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Planning Made Easy (Nonprofit Edition)

Date : 2007-12-05

Words That Work
A free newsletter that helps you reach your target audience using the power of words.

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

Plan Now, Reap Rewards Next Year

It’s the end of the year — time to celebrate the season and make resolutions for the new year. It’s also time to plan your marketing communications strategies so you can reap the rewards in 2008.

Here are some tips to make the planning process easier and more rewarding.

•Focus on substance, not length. While an inch-thick plan looks impressive, a lean but well-thought out plan that you will follow is better for your organization. Start with goals and strategies. For each strategy, determine tactics, your target audience, key messages, budget, timeline, the person responsible and evaluation techniques. Use a grid format to simplify your plan.

•Think of your marketing communications plan as a road map. Before you go on a trip, you need to know your starting point and destination. You should plan for emergencies. A marketing communications plan serves the same purpose, guiding your marketing. Relate your plan to your organization’s goals. Know what success looks like. Have a contingency plan in the event of unforeseen circumstances.

•Before you plan for 2008, look at 2007. Every time you invest marketing dollars, you should evaluate how effective their use was. Before you plan for 2008, consider your marketing efforts for 2007. What worked? What didn’t work? How can you build on your successes?

•Support your organization’s goals. Consider both your short-term and long-term goals as you plan your marketing communications strategies. For instance, if your goal is to increase your donor base by 20 percent in 2008, your marketing must include strategies to get your message out to a larger audience.

•Put your plan on paper. If you want to get more from your marketing dollars, commit your goals and strategies to paper. This simple technique helps you hold yourself accountable.

•Keep your message strong and consistent. Every organization should have a strong mission statement — a concise statement of 25 words or less that includes the needs you address and your unique approach.

•Develop a balanced marketing communications portfolio. There are many different ways to gather information today — newspapers, magazines, radio, television, direct mail, email, websites and blogs. Consider how your target audiences are most likely to get their information and plan your tactics accordingly.

•Do it! All the planning in the world won’t increase awareness of your mission. Now that you have a marketing communications plan, put it into effect!

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

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