5 Simple Questions About Your Nonprofit Marketing Strategy

Nonprofit marketing is simply about getting people to change their behaviors

. Change the way they think, the way they act, speak or interact with others, the way they live their lives, or the products and services they use. For nonprofit organizations, marketing is about getting people to donate, volunteer, participate, or engage with your issue. As a leader in your nonprofit niche, your job is to be an agent for change.

It's critical to specifically identify what you want to change; whether it's finding more volunteers, motivating donors, or helping your agency's clients understand your available services. Your nonprofit marketing strategy can become a fluid part of your overall communication plan when you narrow down your focus through this simple process.

Ask the right questions about your nonprofit marketing strategy

Begin at the beginning when defining your nonprofit marketing strategy. Use a process that gathers input from the key stakeholders in your organization. Consider staff, board members and key donors. Get input from volunteers, community leaders and your client base if possible. Having a broad cross-section of input will give you a comprehensive view that is sometimes difficult to see when you are engaged in the day to day operations.

Once you've gotten a commitment from your stakeholders to participate, ask them a series of questions to evoke their personal response. Ask about:

1. How they view your agency's "brand"

2. Where they see the organization having an impact, and what changes you are attempting to make

3. Who they see as your primary and secondary audience, and additional stakeholders

4. What they would say directly to a potential donor, volunteer or other key member of the organization

5. What they love about the organization, and what they would like to change

Ultimately, this input from your stakeholders will help you create a solid marketing strategy for your nonprofit agency. It will allow you to:

* define your message

* identify your audience(s)

* determine what hurdles you face in reaching them

* clarify the change you want to create once you reach them

This process intuitively leads to a comprehensive marketing strategy that puts your message in front of your audience in a compelling and effective way. When you can clearly articulate the change you want to inspire, the right tools and solutions become clear.

by: Carol Palmatier

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