by Helen Gray

Created on: February 21, 2009

The basic principles involved in marketing a non-profit are no different from marketing any other product or business. What does differ significantly is the relationship with your target audience. As a non-profit you rely on your members, or on charitable donations to further your cause whether that's raising money for cancer research, collecting food for the poor, promoting an environmental cause or running a local gallery. Relationship marketing aims to build a long-term relationship within a target market you can rely on for repeat donations, memberships or visits.

Successful marketing requires a sound plan based on research and analysis, careful planning and budgeting of tactics, and ongoing review of the campaign. The following steps outline the basics in developing a marketing plan and include tips specific to non-profits.

STEP 1: GOALS
It is important to make sure that your marketing goals meet the goals of your non-profit. This might seem obvious but it is surprising how often marketing money is wasted on elements that don't support the organization's core goals. Are you working to raise funds for a cause, trying to increase your membership base, or getting more people to visit your education centers? In this economy it is even more important to ensure that your limited marketing funds are being spent where they will have the most benefit.

STEP 2: SWOT ANALYSIS
An analysis of your organization's strengths, weaknesses, opportunities and threats (SWOT) is good brainstorming exercise to undertake with the management group. List factors from inside and outside your organization: finances, resources, volunteers, current events, and competition.

You might face direct competition from another non-profit that campaigns on your topic, or from a group that campaigns for an opposing cause. However in this economy, when everyone is fighting hard for attention, members, resources and donations, it is far more likely that your biggest threat will come from indirect competition with other non-profits. All it takes is a different perspective to turn a potential threat or weakness into an opportunity and this might help to uncover some surprising directions for your marketing campaigns. One answer is to turn these threats into opportunities by finding ways to co-operate for cross promotion or joint events.

STEP 3: KNOW YOUR AUDIENCE
Getting to know your target market will help you to decide on marketing messages and strategies that appeal to your audience. You might find that

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