OMG! These research findings on marketers’ most common email goals astounded me.
Believe me, I’m a huge fan of goals. I believe in the power of practical strategy and clear structure to generate the greatest marketing results from your time and effort. I’ve seen this approach work time and time again for nonprofits of every kind.
What astounds me here is not the goals themselves—which are perfectly reasonable—but the finding that more than half of marketers chose nine of the 16 options as their goals. Nine goals!
If you prioritize everything, you prioritize nothing, and you’re unlikely to achieve anything. Instead, “choose NOT to do some things in order to do other things better,” say the Marketing Sherpa researchers.
My recommendation to you is trust the power of three.
Discipline yourself to focus in on no more than:
1) Three goals—whether for your overall marketing or for a single program, campaign, channel or audience
2) Three target audiences—the folks who are most likely to take the actions you want and/or who are most risky not to engage
3) Three methods of engaging them—most likely to work given your networks’ preferences, wants and habits.
The best way to achieve your marketing goals? Follow this proven template for your nonprofit marketing plan that walks you through defining these three elements and more. It’s worked for thousands (literally) of your peers, so give it a try.
To structure, and the power of three!
The preceding is a guest post by Nancy Schwartz, Speaker-Author-Strategist, GettingAttention.org. Nancy helps nonprofits like yours succeed through effective marketing. For more nonprofit marketing guidance like this, subscribe to her e-update at http://gettingattention.org/nonprofit-marketing/subscribe-enewsletter.html.