The Board of Directors needs to review 3 marketing areas, once a year.
Work with your marketer to audit your promotional literature, clarify your message, identify what donors want to hear and define the look and feel of your brand. Obtaining Board approval of the Brand Checklist, empowers the ED to approve day-to-day marketing decisions.
- The Revenue Efficiency report shows how cost effective each revenue stream is and indicates how to improve your CRA Fundraising ratio.
- The Donor Churn report shows how much your donor portfolio turns in one year and calculates whether you are better at attracting new donors or keeping existing donors.
- The Marketing Effectiveness report shows which marketing activities are working and which aren’t.
3. THE PEOPLE OF MARKETING
Do you have the right combination of marketing generalists and specialists to do the job?
Marketing is a skill that is learned in business schools and honed through work experience. Large non-profits can hire a marketer. Smaller non-profits can find a professional volunteer. Orient your volunteer, treat them like a consultant and manage the relationship.