You market your organization and its programs and services, but to what end?
As you sit back and look at your nonprofit marketing program as a whole and evaluate your own performance as a nonprofit marketer, consider these questions:
- How does your marketing strategy make you stand out from the crowd? Are you conveying what is unique and valuable about your organization and programs? Is it clear to the people who matter most to your success who you are and what you do? Is your marketing different enough from other organizations working in the same space?
- Is your organization perceived as a leader or expert? What’s your status or reputation within your field? How does your marketing strategy help you position yourself or your nonprofit as a leader or expert? How trusted is your organization, and how does your marketing plan maintain and build trust with your supporters?
- Do your current supporters remember who you are? You might be surprised how many donors forget that they’ve made gifts to a nonprofit organization. And why would they remember, if the nonprofit doesn’t work on maintaining those open lines of communication? Are you keeping those good feelings you worked to create through your initial outreach going strong? Are you communicating regularly with supporters? Are you reminding them what you do?
Excerpted from The Nonprofit Marketing Guide: High-Impact Low Cost Ways to Build Support for Your Good Cause by Kivi Leroux Miller.