Marketing for Non-Profits: It Can Be a Socially Useful Activity?

In the wake of the recent Wall Street bail out, the Ponzi schemes and the automotive industry failures, it is very easy to be cynical when it comes to corporate values and activities these days. But lets not be so quick to throw the baby out with the bathwater.

In many people's minds, marketing connotes a function that is specific to business firms. Marketing is often believed to be simply a process of finding and stimulating buyers for a firm's products.

But the truth is, marketing is so much more than that and as you understand what makes it so, you can easily see how it so relevant to the Advancement world today.

In business terms, marketing consists of identifying and developing your product or brand…pricing it…determining how to reach potential customers and then ultimately developing, implementing and managing a promotional strategy.

You can easily see how these principles are applied to simple consumer products like toothpaste and breakfast cereal. But lets not forget that political contests, student recruitment and fundraising are all "causes" that need to be adeptly marketed in order to be successful.

For many years, these areas of marketing were ignored by the academics, or at best, glossed over as public relations or publicity activities.

It seemed like there was never any attempt to redefine the meaning of "product development", "branding", "pricing", "distribution" and "promotion" in terms that related to the not-for-profit world. No one seemed to be examining whether the principles of "good" marketing in traditional product areas were truly transferable to the marketing of causes, services or ideas.

It seems like the world has evolved so that these conversations are now beginning. From what I have seen by attending various CASE District Annual Conferences, the topic of marketing is at least getting a placesetting at the table for discussion.

There is a great opportunity however for marketing people to expand their thinking and apply their skills to an increasingly interesting range of social activity. But, that will not happen unless marketing continues to garner a broader sense of acceptance in this arena. This writer still feels that there is significant resistance and a continued fear of being associated with the more narrowly defined business activity that has taken place in the for-profit world.

Lets face facts...Not-for-profit organizations are accounting for an ever increasing amount of work being done in our global society. Many of these organizations can become enormous and require the very same management skills as traditional businesses.

All of these not-for-profit organizations perform classic business functions. There is the "financial" function of managing the process of funds coming in and how they are budgeted according to sound business principles. Every organization must perform a "production" function that relates to arranging the inputs that are used to produce the outputs. Every organization must perform a "human resource/personnel" function to manage the hiring, training, assigning and promoting of the individuals doing the work and every organization must perform a "procurement/purchasing" function to acquire materials in an efficient and cost effective way.

Can you imagine any organization not addressing any of these functions in earnest? I don't think any of you would have any reservations about allocating resources to any of the above business functions. They all are very necessary to the success of any organization.

Ok then...what about Marketing? Is Marketing not as important to the viability of an organization as any of the other functions?

For some reason, not-for-profit organizations have traditionally not embraced the idea of implementing a comprehensive marketing plan. I have heard everything from "We don't want to appear too corporate." to "We can't afford a comprehensive marketing strategy." It just may be that you can't afford NOT to have one today!

Marketing is what and how you communicate your brand. Marketing is how we get to know a brand...to trust a brand. It is how we get comfortable and connected to a brand. It is the first step in creating a relationship with the brand. The more a brand is kept in the forefront of our minds, the longer and stronger the relationship with that brand becomes...the more likely a person will become invested in that brand either emotionally or monetarily.

Communicating a brand message...Creating relationships toward developing Client Loyalty and a Commitment to the Brand. Sound familiar at all?

Hmmm...are the "3 I's" (Inform...Involve...Invest) still a part of the Advancement vernacular?

I submit that marketing should be the most thought out component of any fundraising effort, campaign or organization. Without this first step - the marketing - the relationship with the brand can not be developed to its full potential.

Marketing is so much more than just sending out mailings, creating a website or having a presence on Facebook or Twitter.

In Advancement terms, a comprehensive marketing strategy consists of the "develpoment of the product" or "your brand's vision" for a more valuable and robust experience for your constituents.

It involves the "pricing" or the "accessment of financial commitment" needed to acquire the vision.

It addresses the "distribution" or "buy-in" of the vision by the entire organization and all of its representatives

...and it requires the "promotion" or "communication" of that vision to your various constituents or potential consumers.

So as you look at how you are creating relationships with your constituents...how you are communicating your brand message...how you are creating "front-of-mind" experiences to develop trust, comfort, loyalty and investment in your brand...you need to ask yourself...Are you truly marketing?

The Most Effective New Branding Tool Today!

I hope everyone who just had their year end saw your very hard work pay off with as much success as possible in this challenging economy. I applaud you all for the tireless efforts that allow our not-for-profit institutions to continue and thrive over time. Congratulations for all of your accomplishments over the past year!


With a new fiscal year beginning for many, I thought I would share with you a branding tool that could be the most effective and relevant piece I have ever seen.

It relates to males, females, young or old, all income levels and coming from any part of the world.

It can be easily mailed in an envelope, sealed to a post card or handed to someone in person.

But the most impressive thing about it is that the recipient will think about your brand and institution multiple times each day. In some cases...DOZENS!

For Admissions efforts, it might be the very best way to keep your institution's branding and your web address in front of high school students.

For Advancement purposes, it is perfect for a Reunion Souvenier, a Phonathon Volunteer Gift, A Special Event or Campaign Announcement or simply an Annual Fund Gift Thank You.

And best of all...depending on how many you produce, the cost could be right around $1.00 each.

This new screen cleaner design is an ingenious piece of "techno-function" that cleans the screen of your cell phone or smart phone without any liquids, chemicals or sprays.

With a self adhesive backing that leaves no residue at all, it attaches to the phone and is a constant brand reminder for the user. Just peel it off the device, wipe your screen and all smudges from oils or make up wipe right off. When done, just stick it right back onto the back of the device and it stays put to continue as a brand reminder for your institution.

Anyone with a cellphone is a potential user of the product! It crosses over such a wide demographic that it becomes the perfect promotional branding piece for all ages.

For teens, I can speak from personal experience with my own teen aged son. He averages about 100-150 text messages or calls each day. That adds up to dozens and dozens of brand hits each day! Now that is Return On Investment!

Imagine the teens that schools are mailing to for recruiting purposes getting one of these in the mail or at a college fair and how it would be a constant reminder of your school and your web address for them to use as a reference. And imagine how many more of their friends will see it at school and be exposed to the branding as well.

When I gave one to my son, he told me that dozens of his friends wanted to know where they could get one as well. It became viral!

If this sounds interesting to you, contact me for more info and a sample of this new product at matt.siegel@kreoinc.com .

Happy branding!!