In the last quarter your organization may have felt like they were in limbo, but it’s time to start thinking about the future. The new fiscal year is quickly approaching.

Does this sound familiar: Your team gets a marketing budget and proposes goals from upper management, and then devises an approach to meet those goals? However, this scenario is not the best way to approach your marketing especially during and after COVID- 19. Instead of being reactive, your marketing goals must be proactive. Base goals on the voices of your target markets and their behaviors. Nonprofits tend to have at least 2 target markets: the customer (individuals receiving services/products) and the donor.

Instead of sitting idly by during FY planning, marketers must take a more proactive approach. Although the past few months have been unprecedented times, it gave you a good chance to learn about your target market behaviors under stressful situations. Here are some tips for your fiscal year marketing planning amidst COVID-19:

1. “What if?” strategies. This year has been like no other and we can not predict the upcoming months in terms of more quarantines or re-openings. Depending upon the situation, you can look at the past few months and analyze the mindset of your customers and donors. Create your objectives, but have several strategic options depending upon the different current situations that may occur.
2. It’s time to get digital. Your organization may have tried several digital strategies over the past few months. This not only includes social media, but email newsletters, and google adwords. If you haven’t already, review the analytics. Since COVID-19, social media had a huge spike in usage. Of course, people were home more, but also used online platforms as a social tool to connect with friends and family. Spike in views, engagements, reach and likes may continue if quarantines are reinstated or as more companies allow employees an extended period to work from home. Look at your analytics and notice which platforms and messaging performed better for each target audience. Don’t forget to align your messaging and tone to reflect the current situation. Read more about messaging and tone during COVID-19 here. When planning for your fiscal year, I recommend setting a heftier budget than last year for social media services and ads.
3. Direct Mail. Is direct mail really worth it? It depends. One can argue when quarantined, people are paying more attention to all communications. However, direct mail costs higher than social media when reaching the same amount of people. If you decide to pursue direct mail, intertwine it with a digital campaign and send an oversized postcard or color sealed envelope in order to stand out against other pieces of mail.
4. Virtual Events. Unfortunately, with the pandemic still lingering, many nonprofit organizations cancelled or rescheduled events. Some have used Facebook Live to stay in front of their target market and also tried raising much needed funds. Although, spontaneity within social media can be good at times, a successful virtual event is best when rehearsed and planned. You may want to consider using an online platform such as Streamyard to brand your broadcast, interact with viewers and accept donations. Devote a budget for a paid subscription to a streaming company (a paid subscription is worth it!), graphics and staff.
5. Website presence. It’s important that your website is up to date with press releases, extended or limited hours, canceled events and other information relating to COVID-19. More people are going online to seek out relevant, up to date information about your organization. Make sure to include a budget that allows for extra website maintenance, security and updates.
6. Annual Report. It’s more important than previous years to have a professionally designed annual report. Make the report donor-driven. Tell donors what they’ve accomplished in order to boost their morale. An annual report confirms to donors that their support has gone to a good cause. Don’t be afraid to address setbacks due to the pandemic, but also touch upon looking forward to a brighter future. A good looking annual report does not need to be printed. Allocate more funds toward professional design and creating a digital version. A digital version can be emailed or shared via social media.

Remember to keep these tips in mind when planning for the next fiscal year. We are always available for a free zoom consultation to discuss strategies and help you achieve your goals!