What Is A Nonprofit Marketing Plan?
A nonprofit marketing program is a piece of paper outlining the activities required to carry out any campaign. It contains a comprehensive description of the kinds of collateral for marketing that must be developed and the direct messages you wish to convey through every piece.
The document must be accessible to everyone within the organization so they can reference the initiative’s primary goals and link their actions with it.
Most not for profits outline their marketing strategies and assign roles to the Board (if Board involvement is required) at the start of the fiscal year. But, they may also be created on a project-by-project schedule throughout the year.
1. Pick the Best Goal for Your Organization
One foundation I was a part of was marketing their company worldwide (Facebook and email events etc.); however, they got little in return for their efforts.
As I soon discovered, the issue came from trying to achieve several goals — increasing donations, increasing community involvement, creating awareness, and much more all at the same time.
Given their small staff, They were spreading their resources thin and inundating their people with every possible question.
Based on my experiences, not-for-profit advertising agencies that concentrate on a single primary focus at a given time experience the greatest success. When I started helping the foundation concentrate on an objective through marketing efforts (increasing donations), they began to see greater results.
2. Select Key Performance Indicators To Measure Success
As we have demonstrated in this article, your goals should be tied to certain indicators. This way, you will have an accurate indication of how your efforts pay dividends. If you don’t monitor your not-for-profit’s marketing plan’s success, it’s difficult to determine what you should do to increase the performance.
Remembering that different goals are tied to various performance metrics is crucial. Salsa’s guide for nonprofit KPIs provides a look at a range of different metrics that you could be tracking, and ones that are specific to marketing include:
The rate at which emails are opened. This represents the proportion of people who read the email you sent them. In the ideal scenario, the rate of opening would be 100 per cent. But, the average for the industry is about 25%.
Conversions. It is the number of actions you want someone to take to aid your not for profit advertising agency. If you are looking for a specific goal, you may be able to track something like some of these:
- How many people give
- Renew their membership
- Volunteer to register
- Join today to become an active member.
Amplification rate. Particularly for social media, it is the proportion of shares for each post to the total number of followers. Twitter shares are referred to as Retweets. Facebook uses the term shares, and Pinterest refers to them as repins.
3. Stay Relevant To Your Audience
Plenty is going on in our fast-paced society. With many things on our minds and a limited amount of time to think, and the increasing amount of information overload, charities need to work more than ever to stand out from the crowd and remain relevant to their audience.
What better way to stop the cycle of news than engaging with it?
Before launching or designing your nonprofit marketing plan, Consider what recent trends or news you can include.
It’s also known in the field of “newsjacking,” this tactic can work well to increase the brand’s visibility by using the most popular keywords and alerting your followers that your mission is at the forefront and that you’re involved in the community.
Classic newsjacking is the most efficient for social networks, which an increasing number of people are turning to for information and news. Around 50% of U.S. adults say they are informed via social media. But, you can utilize news and current trends on your blog websites, email marketing, or blog, particularly with the increasing dependence upon digital information consumption.