Listening In: Non-profit Marketing

One of our readers asks:

I read your article “The Swing of Things” in the last issue regarding your support of Birdies for Charity and the John Deere Classic. After helping to promote this event for so many years, what advice would you give to other non-profits looking to increase their marketing potential?

Our best advice: STOP. And watch where you're going. There are many things non-profit organizations can do to enhance their marketing opportunities that don’t include vision-impairing costumes. If your organization currently has an evaluation person or committee in place to oversee outreach and service satisfaction, you're already a step ahead of the game. The most important thing to remember about charitable marketing is that your main objectives should include not only satisfying the needs of your clients, but the needs of your donors as well. By continually monitoring and making adjustments to suit client and donor needs, you are laying the groundwork for your marketing platform.

However, the goal with marketing is always to grow, not simply just to exist. So make use of the same media resources that those in the for-profit sector do, and don't be afraid to flaunt positive results. This is where you can really turn up the heat. Print ads, brochures, television and radio are all great avenues to relay information. Websites and online marketing also offer tremendous advantages due their overwhelming versatility. Companies like Silver Oaks are experts in supplying these types of solutions, and can advise you on the best route to take, even on the most conservative budget. Then stop... and smell the roses.

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