For many nonprofit organizations, marketing is an unfamiliar concept. It is important for those in charge of these organizations to understand that marketing is more than just getting donations or making sales. Marketing is about getting your name out there and becoming part of the consumer thought process. Here are five steps to help you get started developing a robust nonprofit marketing plan for your organization.
- Determine the Desired Outcome of Marketing Efforts – What are you hoping to accomplish with your marketing campaign? Do you want to boost donations, sell a product or expand your nonprofit brand to a new state or region? Your plan will vary depending on this desired outcome.
- Define Your Target Market – Nonprofits, like “for profit” brands have a target market. Think about the consumers most likely to work with your organization, and look at past interactions for hard data. These people are your target market. Knowing this information will help with future marketing activities.
- Create Nonprofit Marketing Personas – Using the data you pulled from your target market, create nonprofit buyer personas. You create these “people” that you will target your marketing activities towards. Marketing is much simpler when you know whom you are trying to reach.
- Research the Competition and Alliance Associations – Even with a nonprofit organization, you have competition. Additionally, there are likely organizations with which you might find alliances. Research both of these categories and do not be afraid to make connections. These can pay off now and in the future.
- Develop Internet and Social Media Presence – Use the information you developed above to develop an online presence. This is the first step in your marketing campaign. You will continually build and develop this presence, but getting started is important!
Once you have a plan in place, you just have to follow through with it. Use the data you collect, the personas you created and the online presence you develop to connect with potential donors and get your name out there. When it comes to nonprofits, name recognition is vital—and a good nonprofit marketing plan is your ticket to making this happen for your organization.