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