- Career Center
NPO Marketers on a Mission
written by Michael Long, Nonprofit Marketing SIG Chair
There’s an interesting phenomenon that happens when one assembles a passionate group nonprofit marketers who have a diverse range of experiences and backgrounds in a room for brainstorming session – ideas flow aplenty. And thanks to the dynamic exchange of these attendees that’s exactly how events unfolded at the first meeting of the AMA NPO SIG this past fall.
By the time that first organizational meeting wrapped, the NPO group had achieved three key objectives – defined its mission, outlined a growth strategy and established a clear direction for its 2012 programming schedule, but not before closing out the end of the 2011 with a holiday themed networking event at the Catalyst Ranch.
On the first objective – a mission statement – the group adopted the following: The mission of the AMA Nonprofit SIG is to cultivate a community of nonprofit marketing professionals in Chicagoland; helping them learn, connect, and collaborate marketing strategies in the areas of fundraising, philanthropy, and social advocacy.
The second objective – growth strategy – was outlined in the following five-tiered approach: awareness, attention, attraction, advocacy and appreciation. In 2012, its first year, the NPO group plans to focus on building awareness through a solid programming offering that helps its members learn, connect and collaborate on their shared interests and insights in marketing. All remaining aspects of strategy will play an integral part of the experience design, outreach and communication efforts.
With the NPO group generating an extensive list of ideas, there was much from which to choose from for the direction for 2012 programming – the team’s third objective. What ultimately emerged from the discussion was the decision to take a holistic approach to creating an educational series focused on four key non-profit marketing topic areas – Strategy, Metrics, Engagement, and Fundraising – promoted under the overarching theme of the series: Mission Driven Marketing. Each of these sessions is designed to build on the other.
Following the organizational meeting, the AMA NPO SIG programming committee began working on logistics and established a format for this series that will feature a non-profit expert to lead marketers through a discussion in each of the key marketing topic areas. Experts will share best practice insights with attendees. Part one of this four part series is titled Maximizing Marketing’s Strategic Impact and kicks off on February 23rdwith nonprofit strategy expert, Angela Geiger, Chief Strategy Officer of the Alzheimer’s Association. For more information on this event visit: http://www.eventbrite.com/event/2796810335
For more information on the nonprofit SIG visit: http://www.chicagoama.org/chicago-ama-sigs