Communications Fundamentals for Non-profit Organizations

James Dominello

Communications Fundamentals for Non-Profit Organizations

A study dating back many decades found that a person forgets 90% of an advertising message within a 30-day period. That was long before Cable TV, the Internet, and mass E-mailings bombarded the minds of Americans on a non-stop basis. As was famously stated a century ago by the retail innovator, John Wanamaker: “Half of my advertising is a waste. The problem is I don’t know which half.” In the media business, key rules are to: “Fish where the fish are; Fish when the fish are biting; and Fish with the right bait (message).”

In non-profit marketing efforts, communication budgets must be justified, and dare not be wasted on brand awareness. All communication efforts should start with measurable objectives. At best, mass communications can be targeted to prospects where prospects are likely to see or hear the message, and when they have a need for your service. At worst, the creation of brand awareness for services that are not used universally and frequently, is a total waste.

I. Prospecting for Services and for Funding.

1. Focus on the most likely users of your service (targets) - Working with limited resources, non-profits cannot over-extend their goals. Like it or not, most goals are very short-term, based on meeting income-generating goals that must be achievable.
2. Fund-raising by cultivating the likeliest prospects - Fund-raising goals are most likely to be met by focusing on prospects who are reachable with regular communications. Opt-in E-mail allows cost-effective relation building not possible a few years ago.
3. Prospects and influentials that you can target for fund raising. - inancial advisors and professionals who recommend your service to others, are key influencers who can help promote your cause. They need to be kept aware of your unique niche in the non-profit market. These professionals must be contacted face-to-face in all likelihood, before successful mail programs can be utilized. Membership in the Chamber of Commerce, Rotary and Kiwanis Clubs help facilitate these contacts.
4. Prospects that come out of the woodwork. - Even if money is available, it is not cost-effective to use mass media advertising. Most potential donors will learn about you through personal contact with users of your service, or from publicity about events which appears in the mass media. The goal of mass communications is a website visit or phone call.
5. Targeted Direct Marketing  Let's assume that you have found that certain professions, such as lawyers, are prime targets. Lists can be purchased in a highly selective manner. Perhaps, the most productive list might be that supplied free by your Chamber of Commerce. Whether you are creating a postcard to a targeted, but unknown audience, or a customized e-mail to known prospects, keep the message short and focused. Rather than telling the entire story, write copy designed to solicit a response to your message.

II . Promoting your specific non-profit services - Repetition of any communications is needed to break through the clutter, and to intersect with prospects when those services are being sought. In terms of non-profit marketing, this might mean placing an ad or press release in media, which has focused on a specific topic (Vacations, Health Issues, Back to School, etc.) In this case, the media is helping to attract a prospect who would otherwise be much harder to reach.

• Personal activists marketing There is no better advertising than "Word-of-Mouth" advertising. The problem is that there are never enough mouths to spread the word. So, develop a community of active evangelists for your service, who will promote your organization to their friends and associates. Then make sure they are kept in the communication channels by updating them with all your activities via a newsletter or e-mail.
• Publicity starts inside your organization Today, one of the most cost-effective communications is public relations, which is designed to drive prospects to your website, where the next step in the selling process takes place. 
• Publicity is like free advertising. But unlike advertising, it cannot be created from the mind of a writer.
• Publicity must be based on something that is going to happen -- which is of interest to a specific media audience. You are in charge of uncovering those opportunities. 
• The news media is more likely to use Pre-event publicity, to cover something before it takes place
• Post-event PR is hardly ever covered in print, unless it involves an awards ceremony of particular importance, or the event is action-packed with interesting visuals.
• Getting electronic media coverage of an event is dependent on whether the story is interesting enough to send a video crew. Even then, crews may go elsewhere if a hard news story breaks.
• White Papers A new form of communication gaining popularity on the Web is the “White Paper.” These lengthy "how-to" articles can be distributed to prospects via a direct mail, or newsletter, and can be posted on your website, where search engines can find them. For non-profits, the White Papers can provide advice for people in need of your service, or even details relating to how to create a trust. They can have long-term value, serving a multitude of uses.

III. Caution: Building recognition is not building market.

In 2006, a Garage Door Association asked me to develop a PR program to increase sales nationally for all garage doors. I told them that no amount of publicity would increase sales, which are driven by the housing and remodeling markets -- both of which were on a decline. (I didn't get the account, and the market collapsed. Any money spent was wasted). The point here is that market conditions dictate your overall potential. Yet, even with high unemployment, there are people with deep pockets who are willing to donate to a worthy non-profit cause. Your communication goal must be to provide valid reasons why your firm is more deserving -- or at least as deserving -- as competitive non-profit organizations.

Well executed publicity tactics provides a cost-effective means for finding new prospects, while serving the long-term goal of increasing brand recognition for you. The key is to think ahead, allowing adequate time to plan for effective exposure of your message to all available free media channels.

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