30. Learning from experience: Four marketing tips for social impact leaders
I'll be the first to admit it—I am no marketing expert!
However, in my journey of starting three businesses since 2020, I have gained valuable marketing lessons that are also relevant for social impact leaders.
I had the privilege of sharing these lessons with fellow entrepreneurs at a virtual networking session in February 2024 and I’m excited to share them here.
So, let us dive into four marketing mistakes I have made in the past and adapted to a social impact context.
Avoiding or dreading it:
As an introvert myself, I understand the temptation to avoid or dread marketing activities. I often prefer to work behind the scenes, making things happen, and shy away from the limelight. However, marketing serves multiple purposes for you and your organization—advocacy efforts, fundraising campaigns, and attracting the right team to support the cause. So, embrace the discomfort, and step out to engage with your audience and supporters, whether it is at physical gatherings or online platforms.
Speaking to everyone, and no one:
Marketing is not about reaching the widest audience possible. It is about connecting deeply with the right people. Whether you are advocating for a cause, raising funds, or recruiting volunteers, clarity is paramount. Define your "why", "who", and "so what" for each message, ensuring that your marketing efforts resonate with your target audience on a personal level.
Not investing in marketing knowledge:
In today's rapidly evolving digital landscape, staying relevant and adaptable is essential. There is a time to learn, a time to unlearn, and a time to relearn. Let us not get too comfortable with the status quo. Stay informed about the latest marketing strategies from experts and peers to achieve better, long-lasting outcomes.
Not having a consistent marketing system:
Scarcity is a reality we all face—whether it is scarcity of time, money, or audience attention. To stand out in the crowded online space, you need multiple touchpoints to reinforce your message. The "marketing rule of 7" indicates that most people need to interact with your brand at least seven times before they take action. By investing in a marketing system—consistent branding, messaging, and processes—you will be well equipped to achieve this in an impactful and efficient manner.
In conclusion, remember that clarity starts from the top! For your marketing to be highly effective, it needs to align with your organization's strategic plan. Whether you are a non-profit, association, government, or educational institution, our DIY Strategic Plan program is here to assist you in developing your strategic plan like a pro, at just 10% of typical consulting fees.
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