Marketing your
non-profit can be challenging. With
limited resources, a competitive landscape and a top priority on fundraising –
marketing your organization’s story effectively can, at times, seem
impossible. But, think outside of the
proverbial box. Look at new ways to get
people engaged and build awareness.
While there are many
different ways to market and advertise your organization – try using something you
already have. Get your board involved!
Your board of
directors know a lot about your organization, have a solid stake in its future
success, and likely already have a passion for the mission and purpose you
serve. Who better to help spread the word? Who better to help build
your audience and engage others?
Get them active in
your marketing initiative and you’ll be pleasantly surprised at the
results! How?
Innovative Ways To Get Your Board Engaged
Social Media Shares. Invite your board members to
actively share information about your organization on their own social media
networks. Create events such as volunteer days, agency tours, etc. and ask your
board members to invite those in their online networks. Share content —
including articles, pictures, and updates — about your agency online and ask
your directors to share as well.
Introduce the Executive Director. Having the board introduce the ED to
influential friends, business owners and other connections could help fill
agency needs. Don’t always think
just in terms of fundraising, but in sharing the message, or potentially
recruiting volunteers and future board members.
Volunteer at fund-raising or friend-raising events. Your
board of directors can do more than just help plan or attend an event. Give
them a specific role — reaching out to and introducing attendees, and sharing
more information about the organization and how people can get involved. However,
not every board member will be comfortable with this role.
Sign thank-you cards or place thank-you phone calls to
donors. The more you can get your board involved in
fundraising-related tasks — and especially more involved with donors — the
better the success. A one-on-one connection between a donor and board member
can reinforce the mission and passion both individuals have for the
organization. Nonprofit marketing isn’t just about getting the word out to new
people, but also about continuing to strengthen existing relationships.
Share their why. Each board member can write a brief personal
testimony for the website or other materials describing why they are committed
to the agency. What inspires your board members will likely
inspire others. These stories can be a powerful to share your mission and
purpose and build awareness of your organization.
Donate a unique auction item. Everyone knows someone who knows someone who has resources. Ask if they
have a vacation home, an interesting trip, or special experience to donate. You
may be able to identify items that your attendees would really enjoy, and
potentially couldn’t find elsewhere. This will help create buzz around your
auction and/or event and help raise awareness and donations.
Initiate Corporate Partnership opportunities. Depending
on the business they work for, there may be opportunities for joint efforts
with nonprofit marketing and/or building awareness. Perhaps their company could
sponsor a volunteer day, mention your organization at a large corporate event,
or even become a corporate donor.
Invite friends on agency tour or to a special event. Experiencing
your organization — and especially the results — will go a long way towards getting
someone new involved. Telling someone what you’re doing is
good, but showing them leaves a much more lasting impression.
At the end of the visit, ask the individual for their input and feedback. Find
out if there is a way to get them involved — perhaps as a volunteer at an
upcoming event, or helping out once at your agency. Many donors and strong supporters
begin their relationship with an agency as a volunteer.
Host Success Celebrations. Using their home or social club, plan a small gathering of staff,
volunteers, and friends, to celebrate a recent accomplishment. It
could be a milestone you’ve hit in terms of donations, or the launch of a new
initiative or service. Clarify that the primary purpose is to congratulate your
team on their efforts - not to acquire donations. Your board members will be
more comfortable inviting new people to the event if they know the goal is to
share success, not solicit donations.
Ask for new ideas. Ahead of your
next meeting send an email out to your board and tell them you will be
discussing possible new ways to build awareness. Have them come up with their
own ideas and bring these to your next meeting. Discuss them as a group and get
feedback from others. If your board is involved in the creation and delivery of
a new initiative they will work harder to make sure it’s a success.
While donations and
fundraising may be the life-blood of your organization, building awareness is
critical for creating the relationships you need to make this happen. Your
board of directors may be some of the most passionate individuals in your
agency — in addition to your staff and volunteers. Arm them with the story and
trust them enough to engage others.
After all, your board can and should be your best brand and marketing
ambassadors!
Need help engaging your board? Contact the experts at SK Consulting. We have decades of experience working with
non-profit organizations, their staff, their board and their constituents. We’d be honored to help!
