Dear Ann, People who know me well know that I love to plan - parties, moves, marketing, strategy, meals...and I could go on and on. I believe that most success comes from a good plan, whether that's a fabulous event or a sound strategic plan.
Today, I'd like to ask you, what's your plan? Or, do you even have a plan? We're at a time when many organizations begin their annual planning cycle. Budgets are often due in the fall, and of course that requires some advance planning and research.
So, which plans should you be considering?
Based on my experience, there are three plans that every organization needs. While there are others needed such as programs, operations and board governance, today we'll focus on these:
Strategic Plan - simply put, a strategic plan is your road map. It states where you're going and how you are going to get there. It drills down from your mission to goals to objectives, ending with strategies and tactics. Each level answers the question "HOW"? Goals answer, how will I achieve my mission. Objectives answer, how will I achieve my goals. And so on...
Marketing Plan - the marketing plan uses the strategic plan as a foundation and provides another type of road map on how you are going to achieve your marketing objectives - in other words how will you get known? Many nonprofits feel that they shouldn't do marketing. I agree, IF you want to remain anonymous to funders, which I doubt that you do. Preparing your marketing plan forces you to think about which strategies are the best match - for your resources, your skills and your target market. Don't make the mistake of choosing them based on your personal patterns UNLESS you are the target market.
Fund Development or Sales Plan - whether you're a nonprofit, association or business - you'll want a fund development or sales plan that organizes your efforts. This document will summarize who you want to approach, with what and why. You be more effective, you must be strategic in your approach. Talking to anyone about anything is a waste of resources. Know who cares about your industry or your cause. Research who is already spending money to reach your stakeholders. Then, with thought, decide which of the programs and sponsor opportunities you have are the best match for their needs.
I hope that you'll spend some time preparing to succeed. Block time on your calendar now, and for the next few weeks. I often say that the most overlooked and critical business activity is time spent thinking. Use your thinking time to explore options and address the planning needs of your organization. NOW is the best time to plan!
If you find that you'd like some help in creating your plans, I hope you'll email me. I just love to plan!
Ann
Check It Out: Resources
Every week I see and hear about stories, research and other information that would benefit the nonprofit and association sectors. Below are just a few of the recent resources you might find interesting!
If you haven't yet considered Social Enterprise (social mission driven organizations which apply market based strategies) - start following the discussion. Opportunities are growing on both sides of this partnership. Ivy league schools such as Harvard and Yale have begun Social Enterprise Initiatives - check out this article from Just Means to learn more.
OneStar Foundation released information this week on another funding opportunity through AmeriCorps in Texas for 2011-2012. If you're a nonprofit operating solely in Texas, you may be eligible for grants. There are three different types of grant opportunities. For more details on the application process for new members, follow this link.
OneStar also offers a free Core Capacity Assessment Tool (CCAT) for Texas nonprofits. There are other eligibility requirements, so follow this link to learn more about how to qualify for this free organization assessment.
The IRS may begin giving more scrutiny to certain types of nonprofit sponsorship revenue, possibly considering it as taxable unrelated business income. Please check with your tax professional for more information.
ASAE is hosting their annual meeting August 21-24 in LA. If you're not able to attend, you may want to consider registering for the virtual conference. You'll get to experience over 20 educational sessions, while saving time and money on travel expenses.
Lastly comes a detailed report on "For Goodness Sake: Legal Regulation and Best Practices in the Field of Cause Marketing". Whether you're the cause being marketed or the industry or professional association seeking to create a cause marketing program, you'll find this information of value. It may be a bit more detail that some want, but you can scan for the key points.
Hope you find at least one of these resources of value!
FREE TELECLASS:
"Creating a Marketing Action Plan" For Nonprofits and Associations August 4 - 5PM Central
For Profit Organizations September 15 - 5 pm Central
"Creating a Marketing Action Plan" will provide you actionable
steps and tools for moving on those ideas you have but never seem to execute. In
our busy world, it's easy to get distracted and fall into a purely reactionary
mode, even though we know - intellectually - that this isn't the most
productive approach.
In "How to
Create a Marketing Action Plan" you'll learn how to take your goals and
objectives and break them down into an action plan that gives you a detailed
roadmap for accomplishment. You'll receive templates to help you
organize your strategic information and your 'to-do' list and you'll receive a
marketing assessment that will help you understand your greatest areas of need.
Do
some homework in advance and you'll end the Free Teleclass with an
action plan ready for implementation.
Time
will be allowed for individual questions and answers to help you jumpstart your
action planning activities.
Having
a strategic marketing action plan will make you money - don't waste another
minute of time due to un-focused activities
The
teleclass will last 60 minutes, including time for questions and answers.
Send me an email to reserve your space. I will send you a confirmation
email including the conference call-in information and the hand-outs.
Thanks, I hope you'll join me for this action packed hour on August 4th,
as we talk about a 'Creating a Marketing Action Plan".
Upcoming Events of Interest
August 10 12-1pm
Center for Non Profit Management
"Pecka Kucha: Deliver Your Message in 6 Minutes and 40 Seconds"
For information on this program and all others at the Center for Nonprofit Management, click here:
Written by Ann Ranson to keep handy at work for those moments when you've misplaced your positive attitude. This Handy Guide or thought for the day will give you a quick thought and quote to bring you back to center.
Need a meaningful, yet affordable gift - order Intentions at Work:
Have you always been told that if you're in business (whether for profit or non-profit), you HAVE to have a strategic plan?
Have you thought about it, but either don't know where to start, or don't have the budget to hire a consultant?
Then, you're in luck! I have just released my new Bottom Lineł™ Strategic Planning System. The work you'll do is grounded on a foundation of Social Responsibility.
The Bottom Lineł™ Strategic Planning System includes complete instructions, a workbook, including worksheets and 5 audio discs of learning.
Ann Ranson is a sales & marketing
coach & consultant who works with associations & nonprofits
who understand the power of marketing and want to be smart about increasing
revenue. Her platform of social responsibility drives her desire to help
her clients work smarter through partnerships - whether that's a strategic
alliance or a cause marketing campaign, because she's learned that when we work
together we are working smarter.
With a career
spanning 30+ years in the rough-and-tumble media world, Ann learned the art of
the alliance. Her real world perspective
comes from executing high-stakes sales and marketing campaigns, to quickly
learn what does and does not work.
Ann serves as the Director of the Non-Profit SIG of the American Marketing Association, is a member of the Consultant Affinity Group at the Center for Nonprofit Management, the International Coach Federation and is a Certified Selling to Women Performance Coach and Facilitator. She is also active in the National Speakers Association/North Texas.
Visit her website to learn more about how you and your organization can benefit from improving your business relationships, strategies and marketing efforts.
Ann Ranson is a sales & marketing
coach & consultant who works with associations & nonprofits
who understand the power of marketing and want to be smart about increasing
revenue. Her platform of social responsibility drives her desire to help
her clients work smarter through partnerships - whether that's a strategic
alliance or a cause marketing campaign, because she's learned that when we work
together we are working smarter.
