The importance of marketing plans in one company or organization is crucial. That’s because it determines the level of your brand awareness and effectiveness.
Why do you think businesses last long? The reasons they were able to survive every turn of the tide could be endless.
But one thing’s for sure: Marketing strategy is undoubtedly somewhere in that list.
That being said, we’ve rounded up nine crucial marketing mistakes that nonprofit organizations should steer clear of:
Undefined Target Audience
You can’t go proclaiming something around without a target audience in mind. It’s like talking incessantly to no one in particular. If that isn’t a waste of energy, we don’t know what else to call it.
First of all, you have to figure out who you want to talk to. This strat could help you tailor-fit your campaigns for them. You have to be able to identify who would be interested in supporting the cause you are advocating.
Do focus group discussions or surveys if you must, as long as you can hit a target audience right after the research phase.
Vague and Unclear Messaging
With every marketing strategy, the one most important thing is your messaging. You could say a lot of stuff about your goals and plans for the organization, but if it’s confusing for your audience, donors, and supporters, they won’t get it.
You have to be precise. And when we say clear, you have to communicate what you truly want for the organization properly. You can start with an excellently written introduction that could capture the hearts of your audience. Craft something that could encourage them to read through your advocacies.
If you’re sure about your intentions and you know by heart the goals you have for your community, no roadblock could hinder you from getting the message through.
You don’t want to be tagged as the fickle-minded organization. One moment you want to be known as the simple brand, but then you want your logos to pop with colors and extravagance. That alone could confuse your audience.
The same goes when you post photos that aren’t tying up together. If you post pixelated images consistently, your brand promise says otherwise, then that could be a problem for your branding.
You have to be able to identify this stuff right before you start going public with your organization. You can make changes along the way, but the transition should be seamless.
Failure to Setup Analytics
It’s also vital to have your analytics set up right from the start. You’d want to be able to keep track of your milestones and achievements.
It doesn’t matter if you’re a small group wanting to change the world one step at a time. You have to have backend support that gathers your data. It will help you create a more comprehensive plan to achieve your goals.
Sharing Content That Lacks Value
If you’re getting a little confused and unsure about what to post, always go back to your core messaging. What do you want your donors and supporters to know about you? If you have the answer to that, then you’ll never go wrong with any of your content.
Make sure to marry your content with your key message. Everything you put out there must speak for your branding. You don’t want to create something that isn’t helpful for the organization.
Don’t create content just for the sake of having something to publish. Create meaningful ones that could lead to better results.
Zero or Limited Engagement
Speaking of content, any nonprofit organization would also want to stir emotions and start conversations.
It’s an integral part of how a nonprofit works. Make sure you engage your audience with the content that you put out. Make them want to join your cause and follow through with actions.
You have to promote engagement because that’s what will help you gain more donors and supporters. You also have to set up an easy-to-follow communication line for when your donors and supporters want to send you a message.
Focusing Solely on Social Media
Your success isn’t only defined by the way you handle your social media pages. There are other factors that you should look into.
Other platforms could help you bring your message across. Social media may be massive right now, but you don’t have to put all your efforts into these channels.
You can always turn to blogs, press releases, and other website hostings that could drive your organization’s traffic. Being creative could lead you to unimaginable heights, so make sure to take advantage of it.
Dismissing the Power of PR
PR is a powerful tool that could catapult your organization to success.
If you’re putting up a fundraising campaign for your nonprofit, don’t forget to bring in a powerful PR team. They can help you create buzz and increase brand awareness about your nonprofit.
These efforts alone could tap potential donors and supporters to help you achieve great numbers for your fundraiser.
Not Having a Strategy at All
And the worst mistake that any nonprofit organization could ever make is not to have a marketing strategy at all. By not having one, you dismiss the thought of potentially breaking walls and impacting the community.
There will be doubts and reservations during the first few months of creating an effective marketing strategy for your organization. But you have to follow through with it.
Remember your intent and your desire to make a change in the community you are serving. That’s the fuel you will need to keep aiming for the stars.
Marketing campaigns aren’t for huge companies and organizations alone.
As much as you want to stay organic and straightforward about your plans, you also have to consider that you need donors to support your cause. You need people to hear what you would like to say.
And a marketing strategy will get you there.
Guest Article by Kevin Urrutia
Kevin Urrutia is the founder of Voy Media Advertising Agency NYC, dedicated to helping businesses triumph over the ever changing marketing landsca
Subscribe to weekly marketing tips
Every week, you’ll get a useful email that gives you an action plan for how you can grow your brand. In it, you’ll find: