There are thousands of non-profits in every city vying for attention. Getting noticed by prospective donors can be a challenge for even the most established of NPOs. The Phoenix Metro area, for example, has 16,995 non-profits organizations (as of 2022). So how do you gain brand awareness and secure new donors?
1. Do a deep dive analysis
Every organization should periodically do an Internal Analysis, evaluating their current marketing and communications plans, looking at their capacity for growth, and a SWOT analysis. The next step is to do an External Analysis, checking out their competition, environment, market, and target market. These things can change quickly in today's fast-paced society and continuing to do the same old thing gets tired fast.
2. Create new or reevaluate old objectives
Using the data collected during the analysis, revisit the old objectives and revise them regularly. Or if you've never done an integrated marketing communications plan, create new objectives. Start with three to keep it simple and be specific, including strategies and ways to analyze if the objective has been met.
For example:
Objective
Update the brand image, creating a unified
image of professionalism and transparency for all
Personas completed within a four-month period.
Strategy
Renew the brand website, creating a positive
user experience
IMC Tool and Tactic
-Internet Media (UX website, SEO, Content Marketing)
KPI
-Google Analytics
Target
-Decrease bounce rate by 20%
-Increase click through rate by 10%
-Increase average length of stay by 10%
3. Come up with strategies for implementation
Once you have your objectives, now you need to actually implement them. Decide which Tools and Tactics you want to use - Internet Media, Social Media, Public Relations, Email Marketing etc - and make a concrete, targeted plan.
4. Review and revise
Once the marketing communications strategy is in place, each element needs to be regularly tracked, analyzed, and optimized. One of the biggest benefits of digital marketing is its ability to be tracked. Each month, create a report on the analytics using a program like Google’s Data Studio.
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