We get it: you’re a non-profit with a limited budget and a team that’s under-resourced and over-extended. Marketing your cause is the last thing on your mind, and it’s definitely at the bottom of your list of financial necessities.
Non-profits and small businesses are more alike than you think in this struggle. They both have customers that use their services. They both have expenses and cash-flow issues (and money can’t come in fast enough!) And most importantly, spending marketing dollars is hard to justify for both, because they’re both working with such a small amount of money. But the concern is equal: if you don’t spend money on marketing, can you ensure your money will continue to come in?
The good news is, there are a lot of high-impact, low-cost ways to become a marketing boss even as a team of one. Here are a few:
1. Rope in some Free Resources
You can find anything on the Internet, including a lot of great non-profit marketing blogs. But where are they, you ask? We’ve got you covered. Try a few of our favourites: Beth Kanter’s blog, Kivi Leroux Miller’s Nonprofit Communications Blog, and np engage.
2. Get Cross Industry Inspiration
Everyone can think of a business off the top of their head that's doing marketing well: Apple, McDonald's and Nike, for example. So why can't you borrow their strategies? Follow them on social media or subscribe to their emails, and get creative inspiration from their marketing ideas.
3. Get Your Blog On
Is it really worth the time to blog? How many people are actually reading it, you ask? The truth is, it doesn’t matter. By adding content to your website often, and by using language that Google can easily recognize, you improve your chances of being found and your SEO (search engine optimization). This ensures that you stay ahead of other local charities that are competing for the same donor dollars you are. It doesn’t have to be long, either: keep it simple, short, and heartfelt. What’s a day in your office like? Can you profile one of your major sponsors? The list is endless!
4. Commit to Customer Service
One of the big lessons non-profits could borrow from small businesses is in successful client retention. Your sponsors and donors are always more likely to come back if they feel appreciated and respected. Use a free email marketing database like Mailchimp to send quarterly branded emails, track engagement, and do a whole lot more. Or, add that personal touch and send a handwritten thank you note!
The best news is, any of these strategies are easy for a one person team to handle. Even if you only have enough time to follow one non-profit marketing blog, or one marketing giant: following the right one can be enough to kick start a great marketing strategy. Keep fighting the good fight: and don’t forget to tell your audience about it!
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