Marketing Tips For Non-Profit Organizations

Marketing a non-profit organization is a challenging task and the success of your non-profit depends greatly on your ability to define and communicate effectively:

• What your programs and services do;
• Who benefits from your programs and services; and
• Who should donate to your organization.

Not only must your services meet the needs of people who use your service, i.e., your customers, but also those of your donors.

Why Spend On Marketing?
Perhaps like many non-profit organizations you hesitate to spend, or admit to spending, too much time and resources on marketing for fear of being criticized for not spending your entire budget on programs and services. But marketing is essential to your organization’s success. It allows your organization to be visible, recognizable and accessible.

Here are a few marketing principles that can help you market your non-profit organization:

1. State Your Value Proposition
Your foremost priority is to identify your target customers and ensure that they know what programs and services you offer.

Your value proposition is created by focusing on the needs and preferences of your target customers, identifying your distinctive competencies, and knowing the benefits of your programs and services. This can be done by answering the questions, “Who benefits from our programs and why should they use our services?” The same applies to your donors. Answer the questions, “What are our donors’ profiles and why should they specifically donate to our organization”?

Knowing this information about your customers and donors will allow you to direct your marketing campaigns to the right groups the first time, thereby getting the most out of your marketing dollar.

2. Know Your Niche and Build On It
You cannot be all things to all people. Even if you wanted to, you cannot afford to do everything. You need to have a niche and you need to build on it. Focusing on your niche will also allow you to address your customers' pain points. What are your customers' challenges and how do you help solve their most urgent needs?

In 2003 the "What Matters" marketing campaign was launched by the Broome County United Way to change the way people viewed the organization and to show that ‘what matters’ is results, and not the amount of money they raised each year. This addressed the customers’ need to know that the money they donated to United Way was making a real difference.

Strong brands are built by, 1) identifying the customer’s pain points, 2) developing a strategy to alleviate those pains, and most importantly 3) communicating that message clearly.

3. Brand Your Organization Carefully
Your organization’s name must reflect your niche and your focus. You cannot afford to have a generic name. Gone are those days where you could create a name from a vision of where you wanted to be in the future. Your name must reflect your present and it must be easily identifiable among similar organizations. Furthermore, you will need to select a logo that customers and donors will automatically associate with your organization.

4. Know Your Competition
Your next task is to identify your closest competitors. Do you know how many non-profit organizations in your area offer similar programs and services?

Knowing your competition will allow you to differentiate yourself further and, if you so choose, establish strategic partnerships to avoid competing for the same customers and donors.

5. Get Your Message Out
Getting your message across requires a medium. Your next focus must be on generating publicity for your non-profit organization. Since your competition offers similar programs and services and targets the same sources of funding and customers, your message must distinguish you from the competition.

You may want to consider getting an endorsement from a well-known individual in the community. Having a popular person who is championing your cause can be extremely beneficial, and even more so if that person can identify with the pain points of your organization. In selecting the right individual to publicize your message, remember that this person must be willing and able to sell your organization's cause to the media, donors, volunteers and other stakeholders.

When targeting print or online magazines be aware that a mention in one of the reputable magazines will usually get the others in. Hence, it is important for you to work towards that one breakthrough. Fundraising events generally get noticed by the local papers. To avoid large expenses that provide smaller returns on investment, focus on one or two major events in a year rather than multiple small events. More importantly, stick to the event(s) every year.

The CIBC Run for Cure is an annual single day event that raises millions of dollars toward breast cancer research. This event occurs consistently year after year and generates more popularity and money each year.

Your Most Important Asset
For a non-profit, brand is the most important asset. The combination of your name, logo, value proposition and events go a long way in defining your brand. If you live up to the message you promote, you will develop a strong brand. That strong brand will attract and retain customers and donors alike. But remember, if you falter on your promises you will dilute your brand.

Patience and Commitment
There are no shortcuts to developing a strong brand. It needs consistent work. Develop and revise your marketing and communications plan annually to ensure you are still on target. Be consistent in all your communications: logos, colors, fonts and language.

Building your brand and, in turn, your non-profit requires patience and commitment but the rewards will be well worth your investment.

Resources
Below are some conferences, books and other resources for marketing non-profit organizations:

• Writing for a Good Cause: The Complete Guide to Crafting Proposals and Other Persuasive Pieces for Nonprofits, Joseph Barbato and Danielle S. Furlich (2000)
• Mission-Based Marketing: How your not-for-profit can succeed in a more competitive world, Peter Brinckerhoff (1998)
• Marketing Workbook for Nonprofit Organizations, Vol. II: Mobilize People for Marketing Success, Gary J. Stern and Vincent Hyman (1997)
• Successful Marketing Strategies For Nonprofit Organizations, Barry J. McLeish (1995)
• Centre of Excellence for Public Sector Marketing (CEPSM) http://www.publicsectormarketing.ca/resources_e.html
• MarCom 2007 – Canada’s Public Sector and Non-Profit Marketing Symposium http://www.marcom.ca/index.html

Good Luck!

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