmas, decisions and impact — 24/7. Really. This isn’t a one-off.
    • Show them ROI, the best reason to increase your marketing budget. Workplans don’t mean much.
  3. Bury Web 1.0  to fully embrace participatory communications
    • Your org is no longer the sole authority on your issue area. That’s Web 1.0.
    • So, make sure your Web sites are written for conversation, not for dissemination.
    • “Create the sense that there’s plenty of space for others to share their views, opinions and experience,” advises writing-for-the-Web expert Nick Usborne advises.
    • Integrate community tools into your site and make sure you’re where audiences are participating online — so its easy for supporters to form community around your organization and the work you do.Invite visitors (think of them as members) to enter their profiles and join in online conversations on key issues, and enable them to rate your programs and blog posts.

P.S. Don’t forget to check in here on on Monday to read what tops the nonprofit marketing agenda of colleagues in the field.

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Nancy Schwartz on November 29, 2007 in Carnival of Nonprofit Consultants, Nonprofit Communications, Planning and Evaluation, Web 2.0 | 0 comments
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