A good charity marketing strategy is crucial for the efficacy of your charity organization as well as its very survival. It will help you in reaching out more with your charity communications as well as messaging and it also helps you in raising more money for your charity projects. With a good strategy to guide you, you will most likely waste a lot of money down the drain without getting any commensurate return on investment from your charity marketing.
Developing a good marketing strategy is not easy. You will have to make some difficult decisions regarding what you will do and what you won’t. You will have to create systems and choose a roadmap that will take you to your decision. Sometimes, strategy development can be costly for charities but it is the best way to inject new ideas and direction to your charity marketing. Without a good charity marketing strategy, you are left with a vague and wooly system that will not serve your ends and is likely to leave you clueless and bogged down.
When developing the strategy for your charity marketing, you must start by thinking about the goals that you are planning to achieve with your charity. For example, what are your targets for this year? Where do you want to be in the next 3 months, 6 months or even one year? How do you plan to get to your destination? Goals and roadmaps – that is what strategy is all about. When you have familiarized yourself with the strategy of your organization such as “how to fund raise for my charity”, here is how you can go about in creating the marketing strategy that will take you to your goals:
Evaluate Your Environment
Before you begin crafting out your marketing strategy, you need to begin by looking at the key factors which are affecting your charity. You can look at the macro factors such as economics as well as the micro-level factors such as funding shortages in which case you will have to brainstorm the fundraising ideas that will help you deliver on your charity marketing objectives. Take a step back and take a very honest look at where you are and evaluate the main risks and opportunities that you can exploit in order to take you to the next step.
Set Clear Objectives for Charity Marketing
Under the objectives, you will need to decide on what you plan to achieve with your charity marketing strategy. Here you have to go to the very specifics and concrete ideas that you plan to accomplish. Here is where you can brainstorm and get charity fundraising ideas, pick on your fundraising targets, choose revenue targets over a period of time, or even targets such as how to fine-tune your marketing strategy, branding and donor communications in order to ensure greater efficacy.
When formulating your goals or objectives, make them S.M.A.R.T.: Specific, Measurable, Achievable, Realistic and also make sure they are Timed. You must have specific targets that you want to achieve as well as the duration of time over which you want to achieve them. You need to have as much clarity of purpose as possible when you are formulating a marketing strategy as you will need to focus on a defined path in order to meet your objectives. One of the best advantages of digital marketing is its measurability.
Develop Key Core Messages
Your marketing strategy should revolve around a key messages so you need to focus on developing that key message. When crafting your key message, try to make sure you are as specific as possible. People have a short attention span in the digital landscape so your marketing messages must be as punchy as possible. It is also important to have priority segments. Who in your core or target audience do you want to specifically target with your marketing messages?
Here, you need to think how you want the charity organization to be regarded. Do you want to make the brand more approachable? What will your brand personality be? Should be more transparent and accessible? What are the risks? When it comes to brand positioning, you need to sit with senior management in order to evaluate the best options.
After developing a good marketing strategy for your charity, it is now time to get to work in realizing and making sure it unlocks value for your charity organization.