An effective marketing strategy should be at the core of your fundraising activities. While sometimes a great idea may appear from out of the blue, effective strategies are typically developed only after a great deal of research. Understanding your “market” and separating yourself from your ‘competitors” with a unique value proposition is the first step in developing your strategy. Armed with this positioning, your next step is to create a blueprint designed to inform your target audience(s) as to why you’re so awesome.
And, that’s where a marketing plan comes in. Those organizations without clear marketing plans find that their marketing tends to be reactive, unstructured, and usually ineffective. Marketing without a plan is a risky gamble; marketing with a dynamic plan can minimize your risk and potentially pay off big.
Here are the core components: 1) Research your “market”, 2) develop a strategy, 3) set a budget, 4) identify best tactics, 5) implement the plan, 6) measure your effectiveness, 7) research, refine, & refresh, 8) stir and continue.
“If you can’t describe what you are doing as a process, you do not know what you are doing.”
W. Edwards Deming
The trouble with the marketing efforts at many organizations is they are typically only implemented when their backs are against the wall. An effective marketing plan is on-going and dynamic; it expands and contracts as you learn from your measurement activities. It’s these metrics, which help you understand if your message is effective. It’s a process that should evolve as you and your audience progress. Contact us today, to discuss your fundraising goals and determine how you can employ a holistic marketing strategy with a goal-oriented plan to improve your sustainability and increase your fundraising.