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1,2,3Marketing Tree

First thing’s first — turn the page and do the

1, 2, 3 Marketing Assessment.

1, 2, 3

What do a tree and marketing have in common? Anyone can plant a tree and anyone can do marketing. The trick in both cases is knowing how to make it grow and thrive. With the 1, 2, 3 Marketing Tree, you can market your mission with confidence.

Define WHAT marketing success looks like for your organization.

Identify WHO you need to reach for your marketing to be successful.

Figure out HOW to most effectivelyreach your ideal supporters.

1

23

Everyone uses slightly different words to talk about what they do. For simplicity, we use “organization” to refer to a nonprofit or a foundation, and “supporters” to refer to donors/volunteers/patrons, etc.

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WHAT 1. __________

6. __________

7. __________

11. __________

12. __________

TOTAL: ________

WHO 2. __________

4. __________

5. __________

9. __________

14. __________

TOTAL: ________

HOW 3. __________

8. __________

10. __________

13. __________

15. __________

TOTAL: ________

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Mechanism (list in order of priority)

Budget (e.g. Time, Money, etc.)

Success Metrics Tasks Due Date Responsibility

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3d. List the top 3 mechanisms (e.g. flyers, website, Facebook, etc.) you will use over the next year reach your ideal supporters. Assign who will be in charge of making each one happen and by when.

1, 2,

3 Marketing Tree

2b. Why do your best supporters say they like working with you?

2a. Name some common characteristics of your best supporters – past and present. 2c. How do your best supporters

find out about you?

3b. Imagine you are at a cocktail party. What would you say if someone asked: “What do you do?”

3e. How will you measure the success of each marketing mechanism?

3d. List the top three ways (e.g. flyers, website, Facebook, etc.) you will reach your ideal supporters over the next year. Assign who will be in charge of making each one happen and by when.

MessageMechanisms

3a. If your marketing is successful, in one year you will be known as the organization that…

2d. Based on what you know of your best supporters, describe your ideal one.

1c. Who is your competition? WHO

HOW

1b. What do you do best? 1d. What differentiates you from your competition?

1e. What will be different for your organization one year from now if your marketing is successful?

WHAT

Finally, figure out HOW to most effectively reach your ideal supporters.

Write your organization’s name

here.

33

11

22

Measurement

Next, identify WHO you need to reach for your marketing to be successful.

1a. What does your organization offer?

3c. Now imagine you get a call from your ideal supporter. Tell them why they should work with you.

First, define WHAT marketing success looks like for your organization.

For more tools and resources to help you market your mission with confidence,

visit our DIY page at

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3d. List the top 3 mechanisms (e.g. flyers, website, Facebook, etc.) you will use over the next year reach your ideal supporters. Assign who will be in charge of making each one happen and by when.

1, 2,

3 Marketing Tree

2b. Why do your best supporters say they like working with you?

2a. Name some common characteristics of your best supporters – past and present. 2c. How do your best supporters

find out about you?

3b. Imagine you are at a cocktail party. What would you say if someone asked: “What do you do?”

3e. How will you measure the success of each marketing mechanism?

3d. List the top three ways (e.g. flyers, website, Facebook, etc.) you will reach your ideal supporters over the next year. Assign who will be in charge of making each one happen and by when.

MessageMechanisms

3a. If your marketing is successful, in one year you will be known as the organization that…

2d. Based on what you know of your best supporters, describe your ideal one.

1c. Who is your competition? WHO

HOW

1b. What do you do best? 1d. What differentiates you from your competition?

1e. What will be different for your organization one year from now if your marketing is successful?

WHAT

Finally, figure out HOWto most effectively reach your ideal supporters.

Write your organization’s name

here.

33

11

22

Measurement

Next, identify WHOyou need to reach for your marketing to be successful.

1a. What does your organization offer?

3c. Now imagine you get a call from your ideal supporter. Tell them why they should work with you.

First, define WHAT marketing success looks like for your organization.

For more tools and resources to help you market your mission with confidence,

visit our DIY page at

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