Reach and Frequency Are Fundamental Marketing Metrics

reach and frequency are marketing metrics

Reach and frequency are marketing metrics for planning and evaluating promotional activities. Is your message reaching who you want to reach, as often as you want to reach them?  Here are ways to plan for and increase reach and frequency.

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Nonprofit Administrative Costs Help People, Too, So Why Won’t Donors Fund Them?

In the social and public sectors, internal branding with staff, funders, donors and volunteers matters. One area where this is apparent, even critical, is nonprofit administrative costs. These costs are also known as operations, overhead, infrastructure, or as one commentator put it: Things-we-need-in-order-to-do-our-job-of-helping-people-dammit.

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Impact Investing: Return on Investment From Marketing Social Goods

Impact Investing Return on Investment From Marketing Social Goods

Can you do well while doing good? This is the ultimate question for a marketer in the public and social sector. Doing well in the public and social sector means more than just money. Earning money leads to sustainability and scale, two qualities that communities desperately need and funders desperately seek.

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Governing the Commons: Pricing a new marine protected area in Seychelles

putting a price on open space

Pricing and payments are core aspects of marketing a product or service. For public and social sector marketers, pricing isn’t always straightforward. Often the buyer isn’t the user, and the goal isn’t about making more money or beating the competition. Putting a price on open space such as watersheds and parks is hard. It’s tough to determine a cost or value, let alone identify a buyer.

In the island paradise of Seychelles, marketers are collaborating to find a better way to price and pay for both existing national debts and new investments in commons with current funds.

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How Government is Different Than Business

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The United States recently elected billionaire businessman Donald Trump as its 45th president. Trump has no prior experience in government, and campaigned in part on his business track record. Voters seemed to like that, apparently thinking that government needs to run more like a business.

While government can certainly learn from business, it’s important to note that government is not a business. President Obama contrasted the two well, as described in a recent Los Angeles Times article. The difference between the two relates to the difference between social goods and private goods.

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Fully Funding Your Nonprofit

food-bank-web

Nonprofits often receive funding for providing a specific service to a community, but not for the organizational infrastructure that supports the service. Running a food bank or crisis hotline is crucial work, but who is going to pay the rent, phone bill, and liability insurance for such organizations?

Donors have historically avoided funding “overhead.” Understandably, they want as much of their money going to serve the community. The problem comes in not acknowledging all the costs that contribute to providing service.

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Scale: What’s the difference between growth and sustainability?

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As I examined in a previous post, Harvard Business School professor Michael Porter thinks that profit is the key to scale, even for nonprofit organizations. Lack of profit might be what keeps social enterprises from reaching the scale necessary to make a difference in the world.

A recent Stanford Social Innovation Review article, “Four Approaches to Nonprofit Sustainability,” discusses ways to scale a social or public organization:

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