3 WAYS TO GET THE MOST OUT OF YOUR MARKETING BUDGET
It’s more than likely – if you’re charged with managing the communications budget for a not-for-profit cause or charity – that you’ve been frustrated by less than stellar results of a marketing communication, fundraising event, or volunteer initiative.
You’re not alone. And it doesn’t have to be this way.
But many organizations throw darts and hope, without taking time up front to develop the proper ingredients for successful advertising and marketing campaigns.
1. KNOW WHO THE HECK YOU ARE!
This first step may seem like the easiest box to check. It’s not. It’s actually the hardest. Fully articulating what your brand stands for, what its purpose is, who it serves, and what it sounds and looks like, are all vital elements in defining who you are. Without first understanding who you are, it is difficult to communicate your message on a consistent basis; and in being consistent, your brand will begin to build awareness. Awareness allows people to quickly understand your brand and have your audience take action.
2. FOCUS ON ONE CLEAR MESSAGE
Maybe the task at hand is about fundraising. Maybe there’s a specific service you provide that would make the world a better place if only people knew about it. Maybe there’s an awareness month you want people to get behind.
Figure out what the single key message is that you need to successfully create action and make sure you focus on it. Don’t be tempted to tell your entire story. Provide context as needed, but that’s it.
3. BUILD A GOOD… NO, A GREAT BRIEF!
If you thought step one was a tough task, try building a great brief (we can help you by the way). A truly great brief will paint a clear picture – a road map – that guides the job every step of the way. It includes what you’re doing, why you’re doing it, who you’re targeting, and what you want the outcome to be. It also contains an insight or truth about your cause or service, which has been arrived at through an understanding of current market conditions and challenges. A great brief is also a litmus test to see if what you think you want to communicate is actually what you SHOULD be communicating.
AND THIS SAVES ME MONEY HOW?
Again, these tasks are deceptively difficult when you sit down and actually begin to work things out. In the end, it is always worth it to put the work in up front, because it saves you real, tangible, hard-earned money in the end. It prevents the re-work that sometimes occurs by not being on the same page early in the process. And it allows for better time management and creates other efficiencies on the job.
We’d be happy to share our process for all three of these important money-saving practices. Give Shelley a call.