Regardless of how great a cause a nonprofit organization works toward, competing for charitable dollars can be difficult. To get the money from endowments, corporations and private donors, nonprofit organizations must walk a fine line of marketing their needs while promoting their good work. If marketed too aggressively, the nonprofit runs the risk of alienating its potential donors.
The best form of marketing a nonprofit organization can do is to find ways to demonstrate the great works already being done by the organization. Regardless of how large or small the organization is, this can be accomplished in print and video media, as well as new media outlets. Press releases about fund-raising events should be sent to community publications and news stations. For instance, if the organization donates toys to needy children, inviting the press to see how much it means to those receiving the goods is the best press possible. As they say, a picture is worth a thousand words.
Political Leaders and Celebrities
Politicians are always seeking ways to demonstrate how they are involved and supporting important community work. Smart nonprofit organizations align themselves with local and regional politicians who will further cross promote the charitable work with their own publicity campaigns. Local celebrities also are eager to lend their name and face to help gain more support and awareness for nonprofit causes. Leveraging these relationships can greatly help any nonprofit increase community awareness and, thus, dollar donations.
One of the biggest mistakes a nonprofit can do is to not give credit back to those who have made contributions to their cause. By taking out a newspaper ad honoring business and private donations, a nonprofit can retain an annual contribution and open new avenues for more donations. Additionally, many private organizations are eager to partner with nonprofits to create educational programs that promote the private organization while helping the nonprofit. By asking donors how the nonprofit can best serve them, they can open new doors for promotion and action. A win-win situation is always ideal and can be accomplished when both sides communicate.