I’m getting used to fighting the idea that the Marketing Department at my non-profit organization is more than just freebies (see title). I know people are not used to having a MD here, so confusion is bound to run rampant. Its OK though, I know its my job to educate. With patience.

Also, I’m finding a lot of non-profits don’t seem to understand that tactics need a strategy. Its nice to have your logo on a t-shirt, but whats the ultimate response? Web traffic? Phone calls? An influx of clients?

Further, in social marketing – or basically, the marketing of non-profits – your mission should be more than traffic. What does traffic ultimately prove beyond awareness of your service? It doesnt prove that more students are going to college and graduating. It doesn’t prove that more people are donating to saving the whales. It doesn’t prove that more people are basing their political votes on their awareness of Darfur.

These things need to be made priority, not an afterthought.


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