Posts Tagged ‘marketing strategy’

As the current focus for many NFPs at present is on budgets and figures, it should be noted that marketing for the next financial year will enter heavily into the equation. Did you successfully track your successes during the previous 12 months? Are you aware of which fundraising campaigns brought in the most money? Was there something that just didn’t work for your nonprofit?

Understanding your annual budget looking at both past and future options can be very exciting, but it is not without consequence. Allocate too little in a campaign, and you may fail to execute it appropriately. Allow too much, and you find yourself short in other areas. The decision you make now will determine the outcome 6 or 9 months down the line. So where should you be focusing your efforts to make a real difference without paying through the nose for the privilege?

Content Creation

Your focus should be on content creation with a twist. You want to engage, delight and inform. You want to surprise and inspire. It is no surprise then that storytelling should continue to be a significant aspect of this year’s goal. With the right stories, you can challenge and engage your viewers – this year’s nonprofit conversation needs to be all about you.

Influencer Marketing

Your NFP must source reputable personalities to get behind your brand and spread the word. Influencers are generally people not associated with a business but can promote and endorse and act on a company’s behalf. Influencer marketing takes the focus from more traditional marketing forms involving more of a personal connection to your organisation.

User Generated Content

With so many budding artists and storytellers out there, utilising user generated content is a great way to make yourself heard. Why not run a creative campaign asking for submissions to a competition? You can ask users to film an advertisement or photograph a relevant subject which you can then circulate across all of your social media avenues.

Thought Leaders

Thought leaders are becoming a popular way to market both for-profits and nonprofit organisations. Is there someone in your company that you could promote to this position? As a thought leader, they would need to be very vocal about all things related to your nonprofit, but it can be a very effective form of marketing if done well.

Live Video

We have seen an increase in the use of video for non-profit, but now organisations are beginning to realise the importance of live streaming video. The Motor Neurone Disease Association (MNDA) did a live internet stream of their conference in Australia with great success. They weren’t the first to utilise this technology, and they definitely won’t be the last.

Not all NFPs have huge budgets to compete with others. Many of these ideas can be incorporated into a more restricted budget yet still provide excellent results. What do you plan to add to your marketing budget this year?


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We see it time and time again. Costly PR campaigns are created and fail to gain an emotional connection with their viewers.

If you want to increase your donor funds and gain more supporters, it is imperative you tell a story that connects with your readers. Simple facts, while interesting, are just not good enough for today’s modern donors.

It doesn’t matter which way you turn; you will be undoubtedly bombarded with marketing. Magazine ads, newspaper ads, billboards, bus station advertising, television advertising, radio advertising – all of these ads are fighting for your attention. Which campaigns are you likely to remember? The one that tells a story – the one that has something to say – the one that isn’t trying to sell you a product but rather an experience.

Using storytelling to represent your brand allows your audience to see behind the scenes. It takes them past the desks of the marketers and into the lives of the volunteers making a real difference in society. You can be more than just a name or a brand – you can show your human side to draw them in and elicit an emotion. This is a wonderful way to gain customer loyalty, especially in the long term. Your audience is after an authentic story that resonates with them – they want to be part of an organisation that really makes a difference.

As you define your brand through clever storytelling, you can also give it a personality. This personality should, of course, be representative of your overall mission and values. It is through your storytelling that you can develop and build on a relationship with your target audience. Those that feel a bond with your brand will not only give; they will in all likelihood be wonderful advocates for your NFP and share your information with friends and family.

Stories also stick in our memories the most. Remember all those fairy tales and nursery rhymes with moral messages at the end? Of course you do – stories stay with us, over and above everything else.

So go out there and tell your story. Creativity above everything else is a must in your next PR or marketing campaign. The power of words can be truly magical.

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Press releases are known for their effectiveness when it comes to business promotion and popularisation. They have a number of advantages for your business or not for profit as long as you learn how to use them properly.

Below are some of the things you can achieve with the help of a press release if you master their use and post them at the right time.

First of all, a press release is bound to spread the word for your business or company. Press releases posted via online distribution sites are designed to be constantly posted over and over again from the moment they appear. However, you should bear in mind that there are certain patterns in the way press releases are viewed online. For example, recent research shows that press releases are viewed more frequently at the end of the week than in the middle, especially by the media. So if you are aiming for the reporters and journalists, make sure you post yours when the appropriate time comes.

A press release will help you build links and improve your SEO. You will receive external links from various resources around the web each time your press release is used on another site. Don’t forget to include the keywords you are optimising for in your release.  This will help you build your ranking for them. However, don’t depend entirely on the press release – it is not enough to keep your SEO up!

Another advantage of press releases is that they present you in the way you want to be seen and give accurate and precise information for your business. Thus, if a journalist wants to write about you, they only need to check out your press release where they can locate all the information they need about your event or story.

And last but not least, a press release will help you refine your message and convey it to the public.

Before you start writing, there are a few things you should strive for in your press release in order to make it work for you.

First, always include statistical data and facts.  This adds more weight to the story and builds your credibility. Second, always be accurate and don’t exaggerate your story.  Journalists are after facts, not creative writing.  Finally, start your release with the facts.  You only have a few sentences to capture a journalist’s attention so give them the juicy details straight away.

Press releases can be great tools for your business or not for profit but only use them when you have a story to tell.  That’s when they will work for you.

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A newsletter can have an important role as part of your advertising, promotional and marketing strategies and if you currently don’t use one to promote your organisation then consider developing one as soon as practical.

With the success and acceptance of many social media sites the newsletter may seem old fashioned or even out of date but a newsletter has significant benefits that when applied well can make a significant difference.  With Twitter you are limited to 140 characters and Facebook you often only use a few brief sentences whereas with a newsletter you can include far more detailed content.  Here are some benefits of using a newsletter:

  • Customers have opted in to subscribe to your newsletter so they have an active interest in your organisation and the goods and services you may provide.
  • Newsletters provide a way to directly communicate the message to your customers as they are sent directly to them.  You are not waiting for your customers to contact you as your newsletter initiates the contact.
  • Based on information you may have obtained when they subscribed, you can segment your customers that then allows you to target content based on their preferences.
  • Newsletters provide a great way to stay in regular contact with your customers and keep them up to date with any new issues that may relate to your industry or organisation.
  • As an incentive to your subscribers you can offer special discounts or offers.  This also allows you to monitor the effectiveness of this strategy as you can directly monitor the number of responses.

One last point that is worth highlighting is that to maintain and increase the subscribers and the effectiveness of the newsletter make sure you include content that is of use and value to your customers.

Do you have a newsletter going out to your people?

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