Ten NFP marketing mistakes I’ve made (and why I wrote a book)

This article isn’t about telling you how perfect my marketing journey has been. Far from it.

Instead, I want to share with you the ten mistakes I made – mistakes that are precisely why each chapter of Heart and Soul of Marketing exists.

If you’ve ever felt stuck, unsure, or overwhelmed in your marketing efforts, you’re not alone. Every chapter was born out of real lessons learned, sometimes the hard way, and I’m sharing these here, so you don’t have to repeat them.

These ten mistakes are really just moments of learning – small course corrections that helped refine how I think about marketing and why I believe a framework like this can help others.

Let’s walk through each one.

1. Jumping in without understanding the context

It’s easy to get enthusiastic about a new idea or campaign and want to jump straight into action. Over time however, I realised that slowing down and reflecting on the broader context – what’s already working, where we are positioned, and how the effort fits our goals – made all the difference.

This is why getting clear on your context is the first step in the framework. A solid understanding of where you stand gives your strategy stronger roots, so you’re not simply reacting to trends or assumptions but building from a place of clarity.

2. Chasing too many ideas without focus

The marketing world is full of exciting, creative possibilities, and it’s natural to want to explore them. Spreading efforts too thin across too many new directions though, rarely leads to meaningful results. It’s not about avoiding new ideas; it’s about knowing how to filter and focus them.

The chapter on generating good marketing ideas is there to help you pause, assess, and thoughtfully select ideas that align with your mission. It encourages you to move forward with purpose, not just with busyness.

3. Underestimating the need for dedicated time

It’s tempting to assume marketing can simply be squeezed in around everything else. What became clear over time, however, was that when marketing tasks were left as an afterthought, they often stayed unfinished or were rushed.

This is why finding (or making) the time is a key focus. With intentional planning, prioritisation, and sometimes a bit of automation, even small teams or organisations can maintain consistent, effective marketing without burning out.

4. Overlooking the importance of evaluation

When you’re moving quickly from one project to the next, it’s easy to skip the step of looking back to see what worked and what didn’t. However, it’s often in those moments of reflection that the most valuable lessons emerge.

The chapter on evaluation preparation reminds us that setting measurable goals and tracking progress helps shape stronger future decisions. It’s not about dwelling on the past, but about learning and improving over time.

5. Sticking too tightly to “safe” ideas

Sometimes it feels safer to stick to familiar approaches – the ones that seem professional, polished, and reliable. I gradually came to see that fresh, original, sometimes playful ideas often connect much more deeply with audiences.

Marketing and idea enhancement exists to encourage creativity, risk-taking, and experimentation. When you give yourself and your team permission to think in new ways, you open the door to campaigns and content that stand out and resonate.

6. Skipping testing and assuming things will work as planned

There’s always a temptation to roll out something big and trust that it will land well, but the real-world response can surprise you. Taking the time to test ideas, gather feedback, and adjust before fully launching helps reduce risk and increase effectiveness.

The chapter on testing your marketing idea emphasises this thoughtful, iterative approach. It’s about ensuring alignment between what you imagine and what your audience actually needs or responds to, before committing larger resources.

7. Carrying too much of the load alone

It’s easy to fall into the habit of doing everything yourself, especially when you care deeply about the work. However, meaningful marketing benefits enormously from collaboration, shared ideas, and diverse perspectives.

The chapter on collaboration encourages you to look both within and beyond your immediate team. Whether it’s engaging colleagues, partnering with other organisations, or involving community advocates, working together builds strength, resilience, and reach.

8. Treating marketing as a separate piece

For a long time, I saw marketing as its own distinct activity, separate from the rest of the organisation’s work. The real impact though comes when marketing is fully integrated, connected to everyday operations, and aligned with the overall mission.

Internal integration exists to help organisations bring all their moving parts together, creating a unified strategy where everyone understands their role and the shared purpose behind it. Integration strengthens communication, clarity, and overall effectiveness.

9. Overlooking potential risks

In the rush to push forward, it’s easy to miss the importance of assessing potential risks – how a message might be received, what sensitivities exist, or what challenges could arise. Being proactive about risk isn’t about being fearful; it’s about being prepared.

The chapter on risk mitigation provides a framework for identifying, assessing, and managing risks thoughtfully. It’s about protecting the trust and reputation you’ve built while giving yourself space to handle surprises calmly and effectively.

10. Focusing too much on activity over impact

It’s natural to measure progress by how much you’re doing – the posts, the events, the reports. Real success though is measured by the difference you’re making: the positive change your organisation creates in people’s lives.

That’s why the final chapter, impact, brings everything back to purpose. By prioritising meaningful outcomes, regularly reviewing strategies, and staying open to evolution, you ensure that your marketing efforts are always aligned with what matters most.

Final reflections

These ten lessons weren’t dramatic stumbles or career-defining errors – they were part of the everyday, ongoing process of learning and refining how to work more effectively.

The Heart and Soul of Marketing framework was designed not as a perfect formula but as a guide informed by real-life insights. My hope is that it gives you a clearer path, saving you time, energy, and uncertainty as you navigate your own marketing journey.

Marketing, at its heart, is about connection – to your audience, your team, your mission, and the impact you want to make. Keep learning, keep adjusting, and keep moving forward with purpose. You are making a difference.

Matt Romania is the author of Heart and Soul of Marketing and host of the podcast Purpose Buzz. He has spent more than 15 years crafting impactful marketing strategies for charities. Starting out as a community radio volunteer, Matt has worked as a board member for grassroot community groups, freelanced as a journalist, and led national advertising campaigns.