The 3C’s for A Successful Integrated Marketing & Development Program

We’ve all heard about the 3 R’s for education – reading, writing and arithmetic, but does your organization practice the 3 C’s for a successful integrated marketing and development program?


During these times of uncertainty, we have heard many seasoned fundraising and marketing professionals say that they felt promotion and outreach was inappropriate, that their budgets will be cut, and they fear donations will slow because they aren’t serving the most vulnerable.


At Cramer, we believe that every nonprofit development and marketing director should be following the three C’s – Confidence, Clarity & Conviction.


Confidence – Your nonprofit’s mission is needed just as much as any other nonprofit’s. It takes everyone working together to build strong communities and impact people’s lives.  Don’t try to compare your nonprofit’s mission and think that it’s less worthy because it might not be serving basic needs. Begin by sharing your real-time mission impact moments.  These might be small little notes of thanks from clients you serve, a voicemail message from a grateful family, or a picture of that furry friend that needs a home. Regardless, we all have stories of gratitude that need to be shared.


Clarity – Sharpen the message and images that your nonprofit uses to share its impact and mission with your broadest stakeholders. Test different types of messages and stories with individuals who aren’t yet connected to your organization and see if they work. It’s time to stop preaching to your choir and reach out with a clear and concise message that resonates with the greater community.


Conviction – Be bold and shout your mission from the mountain top! Fire up your greatest ambassadors – your board members, volunteers, and trusted donors – and arm them with the tools to tell your organization’s unique story with strong conviction. Your nonprofit is needed to strengthen your city, your county, your region, or the state; and it’s time to engage the entire community. Don’t wait! Start climbing the mountain with a megaphone.


The nonprofits that followed Cramer’s three C’s during the great recession developed a deeper trust and loyalty with their donor base, expanded their organization’s awareness, and thrived even in times of uncertainty. The organizations that decreased or eliminated their marketing and development budgets, and hid behind office doors, eroded their donor base, shrunk their awareness, and some inevitably closed their doors.


If you want to learn more how the Cramer Team can help you create an integrated marketing & development plan and focus on the three C’s, send us an email at and we’d be happy to find a time to chat.

© 2017 Cramer & Associates | 18 S High St | Dublin, OH 43017 | Ph. (614)766-4483