Contrary to popular belief, charities have been using marketing strategies to solicit donations and promote special events long before social media or print advertising ever existed.
Charity organizations used inventive and creative techniques that were both highly efficient and cost effective. Fund raising coordinators were the original pioneers of marketing strategies for charities and small business. Strategies that we currently use have been modeled after some of the techniques developed by these charity organizations. The Internet world was turned upside recently with the insurgence of thousands of mobile devices, software applications and social media platforms. This change made way for charities to expand fund raising efforts and develop marketing strategies on a global scale. The same basic principles that they use apply to all marketing strategies. The only difference is, mobile devices and social media technologies are added into the mix. Things have not really changed, they have only been improved.
What are the basic marketing strategies for charities?
Simply put; planning and organizing.
The truth of the matter is, if you follow these 5 basic techniques that charities have been using and apply them to any form of marketing, chances are you will achieve success in your efforts.
- Develop a clear and precise plan of action. This should include goals, objectives, basic planning and alternative actions if needed.
- Give decision making power to a governing body or individual. Decision making power should be given to the people who will manage and oversee the implementation of the plan of action.
- Implement the marketing strategy according to the specific plan of action. You should never alter the original plan of action unless agreed upon by all parties involved. Failure to do so, may result in unnecessary confusion.
- Evaluate the progress of the marketing strategy. You should evaluate progress throughout each stage of the plan, this will allow you time to consider revising the strategy if need be. Always preform a final evaluation and make notes for possible future or annual charity events.
- Adjust the plan if needed and only if agreed upon. If you can see that this marketing strategies will be more effective if altered, discuss this with all concerned parties before you implement any changes. You will want to make sure that everyone is advised of these changes prior to doing so.
Effective marketing strategies for charities and other small business relies mostly on creative and innovative promotions, dedicated staff and volunteers and individual participation.
However, if you do not have a good marketing plan to begin with, chances are you will not be highly successful. It is through planning and evaluating that you will be able to judge whether or not your plan is effective.
After all, how do you know if you get there, if you have no idea where you are going?