Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for non-profit organizations to establish a well-defined niche. While most non-profits are not selling products, they are selling their organization's mission, their ideas, their programs, and their services. In a world where everyone is inundated with information, a strong image is the key to community awareness. Developing and maintaining a visible and credible identity through marketing will increase local support for your organization.

Many non-profit organizations believe their programs will sell themselves based on their inherent worth. They operate with the assumption that support and recognition will automatically come to a good cause. Unfortunately, this is a false premise. Even the best of programs will fade into obscurity unless non-profit management intentionally makes other groups, associations, businesses, and individuals aware of their mission and continuously maintains that level of awareness.

Communication builds understanding and initiates action. It is essential that non-profit management define their intended audiences, target their messages to these groups, and outline strategic plans that will best use limited resources to meet organizational goals and objectives. Leaders must also take steps to ensure that marketing strategies are carried out consistently and persistently, constantly in alignment with the organization's mission.

How many people in your community are alert to the good work of your organization? Effective communication and a consistent image also enhance the ability of non-profit organizations to raise money. If local community members do not have an awareness of the good work that a non-profit does, it is unlikely that they will contribute to a fund raising campaign. In turn, if private foundations do not see financial support at the local level, they may be less inclined to award grants. Foundations also look at grant proposals to see how an organization plans to communicate the results of their program. Marketing is an on-going, cumulative strategy that can build financial partnerships.

Regardless of an organization's size or mission, here are some essential elements of successful marketing that will work to build community awareness and support:

1. Identify your target audiences: Define the groups that your organization wants to reach. A target audience is NOT everyone in your community! Begin to characterize the demographics of your donors, community leaders and other supporters, and your volunteer base. Focus on methods to reach these groups.

2. Maintain consistent communication: Plan your communications strategy for the next year. Develop a timeline for press releases, newsletters, special events, and other marketing efforts. Develop tangible goals and assign responsibilities to staff, board members, and volunteers.

3. Create a visual identity: Communicate visually as well as verbally. Always display your organization's name and logo on newsletters, reports, signs, and brochures. A memorable, well-designed visual image will strengthen awareness of your organization. Don't be afraid to invest money to make your materials look professional. Your supporters want to see materials that show your organization is responsible, trustworthy, and credible.

4. Use message repetition and variation: An audience is more likely to remember a message if is reiterated in different types of communication. For example, print your mission statement in a brochure, write it in a PSA, and tell it to a news reporter. Slogans are a way to effectively capture the essence of a message in brief and memorable form.

5. Employ multiple communications tactics: Nonprofit organizations often target several audiences, which may respond to different approaches. Various communications campaigns can help establish and maintain a more widespread positive image.

6. Select and use appropriate media: Plan to use a combination of approaches best suited to reaching your targeted audiences and that make best use of your financial resources. Include a variety of methods including phone calls, letters, e-mail, newsletters, PSAs, press releases, and editorials.

7. Develop a strong, well-known identity over time: Building visibility and awareness is a gradual process. Be patient, persistent, and consistent. Reinforce your mission in a variety of ways.

8. Tell the story of your mission: In your communications, let your supporters, donors, and community members know about your good works. In newsletters, press releases, and on your website, tell about who you have helped or what action you have made happen. Spell out the ways in which donations have directly supported your mission. This will reinforce your message and help forge a stronger relationship between your target audiences and your efforts.

Wendy Gray Maynard is the co-owner of Kinesis. Kinesis specializes in marketing, graphic design, and business writing. You can visit her blog at http://www.wendy.kinesisinc.com. Want more information, go to http://www.kinesisinc.com for more articles and free marketing wisdom.

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com

---

Your Marketing Message

Your message is first among your weapons in the battle... Read More

Marketing Miracles - Do They Just Happen?

A simple answer to that is: Yes, Marketing Miracles happen!... Read More

Want to Increase Your Business? First You Need to Understand where You are at!

Are you having trouble understanding basic situational marekting concepts? Then... Read More

Top Web Site Blunders by Coaches, Consultants and Experts

Of all the web sites belonging to coaches, consultants and... Read More

Promotional Lanyards to Market Your Products and Services

It has become fairly common place to see Id badges... Read More

Mobile Marketing a New Age Strategy

More and more companies seem to be looking for new... Read More

What the Heck is a Campaign and Why Do I Need to Do One?

Many people ask me, "What is a postcard campaign, exactly?"... Read More

Promotions for Mobile Detailers

Mobile businesses are quite unique in the way they must... Read More

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for... Read More

Using a Contact List Profitably Part One

In previous articles, we discussed the generation of a contact... Read More

How to Turn a Marketing Calendar into Marketing Success!

Do you have a list of marketing ideas that you'd... Read More

10 steps to promote your business

1) Word of mouth is the most cost-effective, powerful form... Read More

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd... Read More

Putting Your Website to Work

Websites have replaced the brochure as the "must have" marketing... Read More

The Greatest Business Tips are FREE

The best way for someone to hang on to a... Read More

Networking Magic

YES-- it is true that Networking is an art that... Read More

Pricing Strategies in Marketing

Price is an often overlooked marketing strategy, as many tend... Read More

5 Steps To Help Fail-Proof Your Growing Service Business

Business startup and failure rates are scary...In The USA...- Every... Read More

Limited Time Only (Shh! Its A Secret)

Under normal circumstances, you'd shout it from the rooftops. After... Read More

Direct Mail Sales Letter Mistakes to Avoid

Some companies that use direct mail to sell their products... Read More

10 Essential Criteria For Choosing Your Target Market

A specific group of people you will focus on selling... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

Costly Web Copy Pitfalls

One secret to a site that sells: Look at your... Read More

How to Save Thousands on Your Marketing

Marketing can be expensive. It doesn't have to be, but... Read More

A Quick Guide To Finding Reciprocal Links

Trading reciprocal links is one of the best ways to... Read More

Create Your Own Rumors

A consultant new in the city asked me how I... Read More

Integrity and Marketing - Finding the Right Balance

When marketing themselves to leads and prospects there are five... Read More

The Magic of Keep-in-Touch Marketing

Yesterday I received a phone call from an acquaintance that... Read More

Effective List Management Can Save You Big

Let's talk about how to keep your postage costs down.So... Read More

Five Steps to a Web Site That Sells

I'm always amazed that people would spend months to develop... Read More

The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success

You have a great product or service? Now, how should... Read More

Promotional Freebies

What's a promotional freebie? A promotional freebie is something you... Read More

Cave Paintings, Baseball and Connecting

There's no such thing as a captive audience--any of us... Read More