This practical, doable marketing plan template takes you from goals to benchmarks, work plan, action, and impact!
Eeesh! Those New Year’s resolutions—including the ones we set for marketing and fundraising work—are so hard to keep.
That’s because most resolutions are action items, rather than goals (the real “what we want to get to”). When things in our work worlds change—making those actions irrelevant or too difficult, or throwing them into question or making them too difficult— there’s no clear framework for assessment and adaptation. So the resolutions fade out, leaving you disappointed.
Kivi Leroux Miller’s annual Nonprofit Communications Trends Report is one of my “go to” resources for boosting client communications impact. The report provides concrete benchmarks for your marketing, fresh ideas to experiment with, and the proof points you need to lobby for the resources and support you need to do communications right.
Please take 10 minutes right now to respond to the 2017 Nonprofit Communications Trends Survey. Deadline is tomorrow, December 2! Every survey taker will receive a free copy of the report in January and be invited to a preview webinar before the results are released.
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 communications and fundraising staff members surveyed for the 2016 Nonprofit Communications Trends Report, we now know more.
Here are top hurdles to communications impact, straight from you and your peers in the field:
This practical, doable marketing plan template takes you from goals to benchmarks, work plan, action and impact!
Articulate your marketing goals (a.k.a. resolutions) for the period to come—start with a max of three smart, realistic and attainable goals for the next 90 days. Then follow the rest of the steps outlined here.
Try it, and let me know how it goes!
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.
Register now, seats are filling fast. And you can watch at your convenience if you can’t make it live.
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 I hear most from you, followed by your secrets—that not knowing those answers leads to self-doubt, paralysis, or, worse, just doing what you’ve always done, regardless of the impact it has (or doesn’t have).
Being uncertain so unsetttling. I hate not knowing which way to turn, and being forced to just see what sticks via trying various things out. Yuck.
But you don’t have to leave it up to chance. There’s a better way…Right-Things Right-Now Marketing
These are the questions you ask me most frequently:
What’s the right way to market a nonprofit like mine?
And how do I know if I’m doing the right things?
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. There’s a better way.
Dive into this second installment in my series to learn how to get what it takes to fund your nonprofit marketing plan. You’ll find Part One here.
Q: OK, now I get how much it’s going to take to do our marketing right. How do you propose we ramp up our marketing dollars from zero to what we really need?
A: Connect the dots between your marketing goals and what it will take to get there.
The hands-down, most hated and most frequently-avoided marketing task is budgeting. I hear that from you and your peers time and time again.
But I urge you to get past this bias and take the time to absorb this four-part series on budgeting guidelines. You’ll learn the value a budget brings to your work as it translates the actions outlined in your marketing plan into expense. You’ll discover is a completely different way of looking at your marketing work, serving as both a clear framework for your decision-making on wants vs. “nice-to-haves” and a powerful tool for getting the marketing dollars you need to meet agreed-upon goals. READ MORE