This is the first in a three-part series on practical steps for creating a marketing culture for the professionals, volunteers and clients you serve.

Have you ever put off house cleaning or a major project until a special need arises, such as hosting a party? So, too, is the pattern with business and marketing planning. Many nonprofit organizations leave their fundraising duties on hold until a special need arises – such as deficit reduction or facility expansion. However – just as cleaning is more efficient when performed on a regular basis – fundraising is more effective when you’ve been laying your groundwork through marketing on a regular basis.

Designing Your “Invitation”

In order to put marketing in the forefront of your nonprofit culture, begin by creating an “invitation” to share your programs with specific groups of customers, clients or donors. These groups are your target markets. The invitation will serve as a tool for inbound marketing research. By answering who, what, how, and why for the invitation, you will have analyzed and answered many critical questions necessary for developing and implementing a marketing plan.

Who’s Invited?

While the guest list for a dinner party may be a snap to develop, discerning the “who” of your marketing plan may take a bit more thought. Consider: What groups of people need your programs? What groups of people might financially support your programs? Who currently supports your programs either by serving as a volunteer or staff person?

Once you’ve made a list of each group, your lists will serve as the “table seating arrangement” for your party. Each “table” represents one target market to receive your marketing communications message. For example, you might have current donors and supporters sit at table #1. Staff might sit at table #2. Clients and their families at table #3, and so on.

Now you have your “guest list.” Next: What is the theme for the “party”?

The “Theme”

After forming your guest list to determine your target markets, you must clearly identify and describe your product, programs and/or services to your constituents. Defining the programs can serve as the “theme” – or purpose – of the party. In defining your business, you should look at:

Communicating Your Theme to Your Guests

Once you’ve defined what you want to share with your guests, you must decide how to share your message. After looking at the six key areas above, draft one paragraph describing your services. In the paragraph, make sure you’ve included information covering each of these six areas. It might look like this:

“We offer medical services for families in the Midwest who need comfortable surroundings and state-of-the-art methods in caring for their critically ill children. Offering the highest level of specialization available in the state, our neonatal care unit surpasses any other health care facility in the area. Families can learn more about us from physician’s offices, on the web, and childcare services.”

Read the paragraph to co-workers and friends. Modify the language until it sounds and feels accurate. Your final description should set the stage to define your brand or “personality.” Ask yourself how to visually communicate this message. Do you have pictures that describe the paragraph? After all, remember that “a picture is worth a thousand words!”

What colors communicate the message? Do you have previous clients who will share their experiences? Incorporate the answers to these questions in the look of the invitation, the “table decorations,” and the overall planning of the party.

Why Attend the Party?

The party is taking shape: You have a guest list; table decorations will illustrate your story; and the agenda for the evening will clearly introduce or reacquaint your guests with your programs. Only one item is left to be incorporated into the invitation – why your guests should attend. What benefit will those in your target market receive in return for supporting your organization and its programs?

At this point in your marketing analysis, you must consider global reasons for customers to choose you over other organizations that are competing for their time and financial support. By answering the question “why,” you define your organization’s unique value proposition. In this process, consider the following questions:

Include the answers to these questions in your message to your target market and incorporate the value of your organization into the planning of the event.

The invitations are complete. The guests are invited and the party activities are planned. Now, you are on your way to begin outbound marketing activities. Congratulate yourself for taking the time to analyze and plan for your public relations and promotional marketing. Companies that skip this important step often end up trying to push programs onto people who do not really want the programs at all. Effective inbound marketing often results in more effective outbound communications.