2 posts tagged “online marketing”

While not specific to ephilanthropy, Stacy Jones recent article in Philanthropy Journal, Mistakes Nonprofits Can't Afford to Make, highlights many important marketing basics that nonprofits often neglect:

• focusing only on the mission and not using story-telling to connect emotionally with constituents
• targeting messaging on how constituents can help rather than on the organization
• not using a clear call to action to show ways donors or volunteers can help
• using consistent messaging across all communications
• not providing enough funding to support marketing efforts

For more ideas on this topic, take a look at Network for Good's many nonprofit marketing resources as well as Katye Andresen's non-profit marketing blog and book Robin Hood Marketing,  Small changes in how we interact with our constituents can make a huge difference in how connected they are with our organizations.

Whether or not you currently use or intend to use their products, Blackbaud has made available an Internet Marketing Strategy Assessment which will help you evaluate whether your organization is effectively utilizing online marketing.  Some of the questions may seem basic, but are worth reviewing, e.g.

1. Is your mission statement clearly stated on your web site?
2. Is your Web site address printed on all of your marketing materials?
3. Do you allow event participants to solicit sponsors / donations on your behalf through personal web pages?

Take a look and see how your organization rates.