Marketing and Communications in a Not-for-Profit

Every Not-for-Profit stands for a cause that they believe in. Although each is unique in their own regard, they are all making strides towards the common good. These days it […]

Every Not-for-Profit stands for a cause that they believe in. Although each is unique in their own regard, they are all making strides towards the common good. These days it is all about awareness. Who knows about your cause, and what message are they receiving?

Businesses and Not for Profits face the same struggles when it comes to marketing. There are a lot of agencies out there, so what makes yours stand out? Or, why should I donate here rather than others? Whether small scale or large scale, marketing and communications should be a part of every not-for-profits strategy.

Just like marketing is not sales, marketing is not fundraising. The two do work closely together. A marketer is responsible for making those connections, but not closing the deal. This is done thorough promotion of programs and events, social marketing/behaviour change communications, community engagement/building, brand development and management, raising the profile of your nonprofit and keeping it relevant/top of mind, and serving your community by providing information.

To be successful at marketing in a not-for profit, it’s important that you first define and identify your audience. Make each piece meaningful and relevant to them, no matter what medium you are using. Create your content ahead of time and stay top of mind to your donors. Above all, never lose track of why you are doing what you are doing: you believe in the mission of the organization.

Not-for-profits have the power to combine the head and the heart to produce impactful story telling. Strategic story telling is the act of researching your donors or audience and figuring out which stories would be impactful for them. You know you do good work, but it’s about letting others know. The power of a human story is immeasurable. When it is marketed correctly the spike in awareness and donations for your cause will come.

Brand consistency is crucial for awareness. Once you have your logo, colours, typeset, and other standards in place then you should not stray from there. That would be confusing for the public and they will not identify with your logo if it is constantly changing.

Always evaluate what you are doing. Are people responding? Is it working? Should you be using another medium?

Take pride in your work as you are letting other people know what your agency does, and bringing in more support for your programs.

There are many agencies out there that can help you with your marketing goals. One in particular is Studio Co. Creative https://studiococreative.com/.

If you have any questions about this article you can contact Caitlin at 403-750-7696.