Marketing Eye

Not-for-profit and not-knowing-what-to-do-to-get-with-the-times?

In the last month, I noticed another not-for-profit that I have been very familiar with over the years finally get online and join the ranks of facebook and twitter.

Not-for-profits in 95 percent of cases are for very good causes and definately whether they make a profit or not, have their hearts in the right place.

The problem is that many people who work for not-for-profits are do-gooders. They care about whatever cause they are supporting and it becomes an integral part of their lives. Therefore, they never leave. They don't provide vacancies for new people with fresh, bright and modern ideas. They keep doing the same old thing, until they have no choice but to close, join ranks with another not-for-profit or finally come to the conclusion that it's time for change.

I am an avid supporter of Ozchild - Melbourne's oldest charity. It's incredibly dear to my heart and the work that the team at Ozchild do is incredible. The hundreds of foster care and emergency care volunteers care for children in need. Their foray into the online world is limited, mainly because of costs, resources, support and not knowing exactly what to do.

I can hold alot of blame here, as my business does social media very well and can help this organisation. However, my poor excuse is that I have been too busy. It is somehow easier for me to give money than time. Pathetic and unacceptable, I know.

Many not-for-profits that have been doing well, have some excess cash in their coffers that they have allocated to marketing. Rather than follow traditional paths, think about how the world is changing, what your target audience is doing, how you can better connect with your audience of volunteers and donors, and importantly, how you can use marketing in a cost effective way to bring change in the world.

Tips for Not-for-profits:

a) Put together a 2011/12 Marketing Strategy that is aligned to your overall business plan
b) Allocate marketing budget with a firm understanding that most of the world is now online
c) Develop a separate social media plan
d) Allocate a person internally responsible for driving your online strategy
e) Ensure your website is up-to-date, has e-commerce facilities for immediate donations (EOFY), links to social media networks, blog facilities and search engine optimisation is completed monthly

For more information on what you can do better, ring 1300 300 080 for a free consultation. We care, just as much as you.

P.S. If you like this marketing blog, then please feel free to share it on whatever social network medium you see fit. We love facebook, twitter and linkedin!

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comment ( 1 )
  • Mike Burns
    Mike Burns
    12 Jan 2014

    I am curious to find out what blog platform you are working with?
    I'm having some small security problems with my latest blog and
    I'd like to find something more secure. Do
    you have any suggestions?