Tips & Tricks of the Trade: From Strategy to Reality
A colleague of mine, Georgina Patko has been working with non-profits for 20 years. We chatted recently about some of the challenges that non-profits face and, not surprisingly, many of the solutions are, at their heart, marketing related.
Remember, marketing is simply educating, which any organization must do well to succeed. Whether it is informing donors and supporters or setting clear direction for staff, communication is key. I asked Georgina to share the top four things a non-profit can do to make their strategic goals a reality:
- Always begin with a clear mission statement — It’s worth taking the time to develop a statement that speaks to the heart of all stakeholders. A clear mission statement gives focus to every idea, every policy, every change considered and every commitment from people involved.
- Communicate your intention — Let all stakeholders know the intent, develop a plan by which everyone will be heard and reported to on the result, and never assume an outcome – be open to the process.
- Value the power of inclusion — Include as many key people in the planning process as possible. In some situations this can mean meetings within individual departments with representation at the strategy session. Buy-in from those involved will help ensure success.
- For every goal identified, develop an action plan — Include a follow up date and a person to champion the goal. If a person cannot be identified, give yourself permission to let go of the goal for now, or redefine it.
