I have quite a few non-profit organizations as clients, my company also supports several in our community. Most hate spending money…especially on marketing – although I do try valiently to make them understand marketing is vital to their existance.
Now there’s a difference between the big dogs – ie the American Heart Association, or Juvenille Diabetes etc – they spend BIG TIME on marketing. They get it.
Most small non-profits can’t “justify” spending money on promotional items, bill boards, printed material that is half way decent or a functional website. I hear this over and over again. We can’t afford it…I tell them they can’t afford not to.
Non-profits need to advertise to not only their potential client base, but also to their potential donors. Many non-profits will get subsidies from the government – or if it’s health related they will get insurance reimbursements; but those typically don’t pay all the bills.
I also hear…”If we only had more funds..the differences we could make in peoples lives!”….Advertising is your answer.
If they listen here is what I tell those non-profits sitting on the proverbial budget fence:
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Have a cohesive Corporate ID package – logo, business cards etc. that is unique
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Have a marketing plan and budget
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Have a community relations point person
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Have a great relationship with the press – PR is free if its done in-house
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Have a website that accepts donations on-line.
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Have an agency brochure
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Have a newsletter, e-newsletter or both
Now this may seem overwhelming – but its not. Do one thing at a time. As you raise more awareness, more people will support the cause, more money will come in, and more advertising can be done. Its a great circle to be in!
Non-profits need to be creative. I often get asked to donate my services – and I do. I choose my causes and support them year after year. Printers will do the same. Non-profits can’t expect it all for free – but they will find if they pay for some, they will get some freebies in return.
Advertising agencies typically support the non-profits that use them. I do. I also have my other causes – but I absolutely give back to the non-profit agencies that are loyal clients.
Thats what makes a great community – people helping people.
Cindy
