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IDENTITY

MARKET

PURPOSE

APPROACH

CONTENT

TRACKING

Step 1/6

Identity

Why this matters: Your brand identity is your foundation. Clear, consistent messaging and visuals help build trust and make your organization memorable.

1. Is your brand positioning clear? How aligned is your organization’s messaging, visuals, and mission?(Required)

A) Totally aligned – everyone from staff to stakeholders “gets it”

B) Somewhat aligned – we’ve got a mission, but things feel a bit scattered

C) Not really – we’re still figuring out how to present ourselves consistently

2. Do you have a complete brand guide (with logos, colours, fonts, mission and vision, tone of voice, messaging, photography style, etc)?(Required)

A) Yes, and we use them consistently

B) We have something, but it’s outdated, incomplete or underused

C) No formal guidelines in place

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Identity Score

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Step 2/6

Market

Why this matters: Understanding who your ideal audience is and how to connect meaningfully online helps you build lasting relationships that truly resonate and support your goals.

3. Do you have a clear understanding of your target audience(s)?(Required)

Think about key groups like donors, teachers, contractors, business owners – who matters most to your mission?

A) Yes, we’ve clearly defined our core audiences and tailor our messaging to each group

B) We have a general idea, but it’s not really documented or used consistently

C) Not really – we’re still figuring out who we should be focusing on

4. How well do you understand your audience’s online behaviours and needs?(Required)

Consider: What questions do they ask? What terms do they search for? Where do they spend time online?

A) We actively research this and tailor our content accordingly

B) We have a few insights, but not a full picture

C) We mostly guess or rely on assumptions

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Market Score

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Purpose

Why this matters: Having clear strategic goals aligned with your overall mission ensures every effort you make drives meaningful impact and moves your organization forward strategically.

5. Does your organization have a high-level strategic plan (e.g., 3–5 year business or impact plan)?(Required)

A) Yes, and our team understands how marketing fits into it

B) Sort of – there’s a loose plan, but it’s not widely shared or followed

C) Not really – we tend to plan reactively

6. Are your digital marketing efforts tied to your organization’s big picture goals?(Required)

A) Yes. Every major initiative connects to our mission and strategic plan.

B) Somewhat. We try to align them, but it’s not always clear if there’s a strong connection.

C) Not really – we’re often just doing what it seems like we should be doing to keep up with technology and trends

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Purpose Score

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Approach

Why this matters: A strong digital infrastructure – from your website to your tools – supports your mission effectively and helps you deliver a seamless experience for your audience.

7. How well does your website support your mission and goals?(Required)

Think custom portals, AI tools, website performance, accessibility, and conversions

A) It’s modern, easy to use, and delivers strong results

B) It does the job, but there’s room to improve

C) It’s outdated or doesn’t support us effectively

8. Are you using the right digital platforms?(Required)

Think social media, email, chatbots, ads

A) Yes – we’ve chosen platforms strategically and they’re working well

B) We’re using a few, but not sure if they’re the right ones

C) We’re not leveraging many platforms effectively

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Approach Score

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Content

Why this matters: Consistently creating and sharing engaging content keeps your community informed and inspired, helping deepen connections and motivate action.

9. Do you regularly create and share digital content (ads, emails, social media posts)?(Required)

A) Regularly, with clear goals and performance tracking

B) Occasionally, but the results are inconsistent

C) Rarely or never

10. Who creates your content?(Required)

A) We have a dedicated in-house team (designers, content creators, etc.)

B) We outsource most of it to freelancers or agencies

C) We don’t have a set team or process

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Content Score

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Tracking

Why this matters: Tracking your digital marketing efforts ensures your strategies are effective and your resources well spent. This data helps you learn, adapt and grow.

11. How confident are you in tracking your digital performance (website, campaigns, etc.)?(Required)

A) Very – we use tools and reports to guide decisions

B) Somewhat – we check data but don’t always know what to do with it

C) Not confident – we’re unsure how to track or what to look for

12. Do you set goals and use KPIs to measure success?(Required)

A) Yes – we track performance against clear goals

B) We have some goals, but they’re vague or not measured

C) No – we don’t really track success formally

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Tracking Score

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