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.
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