Last month, we laid the groundwork for developing your marketing plan, which acts as a compass while you incorporate marketing strategies and utilize various channels. Before you dive in, however, you need to also define your marketing objectives and add them to your plan. If the marketing plan is your compass, the marketing objectives are the map. They define what activities will occur, the target audiences, measurable outcomes, and timeline.
Within your marketing plan, you will have many marketing objectives. Here are some examples:
- Recruit 100 more volunteers within the next 12 months
- Increase annual corporate donations by 25% within the next 6 months
- Increase website visits by 20% next quarter
- Increase individuals served by your organization by 10% within the next 12 months
For most non-profit organizations, marketing objectives focus on money, people, awareness and resources because these are the elements that make non-profits successful, but that doesn’t mean all organizations have the same objectives.Your organization needs to determine its objectives based on what you gleaned about your organization when you developed your marketing plan. Objectives will evolve, too, and should be reviewed often.
Here’s how you can get started:
- Ask yourself what you want to achieve with your marketing efforts within the next few months, this year, and down the road, and write it down.
- Determine how you will measure your achievements.
- Be realistic about the measurable outcomes, the resources needed, and the timeline, and define them.
- Identify an audience for each objective.
- Review them often and revise if necessary
It may take several years to accomplish all of the objectives you include in your plan, and that’s okay. Be patient. Be flexible. Be deliberate. Remember to refer back to your compass if you find yourself lost in the woods. Before you know it, you will meet your goals and your organization will be stronger because of your efforts.
As always, if you have questions or ideas for this blog, please email me at firstname.lastname@example.org. I’d love to connect with you on social media too.