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Nonprofits engage in marketing that adheres to high ethical and professional standards to communicate the organization's mission, vision, values, and progress toward social change to all stakeholders.
No matter how big or small your organization, there is a common thread: you live or die by the effectiveness of your communications team. To succeed, you need to shore up your marketing and communications strategy. This credential covers these topics:
- How to plan communications one-quarter at a time
- Using data to direct your efforts and tell your story
- Press releases - a twist on tradition
- Creating personas and how to market to them
In order to receive the Marketing & Communications Badge, the organization must submit the following items to UNA to be reviewed:
1. Elevator pitches: Provide samples of elevator pitches developed and used by your organization.
2. Talking points: Provide 2 to 3 talking points that define a specific problem that one of your "buyer" personas has and that your organization solves. Include the specific actions/activities your organization completes to solve that problem. Ensure that the mission, vision, and values of the organization are interwoven into your talking points.
3. Content Strategy / SEO: Provide an example of content that drives a portion of your SEO strategy (keywords, new visitors, most visited pages, etc.) The document will be public facing, but the strategy will not. This will be a digital marketing piece (blog, press release, newsletter, social post).
4. Editorial Calendar: Provide a copy of your editorial calendar that contains, at a minimum, the channel, messaging, timing, and author. This can be a 30, 60, 90 day or 1-year calendar.
5. Marketing Personas: Provide a sample that conveys the results of your efforts to address an issue that one of your personas has. Examples of this may include: an annual report, a quarterly report, a press release, a newsletter, a blog, a social media campaign, a funding report, a performance dashboard or similar proof.
6. Social Media: Proof that your organization has a social media plan. Examples of this may include: a social media calendar (can be part of your editorial calendar or a separate document), a policy delineating the frequency, parameters, and platforms for social media communications, a job description including duties specific to social media and how those duties are to be fulfilled or similar proof.
Website—Document when and by whom your website has been most recently reviewed and critiqued. Describe who viewed the review findings and what was done with the information received.
7. Metrics: Provide metrics from one channel and demonstrate how you altered your course of action as a result of that data. This could be a shift in posting times on social media, introducing or stopping a topic, increasing specific style (poll, video, quotes, etc.), etc.
8. Website: Document when and by whom your website has been most recently reviewed and critiqued. Describe who viewed the review findings and what was done with the information received.
Metrics—Provide metrics from one channel and demonstrate how you altered your course of action as a result of that data. This could be a shift in posting times on social media, introducing or stopping a topic, increasing specific style (poll, video, quotes, etc.), etc.
NOTE: The documentation supporting the requirements requesting explanation need not be lengthy. Clear, concise statements on how the organization meets the requirement listed are sufficient. In most cases, three or four lines of description should suffice.
Sponsored by American Express
Pearl started at CHOICE as a volunteer helping to craft the many stories of the donors, villagers, and partners and continues that work now as the Director of Marketing & Communication. As an advocate for social good, Pearl has been involved in the nonprofit sector for over 20 years in the capacity of both staff member and volunteer. Previous to working at CHOICE Pearl was the Executive Director of a STEM education foundation, Funder for Energy Solutions, and Interim Director at UNA.
Pearl holds a Masters of Professional Communication from Westminster College with an emphasis in technical writing and a Bachelor of Arts in Mass Communication from the University of Utah.
Pearl is learning to speak Spanish, an avid mountain biker, reader, scuba diver, and global citizen.