We’ve all been watching the news.  Or perhaps trying to escape the news.  These are indeed unprecedented times in our nation’s economy.  At the same time, we fully embrace the optimism that the ringing in of a new year brings.  It might be our glass-half-full nature here at TREW, or maybe we all want to tackle 2009 looking for the (budget-conscious) bright sparks amid the fog.  

Below are a few “bright spark” resolutions that TREW Marketing is sharing with clients in 2009:

Test, measure and act.  With today’s sophisticated e-marketing tools such as Convio’s suite of software for cause organizations, and Google Analytics, just about everything is measurable.  From email open rates and click throughs to web visits and average time on your site, you can quickly decipher whether your audience is interested in what you have to say.  This empowers you to tweak your message, and your marketing spend.  In 2009, you will likely need to scrape for every marketing or fundraising dollar you can, and measuring return on investment is a requirement, not an option.  

Leverage content.  Your editorial calendar may appear to be a simple process-helper, allowing you to efficiently assign tasks and deadlines.  If used properly, it is a powerful tool to forge alignment and efficiency within leadership and across multiple marketing medias.  In 2009, TREW clients such as The Academy of Medicine, Engineering and Science will use their EdCals to leverage the same content on the web, in their e-newsletters, events, and even key constituent meetings.  In 2009, challenge yourself to see how many ways you can leverage the same piece of content.  

Be constituent-centric.  Your constituents may be your employees, your customers, your donors, or your prospects.  One of the most important (and difficult!) tasks of an organization is to determine your segments and then be true to them.  Learn about them.  How often do they want to hear from you, and through what medium?  What type of information do they seek?  How can you meet their needs as efficiently and effectively as possible?  How is success measured?  We are in 2009 and the shotgun approach is, well, 1999.  But your budgets sadly were probably higher in 1999, so TREW Marketing advises customers to choose 1-2 segments and execute a thoughtful strategy with brilliance.  With a bit of help from TREW Marketing, Gemalto North America is doing just this — focusing on their most valuable asset, their employees.  

Innovate.  Have I mentioned that budgets are tight?  Statistics clearly show that constraints lead to innovation.  Challenge yourself and your staff to cut the fat and make room for innovative, low-cost, new ideas.  Utilize social marketing.  Leverage some freeware to move a project forward.  Say no to some legacy activities that are difficult to measure, and find a new, cheaper, measurable activity to replace them.  The Children’s Medical Center of Central Texas is working with TREW to enhance successful, traditional activities including fundraising events, printed newsletters, and print direct marketing campaigns, with email and social marketing that extend the life of their thoughtful content and efforts. 

The 2009 spark awaits us all.  Best of luck with your journey this year, and if you are seeking a few more New Year’s perspectives, I recommend checking out the following cause-centric blogs:

• Tech Soup
• Social Actions Blog
• Nonprofit Technology Exchange Network
• Mobile Commons
• FI Space
• Everyday Giving
• Donor Power Blog
• Convio Connection Cafe
• Beth’s Blog
• Beaconfire Wire
• A View from Judi Sohn