Welcome 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 and/or board buy your recommendations. Whether they just don’t get the whys (so feel uncomfortable), propose a “better” solution or gravitate to the devil’s advocate role, these proof points will help make your case and protect crucial relationships!
Today’s Proof Point: Your website(s) and email marketing are the most important communications channels you have. That’s the call from the 1,500+ nonprofit communicators who shared insights and practices for the 2015 Nonprofit Communications Trends Report.
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:
The 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 youcan make focused change, when you do it right. READ MORE
This 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.
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.
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.
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.
Call it what you will — integrated, holistic, multi-channel fundraising and marketing — but there’s no variance in my recommendation that you take this approach right now, if you’re not already.
Without multi-channel marketing and fundraising, your target audiences are confused by the inconsistency of what they’re hearing from you via various “channels” (your emails vs. Facebook page vs. in-person events). No one likes to be confused and in many cases, the response is to flee your call to action. This doesn’t mean you have to use every channel. It does mean that when you focus on the channels where your target audiences already are, strive for consistency.
Join Kivi Leroux Miller (NonprofitMarketingGuide.com) and me for this rapid fire learning experience – get your answers here.
Kivi and I recorded this half-hour webinar on July 21, 2011 to answer the questions you submitted via email, Facebook and Twitter. When you listen in here, you’ll get answers to a broad range of questions, including: READ MORE