Professionals in the for-profit community are observing non-profits, and they do have suggestions. It is important to listen to these ideas because many ministries fail to balance their passion with the practicality. Business ideas and vision are necessary. John Klein, a marketing professional, who works with nonprofits and for-profits, offers his suggestions as a summary of the for-profit community’s thoughts in order to “help create stronger and more resilient nonprofits as we emerge from our current economic situation.”
Klein’s suggestions:
1) Nonprofits should utilize social media—Many professionals are noticing this trend as nonprofits began to move towards using these tools. However, it is not enough of a movement yet, and Klein strongly stresses that this should be developed. Klein writes, “Even the simplest application of the discipline - a clean and well-crafted website, timely and relevant contributions to blogs and networking sites like Facebook - can yield dividends to build a powerful community. In fact, these applications can be the most cost-efficient element in your marketing mix.”
2) Nonprofits need to have a presence in their community—You simply cannot receive fundraising help if people are not aware of your organization. Promotional activities are important. People need to know your story and how you are making a difference. By creating this awareness, these people become your sales-team. By giving people a vision and awareness, they often will want to share it with others. It’s a viral effect—if you reach out in your community.
Klein uses Obama’s campaign as an example of this: “Our current president won the election last year by doing this very thing: He created awareness of his vision, differentiated himself from the other candidates, invited people to join his campaign (his community) and then act - vote for him. Said differently, Obama developed his brand image and put the elements together in an effective plan to support it, by surrounding his community.
3) Nonprofits need to build brands that have an impact—Klein writes, “ A simplified and focused approach to the basics - researching your markets and your audiences, creating a market positioning that reflects your unique qualities, effectively communicating them, measuring the results - can strengthen your business. “ This idea translates from the for-profit world to nonprofits easily. Nonprofits need to realize they still need to approach their fundraising and marketing ideas as if they were a business. The strategic and well thought out approach still is necessary on both sides of the field. Your brand is what makes people remember you.
It comes down to this idea of having a brand and promoting it. People need something to remember if you are going to seek funding from them. What will they remember about you? Are people in your community even aware of you? How do your stories impact people?
Invest in people. Invest in the power of story.
Additional information taken from John Klein’s article “Observations from the for-profit world” in the Philanthropy Journal.
-- Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online