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.
Many businesses, especially brick-and-mortar stores, do 25-30% of their business in the final two months of the year, then go through a serious sales slump in January and February. But if you stay focused on your customers’ needs, you can use the holidays to build a loyal customer base that supports you all year-round.
Here are three “Don’ts” to help you increase sales during the holidays–and beyond.
“I don’t know what to do with LinkedIn,” my clients and colleagues say when I suggest it. Although LinkedIn’s always been a useful way for me to keep up with and expand my network, I admit that up until now, it hasn’t offered much to users who aren’t actively job hunting, recruiting, or seeking new clients.
LinkedIn is about to launch a promising redesign, however, with an improved news feed and some snazzy messaging and meeting scheduling capabilities. With over 130+ million users in the United States (and at least 25 percent of them logging in regularly), LinkedIn deserves to be part of your marketing toolkit.
Here are my suggestions about what to do with LinkedIn.
Email is still the most trusted, popular and effective marketing tool available: that’s why our inboxes are stuffed with it. So what’s a good open rate for your marketing emails? Overall, average open rates hover around 21%, but open rates range from 11-27%, depending on the industry, Constant Contact reports.
The only statistics that matter are your own: Is the percentage of people who open your emails increasing or declining? Here are some tips to help you improve your open rates.
Having trouble keeping up with all the
latest marketing tools (or even getting started)? Fortunately, there are lots of places—most of them free–to find great articles, videos, and resources to help you up your marketing game. So if, like me, you’d rather spend your vacation time gardening than sitting at your computer, here’s my lazy guide to marketing resources.
In 2015, Bud Light printed beer cans with the slogan, “The perfect beer for removing ’no’ from your vocabulary for the night.” The marketers who came up with the phrase probably intended to create a fun, lighthearted message, but after protesters pointed out it looked like the company was condoning rape, drunk driving, and other unacceptable behavior, Budweiser quickly apologized and withdrew the cans.
If only they’d run the slogan past a focus group, they could have spared their reputation—and their budget. Chances are that someone in the focus group would have pointed out that the slogan was offensive and Budweiser wouldn’t have printed the cans.
Want to know what people really think about your idea before you launch it? Run it past a focus group first.
One of the easiest ways to drive traffic to your website is to get your business or nonprofit listed on web-based directories and listings services. There are thousands of online directories out there. The most important ones are published by search engine companies and social media sites, but pay attention to the local and industry-specific directories too. In most cases, the only thing it will cost is a little of your time.
It use to be easy to answer the question, “Should I advertise my business on Facebook?” When Business/Organization Pages started in 2007, promoting your business or organization was free and easy. Anything you posted had a good chance in showing up on the news feeds of your fans and followers. Today, the likelihood that your post will show up in a Fan’s feed (your organic, or unpaid, “reach”) is pretty small, unless you advertise.
One of the most powerful ways to market your business or organization is to create a short phrase to help it stand out. Whether you’re using a descriptor or a tagline, a few well-chosen words can help shape how people think or feel about you.
Planning to hire someone to produce a creative piece for you? Whether the end result is a logo, ad, video, or an entire campaign, putting together a “creative brief” in advance can save time, money and aggravation.