A Chief Marketing Officer has to stay on their toes, since the dynamics of marketing is rapidly changing.
A CMO for a non-profit also has to think about using their resources as efficiently as possible. According to this article from CMO.com, there are 6 mini roles that they will need to take on to stay on top of the game.
If you are a CMO of a non-profit, you’ll need to train yourself to fulfill these roles yourself.
BUT this doesn’t need to be a stressful, overwhelming endeavor.
These 6 important mini roles can be eased into, and there are TONS of free references online to help you.
That’s why we’ve compiled a list of links, as well as our take on these important new roles for for non-profit chief marketing officers.
We’ll specify the most effective thing you can do, to help you save time and stay efficient.
- Content Marketing Expert
Even when people aren’t out and about, they’re probably surfing the web on their phone or on their tablet.
Using authentic and relevant content marketing is the best way to reach everybody — through emails, social networks, blogs, and even text messaging.
Non-Profit Chief Marketing Officers Suggestion: Concentrate your efforts with content marketing on automated email systems.
We can’t stress enough how much time this will save you. Email marketing is the easiest and most effective way to reach people and get conversions, or in the case of a non-profit, engagement and donations.
All About Autoresponders – Read up on automation software and how to use it.
Recommended Tools for Automation – Automate social media, as well as the most highly recommended email automation software.
11 “Sneaky” Tricks To DOUBLE Your Email Conversions – We also recommend reading through and bookmarking Digital Marketer’s blog for more help with online content marketing.
2. Connoisseur of the Customer Journey
The “customer journey” or the “customer experience” is always changing. How do you always keep your finger on their collective pulse?
Non-Profit Chief Marketing Officers Suggestion: Keep a sharp eye on what’s working.
Using tracking software to help you figure out what seems to be working the best, and ditch anything that isn’t. Look for trends in Facebook statuses that seem to have the most reach. Which of your tweets got retweeted the most? Which videos had the most views favorites and shares?
3. Marketing Technology Expert
Technology plays a huge part in how we reach our target audience. So far, everything we’ve covered has had to do mainly with the internet and the technology that makes it possible.
Non-Profit Chief Marketing Officers Suggestion: Pay close attention and read up on tech blogs, especially where marketing is concerned.
- Make sure your website is mobile responsive, since most people use the internet on smart phones and tablets.
- Would a mobile app be beneficial and make things easier for people to find and engage with your non-profit? Most of the time, the answer to that question is YES.
- Can you allow donors and volunteers to sign up for text messaging updates?
4. Sales Guru
The article from CMO.com described this role pretty well:
“Marketers get asked more questions about ROI on various initiatives and how marketing performs its role as systems integrator between high-level business strategy and rubber-meets-the-road business development activities,” Cespedes added. “They’d better have answers.”
Non-Profit Chief Marketing Officers Suggestion: Tracking conversions (donations and charity sales) is necessary for this role, as well.
Knowing where marketing makes sales is what you need to do to bridge the gap and be the liaison between your own marketing expertise, and the sales department.
5. The Perennial, Multi-Talented Marketing Expert
Hopefully you’re not one to be stuck in one way of thinking, without a mind that is willing adapt and explore the newest and latest marketing avenues.
Non-Profit Chief Marketing Officers Suggestion: Be the marketing version of Madonna. Don’t be afraid to reinvent yourself often.
“You need specialists in marketing—like content marketers, social media experts, and search engine optimizers—but you need those people to be able to reinvent themselves as the environment changes,” said Fleit, who has worked in marketing roles for such consumer product companies as Revlon, Guerlain, and Christian Dior for 20 years. “They’ll need to evolve into broader leaders, and not everyone else can do that.” (source)
You’ll also need to know what goes into a flexible marketing plan.
How technology is changing marketing and why we need to keep up
6. Marketing Trendsetter/Pioneer
This might sound like intimidatingly big shoes to fill, but there are a few tricks to this.
- Ask yourself what is working your you now.
- Keep an eye on what’s working for others, and how they got from point A, to the more successful Point B.
- Don’t be afraid to use your knowledge to experiment.
What’s the most probable next step?
Luckily, there is a lot of overlap in these CMO “mini roles”. We mainly have the overarching theme of technology to thank for that!
Now you have a better understanding of the evolving role of a non-profit CMO, as well as how make sure you don’t fall behind.
Are you ready to get serious about your email marketing strategy?
You can start with our FREE email template: The Ultimate First Impression Email
It already has everything you need to start a great relationship with your email subscribers, and it’s written to work perfectly with your non-profit organization. No generic, boring stuff — this is an email that is supposed to present you as a trusted, authority.