Is Your Marketing Strategy Age Appropriate?

Written by on August 29, 2013 in Nonprofit, Social Business, Strategy - No comments

A few weeks ago, my 5-year-old had art supplies sprawled across the kitchen table, as he scribbled a jumble of letters furiously across a sheet of construction paper. When I asked him what he was up to, he told me he was writing his letter to Santa and needed to get it done fast.

Ok, so maybe he’s a little ahead of schedule, but for us grownups, it’s definitely time to be thinking about what we want from the year ahead. And putting it down on paper.

If your organization starts its fiscal year in January, you’re currently heading into the dreaded strategic planning and budgeting process. These two things are at odds, of course. Your strategic plan is all about growth and opportunity, which means spending more money, while your budgeting process is all about how to cut expenses across the board and to “do more with less”. In many cases, the result of these opposing forces is a shell of a strategy that has no real potential to change the course of your company or cause.

Specifically for marketing, what you’re left with is a laundry list of tactics, such asĀ “hold annual fundraising drive” or “send out e-newsletters”. Or a wish list of things you hope will happen. At the end of the day, there’s nothing strategic about your marketing plan at all. It looks a lot like my kid’s letter to Santa. What you need instead is an age appropriate approach to marketing. A plan that is built on insight, steeped in creativity and specifically tailored for your situation. A plan that acknowledges the financial limitations and problem solves for them. But what does that look like?

Well, a smart marketing plan can take many forms. If you have one at all, congrats. You are ahead of the curve. That being said, a sound marketing strategy is easy to spot because of what it does for you. Below are 4 things you’ll see when you have a sound marketing strategy.


4 Things You’ll See When You Have a Sound Marketing Strategy



The sad truth is that the majority of companies don’t invest what they should in the development of their marketing strategies. What’s worse, the majority of nonprofits don’t create a strategy at all. Our advice to you is simple. Start somewhere. Establish a strategic approach to how you will tell you story, where you will tell it, who you will tell it to and what you need them to do. Give yourself a fighting chance to grow by taking advantage of a tool that so many have long misused or ignored. Start developing a sound marketing strategy now, or come on over and join my five-year-old. He has plenty of crayons to go around.





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