In the previous two parts of this series on nonprofit marketing, we showed you how to turn your mission statement into a powerful marketing tool as well as introduced you to the golden rules of fundraising. In this, the final part of our series on nonprofits, we will dive deep into how to do marketing for nonprofits. Marketing is an unfamiliar area for many nonprofit organizations unfortunately. It is crucially important that these organizations understand that marketing is more than just making a sale or obtaining a donation. It goes way beyond that. Marketing is a way to satisfying the needs of the donor, but where does the nonprofit organization start with marketing? Below are nine steps that will get you started in the right direction of brainstorming marketing ideas that could make a significant difference in the bottom-line of your organization.
1.) Define who your target market is, research similar organizations and associations. Remember if you ain’t spyin you ain’t tryin.
2.) Determine the desired outcome of your marketing efforts. What do you want to achieve?
3.) Using the information gathered in the previous two steps, develop branding, brochures and other marketing materials that describe the benefits, services, donation opportunities, and values of your organization.
4.) Develop a social media marketing strategy. Social media networks such as Facebook and Twitter can provide you with great ways to reach out to those interested in your cause in a low cost and effective way. Social media exceptionally well when it comes to reaching those who are passionate about causes that individuals hold dear to their hearts.
5.) Develop and maintain a professional internet marketing presence by creating a web site. Believe it or not, many organizations still lack a good looking website and many don”t have a website at all. A nonprofit can use a web site as a great resource to display useful information, news, events, to create a community, share alternatives to donating money, and to showcase the benefits of your organization.
6.) Research and maintain your prospect and customer databases. Remember what we should you in part two on the golden rules of nonprofit fundraising. Just keeping a record is not good enough. Try to keep as detailed a record as possible and don”t forget, the small details matter. Do not let these resources be wasted. Use them for special mailings, follow-up telephone calls, event invitations, alliance development, research profiling, and market segmentation.
7.) Show and advertise the results and objectives that your organization achieves. Don”t be modest. You will find that it is effective to showcase those that are receiving benefits, inversions, activities, and projects. People and donors in particular, like to see the result of their work and donations.
8.) Always actively search for alliances and partnerships with other organizations, commerce, government, advertising media, and businesses. Fusion marketing often brings the most benefit to nonprofit organizations.
9.) Lastly, don”t rely on just one marketing channel. Shake things up and remember the old adage not to keep all your eggs in one basket. Check out the chart below on some other marketing avenues that your nonprofit can use.