Marketing for organizations | Blog | Technology | Communications
August 2, 2016|
Perhaps nothing has changed as much in recent years as the marketing communications functions in our associations. Yet most of us in the nonprofit world have been slower on the uptake than our colleagues in the for profit world.
The facts are these:
Basically the marketing principles of old – advertising, press releases, direct mail – the kinds of things that are called "outbound" because you are communicating outwardly to your potential customer – are not irrelevant, exactly, but there's a new customer sophistication and reality.
Outbound marketing techniques rely upon you getting your message to the right people and expecting them to be interested and receptive to what you're saying. Guess what, they really aren't that interested.
Today’s thinking is all about inbound, and it’s time we get on the band wagon, nonprofit people! With respect to Prince, we want to market like it's 2016, not 1999..
Today’s world is all about sending the right message to the right people at the right time. And bullet point two: it’s about getting them to read what you write. Familiarize yourself with these terms: inbound marketing, marketing automation, content marketing. Basically they're all about creating the kinds of information that bring potential members and customers to us by giving them something they want and need. You're driving them to you, rather than chasing them - which can get exhausting.
Most important of all, you want to bring them to you in a way that allows you to measure and act upon the data you collect.
And associations are simply in a marvelous place to be able to do this. Why?
I’m not advocating that you totally abandon your old ways, but it’s time to experiment! Time to get your marketing program aligned with your data management and make a new media reality for your association.
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