take an omnichannel approach where you deliver your content across many channels in a way that creates a more consistent, seamless experience for your community. Where a multichannel approach centers on how your messaging appears in different places, an omnichannel approach centers on how your community members experience your messaging, regardless of channel.
REALITY 6: NONPROFIT MARKETING IS A FORM OF COMMUNITY ORGANIZING
Although you'll be encouraged in this book to remember that your supporters are real, individual people and to speak to them personally, it's also important to remember the power of your network as a whole and the connections that your supporters have with each other.
Think about when you host events. Isn't it wonderful to see all of those people who care about your work in one place, talking to each other about the good work you are doing, and feeling good about their contributions to something much bigger than themselves?
Smart nonprofit marketers find those people who are enthusiastic about the cause and who also have large networks of their own. You then feed those big fans and help them spread the message to others. They may fundraise for you, but just as important, they also “friendraise” for you.
Consider integrating fundraising, marketing, communications, and information technology into community building or community engagement teams. Incorporate all that is learned through your community of supporters into program design and implementation. Using marketing to facilitate community building is likely the best way to achieve your nonprofit's ultimate mission.
REALITY 7: PERSONAL AND ORGANIZATIONAL BRANDS OFTEN BLEND
What emotions does your nonprofit evoke in people? What is your group known for? This is your organization's brand, image, or personality – and many nonprofits are finding that their organizational brand is closely related to the personalities of their most public staff members. This has always been true for smaller organizations, groups led by a founding or longtime executive director, and nonprofits created in someone else's memory or honor.
But now larger nonprofits must contend with this reality too. Good online marketing, especially in social media, is personal, which means that your staff should present themselves as real human beings in your communications. This mixing of personal and professional can be quite uncomfortable for people who highly value their privacy or who hold on to more traditional or dated definitions of what is professional and what is not.
The personality of the messenger – you – can affect the message. Think about your own personality and voice – your personal brand – and how it impacts the organization's brand.
REALITY 8: GOOD NONPROFIT MARKETING TAKES MORE TIME THAN MONEY
Because the Internet has revolutionized communications between organizations and individuals, effective nonprofit marketing programs can be implemented for online pennies on the print dollar. Although you still need a budget to pay for good web hosting; email service providers; some upgraded, professional-level services; and, of course, staff, lack of money is no longer the biggest stumbling block to good nonprofit marketing. Now the sticking point is lack of time.
Engaging supporters in conversations is more time-consuming than blasting messages out to them. Managing profiles on multiple social media sites is more time-consuming than updating your website once a month. Writing a blog with several posts per week is more time-consuming than sending out a print newsletter twice a year. Although all of these tasks do take more time, they are also more effective at building a community of supporters and encouraging them to act on your behalf.
REALITY 9: YOU'VE ALREADY LOST CONTROL OF YOUR MESSAGE – STOP PRETENDING OTHERWISE
One of the most frequent concerns we used to hear from nonprofits about using social media and participating in conversations with people online was that they would lose control of their messages. They feared people would say bad things or manipulate their image in some way.
It's questionable whether that kind of control really ever existed, but the reality is that it is long gone. If someone wants to bad-mouth you online, they can do it right now whether you are there to see it and respond or not. Shutting down your computer or phone won't prevent those conversations from happening. They'll just happen without you there to correct any misconceptions.
Rather than trying to avoid awkward, negative, or challenging conversations online, your better approach is to learn ways to effectively engage in and, where possible, manage the way those conversations play out over time. Try to bring consistency to your messaging. It's much easier to steer a conversation and to suggest topics for additional discussion than it is to control what people say.
REALITY 10: MARKETING IS NOT FUNDRAISING, BUT IT IS ESSENTIAL TO IT
Good nonprofit marketing has many possible outcomes, and raising dollars is one of them. But nonprofits also use marketing to find and galvanize volunteers; to persuade decision makers; to change public policy; to raise awareness; to encourage behavior changes; to converse with clients, supporters, and partners; to foment social change – and more.
Although you can have successful long-term marketing campaigns that don't involve fundraising, you cannot have successful long-term fundraising campaigns without marketing. Marketing and communications are how you talk to your donors in between those times when you ask for money. They're what pull new people into your pool of potential new donors and what keep current donors happy with your organization so they will give again.
This is not a fundraising guide, but you'll find fundraising-related tips and examples throughout the book, because that is one result of successful nonprofit marketing.
CONCLUSION: TRY BOLDLY, AND TRY AGAIN
There is no one best way to market your nonprofit or your good cause, although some approaches have better odds of working than others, especially given these ten realities. I've tried to include in this book both the strategies and tactics that I believe will have the greatest likelihood of success, especially for smaller organizations, but you won't know what works best for your group and your supporters until you try, gauge the results, and try again.
Don't fear failure in your nonprofit marketing. Fear will make your approaches too conservative, and you'll become just another one of the thousands of really good causes out there that struggle day to day because they don't get the support they deserve.
Instead, be bold. Author and pastor Basil King said, “Be bold and mighty forces will come to your aid.” You won't get it right the first time, and maybe not the second either. What's important is that you try new ways to reach out and grab hold of your supporters’ hearts and minds. When you do, they will come to your aid.
chapter TWO Defining Marketing in the Nonprofit Sector
When Jane Austin, the marketing director for AchieveMpls, which runs career and college readiness initiatives for high school students in Minneapolis and Saint Paul, started her job several years ago, the communications work was scattered across the organization. “Things were … a mess,” said Jane. “The website was broken. Our mission statement didn't match our actual work. No one could describe what we did. New program videos, social media accounts, and taglines popped up without notice. Our red logo appeared in a wide range of shades from pink to orange. Our designers and web consultants were far too expensive.”
Jane knew she had her
