Purpose Driven Marketing Scorecard

Purpose-Driven Marketing Scorecard v1.0

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Purpose-Driven Marketing Scorecard v2.0

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Purpose-Driven Marketing
Let's start by collecting your general thoughts, feelings, and attitudes about purpose-driven marketing and the audience engagement cycle.

Values, Vision, Mission (VVM) Scorecard

Score	Status & Description
1 – 3	You have not invested the time and effort to create these guiding principles.
4 – 6	Your VVM is generally understood but has not been set in stone.
7 – 9	You have created and shared your VVM but your stakeholders can’t articulate them.
10 – 12	Your VVM is baked into the way you operate, published, and well understood.

Your Score VVM*
Target Score VVM*
Insights

Marketing Scorecard

Score	Status & Description
1 – 3	You believe that marketing is a cost that is in conflict with your mission.
4 – 6	You see marketing as an investment but do not currently allocate funds/energy consistently.
7 – 9	You invest in marketing and have a team/plan but it’s a low priority.
10 – 12	You view marketing as a valuable investment that enables you to expand your mission and you are committed to its consistent activities.

Your Score Marketing*
Target Score Marketing*
Insights

Target Audience Scorecard

Score	Status & Description
1 – 3	You serve and wish to engage with “everyone”.
4 – 6	You have identified your stakeholder audiences but have not created profiles for anyone.
7 – 9	You have created personas for your target audiences but they are not well known among your team.
10 – 12	Your personas are solid, well understood, and revisited regularly to ensure that your marketing efforts are well targeted.

Your Score Target Audience*
Target Score Target Audience*
Insights
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Total Rating Purpose-driven marketing
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Total Target Purpose-driven marketing
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Average Rating Purpose-driven marketing
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Average Target Purpose-driven marketing
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Gap Score Purpose-driven marketing

Attract Phase
This phase of the audience engagement cycle is all about those activities you use to attract people to your organization – particularly your site.

Online Channels Scorecard

Score	Status & Description
1 – 3	You have a site but rarely update it with new material.
4 – 6	You have a site and 1-2 social media channels but post infrequently.
7 – 9	You post occasionally on your site and/or social but without a strong plan attached.
10 – 12	You regularly engage on social media and keep your site updated based upon your personas’ identified behavior.

Your Score Online Channels*
Target Score Online Channels*
Insights

Content Scorecard

Score	Status & Description
1 – 3	You publish some content but it’s infrequent and mostly asks for donations and what you need.
4 – 6	You publish content fairly regularly but with no strategy or direction.
7 – 9	You create materials regularly on a planned schedule that add value and share insights related to your audiences’ interests and challenges.
10 – 12	The materials you create are generated and published via a system geared toward educating, providing solutions, and creating conversions for your audiences through several phases of their engagement cycle.

Your Score Content*
Target Score Content*
Insights

Engagement Scorecard

Score	Status & Description
1 – 3	You only post on your social media about your organization.
4 – 6	You infrequently post about other people or organizations on your social media accounts but don’t engage in comments or messages.
7 – 9	You regularly reply to people when they post to your social accounts or comment on your blog.
10 – 12	You actively seek out new engagements by creating two-way conversations on social media and regularly engaging with new audiences and posting on others’ profiles.

Your Score Engagement*
Target Score Engagement*
Insights
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Total Rating Attract phase
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Total Target Attract phase
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Average Rating Attract phase
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Average Target Attract phase
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Gap Score Attract phase

Connect Phase
The connect phase of the audience engagement cycle is where you start to build relationships with your audience through on-site activities.

Calls-to-Action Scorecard

Score	Status & Description
1 – 3	The only way to get in contact with you is through your contact us or donate page.
4 – 6	You use calls to actions infrequently on your site-only direct to contact us page.
7 – 9	The language you use for your calls-to-action are repeated consistently throughout your site and appear multiple times on each page.
10 – 12	Your calls-to-action use “active” language and inspire people to understand how to engage with your organization and what is expected of them.

Your Score CTA*
Target Score CTA*
Insights

Offers Scorecard

Score	Status & Description
1 – 3	You offer site visitors the opportunity to sign up for a newsletter and/or follow you on social.
4 – 6	You have created some informational materials about your organization and offer these to those who are interested on your site via an open download.
7 – 9	You have set up a system by which you exchange items of informational or inspirational value for email addresses and regularly send information to individuals who have downloaded these materials.
10 – 12	You have a coordinated system through which you provide specific offers and information to stakeholders as they become “ready” to nurture those relationships.

Your Score Offers*
Target Score Offers*
Insights

Offer Pages Scorecard

Score	Status & Description
1 – 3	You allow immediate access to any content offers you provide via direct links on your site.
4 – 6	You collect email addresses prior to providing access to on-page content offers.
7 – 9	You have individual pages for each content offer on which you also collect contact information.
10 – 12	Your content landing pages are designed for maximum efficiency (strip out all competing offers, have integrated forms, and lead to thank you pages and automation to follow up with new connections).

Your Score Offer Pages*
Target Score Offer Pages*
Insights
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Total Rating Connect Phase
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Total Target Connect Phase
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Average Rating Connect Phase
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Average Target Connect Phase
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Gap Score Connect Phase

Bond Phase
The bond phase of the audience engagement cycle is where you create opportunities to nurture your budding relationships.

Systems Scorecard

Score	Status & Description
1 – 3	You save information about those who have connected with you “somewhere”.
4 – 6	You have spreadsheets you use to save stakeholder information and track some of your correspondence with them.
7 – 9	You have a CRM and bulk email system you use to keep in regular touch with your stakeholders manually.
10 – 12	You leverage the full power of your CRM to create automated correspondence and track performance regularly.

Your Score Systems*
Target Score Systems*
Insights

Approach Scorecard

Score	Status & Description
1 – 3	The only time you connect with your audience is when you ask them to donate—no relationship beyond transaction.
4 – 6	Once you have established a relationship with your audience (collected an email address, have them follow you on social, etc.), you rarely connect with them through email or other mechanisms to nurture the relationship.
7 – 9	You engage with your connections and followers with regular, scheduled outreach telling them more about your organization and/or asking for donations.
10 – 12	You have a system through which you create materials to help people understand their challenges, discover solutions, and determine next steps to engage with your organization.

Your Score Approach*
Target Score Approach*
Insights

Processes Scorecard

Score	Status & Description
1 – 3	When stakeholders engage, you don’t have an established system for follow up.
4 – 6	You have a process for onboarding new stakeholders but once their engagement is complete, nothing beyond that.
7 – 9	You have a process that only reaches out to stakeholders when you are asking them for something, with no consistent conversation or engagement beyond transactional requests.
10 – 12	You have a system for engaging with new stakeholders and a process to continue nurturing this new relationship to gain information about their journey and create new opportunities for engagement (with them and those they know).

Your Score Processes*
Target Score Processes*
Insights
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Total Rating Bond Phase
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Total Target Bond Phase
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Average Rating bond Phase
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Average Target bond Phase
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Gap Score Bond Phase

Inspire Phase
The inspire phase of the audience engagement cycle begins once your stakeholders have become part of your inner circle and creates opportunities to further these relationships, create ongoing engagement opportunities, and ask stakeholders to advance your mission.

Stakeholder Systems Scorecard

Score	Status & Description
1 – 3	You generally just expect stakeholders to return.
4 – 6	You have a mishmash of tools, spreadsheets, and files you can access to track engagement but no coordinated system.
7 – 9	You have spreadsheets or other mechanisms with which you keep track of stakeholder activities.
10 – 12	You leverage a CRM or database to track all engagement, correspondence, and activities.

Your Score Stakeholder Systems*
Target Score Stakeholder Systems*
Insights

Stakeholder Engagement Scorecard

Score	Status & Description
1 – 3	Once you have someone as a stakeholder, you move on to the next target with no escalation or request for additional engagement (even testimonials or referrals).
4 – 6	You feel that the bulk of your stakeholder value lies in your first engagement then you move on to the next opportunity with a different person.
7 – 9	You try to maximize the engagement of each stakeholder by encouraging them to take further action.
10 – 12	You regularly elevate stakeholders from one engagement to the next and rely on them to spread the word about your organization to others.

Your Score Stakeholder Engagement*
Target Score Stakeholder Engagement*
Insights

Referral Mechanism Scorecard

Score	Status & Description
1 – 3	You get sporadic referrals and don’t have a system to ask for (or give thanks for) referrals.
4 – 6	You stay in touch with stakeholders but don’t have a formalized system to track or measure results.
7 – 9	You consistently ask for and incentivize referrals.
10 – 12	You proactively orchestrate your referral systems to create and measure referrals through a process you are committed to and execute.

Your Score Referral Mechanism*
Target Score Referral Mechanism*
Insights
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Total Rating Inspire Phase
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Total Target Inspire Phase
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Average Rating Inspire Phase
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Average Target Inspire Phase
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Gap Score Inspire Phase
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Total all
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ALL Total Rating
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ALL Total Target
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ALL Average Rating
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ALL Average Target
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ALL Gap Score
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ALL Achievement Rate

Purpose Driven Marketing Scorecard

Purpose-Driven Marketing Scorecard v1.0

Step 1 of 16

Let's get started

Purpose-Driven Marketing

Values, Vision, Mission (VVM) Scorecard

Marketing Scorecard

Target Audience Scorecard

Attract Phase

Online Channels Scorecard

Content Scorecard

Engagement Scorecard

Connect Phase

Calls-to-Action Scorecard

Offers Scorecard

Offer Pages Scorecard

Bond Phase

Systems Scorecard

Approach Scorecard

Processes Scorecard

Inspire Phase

Stakeholder Systems Scorecard

Stakeholder Engagement Scorecard

Referral Mechanism Scorecard

Purpose-Driven Marketing Scorecard v2.0

Step 1 of 5

Section Break

Let's get started

Purpose-Driven Marketing

Values, Vision, Mission (VVM) Scorecard

Marketing Scorecard

Target Audience Scorecard

Attract Phase

Online Channels Scorecard

Content Scorecard

Engagement Scorecard

Connect Phase

Calls-to-Action Scorecard

Offers Scorecard

Offer Pages Scorecard

Bond Phase

Systems Scorecard

Approach Scorecard

Processes Scorecard

Inspire Phase

Stakeholder Systems Scorecard

Stakeholder Engagement Scorecard

Referral Mechanism Scorecard

Total all