Non-Profit Marketing Solutions

The basics of marketing a nonprofit organization are nearly identical to any other marketing plan. But where ordinary companies draw from a wide array of funding sources, nonprofits have to rely on donors, members or visitors. That means any nonprofit looking to market itself, needs a sound strategy based on research, analysis, careful planning, budgeting and campaign review.

The first step is insuring that a companies marketing goals match the goals of the nonprofit. That may sound fairly basic but if the two are not squarely aligned, it can cost an organization both time and money.

The second step is a SWOT analysis. This is an in depth look at a companies strengths, weaknesses, opportunities and threats. This is a great way to understand where an organization fits in its field. It is also essential in order to plan for the future. Knowing strengths and weaknesses helps people understand what can be used and what must be improved. Recognizing opportunities can give companies an advantage. And identifying threats can help prevent mistakes and encourage cooperation. Once the SWOT analysis is complete, it is time for step three, identifying the target audience.

This will help you identify messages and strategies that resonate with your target audience. It also helps companies focus on the needs of specific groups in a target market. For instance, volunteers may need to be thanked and encouraged while the message for the general public focuses more on awareness. To identify a target audience, it is important to ask, who they are, why do they care about a cause, what do they look like, where do they live, etc. This helps organizations get a clearer picture of who they are working with. With the target audience identified and understood, step four is developing a marketing plan.

A well thought out and planned marketing campaign is the most important part of any nonprofits marketing strategy. Companies can not just conduct marketing blindly. Every press release, event and advertisements needs to stay on message and support the nonprofits goals. To do this companies can use advertising, direct marketing, donation promotion, fund raising, donation solicitation, public relations and the internet and new media.

After a nonprofit has chosen there marketing strategy it is time to review. Look at which type of marketing attracted the most attention or brought in the greatest number of donations. This will help refine future plans and make the marketing budget earn more and go further. More importantly it will further the goals of the organization and help establish it as a permanent part of any community.




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"Trash Ball" 

A Story of Faith and Hope, from the 

Streets to the Stadium 

(Kibuye, Rwanda)

(Video Produced for Saddleback Church, The Peace Plan and the Orphan Initiative Care nonprofit).

Video Production provided by: Mindshift Media

Blog Posting By: Tyler Griffin, Creative Director - Mindshift Media

Written By: Brad Girtz, Mindshift Media Blogger