It seems like every nonprofit wants to market something. Whether it's an upcoming fundraising event or a new program, most organizations need to make use of marketing campaigns to spread the word. The only problem is that most of them don't always take a step back and ask why they need to invest in marketing. It's only when they start thinking about these goals that it becomes clear they are quite hard to define.
Jennie Winton and Zach Hochstadt, two partners at Mission Minded, listed five areas of need for marketing in the book "Nonprofit Management 101," and possible goals to consider for them:
- Revenue: Are your marketing efforts focused on raising more money for the organization? Exactly how much do you need to raise, by when, and for what exactly?
- Volunteers: Are you asking people to commit time to your cause? How many people do you need, and where do you need them?
- Tickets: How many tickets do you need to sell to break even for a special event? Can you afford to just break even, or do you actually need to make a profit?
- Advocacy: Are you trying to pass a law or change a policy? Why? Who are you lobbying?
- Behavioral: Are you trying to change a behavior, such as getting people to stop littering in a public park? Has this been tried before?