Non Profit Wisdom

During the recent economic meltdown and the legal battles involving corporate miscreant Bernie Madoff, non-profit organizations have faltered. Endowments, sponsorships and major gifts all diminished during our recent economic misfortune. Yet while cast blame and continue to harbor resentment, now is a great time to learn, to grow and to prosper.

The learning lesson for every non-profit is to begin to create a marketing engine that does not rely on one area for profits. Non-Profits must begin to market their services similarly as profitable organizations. 

Research proves that average consumers are bombarded with over 7000 messages per day. Reducing clutter and offering differentiation are what clients seek and more importantly help to create brand. If your Non-Profit seeks to be different and desires to be heard above the noise then you must do things differently. In the United States there are over a million non profit organizations, from baseball teams to those seeking methods to improve humanity (diabetes, cancer, etc) In my home state of Missouri there are over 155,000 registered non-profits. In order to be heard above the noise, the clutter and the others requires competitive techniques.

Non-Profits must implement and optimize sales and marketing programs, stop the bromide tactics of fundraising and sponsorship. Stop emulating others. Non-Profits must become more strategic and develop programs that instigate change, develop messages and promote brand. Numerous methods provide significant returns. Examples include press releases, marketing collateral, seminars, public service announcements etc. However the answer is not in the mix it is in accountability.

The accountability process requires beginning a marketing program. Full time staff is not required since interns and part time help are always available. Thereafter the Executive Director only needs to develop a competitive strategy. The key here is implementation; procrastination will disrupt flow and increase competition. Remember the only way to get into the game is to become an athlete not a spectator.


Drew j. Stevens Ph.D. All rights reserved.