How To Set Better Marketing Goals


By: Samantha Teter

I was just having a conversation with colleagues this morning about the importance of having goals. I, personally, work better if I have something to attain and a roadmap to get there.

I ran across this article this morning that is a great guide to setting better marketing goals for your nonprofit. David Hartstein, on the Wired Impact blog, states, “If you don’t know where you’re going, there’s no way to monitor your progress or to ultimately know if you’ve arrived.” You wouldn’t set off on a cross-country trek without a road map, would you?

marketing goals road map

He walks marketers through the following process:

  1. Start with Organizational Goals
  2. Pick Out Those Goals that Matter Most
  3. Outline Your Current (and Planned) Marketing Tools
  4. Cut Goals that Don’t Tie to Marketing
  5. Set Specific Goals
  6. Achieving Your Marketing Goals

Read on to find out more how to work on your marketing goals road map.

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Samantha Teter
Chattanooga Symphony & Opera Executive Director Samantha Teter has over 15 years of experience in arts and non-profit marketing, public relations, and sales. She moved to the Chattanooga area in 2012 for the position of Director of Marketing with the CSO, and was promoted to Executive Director in 2016. She previously hailed from Denver, where she was Director of Marketing and Sales for the Colorado Symphony. Prior to that, she was Director of Marketing and PR for the Fort Wayne Philharmonic in Indiana. Other arts and non-profit experience includes Director of Marketing and Auditorium Events for the Scottish Rite Center in Fort Wayne and Marketing Specialist for Indiana Tech.
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