Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 57

Although drafting a comprehensive marketing strategy and communications plan that answers the scores of questions posed here is ideal, the reality is that this kind of thoughtful, well-researched, and well-considered plan is out of the reach of many organizations, perhaps including yours. You may not have the time or staff cooperation to pull it off. If so, you'll turn instead to the quick-and-dirty approach that focuses on the three most important questions in nonprofit marketing:

 Who are we trying to reach? Define your targeted communities or groups. Get as specific as you can about your target audience. Everyone or the general public aren't good answers.

 What's our message to those people? Explain what you want them to do and why they should do it, or why they should care.

 How do we deliver that message to those people? Pick the right channels to deliver your message to your target audience.

Nonprofits without communications staff always have the answer to the third question. We need a flyer! We need a billboard! We need to be on Snapchat! Your challenge is to always introduce the first two questions into the conversation: Who is this for and what do we want to say to them or ask them to do?

Once you get those basics into the conversation on a regular basis, you can add two other questions:

 So what? This gets to the “why?” question for your target audience. Why should this message or call to action matter to them? What's in it for them to follow through? Think of these questions from their point of view, not yours. This is how you build out the messaging that goes with your call to action.

 Why now? Even if you have convinced your target audience that your messaging and call to action make sense, they still need a nudge to do it now. How can you create some urgency so people will stop doing everything else and follow through on your call to action?