Marketing Briefs

Todd Baker author of the book CHAMPIONS OF PHILANTHROPY. which can be purchased at Amazon.com, sat down with us and briefed us on his thoughts on the matrix of marketing 101.

You can also read an endless amount of timely marketing strategies at Todd Baker's blog: orgmarketing.com

Here are some excerpts from his writings. And please write to Todd with your questions, inquires or where to find him at his next speaking engagement at: tbaker@hartlovedesign.com

Step 1.

Take the lead by convening all the key stakeholders in your charity’s Web site.
Make sure you have representation from at least the following areas:

Together, agree on what exactly you want the Web site to accomplish. Make a list and prioritize it. This is easier said than done but don’t skip this step . . . even if it takes months to reach an agreement internally.

Here’s an example of a list of objectives for your nonprofit website:
1. Raise Money
2. Media Relations
3. Get Volunteers
4. Educate Public
5. Build Relations

Put Metrics into Place

Step 2.
We value what we measure.
After you have prioritized your strategic objectives, determine how you are going to measure success.
Based on past web site performance, decide on realistic goals for each objective.
If you decide not to measure an objective then lower its level of priority.
However, most activities can be measured either by return on investment (ROI) and/or return on mission (ROM).
Even though these first couple of steps seem rudimentary, I’m amazed at the caliber of nonprofit 

s that have not implemented them and trust me, somebody somewhere will define your success if you don’t.

Agree on Ownership

Step 3.
When you identified your charity’s strategic objectives, which one became the top priority? If it was to “raise money” then put the fundraisers in charge of your website.

Did “educate the public about your cause” come out as the top? Then put the program experts in charge.

Is your Web site primarily for the purpose of worldwide communication? Then put your experts in technology in charge.

It doesn’t really matter what the number one strategic objective is for your website . . . Just make sure the people with the responsibility have the proper authority to achieve success.

If I were you, I’d want to know that someone is waking up everyday thinking about what new and exciting connections they can make online to further your cause.

Do you have that someone in place?