Smaller or newer non-profits often struggle with so many “bread and butter” issues. Putting in place an effective marketing is often one of those. In meeting their mandates, one of the key challenges that many smaller non-profits face is how to allocate limited resources to what appears to be unlimited tasks. This brief blog summarizes what could constitute the pillars of a good start-up marketing plan for any new or small non-profit organization. While these principles are broad in nature, they do provide a simple road map for devising a workable marketing plan. Needless to say, there needs to be a lot of flesh put on the bones outlined here; and to do so, requires further research into some of the steps identified below:
1. Know your target market/audience—Your organization’s mandate likely appeals to a range of possible audiences and an effective outreach strategy may require a slightly different approach for each.
2. Highlight the value proposition your organization offers. Unless you can demonstrate the value-add of your organization, it is not likely to be able to sustain its appeal.
3. Determine your organization’s main goals in undertaking multi-faceted marketing. What do you need to accomplish and what would the end result look like?
Once these fundamental questions have been answered, you are ready to launch a marketing strategy that would include, among others, the following steps:
1. Develop a comprehensive digital marketing plan made up of:
a. A strong—and active—social media presence;
b. Using an effective e-mail marketing tool to connect/stay connected with your stakeholders;
c. Expand/build on your website marketing;
d. Consider a possible video marketing tool;
e. Harvest the power of blogging;
f. Improve/involve/take advantage of your stakeholders’ presence on social media (Facebook, Instagram, Twitter, etc.)
2. Find viable outlets for cost-effective print (as well as traditional/digital media) marketing/advertising
3. Evaluate the possibility of engaging influencers with broad appeal to your target audience
4. Assess the pros/cons of free promotional products
5. Put in place systems to harvest contact information of all donors, supporters, etc. who may have attended one of your events, if applicable, or have visited the organization’s website or social media pages
6. Introduce/evaluate an effective CRM system
7. Don’t underestimate the value of “word of mouth” advertising. Your advocates can be a powerful sales force
In Conclusion: Using the above guideline, you are ready to start out the development of a comprehensive and multi-faceted marketing strategy to build on/enhance your existing standing.
Let the professionals at Your Great Event lend you a hand in devising an effective integrated marketing plan.