Over the past several years I’ve worked with 258 EA organisations through User-Friendly, most often on branding, websites, and campaigns. Working across this many organisations has given me a fairly wide view of how marketing is currently understood and used within the EA ecosystem. The contexts vary, but the underlying patterns are surprisingly consistent, regardless of cause area, size, or geography.
This post is a reflection on those recurring patterns. It is not intended as criticism, and it is not written from an outsider perspective. It comes from years of being embedded in projects, seeing what organisations request, where projects get stuck, and what tends to make the biggest difference when it is addressed early.
My aim is simply to share practical observations that might help EA organisations use marketing more deliberately, earlier in the process, and in ways that better support their strategic objectives rather than just their communications outputs.
A simple checklist I wish more organisations completed before scaling
If I could encourage every EA organisation to do ten things early, it would be these:
- Build a market segmentation grounded in real audience data
- Define a clear positioning statement (one sentence, not paragraphs)
- Map a full [...]
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Outline:
(01:13) A simple checklist I wish more organisations completed before scaling
(02:21) Why Im sharing this
(03:07) 1. EA organisations are not exempt from basic (human) marketing realities
(03:49) 2. Marketing is usually brought in far too late
(04:45) 3. Branding and websites are visible, but strategy is the leverage
(05:28) 4. There is a heavy over-focus on digital ads
(06:24) 5. Marketing is often siloed into narrow roles
(07:03) 6. AI tools are starting to replace strategic thinking (prematurely)
(07:55) 7. Naming and positioning are consistently undervalued
(08:32) 8. Pretty design is often prioritised over effective communication
(09:04) 9. Marketing budgets are rarely tied to objectives
(10:14) 10. Long-term awareness building is the biggest missed opportunity
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