Nonprofit organizations are an essential part of the United States business landscape with over 1.5 million nonprofit organizations nationwide. And as with any business, nonprofits are always in need of effective marketing and communication solutions in order to raise the status of the organization. However, this can take hours of meticulous strategy and planning.
Many times, in an effort to get “up and running” in a timely manner, nonprofits rush some critical marketing tasks that end up costing time, resources and money in the long run. In this blog post, I’ll hash out the common [and critical] mistakes you’ll need to avoid when starting your non-profit or any business for that matter.
Brand Confusion
There are two main reasons nonprofits blur the line between their brands:
- Color & Symbol - Many times a color or a symbol signifies something related to the cause. For example a pink ribbon signifies breast cancer. For this reason, many breast cancer causes pick pink and incorporate the ribbon into their logo design.
- Brand Clarity - Some causes don’t seem to have a handle on branding and use multiple logos in numerous different places, without any particular rhyme or reason.
Getting Stuck in Time
Similar to humans, organizations seem to fall into ruts – nonprofits included. While marketing efforts may have been perfected when the organization got its start, it should be evaluated from year to year to ensure that it remains effective.
The world of marketing changes at a rapid rate, especially these days. When reassessments of these efforts are lacking, you’re better off throwing money at the wall.
Sadly, many nonprofits increase spend even when the efforts are no longer working effectively. Make sure you’re keeping track of all top level statistics when it comes to advertising and awareness efforts.
Sharing Stats Instead of Stories
Has a statistic ever made you cry? Aside from one unexpected car repair bill, I don’t believe I have ever cried over a statistic. A good story however, sparks the imagination and can trigger emotions more effectively than a stat. People remember stories more clearly than statistics. While stats are a good reinforcement option for your cause, sharing stories can show the real life impact your organization has on those you’re serving.
Find the heart-wrenching stories associated with your cause and tell those stories time and time again.
Using Boring Photos
When a potential donor comes across your organization’s website, the first opportunity you have to touch their hearts [and wallets] is with the imagery they see upon arrival.
Do:
- Use photos of the people your group helps
- Close-ups and faces
- Action Photos
Don’t:
- Post Group Photos
- Donor Giving Checks
- Speakers Standing at a Podium
- Fancy Benefits or Dinners
Thinking that Social Media is Free
Social media can be a great way for nonprofits to push their brands to new levels through increased awareness. However, maintaining a Facebook, Twitter, YouTube and Instagram requires a dedicated staff and it’s unlikely to raise large amounts of money. And as I’ve been preaching for what seems like forever now, social media is not a one way street.
When it comes down to it - Nonprofits have a great opportunity to expand their reach by avoiding these common mistakes.
