Convincing Your Board That Marketing Is Important

Oldie But Goodie #4 - August 22, 2008

Times are tough but sometimes persuading your board can be even tougher. Boards and administrators can be hesitant when it comes to spending time or money on marketing. But, in order for non-profits to survive and make their difference in the world they need funding. In order to achieve lucrative funding, they need marketing. Our equation for non-profit success is:

Development + Marketing = Successful Program

Maybe these five points will help make your board think a little differently about their non-profit survival needs:

1. Change perception - perception is reality so get them thinking marketing is their friend. After all, marketing makes a bigger difference because you are able to reach a greater number of people. Marketing makes you stand out above the rest and, when marketing smart you become strategic not reactive.
2. Be Efficient - you can create incredible looking pieces without breaking the bank. Be smart about your material choices like paper stocks, colors, folds. Streamline your message. You don't have to say much to leave an imPRession.
3. Realize Needs - Create materials for what is really needed. You don't have to create pieces for everything. Maybe you have a milestone celebration coming up, focus your strategy around that and create supporting pieces for this call to action. Or maybe you need more volunteers so create a piece that will pop and create interest attracting more volunteers.
4. Be Flexible - It's smart marketing to stay focused on initiatives but it's also smart marketing to be flexible. If after a few quarters if something is not working it might be time to change strategy - not necessarily the materials - but the strategy.
5. Measure and Communicate - Track your results quarterly and share them with the board. When there is forward movement and progress they will begin to see the fruits of your labor and you will get buy-in.

Not sure where to start, columbus imPRessions can help you create your marketing strategies, marketing campaign or materials. Contact us at info@columbusimpressions.com or call 740.816.3251.

To Serve or Not To Serve

Recently I was asked to join the board of directors for a  non-profit organization. My proposed board role would be that of co-chair as well as PR chair. Because I have not yet made my decision as to whether or not I will join this board, they will remain nameless.  

Before committing to a board  quite a few things need to be considered.  As I contemplate my decision I'm researching to try and find out as much about the organization as I can.  I thought it might be helpful to pass along some of the thoughts and questions that have entered my mind.

1. What is the non-profit about, who is the staff and current board?  
2. Is the non-profit, staff and board adhering to legal standards and good ethics?
3. Does the organization have a national affiliation?  If so, what are the standards and procedures?  Are there any compliance issues? Conflicts of interest?
4. What are the brand standards?
5. What is the public saying about this organization?
6. Have they ever had a PR crisis situation? If so, how was it handled, what type of damage did it do?
7. What is the organization's budget? Does the board review and approve budget?
8. What is the allocation?  expenses vs. program costs?
9. What are the fundraising goals?
10. What role does the board play in fundraising?
11. Does the organization have a strategic plan?
12. How many board members are there and how many do they intend to obtain?
13. Are there term limits?  If so, how long?
14. Can you take a leave of absence?
15. Can a board member be impeached?
16. Do all board members have voting rights?
17. Do you have board bylaws?
18. Are board members required to make a financial contribution?
19. Are there any board committees?
20. Is there a plan for board recruitment, orientation, development?
21. How often are board meetings?

As you can see, I have many questions.  But joining a board is not something to take lightly.  I want to make sure I am aligning myself with an organization I can believe in and one I can help. After all, this decision can affect my time, resources, talents, money, and reputation.  

I'm still not 100% sure of what I'm going to do.  Should I decide yes, then you'll be one of the first to know.