Thinking for a change part one – playing with the rules

  • thinking for a changeChange is the only constant.
  • Innovate or die.
  • Fortune favours the bold.

No doubt you’ve heard all of these before. They’re noble sentiments, but ultimately a bit useless when you find yourself confronted with a very real, very turbulent, and very unpredictable 300ft giant tsunami of change.

Think about a time when you’ve been faced with change as scary as that. Perhaps you’re in this position right now. Are you feeling bold, or burnt-out? Inventive, or introverted? Ready for change, or desperately clinging to whatever constant you can find in the chaos? Continue reading…


Top 5 marketing insights from NDIS rollout

Over the past 12 months we’ve provided support for marketing strategy and planning to over 25 organisations working through NDIS transition. We’ve viewed the disability marketplace from many different perspectives, and seen the various approaches organisations are taking to NDIS. Whilst the landscape is changing rapidly, there are some general principles that seem to be holding true, so here’s our top five insights to guide marketing strategy in the NDIS. Continue reading…


Keeping your ear to the ground – how to track your progress when resources are tight

When you’re running a not for profit it can be hard to find the time to take a breath and track your progress throughout the year. The good news is that there are a number of ways to check in with your clients and stakeholders on a regular basis even when resources are tight. The right feedback can allow you to course correct and save you time, money, and headaches in the long run. Often a good place to start is with a conversation. We recently spoke to Ian Cox, CEO of the Hutt Street Centre, about how Ian’s team gets feedback from clients, staff and volunteers.

Conversations with clients, staff and volunteers

According to Ian, ‘It’s so critical in innovation to continue to speak to your friends, to find out the positives and the negatives, and that feedback will sometimes change the way you do things. We talk to our friends [Hutt Street refer to their clients as friends]. We talk to our staff and our 650 volunteers. We talk to our board, and we talk to our donors. We’ve now got those five levels of feedback. Continue reading…


Move your mission forward: measure your marketing!

Welcome to the second in our series marketing and value. In December’s issue of Foreword, we explored marketing maths and revealed how, with a few quick sums and a bit of common sense, it’s easy to spot value for money marketing activities.

But of course value of money is not the whole picture. As a purpose-driven not-for-profit, your bottom line needs to deliver on your mission as well. This month we’ll look at how to measure the value of marketing activities towards your mission. Continue reading…


Deal, or Dud? How to pick the ripest, most valuable marketing opportunities

You’re sitting at your desk. In front of you are two proposals for marketing activities – one to sponsor an expo, and another to advertise your services in your local paper. They both look like great deals, but you can only afford to do one….

So how do you pick a winner?

Over the next few issues of Foreword I’ll let you in on my special formula to detect the ripest marketing opportunities. By checking your maths, your mission and measurement, the fit between medium and message, and your audience’s mindset in the moment you can pick a winner every time.

This month – it’s maths, so… grab a calculator! Continue reading…


Content Marketing (Part 5): From attention to action – top 5 tips for NFPs

In this, the final post in our series on content marketing we explore five simple things NFPs can do to drive results from content marketing.

If you’ve read our previous posts, you’ll already know what you need to do to harness the power of great content to promote your organisation’s mission and activities using the first three of our four As of great content marketing:

  • Audience – find out what they care about, what is helpful to them.
  • Asset – what do you already have that your audience values?
  • Amplification – what are the most cost effective and helpful ways to deliver content to them?

Following these three steps will grab people’s attention – but then what? It’s time for action! Continue reading…


Content Marketing series: boosting social impact

Content marketing for ‘for purpose’ organisations is all about offering value via your marketing content – exchanging something people value for the right to start a relationship.

Non-profit organisations exist to serve people before profit. But competition for funding is getting tighter. To keep helping the people who need you most, you need a sustainable funding base. You need to market your service or cause far more actively than you might have done in the past, if ever. But how can you attract more people to you, without losing sight of your purpose – or your humanity – in the process? How will you cut through the noise in our information-saturated world? And how do you know where to start?

In this series,CBB’s former Senior Marketing Consultant, Meg Drechsler, takes you through the  four As: a four-step approach to planning content marketing for your organisation. You will learn about how to get to know your audience AND your own assets, how are some of the most effective ways to deliver content to this specific group of people and finally, how to make people take action and respond to your marketing efforts.  Continue reading…


Content marketing (Part 4): Make some noise – Amplify your content and reach more of the people who need you

This month we continue our series of articles on content marketing as we reach the third of our 4 As:

  • Audience – find out what they care about, what is helpful to them.
  • Asset – what do you already have that your audience values?
  • Amplification – what are the most cost effective and helpful ways to deliver content to them?
  • Action – how will you link the content to a next step so that the people you can help, find it easy to take action

Throughout this series on content marketing, we’ve encouraged you to understand your audience and to take a fresh look at your brand’s assets to discover opportunities to engage your audience using your existing strengths.

This month, we’re looking at amplification – how to use media wisely to promote your content, and help the people who need you to find the value you’re offering. Continue reading…


Content marketing (Part 3): Hidden in plain sight – making the most of your assets for NFP content marketing

Welcome to the third of our series on content marketing. In our first post, we discussed the potential of content marketing to boost your social impact, and introduced our four A’s:

  • Audience – find out what they care about, what is helpful to them.
  • Asset – what do you already have that your audience values?
  • Amplification – what are the most cost effective and helpful ways to deliver content to them?
  • Action – how will you link the content to a next step so that the people you can help, find it easy to take action?

Last month, we looked at the importance of thinking people-first by building a true understanding of your audience – what they want to know, and what they value.

Once you understand what is important to your audience the next step is to find content they will value. This doesn’t necessarily mean you have to create something new and flashy. You probably already have a rich selection of assets that can offer value to your audience, they might just need a bit of polish. Continue reading…


People first planning for NFP content marketers

Part two in our series about Content Marketing for NFPs. Read part one here: Act first, think later – a fresh take on boosting social impact online

Content marketing for ‘for purpose’ organisations is all about offering value via your marketing content – exchanging something people value for the right to start a relationship.

Rather than thinking channel first – “what should I put on Facebook”? – great content marketing starts with thinking people first – “what helps my audience at this stage of their relationship with us”?. Continue reading…