How to Market a Nonprofit Organization

Marketing a nonprofit organization can be very challenging because marketing budgets for nonprofits are often minimal. The best and least expensive way to market your nonprofit organization is through public relations, community outreach and partnerships. Reduced advertising and postage rates are available to nonprofits. Take advantage of this.

Difficulty: Moderately Easy

Instructions

Things You'll Need:

• A dedicated group of workers--preferably those with PR or marketing backgrounds--who are willing to donate their time can help with idea generation and provide good contacts. Hiring a professional, even if it is only part time, will take the burden off of the others who need to focus on running the organization.

1. Public Relations. The least expensive and probably most effective way to market your organization is through public relations. Create press releases every week. Look for new story angles and send them out via email to the local newspapers, magazines, radio and TV stations. It is important that you have the reporter's contact information and that you call her to follow up. Reporters are busy people. Keep it short and sweet. Be professional and let her know what makes your story something readers will be interested in.

2. Community Outreach. Create awareness of your organization by keeping up with what is going on in your community--from a local outdoor festival or parade to setting up meetings and informational visits to schools or senior centers. Be a part of what is going on. Tell everyone you know about the organization and think of new ways to partner with other nonprofits in the area. Build relationships with those you get to know by adding them to your mailing list. Approach larger companies who can help with donations and matching contributions. Ask if you can display or distribute information about your organization to their employees.

3. Advertising. Newspapers and other print mediums, radio stations, broadcast and cable TV companies offer reduced advertising rates for nonprofit organizations. Take advantage of it. Cable TV can be an inexpensive option and the station may help you produce a commercial at little or no cost that can be used in the future. Check out movie theater and restaurant advertising. Use your nonprofit postage rate to mail postcards to your list or other available lists. It is getting more expensive, but any direct mail is the best method to market specifically to your targeted group.

4. The internet. Work at building your email database. Blast emails are inexpensive and can be completed very quickly with the help of on-line software. Join on-line communities and invite others to do so.

Tips & Warnings

• Marketing is changing and growing with new ideas every day. Stay on top of what is happening and pay attention to trends by watching the pros and subscribing to emails, blogs or publications that will keep you up to speed.