How Marketing in the Nonprofit Sector Varies, and Why That Matters for Crafting the Campaign

Some subtle differences separate nonprofit marketing from other types of marketing. For one, nonprofit is built on support. There has to be a real and substantial reason for people to care about a particular project.

Embed

  1. Marketing has always been built on providing a reason for people to be interested in a brand, project, idea, product, etc. despite the absurd growth of the Internet and the development of thousands of niches inside niches, this is still the ultimate goal. Except, there is a slight exception to the rule. This is the area of nonprofit development and marketing. Nonprofits often move to the beat of a (slightly) different drum.

    The Sincerity of Support

    Some subtle differences separate nonprofit marketing from other types of marketing. For one, nonprofit is built on support. There has to be a real and substantial reason for people to care about a particular project. The important word here is “project.” This is not a business or a brand. It is a specific goal-oriented project that has a very clear final goal it is working towards. All of this works towards making nonprofit channels of marketing structurally different.

    Message Clarity

    There is abuse in the nonprofit sector largely because it is structured around the goodwill of the audience. Some terrible (or arguably, effective) marketers have taken advantage of this goodwill and the sincerity of the marketing to make people give their money away. This is why the clarity of the message is so imperative.

    The money brought in from fundraising campaigns needs to have a very direct purpose. Where is it going? Perhaps just as importantly, how is it going there? How is actually being assisted to the individual level? People need to know these things because of a fundamental mistrust in many past nonprofits that have abused this power.

    The Design

    The work of the web design plays into this perfectly. The website is only an extension of the project. It is the opportunity to display a clear message. It is the real meat of the nonprofit that will generate support. But, a bad website will not even get the people to that point. The web development needs to be the inviting window towards more.

    Nonprofits need some real marketing help. They cannot do it on their own due to the many variables involved. Contact the team at Vizzify Marketing for a consultation. Receive help in brandishing a message that is concise and which can be backed up. Create a sincere message and purpose that will not alienate people, and understand the principles of mistrust that can come into play. All of these aspects will be used as tools for a fantastic fundraising campaign.
Like
Share

Share

Facebook
Google+