Today is Giving Tuesday, the Tuesday after Thanksgiving. It's timely think about the impact that a non-profit is able create and communicate . With 1.5 Million non-profits in the US, it's hard for both beneficiaries and donors to find the non-profit that will actually make a difference. Most beneficiaries are incapable (eg too sick or too poor) or unaware (eg US opiate epidemic) that there are helping hands around.
- Non-profits can't pay employees as well as private business- for the same skills.
- Results or impact is poorly managed. Most non-profits will not be able to tell you how many beneficiaries they touched in the last week. You can be sure that the smallest business will have a good idea of their recent sales and revenue.
- Do you have a prospective beneficiary list? This is the target market you are trying to serve. Developing a list is a great way to start as any B2B marketer will tell you. Once a beneficiary starts receiving your services - you now have a data point and - a story of your impact to share.
- Make sure you have your website up and running. If you have a website - check that is mobile friendly. Create a non-profit Facebook and Instagram business page. We notice that it's hard to make quick changes on a website but easy to make changes on a Facebook business page.
- Empower your field staff to post on social media. It is your field staff who works with your target beneficiary. Most of your field staff are on Facebook already. Encouraging them to post impact stories on your non-profit Facebook web-page on a daily basis can help. Check with your legal folks if you need a waiver from your beneficiary. Think of sales and service people in business who have to file a daily report. Wouldn't it be great if non-profit field staff filed their daily report on social media?
- The Google for Non-Profits grant is great. It gives you $10,000 ad money to spend a month to spread your message.
- Spend on marketing. Be bold in making marketing investments. If you can hire in-house marketing staff who can manage communications with beneficiaries as well as donors, do so. A good model to manage your digital outreach is to hire a competent agency. The agency should work with your field staff to to fine tune your outreach to both beneficiaries and donors. So long as you spend 65% or more of your budget on programs that help your target beneficiary, you would be considered an "effective" non-profit. By consistently investing in your marketing efforts you can ensure that you have a growing budget for the important work you do.