Charities and non-profit organizations – just like any other company out there today, are trying desperately to raise visibility for their group – so that they can succeed in their mission, whatever it might be.
This means that, like other businesses, they’re also employing communication strategies to help them bring their message to the world. Often, non-profit companies face many of the same challenges as their for-profit peers, including the high level of competition in the marketplace today.
The good news for many charities, is that they do have one significant advantage of their counterparts – credibility. Non-profit entities are often seen as more transparent and trustworthy than corporate businesses.
However, no matter how noble a nonprofit’s mission might be, if it’s not marketed correctly, then it’s impossible for that organization to get the support and funding it needs to thrive. The following marketing and communication best practices may be able to help.
1. Success is all About Strategy
One of the biggest mistakes nonprofits make involves trying to use a series of poorly-connected or badly planned communication activities to drive their goals. Unfortunately, this can make it incredibly difficult for them to measure the success of their campaigns and improve the ROI of their marketing budgets. By starting every marketing or communications project with a solid strategy in mind – nonprofits can improve their chances of success and enhance their ability to achieve long-term objectives.
2. Focus on Storytelling
One of the things that makes non-profits so interesting to the consumer world, is the fact that they have a clear purpose and vision. In fact, many modern corporations are taking a leaf out of the non-profit book by building their own narrative to potentially improve customer relationships. Non-profits who want to be successful in their marketing and communications campaigns need to think carefully about how they can tell their story to the community they serve.
The good news is that there are plenty of avenues for storytelling available throughout the world today – all the way from social media marketing, to influencer campaigns and press releases.
3. Provide Guides for Spokespeople
While a creative and compelling story is an important part of the communication plan for non-profit organisations – it’s also important for these entities to make sure that the messages they’re sharing is consistent.
For nonprofits that have people around the world working on their online presence, it can be helpful to create a brand manifesto or a set of guidelines for spokespeople that let them know which terms to use and avoid, as well as which personality characteristics they should try to build.
4. Map Communication Activity
Once nonprofits know what kind of story they’re going to be telling, and who they’ll be relying on to share that narrative, they’ll need to work on mapping out the execution for their communication strategy.
This may include conducting regular patterns of social media outreach and connecting with press companies. Plotting these tactics carefully will help organisations to prioritize their communications campaigns, and make sure that their voice stays consistent online.
5. Remember Social Media
Finally, like many for-profit companies in the modern marketplace, today’s non-profit brands should also think carefully about how they can position themselves on social media.
The right social media marketing campaign can bring life to both internal and external communications and improve a non-profit’s ability to generate investment over time.
Ronn Torossian is a public relations executive with over 20 years of experience