Post on 31-Oct-2014
description
MARKETING for NONPROFITS
What Is Marketing? “Marketing” is the
strategy used to direct the attention of people towards your organization and motivate them to become involved
Marketing can be done through word-of-mouth, fliers, public activities, and social media campaigns
Why Is Marketing Important? Both private and nonprofit organizations
compete for people’s attention, time, and resources
Not everyone is aware of the social good your nonprofit does for your community; people won’t help if they don’t know who you are!
Marketing gets your nonprofit’s name in the public eye to attract potential donors, volunteers, and want-to-be members
Getting to Know You! The first step is knowing
your target audience and what motivates them Are they aware of your
presence in the community? What do they think of your service?
A survey at some of your activities, public functions, or through email can help you learn what’s on their mind
And the Results Are…! Once the surveying is complete, analyze the
data to find the results You may find that you have a strong, well-known
reputation among the people you hope to attract Then your challenge is to find ways to get them
more active However, you could also learn that not enough
of the people you want to attract know about you If so, then your challenge is to also gain their favor
Choosing the Right Tools You’ve determined
who your audience is and your standing with them. Now it’s time to get their attention
Different groups of people are attracted by different kinds of marketing, so choose your strategy wisely
Things to Keep in Mind Older audiences and very young audiences
attend community social events. Meet them there by attending, and consider being a sponsor
Older children/young adults are very tech-savvy. An online social campaign using Facebook and Twitter can be used to alert them to what your nonprofit is up to and how to get involved
All groups can be reached through flyer campaigns, but don’t just put them anywhere. Place them in areas that are regularly attended by the people you want to be involved with
Think Outside the Box: Cause-Related Marketing Remember that
local/national businesses and other institutions can also help you get your name out to the public
“Cause-Related Marketing” is when for-profits and nonprofits team up to serve a good cause, which helps nonprofits get their name out Talk with business leaders
about what social goals they are willing to contribute to
Final Notes Always be willing to study the results of
your marketing strategy and what changes can help reach your goals
REMAIN IN CONTACT! Your nonprofit is always competing for the attention and commitment of your audience, even if they’ve been involved with you before Continue to communicate with old and new
members on how the organization can stay fresh with the times
For More Information Connecticut Association of Nonprofits: “Marketing and
Public Relations” http://www.ctnonprofits.org/resources/marketingPR
Council of Nonprofits: “Communications, Marketing, and Planning” http://
www.councilofnonprofits.org/resources/communications-planning N.C. Center for Nonprofits: “Marketing Your Nonprofit”
http://www.ncnonprofits.org/faq/cgx5pg14.pdf Grant Space Knowledge Base: “What is Cause-Related
Marketing?” http://
grantspace.org/Tools/Knowledge-Base/Funding-Resources/Corporations/Cause-related-marketing