When you’re running a not for profit or community organisation, it can be hard trying to find the time to focus on marketing. Usually, teams will be small and all their time and energy will go into ensuring you are providing the best support and services for your community.
Choosing your marketing goals
Like any marketing campaign, it’s important that you set realistic and achievable goals before you start creating for your campaign.
Many charity and NFP organisations will focus on brand awareness as their marketing goal, counting website visits, newsletter sign-ups and donations as part of their KPIs (key performance indicators).
Getting as many eyes on your brand as possible is a great place to start. Brand awareness can be improved by:
- Re-branding or refreshing the current brand
- Increasing the marketing materials
- Increasing the consistency of email and social media marketing
- Hosting events
- Finding partners or a spokesperson
Understanding your audience
Knowing and understanding your audience is more important than ever when you are an NFP or charity organisation, as your audience is the key player in keeping your business running.
Ensure you understand what factors come into play when someone decides to support your organisation. Is it due to personal experience, a need or desire to help someone less fortunate?
Once you have established the key reasons why someone might want to support you, you can then work backwards and start to think about the best ways to reach those people.
Tapping into an emotional connection can be the perfect way to reach your audience. One of the most effective ways to do this is through storytelling.
Practice your storytelling
Sometimes it can be difficult to get across the key messages of your organisation just through social posts, or weekly emails, which is where storytelling comes in useful.
Telling the stories of the people that benefit from your organisation, can help potential sponsors to see what good they will be doing, should they choose to donate.
With digital marketing, it is easier than ever to tell these stories. Choose from a range of platforms such as:
- A social series of posts across Facebook, Twitter or Instagram
- Social stories
- Brochures/annual reports
- Email marketing
- Paid ads
Like any story, you need a beginning middle and an end, for an NFP this could look like this
(Beginning) Before the organisation got involved > (Middle) during the support offered by the organisation > (End) how the person/persons or animals have benefited and where they are currently.
Creating your marketing strategies
Once you have established your marketing goals, decided on your target audience and the best way to connect with them, it’s time to pull together your marketing strategy.
It’s important to give your campaign enough time to gain traction, so we recommend around 6-months in total, to allow you to create content and assets for your campaign and be able to distribute them accordingly.
Make sure to create a timeline for your campaign, so you know exactly what to do and when. Take into account seasonality and any big events that your campaign could tie into or even ones you should avoid.
If all this sounds a bit daunting, why not give us a call on +64 3 479 2761 or drop us an email to find out how we can help? We’ve worked with a number of NFP and charity organisations, so we will be able to help you create a marketing and communications strategy that works best for you.