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The art of
marketing for non-profit organization is a different “animal”
than marketing for big corporations, services or government.
That is – in part – because non profits are seeking
relationships that will help them raise more for their cause.
Here are five really good things to know if you represent, work
with or want to start a non profit:
-
Target the RIGHT audience. How? RESEARCH. Please do not
underestimate
the
power
of having your target audience in a laser focus.
Messages and the right method of delivery will not fit every
taste, but advocacy marketing that divides or alienates even
a core audience demonstrates poor understanding and
awareness, too narrow a focus on message, or too heavy an
emphasis on marketing at the expense of relationships.
-
Following your research,
build
a simple action plan.
That
plan
will
strengthen audience involvement in solution discussions, NOT
descriptions. What makes an innovative, fresh and unique
approach effective is how it gives the message buzzzzzzzz.
"Why" and "how" an approach works adds substance.
Acknowledging a legacy of success and failure within that
field, instead of ignoring past and
present
experience, enhances overall credibility.
-
Clear goals and objectives
are necessary to lead audiences to a path away from problems
– real or perceived. Accessible efforts must state their
ultimate purpose, not lumps of challenges, large piles of
unrelated issues, or massive obstacles no group could ever
overcome. A group unable to articulate success presents a
cloudy vision of its future, with unanticipated hazards
along the way.
-
Measured outcomes
are also needed to gain audience respect. By themselves,
neither impact nor benefit well-defined or consistently
applied measures of nonprofit activity. Evaluation through
pure numbers fails to capture the full scale of a
nonprofit's relevance. Results combining both data AND
stakeholder insights can better demonstrate effectiveness,
reflect value, and position audiences to discuss areas of
greater concern and opportunity.
-
MySpace.com, FaceBook.com and other appropriate social
networking sites cannot be ignored.
These sites have well over 100
million registered users each! While it has been estimated
that only around 25% of those users actually return, it’s
still well worth it. So, use the above tips to build a
robust site with a tight, simple message and get a global
return for your non profit.
For more information, contact me at
MaryAnnButcher@LVRedCarpet.com
Mary Ann Butcher
Goddess of Marketing
www.LVRedCarpet.com
– now in previews!
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Red
Carpet Marketing, LLC is a full service media, marketing,
advertising, public relations and promotional services company.
It targets small to medium sized companies in need of marketing
expertise; specifically the companies that cannot afford a
marketing department, a publicist or an agency.
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