by Alicia Dilley

Created on: April 01, 2008

Non-profit marketing doesn't have to be a challenge. With creative thinking and proper initiative, non-profits can achieve the recognition they need to thrive in their communities.

Consider the following when looking for new marketing opportunities:

*Use the organization as your inspiration.
Assume that you're learning about the organization for the first time, and build from this insight. Get to know the publics you serve, and ask them why they've chosen to become involved with your organization.

*Discover what makes your organization unique and use this knowledge to set yourself apart.
Interview those with a vested interest in your cause, i.e. long-time employees, clients and their families and faithful donors. These people have a connection with your organization, and they're often willing to share their stories.

*Develop a strong relationship with the local media.
Especially in small to mid size towns, local newspapers often have special interest sections where they feature news and updates about the community. Believe it or not, editors often scramble for material to fill these pages! Set up meetings with these editors to introduce yourself, and take advantage of this opportunity for free advertising.

*Construct well-organized press kits with basic information such as fact sheets, brochures, newsletters and a few small gift items, like pens or notepads.
Share these kits with members of the media or distribute them at community events to promote your cause and increase awareness.

*Don't wait for the media to cover you.
Make their jobs easier and provide them with material. Set a goal of getting your organization's name in print at least once a week. Even a simple effort, such as a meeting notice or call for volunteers, can make an impression.

*Send regular media alerts for any special events, fundraisers or major accomplishments.
Take an extra step and develop a few feature stories that you can pitch to get additional publicity. Remember the people you talked to when getting to know more about the organization? With their approval, use these experiences as inspiration for unique articles.

*Build loyal donor and volunteer bases and maintain these relationships.
Show these people that they are important to your organization with budget-friendly gifts, like key chains, t-shirts or window decals. They will feel as though they're part of your cause, and when displayed, these items provide a free form of advertisement!

*Most importantly, don't get discouraged by what may seem like a limited budget and limited resources. Rather than focusing on everything that can't be done, start thinking about what can.

Become active in your community and invest in the people that make your cause unique. By keeping its mission at the heart of your efforts and truly believing in your message, you can reach the audience you're aiming for.

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