Marketing is only effective when it is measured and evaluated, as this ensures that outcomes are being achieved. The need for measurability is particularly important for not-for-profit organisations due to the mix of stakeholders involved.
This morning I facilitated an interactive workshop with not-for-profit organisations, in partnership with Xponential and Morgan Stanley.
The session explored the role of marketing and the need for alignment with organisational goals. We explored the need to engage and understand key stakeholders, as well as the need for consistency across the marketing mix.
We also focused on marketing governance, through the board maintaining its role in setting direction and evaluating outcomes. Management should deliver against these requirements to ensure that desired outcomes are being achieved, while being supported by teams that deliver relevant tactics.
Building marketing capacity is critical for the not-for-profit sector as it needs to diversify revenue sources and strengthen the demonstrable impact.