grants ; programs , services or merchandise sales ; and investments . Many organizations are nonprofit , including political organizations , schools , hospitals , social clubs , and consumer cooperatives .
Non-profits benefit from marketing through creating awareness of their existence and mission , alerting the public of news and events , increasing revenue sources , increasing membership , engaging volunteers , showcasing successful projects , increasing reach , promoting social change and forging relationships with other stakeholders such as media .
No matter how altruistic , without marketing efforts people will not be aware of what the non-profit does . For this reason , non-profits have recently increased marketing efforts even though previously marketing was deemed the domain of for-profit organizations .
The pandemic witnessed turned the non-profit sector on its head forcing stakeholders to reconsider how to run them . In the marketing domain specifically , the following resulted :
• Growth in the idea of civic duty . 2020 witnessed an increase in charitable giving . Human beings share the same troubles , dreams and abilities . The Covid-19 pandemic reminded us of our interdependence . This is a good time for non-profits to share their mission and get stakeholders on board as people are now more sensitive to the needs of others .
• The non-profit sector has turned virtual . The restraint of maintaining social distance meant that many non-profits turned to digital platforms to fundraise , host events and engage with audiences . Marketing channels such as Instagram and TikTok are also being explored to reach the younger generation who are equally interested in helping others .
• Audience segmentation has proven crucial . Marketing campaigns should have a target audience in mind . The proliferation of marketing channels can be daunting . Without clear segmentation it is difficult for audiences to interpret relevance which is critical to onboarding donors , volunteers or any other stakeholders .
• Personalization is expected . Statistics show that 72 % of consumers only engaged with messages that were personalized . Beyond referring to recipients by
It is important to see non-profit marketing as the set of activities , touch-points and messages that motivate stakeholders to take actions that advance a non-profit ’ s mission and result in social good . The digital space has made it even more apparent that marketing for non-profits is essential .
their name , people also expect website experiences personalized to their needs .
• Videos are a must have . Video is expected to make up 82 % of all online traffic in 2021 . Non-profits can certainly leverage video for emotional appeal for example showing the impact of donations on community . Live-streaming is equally a powerful option .
• Quality and consistency of content is essential . For-profits and non-profits are continuously producing content . With so much information available , quality content delivered consistently is the key to winning and keeping audiences . Nonprofits can use content to share about the organization and its cause , and how audiences can engage with them .
• Whoever tells the best story wins . Nothing beats a good story . Powerful stories can help non-profits buoy over a sea of information and touch the hearts of audience members .
Often , non-profits have a limited marketing budget and so it is important to remember some fundamentals as outlined here-under .
• Understand your audience ( s ). Every marketing campaign targets a particular audience . In the case of non-profits these include donors , volunteers , the public , amongst others . Being clear on the demographic is crucial to onboarding .
• Set clear goals . These include raising awareness of the non-profit , raising money , educating the public on a social cause , amongst others . Remember the acronym SMART .
• Determine resources in the form of time , money and skill to execute campaigns . These are most likely limited and so a non-profit should consider how to maximize existing resources .
• What media are best suited to achieve results ? Social media platforms like Twitter , Instagram and Facebook are available to organizations across board . Programs like Google ' s ad grants allow non-profits up to 10,000 dollars ’ worth of ads every month to run targeted campaigns . Websites allow non-profits to share their stories and successes . These amongst others are readily available . The key is to choose the best options .
• Measure results . Tangible results are proof of the effectiveness of the marketing campaigns non-profits engage in and give the comfort that resources are being used optimally to achieve goals . Non-profits should determine what metrics matter most to their audiences and share them .
The idea of marketing for non-profits was ( and probably still is ) considered crass . Marketing and social good seem an impossible mix like ice and oil . Thus , it is important to see non-profit marketing as the set of activities , touch-points and messages that motivate stakeholders to take actions that advance a non-profit ’ s mission and result in social good . The digital space has made it even more apparent that marketing for non-profits is essential .
Marion Wakahe is a marketing professional who is passionate about business growth and sustainability and its role in peoples ’ empowerment . She is of the opinion that the marketing function is the primary driver of business growth . You can engage with her via email : MWakahe @ gmail . com .