If you’ve spent time working in the not-for-profit sector recently, you’ll know it’s a fiercely competitive world. With things only set to get tougher.
On one hand, you’ve got the public benefit or community trump card to play your way.
On the other, it’s dog-eat-dog competitive when it comes to securing social cut-through, worthy media attention, corporate sponsorship and donations.
Having consulted to a myriad of not-for-profit groups over the past 20 years, I’ve been schooled by my clients on a thing or two. Here are five things to consider when profiling a not-for-profit in today’s ever-changing landscape of marketing, PR and social engagement.
What is the one thing you need to achieve and who really needs to hear it? Is it profile-raising, fundraising or social change? Plan the communications approach best needed to get your message across to the people that matter most.
Who directly benefits from what you do and what does their ‘voice’ actually sound like? Take time to genuinely understand the people you’re championing, their challenges, what matters most and how they’d like to be presented.
How do you translate your need into a message that resonates? Share videos and stories, promote understanding and communicate goals that others can get involved in and that will genuinely make a difference.
It’s a fine balancing act, but how do you promote a cause without being self-serving, narcissistic or appear too commercially-driven? Set real outcomes, stay transparent in all marketing activity and communicate success along the way.
How do you compete with corporate marketing on a not-for-profit budget? Planning is king, and consistency is key. Never forget that your cause and the genuine benefit offered, will always be your biggest trump card.