Setting your sights on the (right) targets

When an organization deploys tactics before putting energy into segmentation and targeting strategies, impatience is really driving its development approach.

And that impatience can lead not only to “fire before aim” methods but also to “fire, fire, fire” programs that usually result in inefficiency and poor stewardship.

ROI squared

I’ve long advocated that nonprofits take a page from the playbook of successful brands: View dollars spent on marketing as an investment, not an expense. It’s a simple principle — smart and sustained investments in your brand will lead to growth. When you grow, you can do more good.

Six reasons why nonprofit marketing messages don’t connect.

A 2017 article by Ironpaper provided stats related to the challenge of nonprofit communications, with specific attention to the digital age we’re in. One of the most insightful stats is that 53% of nonprofit marketers feel challenged to produce engaging content. Could this be related to NPO’s marketing perspective?

YOU CAN ADD. OR MULTIPLY.

Many nonprofits substitute the word fundraising when they speak of their marketing efforts. Many more nonprofits use fundraisers exclusively in their marketing efforts, and that mentality is, oddly enough, limiting their ability to raise funds.

WHAT? HOW? OR WHY?

Years ago, author Simon Sinek released a leadership book titled Start With Why. His hope was to help people encourage others to do things that inspire them — and maybe even change the world. Sinek originally covered this topic in a TED Conference presentation, which has been viewed by more than 1 million people on YouTube.

Touch every touch point

Howard Schulz, founder of Starbucks, was once asked how he built one of the world’s largest brands with virtually no advertising. After all, brands usually become brand names by promoting themselves through massive and expensive media campaigns. Schultz’s response?  “Everything matters.” The key to Starbuck’s success is understanding that every brand touch point matters.

Is your organization the best kept secret?

Five words I hate the most.
“We’re the best-kept secret.” These five words have been spoken in almost every first meeting I’ve ever had with a nonprofit client.