Marketing and Communications

1. The organization establishes clear, written marketing and communication standards, and includes them in orientation for all employees and volunteers.
 
2. The organization intentionally strives to ensure consistency between its actions and its marketing and communications.
 
3. The nonprofit has defined its key audiences and understands their needs and desires as they relate to the organization’s vision, values and mission. Audiences may include clients, funders, members, employees, volunteers, board members, media, legislators and the public.
 
4. To understand the marketing environment, the nonprofit conducts research and completes a realistic situational and environmental analysis before developing and implementing a marketing and communications plan.
 
5. The organization develops a marketing and communications plan that reflects realistic and measurable goals, objectives, a budget and timeline. The plan supports the organization’s overall strategic direction and demonstrates accountability to constituents and the public.
 
6. Board members endorse and are committed to implementing the organization’s marketing and communications plan, and carry out their role as organizational advocates.
 
7. The organization develops its marketing, communications and design efforts with the advice of individuals with marketing skills and experience. The organization builds internal capacity for marketing and communications.
 
8. The organization regularly assesses the marketing and communications plan, evaluates results, and makes necessary changes to ensure achievement of goals, sustainability, and fulfillment of the mission.