If you’re operating a not-for-profit organization without any planned marketing or media promotions, it’s only a matter of time before you’ll be packing up and closing your doors. At the beginning of any new enterprise, the temporary fanfare gives the illusion of a long and successful future. But, as soon as the novelty wears off and no additional attempts are made to keep prospects focused on your organization, it’s quite easy for potential customers to lose interest. That’s why it is critical for not-for-profits of every industry to devote time and effort toward developing a sustainable marketing and media program. Basic Not-for-Profit Marketing & Media Initiatives
1. Advertising. Opportunities for advertising today are most diverse. You always have the time-tested print ad that can promote your member services not only in your own trade publication, but also in newspapers and other relevant periodicals. To immediately reach even more markets, online advertising is another strong choice. Banner ads and links on affiliate sites are two additional options.
2. Press Releases. Keeping your not-for-profit top of mind is best achieved through the consistent flow of information covering your latest newsworthy events. Promote your organization’s or association’s latest developments or achievements through a continual stream of press releases. Had a recent new hire? Offering a new service? Hosting an upcoming event? Anything and everything should be issued in press release form to the appropriate local or national news agencies in an attempt to catch an editor’s attention who will contact you for a full right-up in their publication.
3. Direct Mail. A long-used medium for maintaining a consistent awareness program for any not-for-profit organization is direct mail. The primary direct mail vehicles include post cards, brochures, newsletters, catalogs, letters, and self-mailers. Used together over the course of a predetermined timeframe these can create and maintain a successful awareness advantage over competing for profit organizations.
4. Op-Ed Pieces. For greater exposure and name recognition for your association, consider developing and submitting an op-ed column to the appropriate local business newspaper, industry newspaper or magazine. As an expert in your field, editors will be more likely to value your opinion as one coming from an authoritative source and thereby be more inclined to feature your viewpoint.
5. White Papers. Another method of creating awareness for your not-for-profit organization is to write and publish white papers. A white paper will present your solution to a problem that potentially faces many of your current or prospective members. Providing such information will establish you as the go-to source for further problem solving. Select from current topics within your industry that would generate most interest. White papers can easily be posted online where your audience can quickly download and retain your information. Naturally, you want to feature your organization’s name and benefits as they relate to your white paper’s subject matter.
Outsourcing can increase your ROI
If developing an effective full-scale marketing and media program for your not-for-profit organization is continually postponed due to a lack of personnel or time, considering the services of an outside marketing communications agency could be your best return on investment. Contracting with a professional source gives you the opportunity to stay focused on your business goals. While you manage your daily responsibilities, your marketing program can be developing simultaneously by a team of marketing communications professionals.
This approach is certain to save you time and cost while it completely reduces any stress connected with having to develop marketing programs in-house. Whatever your decision – in-house or outside marketing firm – the importance of maintaining an ongoing program of media promotions should be on the front burner of all not-for-profit organizations. If you want the publicity and notoriety that ran delirious with your opening fanfare to endure for years to come, it’s only possible with an effective, ongoing marketing and media program.
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