Marketing Your Nonprofit

Nonprofit Marketing planThere is a wide range of activities involved in making sure that you’re continuing to meet the needs of your audience while getting appropriate value in return. Advertising is only one part of marketing your nonprofit, and continuous activity is critical to the success. Marketing your nonprofit allows you to accomplish missions, meet programmatic goals, and achieve long-term financial stability.

Every Nonprofit Marketing Plan Outline Should Take Into Account


A positive image is a critical element in gaining broad community support. Because nonprofits work with many constituencies, they must work hard to develop the proper image for each one.An organization’s image can and will change-positively and negatively. Action must be taken to immediately neutralize any negative events, statements, or impressions. Launching campaigns to create positive impressions and ideas is key.


Nonprofit organizations can and do offer firm guarantees of their products, programs, and services, for example:

  • A shelter for battered women guarantees confidentiality and police protection
  • A third world support organization guarantees that 90 cents of every dollar goes directly to kids in a third world country


Nonprofits can promote themselves in various ways:

  • Free or paid advertising
  • Organized word of mouth campaigns
  • Newsletters
  • Press Releases
  • Flyers/Brochures
  • Web presence


Relationship between price and perceived value is nowhere more evident than in the nonprofit sector.  Nonprofits must find ways to make clients believe your programs or services have the most value. When attracting donors, scaling contribution levels to a variety of abilities is important.


If customers, clients, or constituents cannot come to the organization’s headquarters, the organization must take the product or service to them. No matter how good your products or services are, constituents will not be able to make use of them unless they are conveniently available.

Before developing an overall nonprofit marketing strategies you must

  • Define research objectives
  • Do preliminary research
  • Design formal research
  • Do fieldwork
  • Analyze data found

Your nonprofit marketing plan allows you to look systematically at mission, image, constituents, competitors, resources, strengths, and weaknesses, and then devise strategies to gain more favorable position in the competitive marketplace. ( You may also be interested in our article Cost-effective Marketing Plan Resources to Generate Awareness)

While nonprofits can conduct market research themselves, it is usually important to have the assistance of an experienced professional. For information regarding our nonprofit marketing solutions contact us today!


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