Marketing belongs everywhere in your org.

I’m reading with fascination the comments to yesterday’s post on the topic of focusing marketing efforts on action, not awareness.  Thank you, readers, for your excellent commentary. 

I wanted to highlight one comment in particular, from Holden of GiveWell blog:

Katya, I could not agree more with this message.

I just want to point out how mind-bogglingly many people in PROGRAM make the same mistake.

From women’s empowerment and business training to AIDS/HIV prevention programs, we’ve seen program after program that goes like this:

1. Gather people in need.
2. “Teach” (tell) them how to improve their lives (use condoms, keep track of finances, etc.)
3. Conduct a survey showing that X% of clients feel that their knowledge improved.

Applying your knowledge of marketing, can’t you see the problem with this?  Aren’t you worried that all those dollars you’ve so tirelessly and brilliantly worked to raise may as well be lit on fire?

Yes, Holden, I see the problem and yes, I’m worried.  Thanks for making this extremely good point.

Marketing thinking should NOT be restricted to the marketing department.  AT LEAST three marketing principles should be part of all program thinking:

1. Focus on the audience.  Your programs, not just your marketing, should be designed from the perspective of the audience (whether donor or beneficiary).

2. Aim for action, not awareness.  As I said yesterday, don’t ever settle for getting someone’s attention.  Channel attention into action if you want to change the world.  Holden is right.

3. Make it easy and attractive to take the desired action.  If the action isn’t clearly doable, no one is going to do it.  People aren’t going to give you money, line up for your services or do anything if you make it really hard.  If someone has to travel, invest time, or search for services, we have to remove those barriers.  Just as marketers do, program managers need to think through each action step from the audience perspective.  Say we’re asking people to vaccinate their children.  Will they know where to go to do that?  When they try to get shots for the baby, will they get prompt attention?  Are there enough places to do it, sufficient supplies, and enough staff to administer the shots? 

I could go on and on.  Here’s the bottom line:  Marketing thinking belongs everywhere in your organization.