Marketing Non-Profits in a For-Profit World

As we know, the past five years have been brutal on the American economy.  Most of us feel as if we've been kicked in the financial gut.  It's been even worse for non-profits.

Over 10% of all workers in the U.S. are employed by non-profits.  By the late 1990s, giving by

individuals was less than 1.5% of the Gross Domestic Product (GDP).   Throughout the 1980s and most of the 1990s giving by foundations never exceeded 0.15% of GDP. In 2008, this ratio had almost doubled to 0.29%.   In fact, giving as a percentage of GDP by foundations has nearly tripled since the 1970s. But following the financial collapse, everything changed in 2008.  In short, many people and companies just stopped donating.  Total donations from foundations and individual donors finally rose in 2012, but the question of how to best spend what precious funds they have still lingers.

In the past five years, staffs were laid off and non-profits struggled to keep the doors open.  I was part of this at my non-profit, where I was the marketing director.  Staff was cut from six down to one, where it still remains.  To keep the doors open and the concerts possible, my non-profit (The Vancouver Symphony Orchestra), decided to place the weight of  fund-raising and marketing squarely on to the backs of enthusiastic but unqualified volunteers.  

The underlying quandry for any non-profit is how to best utilize donations from foundations, donors or events and ensure that every dollar goes to providing vital services.   However, to get those dollars, every non-profit needs to market itself as if it were General Electric or Apple.   Even as non-profits begin to do a lot better, the challenge of fighting with other non-profits over each dollar continues.  People who work in this world are some of the hardest-working and compassionate people I know, but they are in a dog-eat-dog fight for money to keep the doors open.

The problem is that this fight is almost fought by amateurs.  With thanks to fellow blogger, Laura Lake, if you're trying to market a non-profit, here are a few tips you might want to follow in 2013:

1.  Do your homework

What is your target market and what are some other organizations with which you compete?

2.  Know your target market

Who do you want to reach?  Who is easiest to reach?  Have you done any surveys in the past year?

3.  Think visually

Develop brochures and marketing materials that describe the benefits, services, donation opportunities and values of your organization.  Have them written and produced professionally, so they have a great look.

4.  Get social!

Develop a social media marketing strategy. Social media such as Twitter and Facebook can provide you with ways to reach out to those interested in your organization in a low cost and effective way. Social media works great when it comes to reaching those who are passionate about causes that individuals hold dear to their hearts.  On top of that, you'll reach a younger crowd who is really involved.

5.  Have an active and current website

Develop and maintain a professional internet marketing presence by creating and maintaining a web site.

You can use a website as a great resource to display useful information, news, monthly newsletters, events, create community, share alternatives to donating money, and showcase the benefits of your organization.

6.  Research and maintain your prospect and customer databases.

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.  Reward your donors

It's easier to get a current donor to increase their amount to your organization year-to-year than to get someone new to donate.  Don't forget to show thanks to your current donors with special gifts, awards and public salutes, so their friends can see how generous they are.  Failure to reward your donors properly and publicly could cause problems down the road.

8.  Let them know how you're doing

Show and advertise the results and objectives that your organization achieves on your website and in e-mail blasts. You'll find that it is effective to showcase those that are receiving benefits, inversions, activities and projects.

8.  Make alliances

Always actively search for alliances with other organizations, commerce, government, advertising media and businesses. This step alone often brings the most benefit to nonprofit organizations.

Seem overwhelming?  Seek out a marketing professional who can handle things instinctively and really knows the ropes and the community.  Marketing committees are great, but need focus and inspiration to go with their good intentions. 

Non-profits help the wheels of our communities go round, but even good intentions need professional guidance in our 24/7 world, where the lines between community, commercialism and social media are blurred.

--Rich Brase

RichIdeas.net

redrich24@yahoo.com

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