This article was written by guest authors Bethany Bauman Maki, Vice President, Nonprofit Digital Strategy, PM Digital and Amy Sample Ward, CEO of the Nonprofit Technology Network (NTEN).
A seven hour phone call with a couple of thousand of your industry colleagues. Sounds like torture, right? The Integrated Marketing Advisory Board (IMAB) found a way to make it fun and engaging last Thursday with its inaugural free virtual conference for nonprofits. Attendees were treated to six sessions about some of today’s most pressing nonprofit marketing and fundraising topics as well as a wrap up session moderated by Amy Sample Ward, CEO of NTEN.
Balanced scorecards are being used to transform organizations, achieve strategic alignment and improve performance.
Scorecards allow us to identify and create more meaningful performance measures.
Balanced scorecard helps staff in all departments make decisions and evaluate programs or campaigns with a focus on ultimate impact.
In the final session of the day, presenters from all of the previous sessions joined Amy for a collaborative discussion. Budgeting and financial management came out early as important topics from the audience, and presenters highlighted the need for staff to identify ways to quantify and measure campaigns or appeals (even if they aren’t directly fundraising messages) and to work with the finance department to set goals and expectations early. Even if an appeal is focused on signing up for your organization’s newsletter or attending an event, the value of signing up, becoming a donor, and supporting your organization can and should be identified.
Similarly, the need to understand and strategically engage your list stood out as a critical theme. Many audience questions touched on the struggle of knowing whom to reach on which channels and finding the right messages to share. Speakers shared a number of suggestions including tracking what works and what doesn’t regularly across all channels, and the reminder that sometimes you’ll get a dud in your content, so you’ll need to plan for more than one option in your campaign.
Did you miss a session or the whole conference? Want to re-visit a topic? Not to worry! You can view the session recordings at your convenience and share them with your colleagues.