Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 42

If you aren't sure where to begin, we suggest that you start with the most popular marketing goals, strategies, objectives, and tactics we reviewed in the previous chapter and build from there.

 Goals: Engaging our community, brand building and reputation management, raising awareness of our issues, and supporting event fundraising.

 Strategies: Permission-based marketing, content marketing, event or experience marketing, and relationship marketing.

 Objectives: Joining, subscribing, or following; participation levels; change in knowledge or understanding; and financial gains or savings.

 Tactics: Website and/or blog, email, social media, storytelling, earned media or public relations, events, and direct mail.

Table 3.1. Elements of a Comprehensive Marketing Strategy

Plan Section	What the Section Includes
Marketing Goals	The primary marketing outcomes that support your organization's larger mission-oriented goals.
Situational Analysis	The conditions under which you must operate. Sometimes includes a marketing audit.
Targeted Communities	Who you must reach and convince; their interests, values, habits, and preferences.
Organizational Brand or Personality	How you wish others to perceive your organization through your communications.
Messaging and Primary Calls to Action	The specific messages that will move your audience to action.
Marketing Strategies	The best approaches to reach your marketing goals.
Marketing Objectives	The SMART steps you take to achieve a strategy. SMART is Specific, Measurable, Achievable, Resourced, and Time-Bound. Includes how you will measure progress.
Marketing Tactics	The tools, channels, and types of content you will use to pursue the objectives.
Resources	Resources required to implement the plan, including budget and staffing.