4 Foundations: Part of the 6+4 Nonprofit Management System
POSITIONING
What it is: This is how you position yourself in the market, or the environment in which you exist. How do you tell your story? What personality are you putting on display for all to see - and are you intentional about it? How do you stack up against competition and why are you different?
Key Elements:
Market differentiation - how are you different from other providers?
Point of View - how do you see the world?
Brand - what is your organization’s voice, personality, value statement? What feeling does it elicit from your stakeholders?
Core messaging - what are the 1,2 and no more than 3 points you are always trying to communicate?
Pro Tip: You cannot do good marketing without working through this - at least not in a team. Once more than one person is “marketing” or telling your organization’s story to external audiences, you absolutely need to make sure everyone is on the same page with respect to Positioning. Otherwise, you confuse people as to who you are and what you stand for.
Need help?
We can consult for your organization and help you figure out how to plan and manage any of the Four Foundations. Let’s set up a call and talk through what you need.
