Welcome to 2010 — a new year and a new decade for us all. For many in the non-profit community, January 2010 marks a survival celebration of the tough economy we’ve endured, and a time to invest for growth.
The TREW Crew, and others in the non-profit blog community, have put together some resolutions to consider as you plan your marketing investments for the new year.
I resolve to invest time in a sound strategy. Where do I want my organization to be in January 2011? January 2013? What do we hope to accomplish? How will we measure our success? Does the whole organization know what our strategy is, and are resources aligned to meet our goals? Time spent in strategic planning pays off exponentially. By investing time in developing a strategic marketing plan, you have the ability to tie budget dollars to goals, to prioritize initiatives and ensure each individual activity reinforces the next, and to ensure consistent messages are delivered in an integrated manner so the impact of your investment spreads rapidly.
I resolve to establish partnerships. Cultivating partnership can hold many benefits, including increased credibility, exposure to new audiences, and supplementing your limited budget. Co-marketing partnerships can be time-intensive, but once established with goals aligned, they can have a long and powerful win-win contribution to both organizations. Examples of potential partners include major donors or complementary organizations. We recommend choosing a select few potential partners that best align to your organizational goals, dedicating time to understanding each others’ goals and care-abouts, and creating formal, measurable plans with agreed-upon, consistent messages for joint activities. Sample partnership activities can be as simple as website cross-linking and joint e-mail campaigns to event presentations and co-service offerings.
I resolve to deepen my relationships with top audience segments. The better you understand your audience segments, the more success you will have engaging them with your organization. We recommend you invest time in analyzing a few prioritized audience segments and building a contact strategy customized to them. Do this thoroughly, even if it means not getting to all of your segments today. Conduct research — what do they care about? What are their triggers for engaging with your organization? For volunteering or donating? What method of communication do they prefer? Use low-cost research methods such as online surveys or social networking to gather data. Then, build a profile from this research and craft messages and a communications strategy appropriate for this audience. You will not only speak more effectively to this audience, but you will use your finite dollars more efficiently.
I resolve to learn more ideas through TREW Marketing Spotlight and these other industry blogs supporting the non-profit community:
- Convio ConnectionCafe
- Tech Soup
- Robert Weiner Blog
- Social Actions Blog
- NTEN Blog
- Mobile Commons
- FI Space
- Everyday Giving
- Donor Power Blog
- Beth’s Blog
- Beaconfire Wire
- A View from Judi Sohn
Need help getting started with your new year’s marketing resolutions? Contact TREW Marketing today.