Make Your Marketing, Communication, and Digital Strategies Worth It

Are you confused about how to make your marketing, communication, and digital strategies worth it?
Do your organization's marketing, communications, and digital efforts feel disconnected or feel like you're flying by the seat of your pants?
Do you feel like you're spending too much time on these activities but not seeing results?

If that sounds familiar, you are not alone.

For example, many nonprofits struggle with how to make their marketing, communications, and digital strategies worth it. It is easy to get caught up in the day-to-day work of your job as an advocate for the cause you serve and the communities you serve.

But when left unaddressed, these overlooked areas can wreak havoc on your organization's ability to achieve its mission and accomplish its goals.

What is the Value of Marketing, Communication, and Digital Strategies?

Marketing, communication, and digital strategies are a big part of what makes your organization function, operate, and directly impact your organization's ability to grow, thrive, and make a difference in the communities you serve.

One study shows that more than 80% of nonprofits believe investing in marketing is critical to their success.

In addition, marketing, communication, and digital strategies allow you to position your organization as an authority in the field and a thought leader.

Clearly communicating with your communities and potential clients about what you do and why you do it can strengthen your brand and help you reach more people who may need your services.

How to Make Your Marketing Strategy Worth It

Your marketing strategy is how you connect with your communities to raise awareness of your cause, drive donations, and engage volunteers. It also communicates what you do, why, and how you do it.

A well-constructed marketing strategy is essential to the success of your nonprofit and is the foundation of everything you do.

If your marketing strategy is not effectively reaching your target audiences, you can bet that it is not worth the time and effort you put into it.

To make your marketing strategy worth it, start by determining who your target audiences are.

Do you know who your donors are?
Do you know who volunteers for your organization?
Do you know whom you want on your email list?

To create a marketing strategy that's worth it, you will also need to know what you are trying to accomplish with your marketing strategy.

What is your marketing goal for the next year?
What is your marketing goal for the next quarter?
What is your marketing goal for the next month?
What kind of donor acquisition goals do you want to set?
What kind of engagement goals do you want to set?
What kind of traffic and conversion goals do you want to set?

How to Make Your Communication Strategy Worth It

Your communication strategy is what you use to keep your donors and volunteers engaged. You also use it to connect with your partners, constituents, and prospective supporters.

A consistent and strategic approach to communicating with these audiences will help you retain your current donors, volunteers, and supporters but also help you reach new people who may need your services.

To make your communication strategy worth it, ask yourself why you communicate the way you currently do.

What is your goal with your communication?
What are you trying to accomplish?

When determining how to make your communication strategy worth it, you will want to think about how you want to be perceived.

What image do you want to portray?
What tone do you want to set?
What voice do you want to use?

You will also want to identify with whom you want to communicate.

Who needs to hear from you?
Who do you want to reach?
And who do you want to receive your communication?

How to Make Your Digital Strategy Worth It

Your digital strategy is the foundation for all of your online efforts and provides an opportunity to create consistent, relevant content across your organization's digital properties.

It can include your website, social media sites, blogs, and email marketing efforts, among other channels.

Making your digital strategy worth it requires you to examine your digital presence and determine if your digital presence is achieving the goals you have set for it.

Do your digital properties, such as your website, tell your organization's story effectively?
Do your digital properties, such as your websites and social media sites, effectively engage your target audiences?
Do you currently have a digital strategy in place? If not, you will want to start creating one immediately.

If you have one, you will want to evaluate how effective it is and determine if it is worth the time and effort you put into it.

You can do this by asking yourself a few questions:

What is the goal of your digital strategy?
How are you currently measuring the effectiveness of your digital strategy?
How are you currently engaging your target audiences through your digital properties?

Bottom Line

Your marketing, communication, and digital strategies are too essential to slap together without much thought. They are the lifeblood of your organization, and it is crucial that you make them worth it.

With a clear understanding of your strategies, why you are undertaking them, and how you are implementing them, you will be well on your way to making them worth it and reaping the rewards that come from having a well-functioning organization.