Moneymaking Marketing Strategies for Nonprofits

If you think that creating marketing strategies is just for regular businesses, think again. No one has more competition for money, time and involvement than nonprofits.

Nonprofits face the same problems that businesses face and need the same exposure businesses need. But nonprofits have to survive in an atmosphere unique to most businesses: a world of regulation and constraints coupled with a heavy reliance on good will and luck.

Their luck will get better when they start thinking of themselves as businesses and start using basic business principles and time-tested, results-driven marketing strategies. After all, the bottom line for both is: to get more. For nonprofits, it's to get more members, more volunteers, more donations, more grants, more clients for their services, etc.

Can You Mix Purpose and Profits?

Many different kinds of groups or organizations can be classified as nonprofit, from service providers to business or professional clubs. But generally, nonprofits are considered to have an altruistic purpose.

If you're a nonprofit, take note: Your noble purpose does not preclude your organization from making money. In fact, it is only by making money, growing and making more money that you can continue your mission.

“Growing” doesn't necessarily mean getting a bigger staff or a larger building. It could mean that you need the public to be more aware of your organization so that participation grows. It could mean translating that awareness into more donations so that you can deliver your service better. And better service can get more recognition in the marketplace, which begets more donations or grants, and that begets opportunities for more programs, etc.

But how do you grow or build awareness in a tough market when there is so much competition for the charitable dollar, for volunteers and for involvement?

Get Thee to the Business Model

Basic marketing strategies and sound business practices are time-tested and amazingly adaptable. They serve Home Depot®, they serve the little sewing-machine repair shop, they serve the Internet entrepreneur and they serve the nonprofit.

To be successful, it all needs to start with planning: a Business Plan that looks at feasibility and financial issues, and a Marketing Plan that sets the Goal and designs the course of action that will lead to the Goal.

A comprehensive Marketing Plan will help you define your marketing strategies. It will ask you to identify your Unique Selling Proposition (USP) — that special something that will set you apart from the rest of the pack. It will ask you to provide detailed Action Steps and will ask you to assign a deadline for completion of each step.

Formal marketing planning helps you crystallize just where your organization is going and how it's going to get there: A Roadmap to Success!

Necessity Is the Mother…

Because you rely so much on free resources to get positive media attention, image enhancement and publicity for your cause, you have a unique challenge. Without losing sight of your purpose, you must think of innovative ways to link that purpose with someone or something that gets your organization a second look or gives your activity a unique twist.

Publicity translates into visibility, so your public relations/marketing activities must be clever enough to generate media, donor, volunteer and public interest.

For example, you might consider joining forces. Ask a businessperson who's one of your avid supporters to host a media-worthy fundraiser, with proceeds going to your organization. The event would draw people into his/her business and, at the same time, raise awareness of your organization.

Apply creativity in your business operations as well. Here's how one clever nonprofit saved several thousand advertising dollars and raised awareness at the same time: They exchanged the proofreading skills of their assistant director (a keen-eyed English major) with the local newspaper for a free weekly quarter-page ad.

Step into the Public Eye

You must also develop marketing strategies that heavily incorporate public relations aspects of marketing:

Keep in Touch… Often

One of the most important and effective marketing strategies for any business — and nonprofit — is to constantly reinforce your message, the one that highlights the benefits of the service you provide to the community.

Don't contact your target markets only at donation time, then disappear for a year. Stay connected by planning activities that include them, and sending them updates or newsletters about programs or profiles of people you've helped.

And, just as a for-profit business must do, give your target markets value for their dollar. Make your service affordable, friendly, effective and efficient. Make your organization easy to access, cooperative and professional in all respects.

Keep It Squeaky Clean

Nothing will send you into a downward spiral faster than news that casts suspicion on your organization. This is BIG: Make sure your operation is squeaky-clean. Your accounting practices, client dealings and record keeping should withstand the most vigilant scrutiny. And if you're dealing with children, there is no margin for error. Put in place rock solid policies that double- or triple-check all staff and activities.

With so many worthy nonprofit organizations vying for the elusive charitable dollar, you may not get a second chance to regain lost trust.

Knowledge Is Power

Learn what you need to know about developing effective marketing strategies that define your course of action, and keep you on track with detailed activities and timetables.

Borrow effective and appropriate business tactics, and adapt them to suit your organization. After all, you are a business, too, in the sense that you provide a service or product, and you must generate profits in order to continue your mission.

 

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Note from Marketing Ideas Advisor: Don't overlook the importance of a marketing plan as a strategic and fundamental component for your success. View Marketing Plan Samples for free examples and resources to help you plan for success.

 

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