Don't reinvent the wheel!
We've created a simple, powerful workbook to guide your team through the steps of creating, implementing, and optimizing a successful growth marketing strategy. It's yours - free.
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It's probably been a while since you've seen a sustained increase in your revenues, but it's hard to figure out exactly why that's the case. It could be the economy. It could a general opinion or trend that's changed the habits of your constituents. It could be anything, right?
Sure, it could be anything. But deep down you know that the power to overcome new problems and grow your organization lies within the effectiveness of your team.
In this guide, you will learn today's best practices in:
- How to measure return on investment, audience engagement, and content performance.
- How to effectively leverage evergreen content across mediums.
- How to visualize what isn't working, what is working, and clear paths to make things work even better.
With the right tools in place, your entire organization will be able to create, leverage, and optimize your efforts to grow your organization quickly and sustainably.
To ensure you get the most from this guide, we've created a companion workbook. Download the workbook to share with your team for better results.
Rally Your Team
Your Strategy Is Only As Strong As Your Team
The hardest and most important part of preparing your organization for growth is getting the leadership team behind your efforts. That starts at the beginning.
Your leadership team’s enthusiasm for your growth plan is the number one determinant of success, and you can’t ensure their full support if you don’t get their skin in the game early on.
Before You Begin
If you completed the previous exercises in the Growth Marketing Plan Workbook, you should have already held your first meeting with your team. One task in the previous chapter guides you through the process of gathering and preparing your decision making team.
If you haven't done the previous exercise as a group, do it before proceeding.
After your previous meeting, your teammates should have added all growth marketing strategy meetings to their calendar, and prepared for this meeting by gathering and preparing to explain the metrics from their department that are related to growth.
How do you feel about the word meeting? Excited? Probably not. As a matter of fact, most people feel meetings are a complete waste of time.
Your meetings will be different. You’re going to follow the tips in the article linked above to plan and implement efficient meetings that leave your teammates feeling excited to get to work. Still, the first few meetings may not be very well received. So, to get everyone shifted over to the positive, to develop stronger camaraderie, and to promote healthier communication, you’ll want to start your meeting off with an ice breaker.
Establish the Need for Change
You’re all here to work together to decide how you’re going to grow your organization quickly and sustainably. You think you may need to change.
Do you actually need to change anything? If so, then what?
Before you start switching out marketing tools, first take the time to refine the you make decisions. If you’re like most organizations, you take the information in front of you and have a discussion. Chances are you make a decision during the immediate meeting based on the information you have at hand, which is usually a triggering event.
The result? You end up with a hastily contrived prescription for an overt symptom. Meanwhile, the underlying issue goes unnoticed and untreated. You'll find directions for more effective decision making in the Growth Marketing Strategy Workbook.
Goals Help With Three Things
First, your goals give a measuring stick to help judge the effectiveness of your efforts. With good goals, you’ll be able to spot upward or downward trends in the effectiveness of your growth marketing efforts before they show up in accounting.
Second, effective goal setting helps set the stage for discussion between departments. Your growth marketing efforts won’t be implemented in a bubble. Through effective, relative goal setting you’ll be able to analyze your success in one department to determine likely outcomes in another. Which means smarter, faster, better problem solving throughout your organization.
And third, goals are a great way to determine early if you’re focused on the right metrics. If you find that the KPIs you’ve been measuring don’t provide adequate insights into revenue outcomes, you know it’s time to go back to the drawing board to find the right metrics for the outcomes you need to track.
Of course, that’s only true if your goals are reflective of your organization.
Before you start trying to outline your goals, establish your baseline. In order for goals to be measurable, they need to be comparable to a baseline metric.
In the previous meeting, the leaders from each department should have presented the metrics they feel are tied to growth, and any trends they’ve noticed in those metrics. By exploring these metrics as a group, you determined that changing your approach to growing your organization is important.
With the notes taken throughout the meeting, each of your teammates should have a clear idea of what they should be tracking in their department to gather key insights into the overall effectiveness of your growth marketing strategy.
Set Your Goals
Once you’ve established baseline for your KPIs, you have a strong foundation for effectively measuring the results of your growth marketing strategy. Even so, your goals are only as valuable to your organization as they are SMART.
An example of a SMART goal for a nonprofit organization would be, “We will increase click-through rates on our social media posts by 15% in the next three months by including calls to action on our most engaging posts.”
If you're new to setting SMART goals, check out this educational video produced by Hubspot, featuring author and productivity researcher Charles Duhigg.
Get The Right Tools
Want To Get More Done? Use The Right Tools
The effectiveness of your strategy depends on the commitment of your team, how well you understand your audience, and the tools you use. Your strategy should account for building and maintaining momentum in each of these areas for consistent results.
How can you easily segment your messaging and make your outreach stronger? By knowing exactly who you’re talking to.
Maybe you’ve heard of buyer persona or customer persona and thought, “what about us nonprofit?” Whether you’re reaching out to large or small donors, likely volunteers, or potential partners, your messaging should be specific to the group you’re speaking to.
The buyer persona concept is very important to nonprofit organizations. As a matter of fact, if you think about it, a buyer persona and constituent persona should be very much aligned. The consumers buying products from a for-profit company are the same people who will get behind your cause. It’s important to understand them.
The process of developing customer personas, as a result, will be similar between nonprofit and for-profit sectors. Still, you’ll want to pay attention to some important nuances. Read this article for a detailed exploration of the process and nuances of creating marketing personas for your organization.
Choosing the Best Tools
Managing your growth marketing campaign is hard – especially when you’re just starting out. Set your team up for success by making sure they have the right tools for the job.
Filling In the Gaps
Launching and maintain a successful growth campaign can cost your organization hundreds of hours per month. Do you have all the staff and expertise you need to support your growth efforts?
We work with nonprofit organizations seeking to grow their revenue by 10%-30% annually. We operate as an extension of your team, leveraging our tools and expertise to help you reach your impact goals.
Put our team of mission driven experts to work for your organization. We’ll be your strategic growth partner.
We’re here to help you get on track. Schedule time to get customized guidance from a growth specialist now.
Helping You Raise The Money You Need To Create The Impact You Desire
Our mission is to help you serve your mission. We work with US based nonprofit organizations who want to grow their impact by 10%-30% in the next 12 months. We're an extension of your team, working to advance your goals and grow your impact quickly.
We'll help you:
- Connect with more leads
- Nurture those leads into donors and volunteers
- Keep your community engaged and active
That's how we accelerate growth. Click here to speak to a growth acceleration specialist.