Need help! How do I build a nonprofit brand?
So currently I work for a major well known non-profit organization that primarily serves the public by working with children in afterschool programs and helps the community by giving out food and various other social services. The problem we currently have is that we are seriously underfunded, typical, and are trying to gain donor support. I've been researching and studying marketing for awhile now but it seems that everything is geared for the "for-profit" companies and generating sales. My question being is, how do I market and generate donors for a company that provides help to a community that is known to be low income?
Posted May 10, 2016, 2:33 PM UTC
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Your question isn't that different compared to for-profits. You both need to reach a specific audience and you both provide a service.
Your service provides happiness, to donors and the people/communities you help out.
Your goal should be to market the feeling of doing good, by helping people/families in not so great situations.
Your marketing needs to focus on the human aspect, to pull the "heart stings" of others, to compel them to donate and feel like they are making a change.
Sharing backstories, success stories, and general transparency of everything your organization does will help people relate, feel sad, feel happy, and want to stand up with you in support of the cause.
Yeah that's really good, that's gold and I think that's what I was thinking along the lines of but wasn't sure if that was the way I would go about it. I think it was just the issue of finding the right people to target since its not a specific service that is being offered to the people I am looking to build funding from. In my mind it wouldn't make sense to try to gather donations from people who desperately need our resources.