It’s time to develop your 2018 marketing plan. Meh…
I know. I’ve been in your shoes. You’re juggling 100 balls with one arm tied behind your back, and your head is spinning. Between thanking last year’s donors, crafting your annual report, updating social media posts, and writing your monthly newsletter, the last thing you have time for is developing a marketing plan for your nonprofit.
Creating a marketing plan requires more time and effort than you can give right now. But it’s a valuable process that, when done right, can significantly impact your nonprofit’s bottom line and overall success.
It’s the roadmap that keeps you and your organization on track.
Most importantly, it’s your guide to successfully promoting and growing your organization.
And if that doesn’t inspire you, then hopefully your intrinsic desire to make the world a better place will. Because let’s face it, your clients’ welfare (or the cause you’re championing) is directly impacted by your ability to market your organization well.
When it comes to the people and causes we’re championing, let’s not fly by the seat of our pants.
So, clear your schedule, roll up your sleeves, grab a latte and start working on your marketing plan today. Here are a few tips to help you get started:
- Start with an audit and evaluation of last year’s communications, fundraising and outreach efforts, including social media, email, direct mail, web traffic, campaigns, and events. This may seem like a tedious task, but by understanding what worked, what didn’t work, which channels were most effective, etc., you’ll be able to develop practical, data-driven strategies for 2018.
- Establish 2-3 SMART goals. Whether it’s the amount of dollars raised, volunteer hours committed, new donors, or donor retention rates, be sure your goal is Specific, Measurable, Achievable, Relevant, and Time-bound. (“Increasing new donor-retention rates by 17 percent by August 3, 2018,” is a SMART Goal. “Increasing awareness through more aggressive social media outreach is not.”
- Align your marketing plan with your organization’s fundraising plan. Successful non-profit marketing plans are closely tied to fundraising plans, so work with your development team to ensure fundraising goals inform and drive your marketing strategies. What’s that? You don’t have a development team? You are the development team? I’ve been there. The struggle is real. Work with your finance team/person and executive director to establish your fundraising goals before you craft your marketing plan.
- Identify your target audiences and make sure your messages are still relevant to them. Tweak them if necessary. Define who your target audiences are, how you plan to reach them, what you want them to do, and what messages will drive them to do it.
- Carve out strategies that map directly back to your objectives and SMART goals. Identify key performance indicators (KPI’s) and other milestones that will help you measure the effectiveness of these strategies throughout the year.
- Create a timeline that includes important days, events and planned outreach efforts. Highlight days that newsletters, blogs and appeal letters will be published. Include fundraising campaigns, special events, holidays, and special dates, like your organization’s anniversary, internationally/nationally recognized days relevant to your cause. (Check out this 2018 Cause Awareness & Giving Day Calendar or the UN’s international version here.) Be sure everyone in your organization is aware of what’s happening when, and don’t forget to indicate 1) who’s responsible for each activity, 2) when you need to begin planning or preparing for each event, and 3) deadlines. Note: you do not need to include all social media updates here.
- Chart the course for your multi-channel editorial calendar. You may not be able to craft specific content or messages for your social media posts, blogs and newsletters today, but if you can create a calendar that indicates what messages you’ll be promoting, when and through which channels, you’ll definitely be ahead of the game. And you’ll thank yourself later.
We’re really just scratching the surface here, but these tips should help get you off on the right foot for crafting your marketing roadmap for 2018. Go ahead and get started. You’ll sleep better tonight, I promise.
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