Part One: Connect First
Hold your horses on channels. That’s what I urged the fundraisers at this week’s Practical Planned Giving Conference (PPGC) to do, even though the conference was all about multichannel marketing.
Like you, I’m often pressured by bosses and boards of the our client orgs to go multichannel. I hear: How do we use all marketing channels best? Shouldn’t we be reaching out via Twitter for this event? Why don’t we have more connections on LinkedIn? But don’t we want to send a letter to our best prospects?
OMG! These research findings on marketers’ most common email goals astounded me. (Click the chart to see it at full size.)
Believe me, I’m a huge fan of goals. I believe in the power of practical strategy and clear structure to generate the greatest marketing results from your time and effort. I’ve seen this approach work time and time again.
What astounds me here is not the goals themselves—which are perfectly reasonable—but the finding that more than half of marketers chose nine of the 16 options as their goals. 9 goals!
Ugh! If you prioritize everything, you prioritize nothing, and you’re unlikely to achieve anything. Instead, “choose not to do some things in order to do other things better,” say the Marketing Sherpa researchers.
Your audiences so often see nonprofit campaigns that lack any call to action so, no matter how compelling the issue or message, that they have no idea how to get involved. I know, because I see them too.
Your call to action is what connects your supporters and partners with your org—you have to have it and it better be clear and doable. Today I’ll help you get there.
So many of you have asked me this vital question, that I want to share my recommendation beyond a personal email. This is a vital issue for you to spend some time on—the challenge level of your nonprofit marketing goals has a huge impact on whether you get there or not.
I believe strongly that you have to hit a middle ground, a balance, and have seen this work time and time again.
The best goals are ambitious, so you push yourself and your colleagues to respond on an ongoing basis to the ever-changing world in which your organization works, and the ever-changing wants of your prospects and supporters (a must for relevance, and moving your mission forward).
But there’s more.
Clarity here is a must for right-things, right-now marketing that advances your issue or cause a.s.a.p.
Goals are what you want to achieve. Complete the sentence: “We want to . . .”
Organizational goals (a max of three at a time) are the steps (look one year ahead) that will take your organization to closer to achieving your mission.
Marketing goals (three tops here too, for that same year) are the best ways to focus your marketing (message development, audience research, e.g. the whole enchilada, not just the communications part) to achieve those organization goals.
Here are a few examples…
Please take a minute right now (literally, this is a 1-2 question survey) to tell me how you select your marketing activities.
Your answers will guide me to create the guidance you need to save time, money and anguish in that process.
Please answer these 2 questions right now
Thanks, in advance, for your input. You’re the best!
P.S. Can you do this right now, while it’s on your mind? I’d appreciate it.
Register now, seats are limited. Webinar is Feb. 5 but sign up even if you can’t make it live. You’ll get the recording.
What’s the right way to connect with supporters, and motivate them to act?
And how do I know if I’m doing the right things?
These are the questions you ask most frequently, and tell me that not knowing the answers leads to self-doubt, paralysis or, worse, just doing what you’ve always done, regardless of the impact it may (or may not) have.
But there’s a better way…
Wouldn’t it feel great to know you’re making the right choices, backed by real-time research, sound thinking and true strategy?
I’ll guide you there via this practical and enlightening webinar (kindly sponsored by Guidestar), leading you through the steps to a game-changing marketing plan that activates your supporters. Register now to grab your spot for the Feb 5 webinar (sign up even if you can’t make it live, you’ll get the recording)
You’ll learn how to:
- Escape from the muddy messages and impossible to-do lists that deflate your marketing impact
- Approach marketing as a system, rather than a series of one-offs
- Identify the right priorities
- Implement them in a way that generates the greatest results.
You’ll finish the webinar energized, confident and with a clear understanding of what to do next. Please join me!
Get your spot now—seats are limited. Register even if you can’t make the live session—you’ll get the recording.
I’m a devoted participant in Anne Holland’s blog, Which Test Won. Participant rather than reader because each week Anne offers up a challenge, asking marketing geeks like us to vote on which version of the landing page design, e-news subscription form or donate here pop-up worked best: A vs. B. These are real-life marketing case studies!
This week’s test pinpoints the best way to design the search box on your nonprofit’s website. Which do you think works best, A vs. B?
Reserve Your Spot by Sunday July 31 to Save $100 — Join us at the Total Focus Marketing Plan Workshop, October 12 in NYC.
This is the time to propel your organization’s marketing forward with a smart plan. My partner, Nonprofit Marketing Guide’s Kivi Leroux Miller and I can help you do that in a single day.
We’ll walk you through the creation of a focused, doable marketing plan — one that clarifies what you should be doing marketing wise and maps how to get there.
You’ll end the day with your draft of a clear and practical marketing plan that will work for your organization—one you are fully capable of implementing.
Register Now to Save $100