How to Market Your Non-Profit

Most non-profit organizations do not have an advertising budget. If they do it's very limited. As the PR and Marketing Director of Pet Pal Rescue in St. Petersburg, FL, one of my responsibilities is to get the word out about this non-profit, no-kill animal shelter. The catch is, I was given no budget to do it. The shelter was new on the scene and this non-profit rescue is very unique.

Instructions

Difficulty: Challenging

Things You’ll Need:

• Internet
• A website for your non-profit
• Educational materials about your organization
• A press release
• Determination
• Time

1. Media outlets legally have to give a certain amount of time for to non-profits in the way of Public Service Announcements or full shows dedicated to community service. Your first goal is to research, then contact the PSA Director at radio and television stations in your area. If there isn't one, find out who handles community affairs.
2. Start building an email and fax media list. A great way to get your PSA on the air is to research the radio and television personalities in your area. Find their Myspace, or company web pages. In their personal bio area you may find that they have an interest in your cause. Email them personally; having allies at a media outlet is vital. Ask them if they have an upcoming event that your non-profit can get involved in, and be on site to raise awareness and collect donations. Media outlets are always looking for charities to do events for.
3. Most radio, television and newspaper websites have an area for community news, events and even lists of non-profits. Post your organization, or fundraiser event there.
4. Get on the phone. There are plenty of non-profit's that send emails and faxes, your voice may make a difference. Play the sympathy card.
5. There are numerous websites available to promote non-profits for free. I have included links below. Post "volunteers needed" ads in any free classified outlet whether online or in print. Create a Myspace page.
6. Start a newsletter, build a direct mail database.
7. Plan a fundraiser for your non-profit. Get a media personality host. That will assure you free publicity. Reach out to festivals and market organizers in your area that may give a non-profit a free booth for a day.
8. Keep networking, add to your contacts, and eventually your non-profit will become a name in your community!

Tips & Warnings

• Make sure that your press releases and promo material are interesting, informative and well designed.
• Be detail oriented, media people do not want to dig for more information.
• If you're promoting an event, use a who, what, where structure.
• Don't be overly pushy, it'll turn media outlets off.