4 Important End-of-Year Marketing and PR Tasks for Any Nonprofit

  • by Shala Graham
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The end of the calendar year can be critically important to nonprofits for two reasons. First, it’s the busiest and most productive fundraising season, so organizations everywhere are working hard to raise every dollar they can.

Second, the end of a year gives us a perfect opportunity for reviewing progress. Even if your fiscal year ends at a different point, it’s likely that you’ll be thinking about ways to communicate with executives, volunteers, and board members for the coming 12 months.

With that in mind, here are four important end-of-year marketing and PR tasks for any nonprofit to perform:

1. Review your progress

How effective were you in getting out the word about your organization this year? Did you see your overall audience increase or decrease, and why?

The more you can trace your progress down to hard numbers, the easier it’s going to be for you to assess your nonprofit’s marketing performance and think about areas for improvement going forward.

2. Brainstorm new ideas

What could your nonprofit do differently in the coming year? What ideas have you considered that need to be implemented now?

The end of the year is perfect for brainstorming because the holidays disrupt our normal day-to-day routines. In other words, they break us out of our mental shell, so to speak, making us feel more creative than we otherwise would.

3. Set a new budget

Will you have more resources available to you next year, or fewer? Do you feel that a lack of funding harmed the effectiveness of your marketing and PR efforts? Should your budget have been concentrated into fewer areas?

If December marks the end of your fiscal year, you’ll naturally be thinking about a new budget. Don’t think only of what you can spend the money on, though; also consider what kind of time you want to invest in your most important marketing and PR campaigns.

4. Make a new set of goals

Forgetting for a moment about dollars, percentages, and other metrics, what are your biggest nonprofit marketing and PR goals for the coming year? What do you really want to do in the next 12 months?

The process of setting communications goals should always begin with the big picture and narrow in from there. Doing things the other way around forces us to think smaller than we should and can lead to the mistake of micromanaging activities instead of launching bigger campaigns.

Is your nonprofit ready for 2015? If not, call SW Creatives at 301.891.0111 today and let us help you start the new year off on a strong note.