Nonprofit Marketing and Target Audiences
So far what we have discussed in class and other articles is about the traditional/charitable nonprofit. Most of these nonprofits are directed at the general public, although there exist a lot of nonpublics in these groups as well. What about narrow target audiences? The NC Association for Children with Down Syndrome, for example, is only going to assist and draw in a certain group of clients and donors. How do we target those types of audiences? Technological strategies like a MySpace site does not seem to communicate to these narrowed groups.
I work for an Association that is constantly trying to get our members online. For years we have encouraged email distribution or digital newsletters but hardly a third of our membership even has an email address, let alone checks it. We are forced to rely on paper printout of invitations to our events, monthly invoices and all communication material. Even the Board of Directors is more dependent on communication by fax than by email. What creative, and cheaper, ways are there to communicate to these select groups? and who are somewhat technologically stunted?
Side note: Is the correct grammar non-profits or nonprofits? And what about fundraising or fund raising? I’ve seen both. Thanks
I work for an Association that is constantly trying to get our members online. For years we have encouraged email distribution or digital newsletters but hardly a third of our membership even has an email address, let alone checks it. We are forced to rely on paper printout of invitations to our events, monthly invoices and all communication material. Even the Board of Directors is more dependent on communication by fax than by email. What creative, and cheaper, ways are there to communicate to these select groups? and who are somewhat technologically stunted?
Side note: Is the correct grammar non-profits or nonprofits? And what about fundraising or fund raising? I’ve seen both. Thanks
Labels: communicate, technology
posted by Donald @ 3:40 PM
2 Comments:
At 3:21 PM, January 28, 2008,
Anonymous said…
In response to my own comment, word of mouth marketing is the ideal marketing strategy for non-profits. Branding and ad creation, although very interesting and affective for corporate companies, does not seem to be as useful in the nonprofit world. However, word of mouth and its strategies almost seemed geared for public and nonprofits e.g. grassroots, evangelist, conversation creation, etc. Corporations cannot create this type of marketing as easily because if must be "sponsored" by more than product sales. Public realtions and especially for-profit public relations appears to have an agenda. I feel this would make word of mouth marketing more difficult. But strategies like "giving clients a voice" and "working with the communtiy" is something that nonprofits already strive to do.
At 10:39 PM, January 28, 2008,
Lei said…
I agree that word of mouth may be the best marketing strategy for nonprofit organizations focusing on a small group of audiences. In the communication campaign class that I am taking, we are working with Carolina Donor Services to promote public awareness of organ donation in NC State. Finally, we narrowed down our audience to the NC State campus. Although college students is only a small proportion among the targeted audience for organ donation, they are perfect message carriers to their siblings, parents and friends. Actually in our plan we are going to ask them to challenge their family and friends to become donors as well. By doing so we hope to create a snowballing effect, and the number of audiences can be doubled or tripled as a result.
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