When to and How to Advertise for Non-Profits
In business, the saying “you gotta spend money to make money” is commonly used when discussing marketing options. However, if your organization is financially insecure, spending loads of cash on an advertising campaign can be a mistake. There are plenty of less-expensive or free options to use in marketing your non-profit organization. I am not saying a huge revamp of the marketing strategy would be a horrible idea (it is sometimes ideal) or to go cheap on marketing — you get out what you put in. It is just important to note that if your organization is facing financial difficulties it would be wise to investigate the problems, correct them, and then promote them.
As Maria Piscopo writes in The Graphic Designer’s and Illustrator’s Guide to Marketing & Promotion, “[y]our portfolio, promo pieces, […] direct mail and e-mail marketing will probably be you primary promotional materials. Since advertising is one of the most expensive and least measurable tools, you will have to be sure you have matched your marketing message to your media”(Piscopo127). Emails, direct mail (when sent to the right target market) and social media are free or inexpensive ways to promote your cause. It is also suggested to have a advertising budget equal to 10% of projected sales to better focus on the future and not the past (Piscopo128).
Being a non-profit gives the potential for promotional cost-savings by being the subject of another business’s goodwill. For-profit businesses want to make money but they also want to give the impression that they are involved in the local community. In fact, many large companies actually have a budget for such endeavors, labeled a “goodwill budget.” To take advantage of this, propose a fundraising deal to the business where a portion of the proceeds go to helping your cause. This not only brings awareness, it also brings in revenue to support your organization’s cause. Something to also note is to look into locations for display. Often, magazines or newspapers will print for free or a discounted price for any event a non-profit maybe having.
Let’s talk about social media. My previous posts praise social media as a cost-effective promotional device and I can’t stress this fact enough…it is! If an organization does not partake in social media they are not only loosing “free” marketing they are missing out in another target market, especially the teen and young adult market. Posting events, fundraisers, and volunteer opportunities can be spread person by person quickly via one person “liking” or “sharing” the your post and their 100+ followers/friends will see it.
Lastly, the best marketing strategy can be an out-of-the-box idea. The more exciting and unique it is the more likely others will be excited to visit your organization or fundraising event. Sometimes the most absurd things get the most attention. Keep it interesting but keep it safe!
The “free” or inexpensive marketing ideas can be used year long. However, more expensive ideas can be used to increase donations or awareness and the most expensive ideas can be saved for once or twice a year. Increase promotions for new events before the event to hype it up and you may decrease the costly promotion as time progresses to save money (and invest it into the next event). When it comes to advertising “the objective of advertising design or illustration services is not to sell, but to stimulate a response to bring a prospective client to you. In responding, the prospective client then becomes qualified for the process of selling” (Piscopo130).
Overall, keep everything in a state of excitement and the public won’t forget about your organization, interact with social media and interact with the public where they are the most.
Piscopo, Maria. The Graphic Designer’s and Illustrator’s Guide to Marketing & Promotion. New York: Perseus , LLC, 2004. EBook Collection. Web. 14 Sept. 2016.
