3 Tips for Finding a Personal Mentor

Ever wish you could borrow from someone's experience? 

Would you like to bounce ideas off of someone with greater expertise?

Do you need feedback from a professional in your field?

Could you use some encouragement and support from someone who's "been there?"

These are the kind of perks you get by having a mentor. (Plus, so much more!)

It really doesn't matter what kind of role you fill at your organization. Anyone from the founder to the part-time assistant can benefit from a mentor, because if you care about what you do (and I know you do!), you want to do it better.

I've had the benefit of having four official mentors during my life. The first two were spiritual mentors. The third is still currently my all-around mentor. And the fourth is new. She serves as a business mentor since launching Signify was a completely new endeavor with a lot of unique, and exciting, challenges.

My guess is that one of these might be of interest to you as well. I know many of us are in Facebook Groups, signed up for online courses, and attend networking groups because we want to learn from successful people. And whether you want to entirely emulate them or just pick up a few pointers in a specific area, mentors are one of the best ways to make this happen. And guess what—the rules are up to the two of you!

I wanted to share this guest post with you because I've been deeply appreciative of having caring mentors over the years, and I've also been asked about how I found my mentors. I'd love for you to have the same opportunity, whether it comes along naturally, or you give it a little nudge.

Read My 3 Tips for Finding a Personal Mentor.

I also talk extensively about mentors here:

The Key to Your Success May Be Staring You In The Face—Literally (blog post)

How to Find a Mentor When You’re a Freelancer or Entrepreneur (interview by The Penny Hoarder)

Let me know how it goes!

PS: I use the term "personal" mentor just to define a one-on-one relationship, not the type of mentoring. It's up to you to decide!

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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6 Easy Marketing Tactics You Should Steal Right Now

We're wrapping up "Marketing May" here on the blog! So far, we've covered trends and strategies, marketing 101, marketing plans, and daily marketing implementation. Whew—that's a lot! Even if you started with very little understanding of marketing, you should feel a lot more confident now, and also feel more prepared to add some intentionality into your organization's marketing and communications efforts. 

Today, I'm going to take it one more step further and give you six easy marketing tactics that you should steal right now. These are pulled directly from the playbooks of your peers and organizations that we all admire. 

Okay, so stealing may sound a little dramatic. If you prefer, substitute the more flattering word emulate. The truth is, there are proven strategies and techniques that organizations like yours should be implementing—immediately. By doing so, you're setting your cause up for greater attention and success.

Don't believe me? Just check these guys out! They all have a very loyal base of followers, fans, and supporters.

And though I have categorized them into nonprofits and social enterprises, the general ideas will work for everyone!

NONPROFITS

Atlanta Dream Center reaches the lost, rescues those in need, and restores the brokenhearted through their three primary ministries: iAM (the homeless), Out of Darkness (trafficked and prostituted women), and Metro Kidz (at-risk children). 

What you should steal: Every time they rescue a woman or have ministry win, they share it on social media. It gives their supporters an opportunity to celebrate with them, see real-time updates, and for volunteers and donors, a chance to see their contribution at work. They also provide recaps and larger figures in their direct mail and newsletters.

IF:Gathering exists to gather, equip, and unleash the next generation of women to live out their purpose.

What you should steal: They do a fantastic job of showcasing their event as it is happening through social media. It's surprising to me, but many organizations don't seem to promote their event in action, only before and sometimes after. IF utilizes quotes, video, and photos through their social media that make you really want to be there. They also mobilize and empower their audience with their hashtag and a photo booth. While events are certainly not easy to pull off, they are a very simple way to get people interested in, and excited about, your cause. 

Orange provides resources and events for church leaders and volunteers to maximize their influence on the faith and character of the next generation. 

What you should steal: They regularly use guest contributors for the Orange Leaders blog. This strategy allows for plenty of content that they don't have to create themselves. Additionally, the contributors promote their post once it is published, providing additional traffic to Orange's blog and social media.

SOCIAL ENTERPRISES

Lamon Luther creates expertly crafted furniture by employing the homeless, thereby giving them a hand up, not a hand out.

What you should steal: Many people in the Atlanta area know, and love, Lamon Luther. Their furniture is always in high demand, it seems. And though they primarily produce goods for individual homes, they have done a great job at building partnerships with other businesses to drive demand, expand their reputation, and of course, obtain larger orders.

Raven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through jobs by design.

What you should steal: Everyone loves free stuff, and Raven + Lily fans are no different! Sometimes they host their own giveaway with one or two of their stylish products, and sometimes they team up with other ethical brands for a huge grand prize. Either way, I've got to assume this steadily builds their email list and social media following.

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. For every pair purchased, a pair is distributed to someone in need.

What you should steal: They offer a fairly simple selection of eyeglasses and sunglasses, but they take advantage of holiday calendars in their marketing and make it work year-round. You'll find them reaching out to you via email or social media for back to school, summer, and even Christmas. They know holidays are on your mind, and they want a piece too.

Any other nonprofit or social enterprise marketing tactics that you recommend? Tell me what you've seen, or what's worked for you!

And if you find yourself short on time for new marketing efforts, here are five things you can stop doing this week that will free up some of your energy.

Other posts in this series:

• Ask the Experts: Marketing Trends and Strategies

• Marketing: What is it, and why do you need it?

• Marketing Plan: Is your mission missing its map? (Free Download)

• Stop Wondering What To Do Every Day

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Stop Wondering What To Do Every Day

Do you wake up each morning and have to reprioritize or reevaluate that day's To Do list? Are you continually getting lost in your list, or do you waste time on tasks that don't matter? Is asking you to fit marketing into your routine just crazy talk?

If you answered yes to any of those questions, hopefully today's post will help. 

It's "Marketing May" here on the blog, and so far we've covered marketing basics, like what the heck is it and why you need it, as well as the latest trends.

And last week, we also talked about marketing plans, defined them, and stressed their importance. They are a valuable document many people tend to overlook, but they can be enormously helpful in defining priorities, even at a weekly and daily level. And once the work of creating your marketing plan is done, you're way ahead of the game!

The next obstacle, now that you have a plan in place (if you don't, more below), is figuring out how to execute it on a daily basis. Small business owners and employees like you have a wide variety of items on their plate. And marketing in all its forms can often take a backseat to more "pressing" matters. I totally get it. But effective marketing is how you can get ahead. It's a key to not only sustaining your organization, but growing it. And who doesn't want that?

Even better, you can create your daily To Do list from your marketing plan! The easiest way I've found to do this is to essentially put your marketing plan document into an Excel sheet. You can even download a copy of mine here. 

How to Create Your Marketing To Do List

This Excel sheet is, of course, customizable, so I encourage you to make it your own, and add any fields that you think will help you and your organization. 

Mine contains:

• Item - Easy enough to pull right off your marketing plan. This could include print ads, email blasts, social media scheduling, and similar.
• Date - I like to include the public date. For example, when an ad will show up in a magazine, or when the social media post goes live on Facebook. It's usually a good idea to sort the sheet by this date so the more urgent items show closer to the top.
• Circulation - Because I was in public relations, I still like to look at these numbers. They're also helpful to see how they increase or decrease year to year. So, for a magazine ad, the circulation is how many issues are printed. But when talking about a Facebook post, you can include how many followers you have for your page or how many people saw it. Whatever you decide, I suggest including numbers that give you some perspective on how many people are seeing or interacting with your efforts. This can help indicate if your strategy and budget are working.
• Status - I like to know where I'm at on a task. Is it complete, submitted, drafted, with the designer, etc?
• Notes - Always a good idea!

Another option is to add a column for items that need to be updated later, like web graphics. If you're working on a launch, as an example, then post-launch, you'll need to go back and update your website, social profiles, and things like that. So, it can be helpful to have a column that triggers you to take that action.

Additionally, you might consider creating categories for big deadlines if you have a long-term project, initiative, or event. For example, the annual conference that I worked on had four major deadlines throughout the year. Opening day took place in the fall, we had another deadline before the end of the year, one late winter, and one early spring. So, I created categories on the Excel sheet to make everything easier to look at in a glance for each "bucket" in the timeline. To make this happen, you can simply skip a few lines between tasks for each major deadlines and use a colored line to separate them. Now, the entire event is still on the same Excel sheet, but I can see tasks associated with each deadline separately as well.

As you see, its not overly complicated. It's actually a pretty simple layout. But it is extremely productive, and will help you stay on task. Using this format was a lifesaver for me when I managed five events that each had their own deadlines and associated tasks.

Dig Deep

Be sure to add every item you can think of, even smaller details like changing staff signatures, or emailing staff and key stakeholders with updated information. Anything you can put on this list moves it out of your head, where it may have a chance to get lost.

I realize this format is unlikely to take the place of your current To Do list in its entirety. There are always other odds and ends that need to happen as well, especially if you wear multiple hats. However, it should go a long way in helping you organize your marketing and communications efforts so that they can become a larger priority in your week, rather than continually put on the back burner, never to be reheated again.

What if you don't have a marketing plan?

Many of you probably find yourselves in this category. But don't worry, all is not lost! 

Remember when you were in school and you had to create an outline for your research paper? Which did you do first? For me, it was easier to write the paper and then the outline, for some reason. The same principle applies here. Try creating your in-depth To Do list first, if you feel that needs your attention now. Then you'll be able to write your marketing plan from there. 

But I do encourage you to eventually go back and write your marketing plan. For all the reasons why, check out last week's post.

What now?

Whether you're creating your task list from a marketing plan, or starting with the list and moving backwards, this should make your day-to-day much easier.  It can be oh so helpful to see everything laid out in front of you at a glance rather than juggling a bunch of papers, separate lists, or keeping it locked up in your head.

Now you know what you need to do that day by referencing this task list because you have every item and deadline in black and white on one sheet. So, if you see that an email blast needs to go out in two weeks, you can work backward depending on how long it takes you to prepare it. Both short-term and long-term items are visible, helping you to manage your time better.

This will, of course, take some trial and error. If you are a person who loves systems, like me, you may adapt more easily. If you are used to playing your days more fast and loose, you may have more trouble initially, but implementing this idea will save you time and frustration because you'll automatically understand what each day has in store from a marketing and communications perspective.

As a result, you'll begin working further out, which removes a lot of the added stress of being in reaction mode or the frustration of working on projects in the wrong order. Your days can be tackled with greater intention, making better use of precious time.

Let me know how it goes!

And don't forget to download my task list template.

"This spreadsheet idea has saved my life, and made me so much more productive in the past year." - Erin J., Orange

Finally, you may also be wasting time on a few things that are sucking up your time, and not getting you anywhere. Wouldn't you love to free up some time and energy, so you can begin to focus more on what matters most? 

Other posts in this series:

• Marketing Trends and Strategies
• Marketing: What Is It, and Why Do You Need it?
• Marketing Plan: Is Your Mission Missing Its Map? (Free Download)
• 6 Easy Marketing Tactics You Should Steal Right Now

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Marketing Plan: Is Your Mission Missing Its Map? (Free Download)

Your organization undoubtedly has a mission, but does it have a map?

For several years, my friends and I set off each summer on what we called the Chaos Mission Trip. It was completely unplanned (hence "chaos"). We went through several weeks of training leading up to our departure date, but they were focused on personal growth and team development. Meaning, we were prepping for whatever might happen along the way. The trip itself thrived on spontaneity. Every trip was completely different because it changed depending on what direction we went in, who was on the team, those we met on the road, and what opportunities were presented to us. The goal was just to serve those we came in contact with in a way that benefited them.

In contrast, last year I visited Barcelona for the first time. This was a bucket list trip for me! And, as such, I wanted to make the most of it. It also marked my first solo international trip. I'm a planner by nature, and also an introvert. So, I scheduled myself fully each day to make sure I knocked out all the city's highlights. I booked all kinds of tours, and pushed myself outside of my comfort zone to make friends when possible. Every day was packed, and when I left, I felt like I'd accomplished almost everything I wanted to. I wasn't sure if or when I'd return to this amazing city, so I wanted the full experience. 

Both trips served a purpose, but I wouldn't recommend building your business using the chaos formula.

Sadly, that's what I see too often in organizations. Sure, it may not be quite this "chaotic," but there seems to be little strategy behind lots (and lots) of effort.

• Social media posts go up haphazardly.

• Emails are sporadic, at best.

• To Do lists are determined by urgency.

• Initiatives are based on what's been done before, or what seems best right now.

• Goals are recycled or undefined.

• Staffers are overworked, and always in reaction mode.

None of this sounds fun, but it may sound familiar.

However, there is one item that may help ease some of these pains. It's not a magic pill, or a miracle cure.

But it is a way to give your purpose more purpose, you mission more muscle, and your cause more concentration.

It's called a marketing plan. 

What exactly is a marketing plan?

A marketing plan is likely a term you've heard before, but may not fully understand. The beauty of this document is that it provides both a 30,000 foot view and an on-the-ground perspective. It gives shape and structure to all your efforts. It tells you which direction you should go in, and helps keep you on the path for getting there.

Basic pieces of a marketing plan:

• Objectives and goals

• Customer or donor research

• Market research

• Unique selling proposition

• Pricing and positioning strategy

• Distribution plan

• Offers

• Marketing materials and collateral

• Promotions strategy

• Conversion strategy

• Partnerships and joint ventures

• Referral strategy

• Retention strategy

• Financial projections

• Key dates (Not on a lot of plans, but I personally like to include.)

So, in looking at this list, you may automatically see why you've never created a marketing plan before. I get it. Some of the terms can be confusing. And you may assume this will take a lot of time and effort—and, frankly, you'd be right. But remember that first bullet list above? The one with little strategy behind it? Marketing plans are the workaround. Wouldn't it be better to focus your efforts rather than running around exhausted, overworked, and on the path that leads to burnout?

Think about it in your own life. Meal planning can save you money on groceries because you're less likely to eat out or waste food. And running errands in a particular order often saves you travel time. Time and money often top our priority list at home, as well as at work. So, preparation and planning can go a long way to ease some of your daily concerns. They have a beautiful trickle down effect.

In essence, marketing plans are the lens you can use to focus all your organization's efforts. When a new event or initiative pops up, as they tend to do, see where it fits into your marketing plan. Can you squeeze it in? Does it require some editing, or a complete overhaul? Should it be added to the radar, or become a priority? Use these filters to determine it's place in your organization. Depending on your answers, you may want to add it, put it on hold, or scrap it entirely. Without a marketing plan, you may not be able to see the big picture objectively, and how it may alter all other aspects.

Hopefully, by now I've convinced you of the need for a marketing plan.

You may even be asking yourself how you can create one of your very own. (Stay tuned!)

And depending on your job function, you may also be wondering if a marketing plan is best for your business as a whole, an annual event, or an big initiative? The answer is yes.

How do you create a marketing plan?

First, start with one of those targets: the company as a whole, an annual event, or a large initiative. Just choose one to begin until you've practiced and refined your process. If you decide to create a marketing plan for your business as a whole, it will touch on events and initiatives, but you can go into greater detail when you write one for all of the large "buckets" at your business. 

And to make things easier for you, I've created a marketing plan template for you:

Again, this document will be important for several reasons:

• When your team goes through it together each year, you'll be able to get, and stay, on the same page. Goals, objectives, strategy—everything is laid out right there for you all to see.

• It'll help you plan and execute more efficiently.

• It'll help you easily answer questions for employees, partners, contractors, and new hires.

• It can be helpful to show your board if you need to request a larger budget next year.

• It's great for accountability, either for yourself, your team, or your entire staff.

I've included directions in each section of the template so you know exactly how to fill it in. I'd say to set aside a few hours minimum to work on this document. Your team can build it together, or you can kick things off and then bring others in after the first draft. And because this is likely new to you, be sure to work on it in a distraction-free space. You'll need to concentrate. It should be really well-defined and detailed so that it's easier to edit or update moving forward.

Remember, it's yours, so add as much detail as you like to be helpful. You'll see how nice it is to keep all of this information in one place! You may also choose to include more detailed explanations, budgets, note responsible parties for each section, add specific deadlines, and things like that. You can also, of course, delete anything you that's not relevant to you, but I'd recommend that sparingly because both nonprofits and for-profits can benefit from this information.

One and done?

Marketing plans are living documents, and should be reviewed at least annually, unless something major occurs. They can be edited and updated as needed, which will likely be minimal changes. The heavy-lifting occurs during the first draft, which should also come as a relief.

And marking plans are fantastic for being able to see information, trends, and outlines at a glance. That's what makes it more of a reference document than a one-time task. This is long-term thinking in action! Be sure to highlight and note any important changes from one revision to the next, such as a major shift in target audience, pricing, or financial goals.

Next?

After you've logged the time creating this mammoth, you should be able to see how a marketing plan will direct your organization's efforts. It should give you both short-term and long-term perspective.

Now, your mission has a map. The path has been laid out, and all you have to do is walk it. It's not always easy, but a marketing plan goes a long way to making it more simple.

Next week, we'll talk about what this looks like in action on a daily basis. I'll show you how I used five different marketing plans at my previous job to detail my To Do list. 

In the meantime, check out other recent posts for "Marketing May" where I discuss trends and strategies, as well as marketing 101.

And if you are interested in a marketing plan, but just can't find the time to create one on your own, this is a service I provide. I'd be happy to work alongside you in creating your map. Alternatively, learn the five things to stop doing this week, which will give you more time and energy to work on your marketing and communications.

Other posts in this series:

• Marketing Trends and Strategies

• Marketing: What Is It, and Why Do You Need it?

• Stop Wondering What To Do Every Day

• 6 Easy Marketing Tactics You Should Steal Right Now

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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