Marketing the Message: Chronicle of Philanthropy
The New American Dream has a reprint of a great article by Suzanne Perry from The Chronicle of Philanthropy on the improvements needed in communications for charities. The article has several facts from recent research, as well as tips for improvement.
“When it comes to communication, many charities are still in their infancy,â€? says R. Christine Hershey, president of Cause Communications. “They don’t look at it from a strategic standpoint.â€?
In addition to the tips already listed at the article, I would add a few of my own:
- Pay attention to what the “For Profit� world is doing.
- Large marketing and communication budgets generate great ideas. By looking critically at the tactics advertisers and marketers are using for large corporate brands, non-profits can create unique opportunities for communication and marketing in ways not previously considered. For example, if a unique email comes across your desk that causes you to act, understand what the offer was and how it caused you to treat it differently, and apply that to your situation.
- Look for online services.
- The web has changed considerably just in the past few years. There are now a number of online services that can provide a shared environment to leverage where just last year the infrastructure to create a custom tool would have kept many non-profits away. RegOnline is a great example. For a minimal cost, you an have a fully functioning registration tool for your next event that allows for online registration, payment, and fulfillment.
- Partner with creative people who believe in your cause and utilize their talents. The most effective communications come from those who are creative and passionate.
- Be cautious of dismissing something based upon the fact that “no one else has ever done it that way.�
- Creativity and marketing will often take you places that are uncomfortable. Understand your constituents and creatively go as far as possible.
