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Proactive Budgets Get the Marketing $ Needed for Impact!

The hands-down, most hated and most frequently-avoided marketing task is budgeting. Believe me, I hear it constantly.

Now’s the time to get past this bias and digest the coming series on on budgeting how-tos. 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, that works 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.

Start building your budgeting skills and confidence right now:

Q: I have a to-do list a mile long. That’s my marketing plan and what I use to create my budget. Or do I need something else, too?

A: No, Virginia, that to-do list is not your marketing plan! It’s a marketing checklist that you hope will move your organization forward. I guarantee that even if you complete every single one of those tasks, you won’t be contributing as much as you could to meeting your org’s goals.

That’s because this kind of marketing is all action and no traction. You’re generating a stream of one-off marketing outputs that have little impact. In fact, these one-offs are likely to confuse and alienate the people you really need to motivate to give, volunteer, and register.

So scrap the laundry list and take a one-day marketing planning sabbatical (here’s a marketing plan template to work from). In just a single day, you’ll finish with a much clearer path in front of you to:

  • Direct and prioritize your focus, and ensure you make the most of your budget
  • Know what you are working towards and make the best decisions on how to get there (critical for leadership buy-in and ongoing support)
  • Craft an accurate, realistic budget built on logic and strategy, one that will greatly increase your success rate in getting the budget you need
  • Track progress (against concrete, measurable benchmarks)
  • Confidently draft a realistic daily work plan.

You’ll see clearly how much you have to spend to reach your goals and, via tracking results, will gain a sense of what strategies work best to achieve which goals. And when you’re making marketing decisions throughout the year, use the plan as your framework.

Your plan (can be a one-pager) will enable you to distinguish “needs” from “wants,” to craft a budget around what really matters—what’s going to drive your marketing impact–motivate your people to take the actions you need!  For example, based on your budget framework, you may decide to promote your advocacy campaigns via direct mail and email, social, text and paid advertising in order to match legislative time frames. At the same time, your budget might indicate that it makes sense to hold off on enhancing your already-strong membership program with the launch of a members-only community.

What’s keeping you from budgeting to fuel your marketing impact?

Ramp Up Your Marketing Budget to What You REALLY Need: Nonprofit Marketing Budgets, Part 2

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.

Start by reviewing your marketing goals (or articulating them, if you haven’t already) to ensure they represent the best way you can put marketing to work to advance your organizational goals. Once you review those goals with leadership, and get approval, then clearly and concretely connect the dots between your proposed budget and what you want to accomplish in a way that’s easily accessible. Your goal is to translate the actions outlined in the plan — what it will take to meet those goals — into expense.

In most cases, achieving marketing goals requires financial outlay in addition to human resource (time, effort and skills; in-house or outsourced). There’s no way out of it: You have to pay for services such as reliable web hosting, flexible email marketing tools and postage. And if you want to design a high-impact website, analyze targeted email marketing or implement successful fundraising campaigns, there’s a price tag associated with doing that well.

All too frequently the barrier to a sufficient budget is that your colleagues (staff and leadership) don’t understand what communications really is, what it can accomplish and what it takes to do it really well. I recommend you guide them to that understanding by sharing your marketing plan (talking through it is far more effective than simply circulating the document) and making that clear connection between goals and budget in a one-page spreadsheet.

When you do, you’ll find that budgeting 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.

Nonprofit Marketing Budgets: Part One

What’s the barrier to getting the budget you need to achieve approved marketing goals?

Where to Begin with Nonprofit Marketing

I’m so proud of my friend and colleague Kivi Leroux Miller for crafting the excellent Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause (partner link). And Kivi’s been gracious enough to make Getting Attention the first stop on her virtual book tour.

I recommend you purchase the book today. Here’s why:  It’s a source every time-strapped communicator can count on time and time again – comprehensive, accessible and smart. When you buy the book before midnight tonight (June 1, 2010) and forward your receipt to book@nonprofitmarketingguide.com, you’ll be entered to win a free Getting Attention tagline review. You’ll also be entered into a drawing on Friday for several All-Access Passes to the Nonprofit Marketing Guide Webinar Series.

Here’s a small taste of Kivi’s practical nonprofit marketing advice…

“Where do I begin?”

That’s hands down the most frequently-asked question that nonprofit communicators ask consultants like Nancy and me.

Like any good consultant (or therapist), I always respond with a question of my own: What is it that you want people to do?

I can usually tell how long – and difficult – the conversation will be based on the answer I get. Responses like these signal a long conversation ahead:

  • “We want them to support . . .”
  • “We want them to care about . . . ”
  • “We want them to understand . . . ”

The problem with responses like these is that there isn’t any specific action involved. No one is doing anything. So I ask the same question again, but using the language from the response.

  • What does someone do when they are supporting you?
  • What does someone do to show they care?
  • What does someone do when they understand?

Now, we start to get to more specific responses, like

  • “Give us money.”
  • “Call their legislator.”
  • “Talk to their children about it.”

With these more specific actions as our goals, we’re equipped to shape a nonprofit marketing strategy. The conversation continues by discussing

  • Who needs to take these actions (helps us define the target audience)
  • What will motivate them to act (aids in creating a powerful message)
  • How and where to reach them (guides us in channel selection).

Writing an email newsletter or updating your Facebook page may end up as key elements of your strategy, but tactics aren’t the place to start . Instead, take some time – even just five minutes of quiet behind a closed door – to sort through these questions. That’s where to begin.