Proof Point #3: Top Hurdles to Marketing Impact

Flickr: jorimzzz

Proof Points: Research findings to use when advocating for the marketing approaches you know are right.

Talk about a perennial challenge! Inadequate time and budget remain the two primary hurdles to nonprofits’ marketing impact. But thanks to the 1,600+ nonprofit communications and fundraising staff members surveyed for the 2016 Nonprofit Communications Trends Report, we now know more.

Here are top hurdles to communications impact, straight from you and your peers in the field:

  1. Urgent tasks taking precedence over important ones
    Result: The things that matter most don’t get done.
  2. Too many competing priorities
    Result: The things that matter most aren’t done as well as they could be.
  3. Too many interruptions during the work day
    Result: Focus gets scattered, and productivity and quality plummet.
  4. Lack of coordination with colleagues
    Result: Some tasks are done twice, others are overlooked entirely, and a third group causes confusion and conflict among staff members.
  5. Lack of clear processes and procedures
    Result: Communication tasks take far longer than they have to while generating stress and conflict. Deliverables are frequently late.

The good news is that a clear, written communications plan—covering the next six to 12 months—will help. Include a realistic budget (what it will take), and clear roles and responsibilities, and you’ll be likely to bust through these barriers to real marketing impact.

Next time you run into one of these hurdles, push beyond your frustration to share (with colleagues and your boss) that 1) it’s a common problem, but a serious one; and 2) there is a doable, proven method of pushing through. Then, get planning.

Proof Point #1: Prioritize Websites, Email & “Traditional” Social Media

Proof Point #2: Email Subject Line Length Matters, SOMETIMES

Nancy Schwartz on February 3, 2016 in Planning and Evaluation | 0 comments
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