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Marketing
For Nonprofits
What is marketing?
Marketing is the methodology of communicating the value of a product or service to
customers, for the purpose of selling that product or service. Marketing techniques
include choosing target markets through market analysis and market segmentation, as
well as understanding consumer behavior and advertising a product's value to the
customer. From a societal point of view, marketing is the link between a society's
material requirements and its economic patterns of response. Marketing satisfies these
needs and wants through exchange processes and building long term relationships.
Marketing blends art and applied science (such as behavioral sciences) and makes use
of information technology. WIKI
What dose good marketing do?
It leaves an impression!
Good marketing can cause action! It causes emotion. It makes you want to do something. It connects, bring people together. It
makes you wish you had, were, or are connected some way to the product, project or movement! It can cause trends and
desires. It can last life’s times and change history, it can become history. It can spread a message or a mission.
Nonprofits need attention,
recognition, they need
Marketing!
You have a business, think like a business. All
organizations have a name. Wither nonprofit or
for a profit they need a presences. To build a
brand that represents what they represent!
After you have a name for your nonprofit. You
might want a logo to go with it! There are some
free online logo makers if you type free logos
in a search engine on the internet you can check
out. As well as other company's online and
maybe local in your neighborhood that can
create you a personal logo. Prices vary.
Come up with a budget!
You should have a name, of course checked and registered
with your state and proper business fillings. If you’re just
starting out you might not have a budget, or much money for
that matter. You might have to look for free or low cost
options. There is social media posting and low cost web
hosting like wix.com that can be a start. From my experience
the more money you want to save the more time you and
your peers will have to invest to get the job done. If you’re
alone in your nonprofit your search engine can be your best
friend! See what others like and are doing. Look to local
mom and pops stores and ask how they market on a budget.
Research similar nonprofits. You don’t know until you know.
Network, look for mentors, ask questions. Tell friends and
associates word of mouth is the best advertising! If you have
a group to work with at your nonprofit have a brain storm
session and see what skills each of you already posses or are
interested in learning. Graphic design, film, social media,
printing, webpage design and viral media are all money
saving skills that can be used to come up with a low cost
marketing plan you can create from within. Look for
volunteers and interns. You also might want to look into
grants or sponsorship opportunities from larger corporations
that might support your cause.
Marketing Strategy
Just like any business you need a marketing strategy. A marketing strategy is the goal of increasing
sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and
long-term activities in the field of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives. WIKI
For nonprofits it might not be about beating the competition, but just like any other business, profits
are important. You can not run a business with out money. Your marketing might have different goals
as to increase awareness or gain exposure. You have to look at what resources you have available.
Make a budget if you have an amount to work with.
Target Markets
Who do you want to reach?
You have to decide who do you want
to reach? Do you need volunteers,
members, donations, recognition?
What is the message you want to
make and who do you want to make it
to?
• Age-Baby Boomers, GenX,
Millennial
• Area- How far do you want to
reach? Zip codes, City, State,
national, world.
• Groups- Political, religious, Animal
lovers, income, students, children,
families, Actors, unions, extra……
Strategy continued …..
There are many ways to reach your target market
Join Business and Neighborhood Associations
Social Media
Email campaigns
Email Campaign
Prize giveaways
Logos
Press Releases
Brochures
Newsletters
Community Television
Radio
Protests
Events
Get sponsorship
Business Cards
Viral Programs
Volunteer
Look to politicians that support your cause
Flyers
Offer Scholarships Join forces, team up
Donation Tools
Mark, Get Set, Go!
You have a lot to do.
Name
Logo
Budget
Workers, who dose what?
Marketing Strategy
Target Markets
Making Materials
Implementing Strategy
Follow through and dedication!