Nonprofits have unique challenges. “Mission creep,” managing volunteers, dysfunctional boards and the constant pressure to raise funds can give even the most experienced nonprofit directors and officers night terrors. Then there’s the competition. With so many nonprofits out there competing for the donation dollar, how do you set yourself apart, position yourself at front of mind, and do the most good for your cause?
The answer: Do the work and follow these tips. You need to find the right marketing agency and design a cost-effective communications road map that will ensure you deliver the right “pop,” keep to your mission and never settle.
Run your marketing like a for-profit business – It might be a nonprofit, but it’s still a business. The great misconception about running a nonprofit is thinking you’re not in it to make money. You are. You’re just going to use all the money to support the mission you’ve chosen. So, act like a business and market yourself like a business. Make a budget and stick to it. It’s true: You have to spend money to make money. Hire a marketing agency to do market research, learn about your customers’ tendencies, and find key phrases and desires. Remember, you’re still selling a product. Don’t just ask for money.
Build your brand – First impressions are key, especially for non-profits. People only give to organizations that are well-organized and well-run. So, get yourself some graphic design and copywriting services and make yourself look good. Hire a website design specialist, build social media channels and produce elegant printed materials. And, most importantly, connect them all and look consistent. Then, stick to your guns and have discipline. Don’t just follow the money. Be true to your message.
Engage with your public – Simply asking for money doesn’t work. You need to get your audience involved. Master the 360 Degree social media marketing program by engaging, asking questions, listening and commenting. Don’t just broadcast. Share! Produce content and create events that allow your audience to engage and volunteer. Spread the word and build an audience.
Produce your own content – You have to own your message. You can’t rely on press releases anymore, simply pushing info out in hopes others will broadcast it in the right way and with the right enthusiasm. Public relations is important, but get your own photographer and copywriter to build your own portfolio. Post blog entries, make videos and produce newsletters. Build your own consistent content and own your message.
Stop having nightmares. To truly succeed, you must run your nonprofit with ruthlessness in support of your mission. And you must consider the value of proper nonprofit marketing. It’s the only way to make sure you are telling the right story.
