Saxum|PR

10 Tips to Market Nonprofits in a Down Economy

March 3rd, 2010 by Houda Elyazgi. Posted in Industry Expertise, Tips and Tricks

Thinking back to my days as a student at Gaylord College, I remember an encounter with an executive of a Fortune 500 company.

He asked me what I like most about public relations. I quickly answered, “Working with nonprofits.” He looked at me, puzzled, and said, “Why? There’s no money in nonprofits!” My interest in helping nonprofits with public relations has nothing to do with monetary reward, but with the reward of helping a cause larger than myself.

Many nonprofits do operate on a limited marketing budget, so working in the industry often requires inexpensive, creative solutions to meet objectives. Here are some recommendations on inexpensive ways to market your nonprofit without blowing your budget.

1. Establish a social media presence. Social media channels like Facebook, Twitter and You Tube are free to join and can increase your nonprofit’s visibility in the community. These sites can also improve your search engine optimization.
2. Develop corporate and community partnerships that make sense. The Made in Oklahoma Coalition (client), a group of Oklahoma food manufacturers who work to promote local Oklahoma products, has established a successful partnership with local food banks. A portion of proceeds from the sale of MIO paper towels and cookbooks benefit the Community Food Bank of Eastern Oklahoma and the Regional Food Bank of Oklahoma Food 4 Kids program. 
3. Use social media as a tool for fundraising. Following the devastating earthquake in Haiti, online fundraising efforts by @RedCross became one of the top 10 trending topics on Twitter and raised millions of dollars. Social media can provide an immediate call to action for your supporters to contribute to your cause.
4. Join nonprofit coalition groups that can help advocate for you in the legislature and community. The Oklahoma Women’s Coalition is a great example of an education and advocacy coalition with a growing membership of organizations, including local chapters of the YWCA and the League of Women Voters. 
5. Engage your elected officials. Invite them to your events and incorporate them into major announcements. They can become your biggest advocate and add credibility to your initiatives.
6. Build solid relationships with local media and trade publications. Follow them on Twitter, invite them to your special events and arrange for media tours of your facilities. Respond quickly to their requests, and you will build trust. Be a resource for them, even when it doesn’t result in media coverage.
7. Develop social media campaigns around your advocacy projects. Central Oklahoma Habitat for Humanity (client) uses Twitter and Facebook to share photos, update followers about opportunities, promote partnerships and the Renovation Station stores.
8. Go green. Make simple and sustainable changes in the way you conduct business. Refrain from printing annual reports and newsletters and distribute them online or in digital form. Turn off computers and power strips at the end of the day. Green practices will cut costs and can make your nonprofit more interesting to media.
9. Publicize your events on free online calendar listings. Use free social media news release tools like PitchEngine and Scribd to spread the word online. 
10. Start a blog. Update a Wordpress blog daily to keep your volunteers, board members and donors informed and position yourself as an expert. Link to your blog and other social media sites from your main Web site to drive traffic.

If applied, these easy and affordable measures can help market nonprofits in a cost-effective, successful manner.