Nonprofit Marketing
Overview
How does a seventy-two-year-old Reform synagogue retain and attract members when “flat is the new growth” for most U.S. houses of worship?
As Director of Engagement and Marketing – first professional in role and funded by foundation grant – identified, developed, sold-in, and implemented brand strategy, marketing communications, user experience, customer retention programs, and management tools to address market challenges
Situation
Crucial market shift significant increase in Americans who chose “none of the above” when asked about affiliation to houses of worship - exacerbating Reform temples' ever-widening competitive set of alternatives to congregational life ranging from lectures to podcasts
Successes
Based on conducting customer discovery interviews and analyzing secondary research, developed actionable insights including impact of sales funnel/close rates on marketing communications
Building competitive advantage by crafting differentiated and authentic brand stories
Supporting brand strategies by clarifying objectives, leading internal teams
Bringing greater consistency to brand’s look and feel
“Connecting dots” between brand strategy and brand marketing by creating and managing integrated plans, content calendars, budgets
Supporting brand by writing on-strategy content (web site, social, video, direct, print, email, collateral, environmental, tag lines)
Supporting brand by crafting messaging hierarchies, driving consistent looks and feels, improving UX
Course correcting via Facebook and Google analytics
Visuals