Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, October 09, 2007

Maketing in the Not-for-Profit Sector

More than 55% of not-for-profit organizations are frustrated by a lack of resources and leadership support for marketing, but only 37% do the tracking [or measurement of marketing activities and outcomes] that generates increased budgets and leadership confidence.

Source: eMediaWire

The short article advises to do the following to get on track:

  • Target campaigns to specific audience segments.
  • Coordinate fundraising, membership and volunteer communications.
  • Evaluate campaign impacts.
  • Train colleagues, volunteers and board members on marketing plans and messages.
  • Experiment with Web 2.0 social networking channels.
And never forget the six most important words in marketing, "How did you hear about us?"

This interesting, yet troubling, statistic from eMediaWire was presented in "Discovery" magazine, a publication for YMCA board members, volunteers and staff. I've been getting this quarterly magazine (it comes to my home) for about a year now. It is an interesting publication, filled with profiles of successful programs, statistics like the one shown here, and issue articles that explore opportunities or challenges for YMCA.

What do you send your board members (or volunteers), other than a dull packet with minutes from their last meeting?

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