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Marketing a non-profit organization with limited funds can be a challenge, but it is vital to the flow of contributions and therefore important to the impact your organization can have on its community. Marketing should be maintained on a regular basis to keep your organization in front of both potential donors and those who may be able to benefit from your services. Special fundraising or awareness-raising events require ramping up the marketing efforts in order to have the most benefit. This is why you should consistently be checking your brochure or poster designs for certain important elements.
As a non-profit organization, your marketing should have several key elements. Not all of these will fit into each type of marketing, but you should always review the list and analyze each item for suitable application to each of the advertising venues:
- A mission statement introduces your organization’s cause and the services you offer and how they positively impact the community
- A demonstration of what your organization has been able to accomplish with past donations with the use of graphics, statistics, and/or numbers. This demonstration should boost confidence in the responsible use of donations by your organization.
- Examples of individuals involved with your organization through profiles of beneficiaries, donors, and volunteers. Spotlighting these various areas exemplifies the importance of involvement on many levels and how each participant is vital to the success of the organization.
- A call to action is easy to accept when the previous elements have been delivered in a compelling manner. A call to action invites individuals to visit your website, attend your event, call your office, make a donation, or even accept the beneficial services. During key fundraising promotions, having a sponsor who will match donations made in a certain time period adds a sense of urgency for those donors who might otherwise wait.
With these elements in mind, here are some low-cost marketing ideas for non-profit organizations:
Signs – Widely used during political campaigns, signs can also be an effective way to advertise non-profit organizations, especially promotional events or services the organization offers. Producing a large number of small signs to distribute around town is a relatively low cost way to get in front of a large audience. Be sure that the physical location of the organization or event has a good permanent sign as well as a display of the promotional signs for best results. Pair a brochure printing marketing campaign with the sign distribution to maximize exposure.
Press Releases – Issuing a press release is one of the most efficient ways to communicate the message of your non-profit organization. Press releases can always be re-used in brochure printing.
Invite the Press – Let your local newspaper and news stations know about an upcoming event along with the ways that your organization helps the community, and invite them to come. Give them “backstage” access. For the best results, combine an invitation to the press with a special spotlight on several specific testimonials during your event and in the publicity beforehand. Use quotes from the resulting news stories in future brochure printing materials.
Radio Interviews – Contact local radio stations, especially morning shows, to see about featuring your spokesperson as a guest on their program. This is another great way to get your message in front of a large audience of people on their way to or getting ready for work/school.
Write Newspaper Articles – Local or free newspapers may be willing to publish stories submitted by your organization written on topics related to your non-profit organization. This is best done on a regular basis to help build a connection between readers and your organization.
Brochures – Brochure printing is one of the longest standing methods for marketing non-profit organizations. Brochures can be printed for consistent, informational exposure, and kept on hand to distribute throughout the year. Brochures can also be printed for special events or seasons when your services are most needed. Separate brochures may be needed for donors and beneficiaries to illustrate services available or services that require funding.
Flyers – Flyers can be used in some of the same informational capacities as brochures for events or service awareness. Leave a stack of flyers (or brochures) with related organizations or businesses who are willing to partner with you.
Posters – Posters are great for displaying in medical clinics, pharmacies, grocery stores, libraries, etc to maintain public awareness.
One final tip: If you are printing large quantities of marketing materials (such as over a couple hundred), use a reputable online printing company. This will always save you money while providing excellent results, making your non-profit organization look that much more appealing to potential donors and volunteers.
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