Once you have a marketing plan in place, you can devise and implement a promotional campaign. This is the heart of all your marketing efforts – it is the specific means by which you get the word out about your mission and programs. Promotional campaigns range from modest (a flyer and notice in the Church bulletin) to extravagant (four-color posters, TV commercials, and special events).
Even though they vary in scale, all promotional campaigns include all the ways you communicate with your constituencies in order to create an image for your organization and motivate them to respond or engage. Promotion is oriented to the outside world. You deliberately call attention to yourself – and the more often the better.
An effective promotional campaign creates or reinforces the image you want for your organization and conveys a specific message that tells people what you want them to do (“Give to the poor”, “Fight AIDS”, “End world hunger”). A campaign employs a mix of promotional techniques, each chosen for its individual usefulness as well as how it fits together with the others.
Following is a series of steps that will lead you through the promotional planning process.
- First ask yourself: What myths can you tell about the results you have achieved in the past? What images (rather than explanations) do you want to convey about what you have done and who you are?
- Next, draft an image statement and review it with others to determine its impact.
- Refine and finalize that statement.
- Lastly, lay out your promotional campaign:
- What is your message?
- What specific steps are you asking your publics to take?
- How will you promote the message?
- What specific steps will you undertake?
- Who will be responsible for which steps?
- What will it cost?
- Where will you obtain the resources?
- When will you finish each step?
Conclusion
It is important to evaluate your progress and results regularly as well as to be flexible and responsive. Follow-through is paramount. As you go along, things will change – challenges and opportunities both will arise. If your marketing or promotional plan needs adjustment, go ahead and change it accordingly.
Marketing is not a one-shot deal. It is a sustained effort. Marketing becomes a powerful tool when you master its use. In the best of times it is a means of furthering growth. In the worst of times it can mean survival. In all cases, marketing will help you reach your goal of achieving your organizational mission and goals.
Heidi Kelley and Tara Mahady are marketing coordinators for Campagne Associates, which offers fundraising software solutions to assist nonprofit organizations in becoming more effective fundraisers. They can be reached at info@campagne.com.
