How to Set Up a Marketing Division for Non-Profits
Setting up a nonprofit marketing division requires hiring employees that have an understanding of fundamental marketing concepts, as well as nonprofit goals. Nonprofit marketers should know how to track, measure and run cross-channel marketing campaigns. Additionally, they should be motivated to learn new marketing techniques and apply them to active campaigns.
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Instructions
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Set a budget for the marketing department. Obtain cost estimates from media companies, consultants and vendors to estimate how much each campaign will cost to run. Additionally, set aside funds for hiring professionals to run the marketing department.
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Hire a mix of experienced and entry-level marketing professionals. You will save money by hiring recently graduated marketers that can be trained by more experienced colleagues.
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Ensure all marketing employees understand the objectives are to increase funds for the cause the nonprofit supports, increase awareness for its cause and find volunteers.
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Provide ongoing training for employees to keep their skills sharp. You can set them up to attend free webinars or send them to industry conferences. For example, the American Marketing Association hosts an annual Nonprofit Marketing Conference, where attendees learn the latest marketing techniques.
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Run cross-channel marketing campaigns. ClickZ defines cross-channel marketing as using multiple methods of marketing to increase awareness for a campaign. For example, running a mobile marketing campaign at the same time as a direct mail campaign will increase awareness better than simply running one of them.
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