Avoid Common Marketing Mistakes III

Last in the installment of things non-profits should NOT do when marketing their cause:

Inappropriate messaging:  Some non-profits do a good job of marketing their mission. Other non-profits don’t talk about it enough. In either case, you might want to target your message specifically to your audience. Consider what message donors, customers and volunteers need to have to understand the goals of the organization.

Rather than simply regurgitating a mission statement, these audiences need to hear the emotionally compelling impact a non-profit is having on the people it serves and the community.  Reframing messages to talk to a specific target audience and using language that will connect to supporters will have a greater impact than talking in generalities.

Not understanding what motivates donors: It’s extremely important to know your constituents. Audiences consist of community advocacy groups, policy makers, major donors, volunteers, board members and those you serve…just to name a few. Take the time to learn how to best connect with donors, volunteers and others. Figure out their values. What drives them to action? Most individuals get involved to make a difference. Instead of making assumptions about why they’re involved, ask them. Find out as much as you can about them so that you can make them the driving force behind the organization.

Evaluate Your Most Important Resources- Part III

What is an organization’s most valuable resource?

The people make up the heart and soul of any organization.  Employees at non-profits are often underpaid and overworked. Take the time to evaluate the functions of each staff member and see how much responsibility each position carries. Is there some shifting that can be done to more evenly distribute job responsibilities? Are there some tasks that can be eliminated? Or do tasks need to be added? Can some projects be outsourced to free up time for staff to spend on programs or services?

Thank your staff.  In all cases, take the time to reward a job well-done and appreciate the staff you have. It’s the people who make an organization successful.

When you need assistance with business development, consider outsourcing to a marketing company that specializes in working with non-profits.