It’s no secret that despite doing a lot of great work, non-profits are among the worst at marketing themselves. While it might be argued that professionals in the development space are quite humble and therefore shy away from highlighting the greatness of their work, in my limited experience, I have discovered that these professionals actually seek positive publicity as it in turn translates into supporters who bring in donations, helping fund the programmes they run. Having realised the need for marketing in non-profits, I identified a scarcity of cash as being the biggest impediment for non-profit organisations looking to create visibility for their programmes.
Undoubtedly, most non-profits, barring the ones that have been well established over decades, are constantly seeking cash to fund their programmes. With limited funds, the focus shifts to core activities integral to the success of programmes, leaving little or no funds for activities such as marketing that are considered a nice to have. Increasingly non-profits are understanding the value of marketing as it plays a crucial role in bringing in those much needed funds; however there is a need to adopt a strategy that provides the biggest bang for the buck. In my understanding it isn’t very hard to gain support for social initiatives as most people are willing to contribute to the greater good of society – the key is to build awareness about the cause. How would I go about doing it? Well, a number of ways:
a. Website: In an increasingly digital world, people tend to form opinions about the nature of an organisation based on the collateral it creates. The website is a crucial part of an organisation’s identity and therefore it is imperative to put in some thought while creating one. A great example of one such website is The Maids’ Company. The homepage contains an interface that is targeted at the end customers, allowing them to customise their domestic help requirements. While The Maids’ Company is typical in that it is a service model, the need for a slick website cannot be understated. A tip for people particularly in the developed world where designing a website can be quite expensive – dig into your networks and outsource website development to destinations like India where you could have a website designed for as low as $300.
b. Social Media: Perhaps the simplest and most effective tool, social media is certainly a great way to create mass awareness about the work that you do. The best thing is that it costs nothing, only requires a bit of your time. For newbies to the world of social media, I would recommend starting off with a Facebook page. The beauty of a Facebook page is that not only does it serve as an identity for the company but also the frequency of interactions is not as high as that on a real time platform like twitter. A blog is another great way to share opinions on global issues pertinent to the development space. While being overly critical about initiatives is not perceived to be in good taste, it is important to have an opinion. Unfortunately, being politically correct seldom attracts any attention on social media platforms as the crowds love people/ organisations who stand for something. Another important yet simplistic tool is You-Tube. In a world where a video as random as Gagnam Style can go on to become a rage, there is certainly an appetite for content showcasing rich initiatives that promise to make an impact on the society we thrive in. Build a You-Tube channel and populate it with videos capturing your initiatives from time to time. Cross populating content across platforms is essential as is linking each of these online properties to your website.
c. Know your media: It is very important to know about the people who write about the space you are in. Pick up all newspapers and magazines for the past three months and scan the articles, making a note of journalists relevant to your cause.
d. Build evangelists: Having identified the journalists, it is important educate them about the work that you do. Towards this, it is helpful to schedule meetings that are not targeted at articles in print but are more a means of building relationships with the relevant journalists. These meetings serve to share reports about your work and also talk about larger issues in the space that you operate in. The impact is twofold – First, the journalist gains a first hand account of the work that you do and might look to feature your story at some point. Second, you might be perceived as a thought leader who he could tap into for quotes on stories covering the sector. To me personally, these stories are extremely valuable as they are a platform for you to project your views alongside those of other prominent personalities in the sector.
e. Academia: One can never undermine the importance of engaging with academia. I recently completed my MBA at Manchester Business School and one of our consultancy projects is a not-for-profit project where the focus is on solving a particular challenge for a charity, free of cost. Towards this, the school receives projects from a number of charities and the ones that are most relevant are assigned to teams of students. The projects are supervised by academics who are experienced in building value propositions for organisations and the project invariably adds significant value to the charity. The key is to identify such opportunities and latch onto them. Freebies are always welcome, particularly in the third sector. đ
f. Benefiting from Corporate Social Responsibility: CSR has become the buzzword in industry and almost every organisation is engaging in one or more activities targeted at the betterment of the society it carries out its business in. These organisations typically tend to have a person assigned to managing their CSR initiatives and it is important to reach out to these people in order to garner support from the organisation for your cause. While I was working with eBay, I discovered that they maintain a list of approved charities and make grants from time to time. Not just that, they also organise opportunities for employees to volunteer their time at one or more of these charities. The benefits for the charity are clearly money and volunteers, both of which are incredibly valuable for any charity, while the cost is nothing but a series of conversations with the concerned person in the organisation. Moreover, working with reputed companies often brings with it credibility for the non-profit organisation as well as valuable PR.
To sum it up, there are ways and means of marketing your non-profit, the key is to be cognisant of your ecosystem and to tap into all the resources that are at your disposal.