Shame on Donors Who Want Their Money Back wrote Elaine Fogel on her blog Totally Uncorked on Marketing.
I couldn’t agree more!
With all the noise about Armstrong and his fall from grace in competitive cycling, one would expect Livestrong.org the cancer fighting Foundation he founded to suffer. As Elaine pointed out, there are some donors who want their money back.
Livestrong is succeeding and the donations are growing. Whether or not this continues in the long run is yet to be seen.
However, according to Charity Navigator, a prominent charity watchdog, it appears that the foundation has “successfully distinguished its mission from its founder’s woes.”
My suggestion to all nonprofits is to see your organization through a marketing lens.
What is Nonprofit Marketing?
“Marketing is so basic that it cannot be a separate function. It is the whole business seen from the point of view of its final results, that is, from the stakeholder’s point of view.” Marketing Guru Peter Drucker
I see marketing as – the strategies and tactics used to identify, create and maintain satisfying relationships with your donors, members, volunteers, clients and other stakeholders that result in value for both your organization and your stakeholders.
Creative Solutions & Innovations’ principles for guiding your nonprofit through a marketing lense:
1. Always market your mission, not your current services. The ability to adjust its services to suit client need is key to ensuring the organization’s survival and its financial support.
2. Carefully define whom your mission serves. You need to meet the needs of your stakeholders.
3. Measure your constituents’ needs. Research, research, research to ensure your programs & services resonate with your target audiences.
4. Evaluate the success of programs & their relationship to your mission.
5. Communicate regularly & consistently.
6. Craft your messages to reflect how your mission effects your different audiences.
7. Develop an integrated marketing communications plan to ensure message integrity across all communication channels.
8. Communicate in terms of your ROI even when it is not in monetary terms; quantify your economic impact.
9. Celebrate your successes. Show how your ‘market diversification’ creates the funding to provide your services.
10. Know your organizational elevator speech so you can articulate your vision & Competitive Advantage Statement.
11. Keep a “face” on your marketing initiatives
12. Evaluate often & be prepared to refocus your efforts.
Any thoughts? Please let me hear from you.