We won’t overwhelm you with endless marketing advice and pitfalls. We’ll make this article short, sweet, and hopefully helpful. Here are the 5 most common ways we see nonprofit organizations missing out on marketing opportunities:
#1 WHO?
All too often, organizations have only a vague idea of who might actually care about their issue and want to get involved. Unfortunately, it’s not obvious to everybody why your mission is significant or where their donations would go. Ask yourself: Do we know who we’re targeting in our messaging, and is it accurate? Are we ignoring the very group we should be reaching out to? If so, how can we include them? How can we widen our circle?
#2 WHAT?
It’s as important to cultivate feedback from your donor base and volunteers as it is to listen to your own employees. Sit back and pay attention to what your fans, friends, and critics are saying about you. What can you learn? Where are they wrong? More importantly, where are they right? Requests and criticisms are great teachers.
#3 WHEN?
Is there current situation going on right now that relates to your cause? Whether it be seasonal, a celebrity story, or just something part of the collective consciousness, don’t shortchange the possibility to turn timeliness into brand loyalty. How do you relate to a popular movement? Where is there overlap? When is your work being highlighted and how can you be a part of it?
#4 WHERE?
Tailor your outreach to meet people where they are. Unoriginal, long winded, or general messages will blend with the rest of the emails and letters they receive. Deleted. So it’s crucial to ask – where do you fit? How can you stand out? If your writing is crisp and specialized, no other organization will be able to replace the emotional impact you offer. Isn’t that why people support a nonprofit? Because they feel emotionally invested.
#5 WHY?
Wonder about your audience. Why does your work resonate with them and what is it you are providing? The more you understand the people who applaud you, the more you can connect with them, and the more your organization can grow as they change. Even the cause you’re focused on will morph, and solutions will feel closer or further away. Stay with the why and don’t get left behind.
If after answering these questions you feel that your marketing platform is not measuring up, consider stepping back and contacting us. If you don’t have the time to listen to your audience, we do. If you don’t have the knowledge of marketing as a business strategy, we do. If you don’t know why or when or where, we will find out. Think of us like a team of charity-minded detectives who will research what you need and deliver how you need it. We have the writing professionals, the passionate creatives, and the dedicated staff to help you hit the mark.
