I'll tell you why. You're not doing enough to tell and promote your unique story,
And contrary to popular beliefs, not all marketing costs big bucks.
I’ve met with a few not-for-profits recently who seem to fear the word “marketing.” Some think the idea of it is déclassé. Some don’t get how to do it. And almost all think it’s too expensive for them to do. None of that needs to be true.
One new client has prioritized marketing last on the things they should spend money on. And I get it. They are a social service agency and that is not the first place where they should put their limited funds.
That said, they wonder why nobody knows who they are and what they stand for. They say “We are the best kept secret in [fill in the blank]. They say they need to raise funds from a wider pool of people than they typically have. They need to grow their audience. They need influencers and policy leaders to keep them top of mind.
What they need is good marketing.
But they have to stop thinking of it as just traditional advertising that costs bucket loads of dollars. There’s so much more that can be done. And much of it costs no more than a little human effort to stimulate action. Your organization doesn’t have to be a “secret.”
My infographic illustrates the realm of marketing possibilities using paid, earned, shared and owned media channels. I know my examples are just the tip of the iceberg.
Anyone care to amplify?
