Marketing is all about positioning your brand in the mind of the buyer, user or beneficiary so they see no suitable substitute for you and your products and services. For nonprofits, it is exactly the same. Most nonprofits focus on their strategic plans and forget that positioning themselves with volunteers, donors or collaborators is just as critical. Otherwise, they will remain unknown to those that can benefit from their offerings or can help sustain the organization.
Just like for-profits, nonprofits have to understand the “buying continuum.” It is a process by which users and donors become aware of, understand and believe in the mission, and use or donate — and if satisfied return and recommend the nonprofit to others.
Nonprofits must successfully do more than get eyes on their campaigns or fundraising initiatives. It means grabbing and maintaining the attention of people so they are prepared to take action to support the organization’s mission. There are new techniques and approaches being adopted every year, but applying the basics is often the difference between a successful marketing plan and one that is just in the wind along with many other messages.
