These days, many non-profits are preparing to launch a new marketing campaign. If this is the case for you, knowing how to design and implement the advertising project in a manner that will generate an excellent return on investment (ROI) is important. Utilize the strategies outlined below to learn how to make the most of your marketing efforts:
1. Complete An Organizational Self-Assessment.
As noted in “7 Steps to Creating Your Best Nonprofit Marketing Plan Ever,” your first step in developing an effective marketing plan is determining the current state of advertising within your organization. This will require that you take a step back and determine what is or isn’t transpiring at your nonprofit. Also think critically about which channels you will use to communicate with your audience. Some of them might include:
• Social media (Twitter, Facebook, Pinterest, blogs, etc.)
• Organizational website
• Unpaid placements (PSAs)
• Paid advertising
• Special events
• Communications (direct mail, e-newsletter, newsletter, etc.)
2. Set Your Goals.
This is one of the most important steps of the marketing planning process. This strategy enables you to make your ultimate objectives painstakingly clear. Are you attempting to broaden your base of loyal clients? Increase conversion rates? Build brand ambassadors? All of these things? Irrespective of what the goal is, it needs to be written down and kept in a place where you can review it constantly until the objective is accomplished. As noted in Project Smart, your goals should be SMART:
3. Put Your Audience First.
Once you have accomplished the first two steps, you can begin thinking critically about how to optimize the marketing process. One great way to make it happen is by learning how to put your audience first. Specifically, make sure that you avoid a “you marketing” approach. This methodology involves creating the type of communication which centers around the organization. In these cases, an individual who picks up a brochure is learning about you. This is the wrong approach. Avoid it at all costs. Instead, adopt the “me marketing” methodology. This approach will involve tuning into the issues that concern the customer. When the prospective consumer picks up your brochure, it should include information about the benefits that the client will attain by investing in your brand.
4. Develop Your Call To Action.
Your call to action is one of the most important components of your marketing plan. This aspect of the plan will involve encouraging your reader or viewer to take a specific course of action that will benefit your non-profit organization. This could include anything from purchasing your eBook to signing up for your monthly e-newsletter. Some points to remember include the importance of making your call to action specific and feasible. With respect to feasibility, you want to ensure that it is very easy for the other individual to take the course of action you’re suggesting.
Don’t Delay: Start Creating Your Non-Profit Marketing Plan Today!
If you’re serious about making your non-profit as successful as possible, developing a strong advertising plan is immensely important. Utilize some or all of the marketing tips and techniques outlined above to ensure that your organization continues moving forward in a dynamic manner!