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| Top 10 Tips for Promoting Your Non-Profit |
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| March 16, 2006 |
| Luhrs & Associates |
Top 10 Tips for Promoting A Non-Profit Organization
Non-profit directors have an ongoing challenge. They need to attract a range of audiences—constituents, volunteers, prospective funders, new board members--to their organizations’ doors, but where do they start? Regardless of size, effective marketing is the key to getting an organization’s message out.
Joyce Luhrs of the marketing, public relations and management consulting firm, Luhrs & Associates, offers this handy list of marketing tips to help nonprofit directors address this large challenge.
1. Remember Your P’s
Your organization’s marketing strategies should be as “Unforgettable” and unique as Nat King Cole’s memorable song. Begin your marketing sojourn by remembering the three P’s: the product, pricing, and positioning. Potential funders, constituents, and volunteers are looking for a solution--whether it’s to a problem, a need, or a passion to fulfill. What services or even products does your organization offer to fulfill community members’ needs? Match these needs with your organization’s services or products. Position the organization by identifying what makes it stand out in the larger community.
2. Plan
You don’t get into a car without knowing how to drive, and you certainly can’t begin to offer the organization’s services or products without a plan. With the three P’s identified, you’re ready to create your organization’s customized marketing plan—short term spanning a few months, but a multi-year is recommended.
3. Create a Consistent Image
Invest in quality business cards, stationary, and other collateral materials (brochures and the like) to get your organization’s mission and image across to the public.
4. Publicize
Publicity resulting from a well-developed public relations campaign can reach potential people in need and prospective funders. Feature a newsworthy activity, event, new product or service, or accomplishment and prepare a timely, interesting press release about it.
5. Advertise
Before placing any advertisement, decide what is the best course of action. Planned placements in newspapers, magazines, or the yellow pages of a telephone book are possibilities. Other media outlets include radio, network television, cable television, and even specific web sites.
6. Network
Joining local professional associations such as a chamber of commerce may produce referrals, joint efforts, and other opportunities.
7. Do a Demonstration
If your organization offers a product or a service that can easily be displayed, do a demonstration. For example, health professionals can offer their services at a health awareness fair. The public quickly sees what is offered and can sign up on the spot.
8. Provide Freebies
Combine various promotional techniques with tasteful give-aways, such as a theme calendar that draws people’s attention. Include the name, address, phone number, e-mail address, or web site.
9. Offer a Discount or Coupon
Interest the public by offering a one-time discounted coupon for a specific service or product.
10. Host an Open House
If your organization is celebrating a milestone—first year anniversary or twenty-five years of helping the public—consider hosting an open house. Think of different ways to publicize the event in the various media. Ask the mayor or some other official to come and say a few words. Give the public useful information to take with them.
Copyright @2006 by Joyce Luhrs, Luhrs & Associates. All rights reserved.
Editor's note: Learn about Joyce Luhrs by viewing her profile on Nonprofit Central NY/NJ:
http://www.npocentral.net
/index.php?l=31&id=90&idh=0192d339d5368dc3164503fd79dc312c
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