Because of our full work-load, many of us often skip the planning stage for marketing and jump right into tactics. There are a number of benefits of taking the opportunity to take a step back and plan ahead. There are five questions to ask before embarking on any marketing effort-two about your organization and three about your audience:

  1. Who are you? Tackle this one quickly and succinctly. What do you do? Think about why your organization was started in the first place and what work you're currently accomplishing (programs, mission activities, etc.).

  2. Who cares? Pardon the bluntness of this question, but you have to keep this mind: Just because you serve people who are in poverty or help people get well doesn't necessarily mean people should care. There has to be more personal relevance or something unique that you bring to the table.

  3. Whom do you serve? Get a clear picture of your audiences. What are the different constituency groups you serve?

  4. What do they need? Now that you have a clear idea of whom you serve and how you're currently serving them, you need to consider the needs and benefits for your clients or volunteers. This piece is critical, but a lot of us miss it because we're so committed to our causes. At this point, find the hook or sweet spot between what your audiences need and your unique value.

  5. How do you reach them? After all of this organizational soul-searching and research, you can begin to tackle the tactical questions. Think about your available channels and which would be most appropriate for reaching your target audiences.

 

 

Bonus Tactical Tips (questions to consider in step 5):

  • Who would be good partners?
  • Who are your competitors? What's going on in your marketplace or your local environment that you can piggyback onto?
  • What is the best way you can craft your message?
  • What are the best avenues for getting out there?
  • When are the best times, places, states, and minds to reach your audience?

Source: Adapted from the Nonprofit 911 Presentation "The Experts Are In! Your Online Fundraising and Nonprofit Marketing Questions Answered."