Elevating consciousness and thought management are two of twelve nonprofit advertising and marketing targets in our Nonprofit Communications Strategic Planning Card Deck (Amazon).

They are typically extremely popular targets with executives and board members, as a result of they’re thrilling (“Everybody will know what we do and suppose we’re main the way in which!”) but in addition as a result of, frankly, they’re imprecise. They don’t require the identical instantaneous dialog about numbers in the identical means that participation targets (how many individuals did the factor) or fundraising targets (what number of {dollars} got here in) do, for instance.

As a result of there are various methods to outline and measure elevating consciousness and thought management, these two targets generally get dismissed by critics as superfluous and egotistical.

I get the place the criticism is coming from. Nevertheless, I do imagine they’re completely authentic targets when they’re used as a stepping stone to a extra concrete purpose. I do suppose that you must know what comes after you’ve raised consciousness or after you could have develop into a thought chief.  Realizing what comes subsequent means that you can craft awareness-raising and thought management campaigns that get you the place you wish to be.

So what would possibly come subsequent?

Why are you elevating consciousness? So folks will change their hearts and minds indirectly? So they’ll change their conduct? So they’ll advocate, or volunteer, or donate?

Identical factor with thought management, which frequently offers with friends and peer organizations. Individuals are listening to what you might be saying or writing. Now what? Would you like them to advocate for coverage adjustments? Change the way in which they work on points you’re employed on too?

Should you can pin down these solutions, you may flip elevating consciousness and thought management into authentic nonprofit advertising and marketing targets.

Be taught extra about targets, methods, targets, and techniques throughout our Planning Grasp Class.

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