Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 33

Marketing goals are the broad outcomes you seek via communications that help you achieve your larger organizational mission goals. In the nonprofit sector, a dozen goals represent the vast majority of the communications work. These 12 goals fall into four categories.

Community Engagement and Education Goals

 Engaging our community to keep people inspired by and active in our work

 Raising awareness of our issues to educate people on our cause

 Advocating on our issues to change hearts and minds

Brand and Leadership Goals

 Brand building and reputation management for the organization

 Positioning our staff as thought leaders or experts

 Communicating internally with our staff or board

Program Recruitment Goals

 Recruiting and engaging participants to use our programs or services

 Building our membership by recruiting and serving members of our organization

 Recruiting and engaging volunteers to help deliver our programs and services

Fundraising Goals

 Supporting fundraising from individuals making small to medium gifts

 Supporting major donor fundraising

 Supporting event fundraising (galas, walks, etc.)

It's common for communications staff to say they are expected to work on six or more of these goals simultaneously. Based on research from the 2019 Nonprofit Communications Trends Report, the most popular nonprofit communications goals are:

 Engaging our communityBrand building and reputation managementRaising awareness of our issuesRecruiting and engaging program participantsSupporting event fundraisingSupporting fundraising from individuals making small to medium gifts