What is Nonprofit Marketing?

Good Egg Marketing- How to Market NonprofitNonprofit 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.

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A Creative Brief Helps You Create Better Communications

This color filter image of a snowboarder is part of the #PowerUpVT campaign to increase participation in school meals
Graphic designer Katie Rutherford created a series of posters and social media images to persuade Vermont high schoolers that eating a school lunch can help fuel their busy days.

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.

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How to Plan a Creative Campaign


Valley Food and Farm LogoCampaigns aren’t just for politicians or community activists: they’re useful any time you’re trying to motivate a group of people to think, feel, or act a specific way.

I define a “campaign” as an effort to achieve a specific goal during a measurable time period: get someone elected, sell 100 tickets to an event, or get people to choose a designated driver. A campaign can serve as your entire marketing strategy or as one piece of a larger plan. It usually includes a strong creative component that appeals to inner feelings and motivations.

Good Egg Marketing and Sirius Design recently partnered up to help the Valley Food & Farm program of Vital Communities in White River Junction, Vermont develop a new campaign.

Here’s an overview of our key steps and how the campaign evolved.

—Myrna Greenfield

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