Last week was a big one as I released our all-new, fully-searchable database of 4,800+ nonprofit taglines.
We had worked on the tagline database for months and months, shaping it from a long list into a high-value, easy- and quick-to-search resource for nonprofit message development. I was so excited to launch it and the fully-updated 2011 Nonprofit Tagline Report.
Blinded by that excitement, I didn’t go through my usual process of brainstorming the release strategy with the Getting Attention.org team. Instead, I rushed out the release email to Getting Attention e-news subscribers and those who had registered for the database. Mea culpa.
Here are the five critical lessons I learned by falling into the rush-it-out marketing trap:
1) Ask audiences to execute a single, clear action, nothing more
- I asked email readers to do two things: 1) To use the direct link to resources I provided for their own use (since they had already subscribed or registered) and 2) to pass on a second link I provided to colleagues.
- They were confused, so didn’t act at all.
2) Format a special announcement in a distinct way, to herald that it’s not your regular outreach
- I reached out via the regular e-news format and folks thought they were getting just another issue.
- The re-do will be all text, with no graphic header — a format that I typically use for major launches and will be recognized at a glance as “something different.”
3) Review analytics within an hour or two: they can provide almost-instant feedback and direct your next steps
- I discovered the problem — that e-news subscribers were clicking the link meant for their colleagues, which required them to provide their name and email — when I checked our analytics a couple of hours after sending the announcement.
- It was clear that folks were confused by the two links they were given, and were clicking the one that required them to subscribe again (a barrier to getting right to the database and report).
4) Roll out a clear, brief re-launch announcement shortly thereafter. Focus on the information, not the error.
5) Every major launch must be discussed team wide, and tested by a few objective individuals
Share your marketing lesson learned by December 18, and a get a free copy of the 2011 Nonprofit Marketing Wisdom Guide!
P.S. Learn how to strengthen your nonprofit’s messaging with the all-new Nonprofit Tagline Database and 2011 Tagline Report.