Marketing Is More Than Just Awareness.
Need to reorient your team to go after more than just impressions?
It's all too easy to get stuck in the rut of e-newsletters, Facebook posts, and annual reports. If these efforts are going on without an ROI analysis, or if they're raising impressions but it's unclear whether they're bringing in donations or clients, it's time to rethink the marketing strategy (and maybe even your team). We can help.
It's all too easy to get stuck in the rut of e-newsletters, Facebook posts, and annual reports. If these efforts are going on without an ROI analysis, or if they're raising impressions but it's unclear whether they're bringing in donations or clients, it's time to rethink the marketing strategy (and maybe even your team). We can help.
Solution #1: Reorient Your Team to Revenue
What's Included:
*Note: We always recommend a brand audit before you jump into a marketing strategy
Client Example:
- Team audit to evaluate effectiveness based on the strategy or strategic plan
- Marketing strategy* to reorient marketing tactics and channels (and budget) as needed
- Help implementing changes as needed (staffing available)
- Assistance bringing your Development team along for the ride!
*Note: We always recommend a brand audit before you jump into a marketing strategy
Client Example:
- We evaluated a growing nonprofit's communications team and discovered that, while they had a lot of capacity and were cranking out a lot of content, the work was not strategic and not paying off in leads or revenue. The team had the skills necessary to reorient their efforts; so rather than hire or fire, we were able to empower the existing team to make major changes. Blog posting turned into strong SEO, random radio ads turned into hyper-targeted Google search ads, and event communications turned into product marketing.
Solution #2: Persona Creation
If you want to expand your audience to bring in new donations or product purchases, you need audience profiles, or targeted personas based on market research.
What's Included:
Add-Ons:
Client Example:
What's Included:
- Conversations with staff and a review of internal data
- Demographic research
- For each persona: pain points, behaviors and attitudes,communications preferences, calls to action, and key marketing channels
Add-Ons:
- Editorial calendar with targeted messages for each month, for each persona
- Updated imagery that's a closer fit for your target audience
- Digital ad creative for your Google search and display ads
Client Example:
- At a recent client we created not three, not four, but 12 user personas. This included four donor profiles, four partner profiles, and four client profiles. The extra segmentation allowed us to hone in on the exact attitudes and needs of high net worth donors, which looked different from corporate sponsors and recurring (monthly) donors. Leaders across teams used the personas each week in their outreach, events, and stewardship.
Solution #3: Rebrand
Since 2020, 75% of businesses have completed at least a minor (if not major) refresh of their branding. Why? Sometimes we rebrand out of necessity: if you're changing leadership/ownership, merging with another organization, or overcoming a bad reputation, a brand update is a must. In other cases, rebranding is about staying up to date, setting yourself apart from the competition, or attracting new customers or revenue. As Forbes explains, “Many organizations are accepting that the cost of not rebranding is often more than the investment it requires.” We can help. Visit our Branding page for more information.
Client Example:
Client Example:
- We've completed rebrands big and small, from a large merger between two 100-year-old nonprofits to a smaller rebrand of a 10-person organization. Two things made the process painless: 1) having all staff on board and aware of the process and 2) being ready (really ready) for change. After that, it's just execution on our end!
Solution #4: Rethink Your Annual Report
Yes, you need to report your income. But your annual impact report is also an opportunity for stewardship. Even if you don't include a direct ask or remit envelope, you can still tell a meaningful story that could result in a donation later in the year. How can you tell a meaningful story? It starts with data and ends with multimedia storytelling.Contact us for more information.
Client Example:
Client Example:
- At one health care nonprofit, we reigned in high printing costs and used those dollars for better storytelling. The result? An immediate turnaround of a $12,000 check and donors who referenced the report throughout the year.
Solution #5: Celebrate a Company Milestone
If your company is about to celebrate a major milestone or anniversary, don't miss this chance to draw attention to what you've achieved and how you're going to use donor dollars going forward. Depending on your budget or strategy, this could look like a historical timeline or book, a new website or microsite dedicated to client or consumer storytelling, commemorative art, special merchandise, a PR campaign, etc.
Our Process:
Client Example:
Our Process:
- Survey to gather staff, leadership and board expectations and ideas
- Committee creation so everyone's perspectives are heard (this step is crucial if you're celebrating a major anniversary like your 50th or 100th)
- Planning
- Budgeting and project management
- Communications rollout
Client Example:
- Flicker Media founder Jackie Gibson led two Centennial campaigns for Pillars Community Health and The Cradle. Learn more.