Have you stood above your computer or felt like tossing your laptop across the room because there was too much to read, digest, analyze, develop, organize, write....?
I have spent the last two weeks reviewing communication channels. I had reasonable knowledge about the channels, traditional and new, but deciding which are the best to use or which should have the highest priority is an overwhelming exercise.
I took the best methodical approach known to man or woman; the list. I made a list of my options and then I tried to prioritize the list. It went something like this.
Website - exist but how often does it need updating?
Email provider- exist - underutilized- how often to use?
Blog- exist - must gather content, write blog or solicit guest writers; how often to post-daily, weekly?
Facebook - how often to update page;
Causes - what to do to stay engaged with supporters
LinkedIn Company page- must get it going
Twitter - so many good links from those I am following - schedule to read, very little time
What about my tweets? I need to say something too.
Google+ - must get a handle on the options that benefit me.
Pinterest- looks useful but I don't know enough yet
Newsletter - exist but should I mail it out as well as send it electronically? How often?
Direct Mail - no plans
I did this prioritization exercise in order to create my editorial calendar. I did all this thinking and then finished reading Chapter 7. It reminded me that I needed to do some trend research.
Google Trends reports direct mail effectiveness or usage is trending downward in the Los Angeles area. In September 2010 the volume was at 43%, in September 2011 the volume was 28%, and in September 2012 the volume is 23%. Trending data for nonprofit direct mail was so negligible, it was not reportable. With this trend how much energy should be given to direct mail marketing. I also read regarding fundraising, direct mail contacts increase email marketing success. So what do I do?
Sixty-nine percent of donors of all ages now prefer electronic over print communications, according to Cygnus Applied Research’s 2011 Donor Survey. This is a major survey of over 17,600 American donors. Even older donors express more interest in online communications, mostly because donors believe online is more cost-effective than print.
I was about to post and discovered Nonprofitmarketguide.com's 2012 Trends had been posted. Here are what Kivi calls The Big Six.
Email marketing and websites will be the most important communications tools for nonprofits in 2012, followed by
The importance of social media channels like Facebook, Twitter, and blogging held steady between 2011 and 2012, with only video gaining in importance.