marketing planning

Hack-Proof Your Life Now!Yes, this has to matter to you. Maybe you dodged the bullet of the most recent global cyber attack.  But the next one or the ones after that could wreck your communications impact and a lot more. If or when your organization gets hacked, it’ll bring all activity—including communications and fundraising—to an absolute standstill. Even worse, it will require an enormous investment of time and budget to repair and get back up and going; even with that, critical donor data, program stats, and email lists may be lost or corrupted.

So do something about it, even if your ED or IT staff or consultant is standing still.
My husband, Sean M. Bailey, happens to be an expert on cybersecurity and the recent author of Hack-Proof Your Life NowWhat’s great about Sean’s advice is that it’s efficient and doable. He advises you take three steps asap to protect yourself and your organization:
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Nancy Schwartz on May 15, 2017 in Strategy | 1 comment
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Audience Research 4 nonprofitsThere’s a proven way for your organization to start and strengthen vital relationships with the people whose support, loyalty, and actions you want—donors, volunteers, and even staff (too often overlooked here).

This approach is easy to learn and execute. And it’s something you do on a personal level all the time: Getting to know and understand others with whom you want to build a friendship—learning what’s important to them and how their days go. These insights enable you to focus in on what’s important or interesting to both of you, and how best to keep in touch via a commonly-used channel (social, mobile, text, mail) at a receptive time.

Here are four proven methods of harvesting these priceless insights:

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Nancy Schwartz on April 19, 2017 in Audience Research | 0 comments
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Nonprofit Marketing MetricsRead Part 1 first

Metric mania! It’s all around us. Unfortunately, when we try to measure too many marketing measures, all we get is frustrated. Even for nonprofit communicators in large, well-staffed organizations, there’s rarely enough bandwidth to capture, analyze, share and use many marketing insights.

But there is a better way…I urge you to take these three steps to identify five or fewer insights that will make the MOST DIFFERENCE in boosting marketing impact:
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Nancy Schwartz on September 22, 2015 in Benchmarks and Measurements | 1 comment
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2016_Nonprofit_Communications_TrendsWelcome to the Proof Point series—research findings to use when advocating for the marketing approaches you know are right.

You’re the marketing and communications expert. But that doesn’t mean your boss, colleagues, or board members buy your recommendations. Whether they just don’t get the whys (so feel uncomfortable), always have a “better” solution, or gravitate to the devil’s advocate role, these proof points will help make your case and protect important relationships!

Today’s Proof Point: Your website(s), traditional social media (Facebook, twitter and LinkedIn),  and email marketing are the most important communications channels you have. That’s the call from the 1,600+ nonprofit communicators who shared insights and practices for the 2016 Nonprofit Communications Trends Report.

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Nancy Schwartz on February 25, 2015 in Internal Communications | 7 comments
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Have marketing naysayers among your colleagues or leadership? Take these quick steps to open their hearts, eyes and minds. It’s the best way to motivate their interest and participation in marketing via sharing critical insights on supporters and competitors, and learning to be effective messengers:

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Nancy Schwartz on June 13, 2013 in All-Org Marketing Team | 0 comments
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Change, Change, ChangeThe always wonderful Seth Godin published the original of this post today, and I was so struck by his (always) right on the money take that I had to share it with you, adapted nonprofit style. My changes and additions in italics.

Marketing is about change—changing people’s actions, perceptions or the conversation.

Successful change is usually specific. It’s hard to get someone to support your cause, help a devastated region or volunteer for good. But when you ask her to give $5 to provide a reader for Eldana in Addis Ababa or sign up now to staff the domestic violence hotline for a 60-minute shift next Sunday afternoon, that usually work, if you’re talking in the right way to the right person at the right time.

You don’t have a chance to make mass change, but you can make focused change, when you do it right.
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Nancy Schwartz on February 28, 2013 in Audience Research | 0 comments
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You're InvitedThis is such a wild approach and opportunity that I had to share it with you pronto, and invite you to join me today at 4:30PM ET (and/or tomorrow at 12PM ET) to see what it’s all about.

The folks at Creating the Future (CTF) believe that the way that nonprofits and consultants supporting orgs operate (in general) is ineffective. More specifically, CTF leaders believe that nonprofit leaders and consultants can grow their changemaking power hugely by need to work together sharing processes and products now held close. CTF’s mission is to increase .orgs’ impact on social change by changing that way of operating across all core functions.

CTF walks the talk, and uses its own evolution and practices as a demonstration project open to all organizations, a.k.a. Full Frontal Engagement. Opening up all of their planning meetings is a key component.

Join them (and me) today at 4:30-6PM ET (fine to cycle in and out) for the “first meeting on branding, identity and messaging strategy with a new client/consultant.” They’re meeting one marketing consultant today, and another tomorrow at 12-1:30 PM ET. If you can’t make these times, stop in via video at your convenience.

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Nancy Schwartz on January 10, 2013 in Strategy | 1 comment
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Directions for use: You know what I’m going to say—that’s why you read this blog. But here’s clear, compelling messaging to use in your discussions with colleagues and/or leadership who just don’t get why marketing matters.

Marketing is how your organization builds and strengthens your relationships with the people whose help you need to move your mission forward, as donors, partners, volunteers or in other roles. Without establishing those relationships and then nurturing them on an ongoing basis, your org will be spinning its wheels.

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Nancy Schwartz on March 1, 2012 in Strategy | 2 comments
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Make 2012 your turnaround year!

Join me for this free webinar (December 6, 1pm ET) to learn how to craft your 1-page marketing plan for 2012.

This plan will be a reliable path to motivating your target audiences to act in 2012 and will double as a practical, realistic guide to prioritizing marketing opportunities. These advantages are absolutely crucial for nonprofit organizations like yours in this time of decreased budgets and increased competition. Grab this opportunity now.

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Nancy Schwartz on November 16, 2011 in Professional Development | 0 comments
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Thanks to New York Times  writer Jane Levere, I was pointed to this print ad campaign from Action Against Hunger (AAH). The first ad features a line-up of paper dolls, with one figure much thinner than the others — but no clear call to action. The second ad features this pizza box with mini pizza inside (much less than you and I are used to eating), highlighting that the 3.5 million children under 5 worldwide who die from hunger on annual basis don’t have enough to eat. Readers are asked to visit AAH’s website (for what?) or text in a small donation.

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Nancy Schwartz on November 15, 2011 in Advertising | 4 comments
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