A large non-profit, focused on creating lasting impact, approached us with a key challenge—they didn’t have a marketing strategy in place. While their PiPP pillar of impact was central to their mission, their marketing efforts lacked a clear direction, making it difficult to track progress or prioritize initiatives.
As the organization continued to grow, the leadership team realized they needed a comprehensive strategy that would align their marketing with their mission and ensure their efforts were purposeful and effective. That’s when they reached out to us for help in developing a plan that would provide the structure they needed.
The Challenges:
When the organization initially reached out, they were dealing with several obstacles:
- No Clear Strategy: Their marketing efforts were fragmented and lacked cohesion, making it difficult to measure results or know where to focus.
- Undefined Budget, Big Decisions: Without a clear marketing budget, they weren’t sure how to allocate resources effectively.
- A Growing, Diverse Audience: The organization’s expansion into a new sector meant they had to balance engaging both their existing and new audiences, without losing sight of their vision.
- Hiring the Right People: Without a marketing background, the organization didn’t have the knowledge to hire or evaluate marketing professionals.
- Revenue Goals: Increasing development revenue was a top priority, but they lacked a plan to achieve this.
Our Approach:
First, we worked closely with the leadership team to develop a strategy grounded in the organization’s PiPP pillar of impact.
We knew that without a clear plan, making meaningful progress would be challenging, so we used the Vision Value Model
to map out a marketing approach that was both sustainable and aligned with their vision.
At the heart of this approach was a focus on protecting what the organization values most—impact—by ensuring that they remained committed to the deal breakers that mattered most and were unwilling to sacrifice.
Step 1: Building a Strategy with Purpose
We helped the organization create a marketing plan that aligned with their mission. This provided a clear roadmap, ensuring that all marketing efforts were purposeful and supported their core goal of creating impact.
Step 2: Standard Operating Procedures (SOPs) for Clarity
Since the organization didn’t have a deep marketing background, we developed SOPs to guide their team. These SOPs helped train new staff, evaluate performance, and make their marketing efforts repeatable and scalable.
Step 3: A Dashboard for Accountability
We set up a marketing dashboard for the leadership team to track KPIs and measure marketing effectiveness. This tool made it easier for them to monitor progress and adjust strategies as needed.
Step 4: Optimizing CRM for Better Engagement:
We helped the organization optimize their CRM system, enabling them to segment their audience more effectively and send personalized messages to engage their supporters.
Step 5: Task Management for Success
To support their growing marketing team, we developed a detailed task management system, specifying tasks, responsibilities, and time estimates. This was preloaded into a project management tool so the team could stay organized and on track.
By developing a comprehensive marketing strategy grounded in their PiPP pillar of impact, we helped the organization create the structure they needed to streamline their marketing efforts and improve engagement with their audiences. This strategy provided the foundation for their ongoing growth and long-term success.
Stay tuned for our next blog post, where we’ll dive into a separate project for the same organization—a targeted realtor campaign that helped them increase revenue and grow their audience even further.
The post Case Study: Developing a Strategic Marketing Plan for a Large Non-Profit appeared first on VBM Strategy.