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Marketing a Nonprofit
Jean Ann French earned an MBA in Marketing and spent ten years marketing nonprofit organizations. Listed below are categories of marketing with examples of typical vehicles for communicating the mission and efforts of the nonprofit:
Promotions
- Sponsorships
- Endorsements from influential community members
- Exhibit booths at trade shows
- Live broadcast from nonprofit event
- Establishing brand
Events
- Most fundraising events are also ‘friend-raising’ opportunities
- Ground breakings and ribbon cuttings
- Kick-off parties
- End of project celebrations
- Sponsorship recognition
- Volunteer recognition
Public Relations
- Communicating nonprofit brand
- Dealing with community approval or disapproval of nonprofit efforts
- Identifying candidates for service projects
- Raising awareness of nonprofit offerings
Publicity
- News stories
- On-air interviews by radio or television
- Press releases
- Opinion and editorial publications
- Newsletters by the nonprofit or other organizations
- Hosting a celebrity
- Providing a keynote speaker
Advertising
Every major medium is used to deliver a message, including:
- Television
- Radio
- Internet
- Web site
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- Newspapers
- Magazines
- Signs in/on buses
- Billboards
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Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, heard in telephone hold messages, and in-store PA systems.
Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio, especially on clothing / T-shirts.
Social Response Network has a strategic alliance with Dynamic Results Media an advertising agency.
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