Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 49

In this section, you define your marketing objectives, which are the measurable steps you take to implement a strategy. We encourage you to make your objectives SMART: Specific, Measurable, Achievable, Resourced, and Time-Bound. As you add the details to make your objectives SMART, you will be referencing the earlier sections of your strategy on your targeted communities and your messaging and primary calls to action.

What specific measures are available to track the effectiveness of the marketing campaign? Which measures are of primary importance and which are secondary? How often will you review and report on the metrics? How will the metrics influence adjustments to the plan? What's impossible to measure, but still important to consider, perhaps through anecdotal information? Are there any unstated or hidden expectations that need to be addressed?

The most popular objectives for nonprofits fall into these four categories: joining, subscribing, or following; participation levels; change in knowledge or understanding; and financial gains or savings.