Nonprofit marketing is the process of motivating people to do or believe something, such as donate time or money, make a purchase, change a behavior or belief, take an action, or become more aware of an organization or issue.
Like for-profit businesses, most non-profit marketers seek to increase awareness and perception of their organization or cause, persuade people to believe or do something, and use their resources effectively.
While not all of the tactics that companies use to market themselves will work for nonprofits, the main principles of marketing apply to both sectors. Here are the top three marketing components that every organization should use.
My nephew, Rob Greenfield, is a born marketer and a prodigy when it comes to marketing stunts. His degree is in aquatic science, chemistry, and biology, but at the age of 29, he owns his own marketing company (The Greenfield Group), has a large social media following, and has been featured in dozens of media outlets.
Rob’s primary goal is to inspire social change, not to sell toothpaste or even solar panels, but he’s also developed an impressive ability to promote himself as a brand. The key to Rob’s marketing success is his use of storytelling and stunts to grab our attention. While most of us are unlikely to take up dumpster diving, we can learn a lot from his techniques.
It can be time-consuming and sometimes expensive to get your product, company, or organization certified. Does certification matter? Will it have any impact on your bottom line? Should you bother pursuing certification?
It may sound counterintuitive, but the best way to grow your business may be through collaboration, rather than competition.
Americans are brought up to believe that we can’t collaborate with our competitors. There are even laws against price fixing, when competitors get together to agree on pricing. Yet, in many cases, being a collaborator rather than a competitor may be key to your success.
People who type “egg marketing” into a search engine often land on my website, goodeggmarketing.com. I hatched my company name because I like to think of myself as a “good egg,” not because I raise chickens. But since I call myself an EGG-spert, it’s time I shared my thoughts about how to market them.