Jeremy Kaplan
Looking to make a positive impact while pursuing a career in marketing? Perhaps you should check out marketing for Nonprofits. With plenty of opportunities, the Nonprofit marketing sector combines the challenges of high level marketing with the missions of companies that are forward thinking with goals of serving their communities and certain causes.
The Approach
When working with Nonprofits and registered charities, it is important to have a clear understanding of each company’s cause and mission. In many cases Nonprofits serve local communities and therefore the scope of their business is localised. When creating campaigns and marketing plans, target the community in which you are trying to reach. Unlike for profit marketing, the goal is not to generate revenue through sales, but instead to raise awareness and increase donations and funding to meet the goals of the Nonprofit’s overall mission. Campaign events, fundraisers and direct appeals are common ways to secure donations. Each of these methods requires strong marketing techniques to spread awareness and build up excitement. Another aspect to consider is generating one time donors vs. long term donors. Marketing can be a part of the conversation on how an organization will secure its pool of reliable donors.
With so much variety in the Nonprofit sector there is not a one stop shop approach to marketing. Remember that a customised approach for each company is likely needed to ensure success. Marketing firms will often work in close collaboration with their clients. This method of marketing ensures that their partner’s message is communicated as effectively as possible. This not only strengthens the community as a whole, but will strengthen your relationship with the Nonprofit. In addition, when working in Nonprofit marketing, it’s imperative to understand the often limited resources you may have available. Most Nonprofits don’t have large marketing budgets, but work-arounds exist in the form of resources available specifically for Nonprofits to help cover marketing costs. Many of these are accessible through grants and subsidies.
A Real-World Example
A great example of a marketing firm that specializes in Nonprofits is Elite Generations. A Dallas based company, Elite Generations has already partnered with some of the largest Nonprofits in the nation, many of which are focused on building a better world for young people. With a small team that is dedicated to providing customised strategies, Elite Generations has found great success in spreading each of their partners missions. By shining a brighter spotlight on Nonprofits, Elite Generations is able to show the positive impact those groups are having on the community as a whole.
With a community-first based approach, Nonprofit marketing is a great way to make a difference. Helping these organizations reach their lofty goals and give back to the community is a rewarding use of your marketing skills!
