Marketing for NFPs and the NDIS funding models #4 Five pointers to creating and executing a successful marketing strategy

23 April 2014

NFP Marketing Strategy

So far we’ve discussed the importance for Not For Profits to put a consistent brand and message out into the world. Now we’ll shift our focus to defining your short, medium and long-term goals – and how you plan to achieve them. In other words, we’re going to look at your marketing strategy. Here are 5 pointers to help you create an extremely effective one, whatever your budget.

1. Identify what you want to achieve and who will help you achieve it

Sounds pretty basic, doesn’t it? But the more you break down what you want to achieve and who you need to target to do it, the easier it will be to define your strategy and tactics.

Start by defining what you want your outcomes to be – for this quarter, next year or longer term. Be as specific as you can with numbers, percentages and time frames. Then segment your audience into the groups you’ll need to target to reach each goal.

NFP Marketing Strategy Table

2. Create a calendar of communications, events and targets

Be realistic about your resources when creating your calendar. Prioritise a few goals, events or target groups and work out what communications will help you succeed with them.

3. Choose your channels according to your audience

You’re now ready to talk tactics. You’ll need to choose the best communication channels for your target audience. Expect to spread your resources between digital, social and traditional media, and PR.

If you want to increase your bequest donations, for example, Twitter is probably not the best channel for reaching mature adults about to write their wills. Sending out a letter or placing ads in specific magazines might work better. However, Twitter could be perfect for encouraging marathon runners in their fund-raising.

4. Use your existing data to boost your results

Sending out over generalized communications is often ineffective. And in today’s world, data analytics means it’s easily avoidable. It can help you refine your targeting and produce a better return on your marketing investment.

Say your strategy for this year includes increasing regular monthly donations. You’ve decided that emailing newsletters to your supporters is an effective tactic. Data analytics can segment donors who paid an entry fee for your local 5k run three years ago from your regular Christmas donors, for example. You can then send emails that acknowledge what people already do and build your relationship from there. People are likely to respond more generously when they are accurately acknowledged.

5. Break your strategy implementation into achievable chunks

Achieving all your marketing goals at the same time is unrealistic. It’s best to prioritise a few areas and work on getting great results with those. The board will be impressed and staff will be more motivated when tangible results come quickly.

For advice on putting together your NFP marketing strategy, breaking it down into achievable chunks or the best allocation of your marketing budget – including data analytics – get in touch with Make It Happen. We specialise in helping the NFP sector.

In our final blog in this series, we’ll look at how to measure your results and also trouble shoot common issues faced by Not For Profit marketers.

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