Strategy with soul

AFTER more than a decade of working in community organisations, Bacchus Marsh’s Matt Romania has written a practical guide for others in the sector.

The book, Heart and Soul of Marketing, was officially launched on 4 June.

“It’s a strategic and practical guide written for people working in charities, community organisations and not for profits,” said Romania.

“It will be especially useful for those who do not have formal marketing training but still need to communicate their mission and connect with supporters.

“It covers essential topics like idea generation, campaign planning, goal setting, audience mapping, risk mitigation and marketing metrics, written in clear language with real world examples.

“What makes it different is that it has been built with lived experience.

“I have spent over a decade working in the sector, from tiny grassroots groups to large national organisations, and I know firsthand what works and what gets in the way.

“I have made sure the book is kind, practical and flexible, something you can use while wearing ten hats and trying to keep things afloat.

“Each chapter is designed to stand on its own, so readers can dip into the parts they need, or use it as a full framework when doing strategic reviews or campaign planning.”

Romania was inspired to write the book after seeing the challenges facing people in different organisations.

“People were passionate and capable, but they were stretched so thin,” he said.

“In my consultancy work, I began developing tools and notes to help simplify things such as frameworks, cheat sheets, campaign plans and prompts.

“Over time, I realised these resources could be useful to a wider audience if they were packaged together into one place.

“There was also a personal motivation behind it.

“I have faced my own struggles over the years, particularly around mental health, and this book became a kind of milestone for me.

“I wanted to prove to myself and to my kids that you can create something meaningful if you stay the course.

“It was a way to contribute something practical to a sector I care deeply about.”

Heart and Soul of Marketing is designed for anyone involved in community work.

“It is for people who are trying to make a difference and need some help getting their message out,” said Romania.

“Whether you have been doing this work for decades or are just starting out, I have tried to make sure there is something in the book that you can use straight away.”

It is Romania’s first book, although he has written strategy documents, internal guides, campaign briefs and training materials.

“This is the first time I have brought everything together into a complete resource,” he said.

“It has been an incredibly rewarding process, not just in terms of content, but also personally.

“I have loved the challenge of translating big ideas into something that feels accessible and useful.

“The feedback so far has been really encouraging, which is honestly the best part.

“The book was written to support small charities and grassroots community organisations, the kinds of groups that do not always have access to consultants or training programs.

“The real aim is to support people doing the real work, those who are deep in the day to day operations of charities and community groups, so they can feel more confident and less overwhelmed.

“If it helps them build stronger relationships, raise awareness or communicate their values more clearly, then I will be happy.”

Heart and Soul of Marketing is available now at HeartSoulMarketing.com.