Debate and confusion on planning definitions abound. Here’s the language we’ll be using in this training:
Goals are the broad primary marketing outcomes that support your organization’s larger mission-oriented goals. Examples of goals include raising issue awareness, fundraising from individuals, and managing your brand and reputation so that your nonprofit can achieve its mission. You can add measures within goals, such as “retain 75% of our donors year to year.” We’ll look at the 12 marketing goals that nonprofits most often pursue.
Strategies are the marketing approaches you take to achieve your goals. Examples of strategies include content marketing strategies, event marketing strategies, and relationship marketing strategies. We’ll discuss a dozen common nonprofit marketing strategies and share our data on which strategies nonprofits are most likely to use given their goals.
Objectives are the SMART steps you take to achieve a strategy, and we define SMART as Specific, Measurable, Achievable, Resourced, and Time-Bound. Examples include building a mailing list by 10%, doubling website form conversion rates, and increasing social media engagement by 20%. We’ll give you a great set of objectives to choose from so that you can customize them specifically for your nonprofit, along with new data about which objectives are most popular for nonprofits.
Tactics are the tools you use to pursue the objectives associated with your strategy. Tactics include both communications channels like email, PR and social media, as well as specific types of content like storytelling or infographics. Again, we’ll give you a great list to start your conversations.
What’s in Webinar #1 on Tuesday
During Tuesday’s webinar, we’ll set the conceptual framework and share all the details about the most common goals, strategies, objectives and tactics used by nonprofit communicators. We’ll share data collected over the years via the annual Nonprofit Communications Trends Reports, including new data from the 2020 Trends Report.
What’s in Webinar #2 on Thursday
During Thursday’s webinar, we’ll show you how to apply the information from Tuesday with real-world examples and tips on how to best mix and match goals, strategies, objectives and tactics into a workable, meaningful, and effective communications plan.
The first webinar is about understanding all of your options. It’s like teaching you how to grocery shop for right ingredients. The second webinar is about how to make the best choices about those options for your nonprofit. It’s like teaching you how to cook with those ingredients.