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 marketing and fundraising staff members surveyed 2016 Nonprofit Communications Trends Report, we now know more.
Here are survey respondents’ top hurdles to marketing impact:
Thanks to See3 for sharing this useful case study, originally published on the See3 blog.
Learn more: Create personas to bridge the gap with your target audiences
Many nonprofits fall into the trap of believing that their audience is the general public, when the truth is that your supporters are much more nuanced than that. By putting together a comprehensive profile of your audience, your nonprofit is better able to create personalized content that speaks to your audience and drives them to action.
We all have a powerful communications resource right in front of us—our colleagues. But most of us look right past them.
Here are four compelling reasons—backed up by the kind of research findings nonprofit decision makers adore—to launch your team of staff messengers a.s.a.p.: READ MORE
I relish the roll out of trends at the end of each year, digesting them in the context of what’s working for our clients and passing on what matters most to nonprofit marketers. I’ve seen typically broad-ranging predictions for 2016, but these two constants central to our work have been heralded by multiple sources:
- Data, drawn from all channels, will continue to grow exponentially in volume
- Marketers like us will continue to struggle to share it, interpret it, and put it to work in a productive way.
Guest blogger Guy Arceneaux is Director of Marketing and Communications for Meals on Wheels of Central Maryland.
Here’s my top takeaway from my first three months on the job at Meals on Wheels of Central Maryland: Smaller, more nimble nonprofits like ours typically know their audiences better—so are far more connected with them—than do most large, complex organizations.
That Was Then
In 2013, I was the Director of Marketing for an international humanitarian development nonprofit. The annual budget was nearly one billion dollars, with our $2.3 million marketing budget funding the work of three departments and 13 staff members. Sounds like a lot, right?
Read 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:
Our daughter Charlotte is finishing up a blissful summer at a few different day and overnight camps. At the end of each and every day, her mind and creativity are stimulated, she’s made new friends, and she sleeps solidly with a smile on her face. She finishes the summer inspired, energized and smarter than ever.
I envy her greatly. But you and I are too old for summer camp (find me an adult camp, please!). Instead, I set out an a discovery mission—asking fellow nonprofit staffers and consultants how they reboot to tee up for a great fall and forward.
There’s still time for you to reboot. Dig into these inventive approaches a.s.a.p.:
1) Seek a different point of view: Gillian Ream Gainsley, who works in Communications and Development at the Ypsilanti District Library (MI), takes a unique approach: