This first session is dedicated to laying the essential groundwork for effective communication by focusing on the question “What is marketing?”, positioning it as a tool essential for connecting deeply with your mission and your community, rather than simply promotion. Understanding how marketing works for a nonprofit involves accepting its experimental nature,.
A core component of this week was truly knowing your audience. Participants explored audience understanding through the key concepts of segmentation and the creation of detailed personas,.
Developing marketing personas introduced participants to the Worksheet – Marketing Personas to gain a clearer picture of who they are serving and communicating with, which is the necessary first step before crafting any message.
We also dove into foundational tools essential for clarifying your organizational value and positioning. Participants practiced applying the Value Proposition Canvas to define the unique value their organization offers to its audience.
Furthermore, we analyzed funnels and channels to determine the best approach for reaching those defined audiences. This involved assessing the proper Channel Strategy Fit using the Channel Strategy Grid Worksheet.
Finally, we looked at the essential ingredients of effective communication by discussion the Elements of a Compelling Story.
By the end of this session, everyone had a clearer grasp of their audience, organizational positioning, and the strategic tools needed for outreach.
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