http://gettingattention.org/articles/8/evaluation/demonstrate-nonprofit-marketing-success.html Wed, 23 May 2012 03:22:30 +0000 hourly 1 http://wordpress.org/?v=3.3.2 http://gettingattention.org/articles/8/evaluation/demonstrate-nonprofit-marketing-success.html#comment-2121 David Warlick Wed, 23 Feb 2011 01:24:52 +0000 http://nancyschwartz.com/articles/index.php/6-steps-to-showcasing-marketing-roi/#comment-2121 Nancy, I always enjoy your thoughts. Jessica makes some good points about marketing. She probably feels like I do, that if all that were needed were funds and HR, then we would fund the effort ourselves and staff the project with our own labor. The problem, like Jessica says, is a BoD that doesn't want to plan, doesn't want to ask clients what services the clients actually want and need, doesn't want metrics. The BoD are the original founders, nothing is breaking, so why (they ask) fix it? Transparency? Diversity? Inclusion? Better fundraising? There are many good reasons. As for bringing in experts, I've seen that happen. For $25k you get the "expert" advice that can be found in a $25 book. Here is my version of the "expert": OK, BoD, let me start you with a Saturday session of SWOT analysis, then we put our ideas on SurveyMonkey to get the opinions of our clients, then we make goals and objectives with metrics, and last we perform. Is that worth a year of meetings and $25k? No. Is it great advice? Yes. So save the $25k and do the breakout sessions and SurveyMonkey for free, or for the cost of a $25 how-to book. Nancy, I always enjoy your thoughts. Jessica makes some good points about marketing. She probably feels like I do, that if all that were needed were funds and HR, then we would fund the effort ourselves and staff the project with our own labor. The problem, like Jessica says, is a BoD that doesn’t want to plan, doesn’t want to ask clients what services the clients actually want and need, doesn’t want metrics. The BoD are the original founders, nothing is breaking, so why (they ask) fix it? Transparency? Diversity? Inclusion? Better fundraising? There are many good reasons. As for bringing in experts, I’ve seen that happen. For $25k you get the “expert” advice that can be found in a $25 book. Here is my version of the “expert”: OK, BoD, let me start you with a Saturday session of SWOT analysis, then we put our ideas on SurveyMonkey to get the opinions of our clients, then we make goals and objectives with metrics, and last we perform. Is that worth a year of meetings and $25k? No. Is it great advice? Yes. So save the $25k and do the breakout sessions and SurveyMonkey for free, or for the cost of a $25 how-to book.

]]> http://gettingattention.org/articles/8/evaluation/demonstrate-nonprofit-marketing-success.html#comment-2120 Shahnaz Khan Tue, 22 Feb 2011 20:06:44 +0000 http://nancyschwartz.com/articles/index.php/6-steps-to-showcasing-marketing-roi/#comment-2120 How do I calculate ROI on various marketing initiatives, especially those not linked to direct fund raising like advertising in the media, news letters etc. How do I calculate ROI on various marketing initiatives, especially those not linked to direct fund raising like advertising in the media, news letters etc.

]]> http://gettingattention.org/articles/8/evaluation/demonstrate-nonprofit-marketing-success.html#comment-2118 Janet McEwen Tue, 22 Feb 2011 18:45:26 +0000 http://nancyschwartz.com/articles/index.php/6-steps-to-showcasing-marketing-roi/#comment-2118 The advice is excellent - provided the Council is providing a necessary service. If they're losing members and there are other environmental organizations that are making inroads, perhaps a review of need and mission is in order. Perhaps the organization no longer has a viable purpose. The advice is excellent – provided the Council is providing a necessary service. If they’re losing members and there are other environmental organizations that are making inroads, perhaps a review of need and mission is in order. Perhaps the organization no longer has a viable purpose.

]]> http://gettingattention.org/articles/8/evaluation/demonstrate-nonprofit-marketing-success.html#comment-2117 Doug Tue, 22 Feb 2011 16:26:15 +0000 http://nancyschwartz.com/articles/index.php/6-steps-to-showcasing-marketing-roi/#comment-2117 Excellent pointers Nancy (especially #2)! I have been revisiting and even wrestling with the purpose, or what I call the 'Big Why', of (nonprofit) marketing. ROI is always a sticking point for all marketers, whether it is for widgets or missions. I think one reason for that, for me at times even, is they put tactics ahead of strategy and strategy ahead of purpose. The purpose is to increase financial capacity, strategies should be driven by only that and tactics are fueled by intimate knowledge of and segmented relationships with existing brand/org fans and spectators. I realize that is a crude, top of mind, stream of consciousness overview. Thanks again for tackling the big stuff! Excellent pointers Nancy (especially #2)!
I have been revisiting and even wrestling with the purpose, or what I call the ‘Big Why’, of (nonprofit) marketing. ROI is always a sticking point for all marketers, whether it is for widgets or missions. I think one reason for that, for me at times even, is they put tactics ahead of strategy and strategy ahead of purpose. The purpose is to increase financial capacity, strategies should be driven by only that and tactics are fueled by intimate knowledge of and segmented relationships with existing brand/org fans and spectators.
I realize that is a crude, top of mind, stream of consciousness overview.
Thanks again for tackling the big stuff!

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