Just before the New Year, I shared part one of “2016 Resolutions for Nonprofits & Associations.” Let’s keep the list going as we jump into the first business day of 2016.
Integrate your communications efforts.
What is the best communications model? For a while, traditional marketing lived alone – separate from public relations/affairs; separate from the website; separate from so many things. In the new world of integrated communications, it is important for all of these functions to live together, speak to each other and work to ensure one brand voice.
In 2016, I challenge you to learn about integrated communications and how this might help your organization tell a fluid story that resonates with donors, media, social media users, lawmakers, and many other constituents.
Use social media with clear intentions.
If 2016 is the year you are finally planning on ringing this bell with your organization, I recommend you do so with a plan and clear intentions. Ask yourself what the business objectives are to using these valuable communications tools.
The thing to avoid in 2016 is taking up a new social media platform ‘because everyone else is doing it.’ Sure, there is value to being where the competition is, but make sure you truly know that value because once you ring the social media bell, it is difficult to un-ring it without having some egg on your face.
Membership retention marketing should start on day one of membership.
As you think about membership communications, you are likely thinking about acquiring new members and retaining current members.
Consider this for your 2016 plans: begin your retention efforts on day one of a new membership instead of 30, 60 or even 90 days before renewal. Imagine you’ve just joined an association. You are quickly added to bulk email and mailing lists and start receiving messages that are written for the general membership (many of which know the ins and outs much better than you do as a new member). You start to navigate and pick up on some of the value of your membership along the way. But, nothing is tailored to you. You don’t receive a periodic check in for satisfaction; no one tailors a message help you maneuver your first annual meeting; and you don’t even know how to volunteer.
Now, you are about 60 days out from your renewal and you receive a very tailored piece of communication: “Renew now! Don’t lose your benefits!” Are you left feeling excited or a bit cold and confused?
As you acquire new members in 2016, consider that they will be up for renewal in 2017, and you will either count them as success or attrition. Start thinking now about a few touch points that will show membership value along the way, and watch your retention rate go up over time!
Define your marketing function.
This goes a bit with the integrated communications resolution. What is marketing? What is communications? What is public relations? What is public relations vs. public affairs? Who owns social media and the website?
Ask five organizations, and you might get five different answers because they are likely to focus on the tasks managed by those functions vs. the value those functions bring to the organization and how they help the organization meet its mission.
When marketing and communications functions are just there, it is easy for them to become the catch-all department or janitor that cleans up messes. Once this happens, it is difficult to be seen as a strategic support department.
If you are in your organization’s marketing department, consider spending some time at the beginning of the year working with your team to write your department’s purpose statement. Think of the value you bring to the organization and how you are directly impacting the mission. Focus less on the tasks (things you might discuss with colleagues) and more on the strategy and value (things you’d want your board of directors to know about your department).
Even if this is never shared beyond your own team, it is important to define this function for the organization as it will help you keep your eye on the ball: meeting the mission and strategically supporting the work of the organization
Let’s Collaborate: What are your 2016 communications resolutions and how do you plan to reach those goals?
