Avoid Common Marketing Mistakes II

Here are some more common mistakes non-profits make when it comes to marketing.

Not cross-promoting services or programs within target specific audiences: Many non-profits talk about one specific thing at a time and overlook mentioning their other programs or services. For example, a non-profit who offers addiction recovery services may also want to talk about other mental health or health care services offered. Organizational mission, what a donor’s contribution supports and how money is disbursed is also important information to communicate regularly and within appropriate promotional vehicles.

Overlooking web optimization: It’s tempting for non-profits to spend money on the bells and whistles of their website without making a commitment to optimize text and keywords for better search engine pick up. Having a great photo on the home page without thinking about how the copy on the home page impacts hits is a missed opportunity and can be costly in terms of visitors to the site. Think about who is searching for you and what they might type into a search engine. For example, if you work for an organization that services children with disabilities, you might want to consider having your home page include words such as “autism and children” or “kids with hearing impairments.”

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. 

Evaluate Your Most Important Resources- Part II

Another important resource to review is your brochures, flyers, and other marketing materials.

Take stock of all your collateral. When was the last time you reviewed all the printed material you have on hand? Pull together all communications materials you are still using and read it over with a fresh perspective. Does it still communicate your vision clearly? Is your audience responding to it in the way you had hoped? Are there better, more cost-effective ways to get the message across? Are there additional pieces you need to have on hand to talk about the benefits of your program or service? Are there new programs or services offered that are not covered in existing pieces of collateral? Often times, non-profits use outdated or inappropriate materials to save on costs. Ask yourself, what is the cost of not accurately communicating your mission, programs or services simply to save budget dollars?

Even logos need updating once in awhile.  AMW Marketing can help.