Introduction

It’s a Saturday afternoon, and I’m responding to an email from a nonprofit client. She doesn’t expect a prompt reply, but I know she appreciates it. Since she has another job, this is when she can do her nonprofit work. Same goes for the texts we exchanged on the Fourth of July, when we both should have been off the clock. But I had a great idea, and I knew she was at an event for the organization, so it was the right time to share it.

Nonprofits are unlike a typical business. Small staff and rotating volunteers call for patience and flexibility, including from professionals like me, who work with them.

If you’re part of a nonprofit organization, let me say thank you. Nonprofit organizations are the first ones to show up when there is a disaster, a need or a crisis. They do great work, yet usually have a small team and shoestring budget. If you have decided to volunteer your time or dedicate your career to serving a nonprofit, you’re one of the special few and deserve so much recognition. A huge, heartfelt thank-you.

Just picking up this book shows your dedication to helping your organization. So if you work or volunteer at a nonprofit and are trying to understand how to spread the word about your organization, you’re in the right place.

Like I said, many nonprofits have a small staff and a budget to match. That means time is a precious commodity too. So it can be hard to market their organization. And often even if a board volunteer or office staff member wants to help with marketing, they rarely have enough time to do it. And let’s be honest, you may have been handed this book because you were “voluntold” that you need to do the marketing for your organization, and you have no interest, but your organization does incredible work, and the world should know about it. So what to do?

Rest assured, you’re not alone, because I want to make it as easy and clear as possible. You’re not going to find jargon, buzzwords or gimmicks in this book—marketing does not need to feel like a mystery. You’re going to find manageable tasks that will help you build a stronger organization and give the right message to the right people. You might be wondering how I can promise that since “nonprofit” is a broad term. You might rescue dogs, provide food to the homeless or offer programs for youth. I’m aware that your organization may be vastly different, but the marketing tools you need to define your demographic, refine your mission and reach customers/donors are the same.

This book offers clear steps that help you create a solid foundation within your organization and offer marketing solutions that make sense. Some teamwork and communication are going to be involved. I’m going to ask you to look at the heart of your organization and adjust to make room for new things. If you were looking for an answer to get a quick million-dollar donor, you won’t find it here. If you’re looking to build your donor and customer base, earn more and build a solid organization by implementing the right marketing strategies, then let’s dive in.

Why marketing is important for your nonprofit

Can we talk a little truth right from the start? People start nonprofits because they have a passion for a cause (yay, this is great!) and the leaders think their organization is the best (good, loyalty is important). But sometimes that passion can translate to being closed to new ideas or preferring the “status quo” (just because it’s always been done one way does not make it the only way). This book will only work if you keep an open mind and have a willingness to try new things. Your nonprofit may have the best of intentions, but if nobody knows about it, you won’t be in business long enough to make an impact. Status quo doesn’t pay the bills. Some things probably need to change.

Remember, you’re not alone. I appreciate the work you do so much, so I created this tool because I really want you to succeed.

If you think you can skip marketing, think again. Even if you’re doing better than most organizations, the fact remains that donors only have so much to give and we’ve got to make them want to support you. At the time this book is being written, the economy is not at its best (a kind understatement) and charitable giving is down. Donations trended downward following the pandemic and cost of operations has risen due to inflation. If your organization is going to not only survive but thrive, then a marketing strategy needs to be your biggest priority. Your success depends on it. And people depend on you, so let’s get to work.

Does your organization have goals around donations or enrollment? Are you trying to create a shift in societal behavior? Marketing is the tool that will be the catalyst for all this!

Marketing supports goals like:

• engaging prospective donors and compelling them to give their money to your cause
• recruiting program participants or end users of the services your organization provides
• driving brand awareness and attraction that establishes your organization’s credibility
• attracting volunteers and community support
• generating support for and organizing action around issues that your organization advocates for
• driving social and behavioral change

Effective marketing is arguably the most critical component of any thriving nonprofit. It’s what attracts potential customers/donors to your brand and creates name recognition, and it’s how you’ll be remembered over time. (Sneak peek: marketing doesn’t stop when the annual fundraiser is done!) If you’re thinking you have no idea what you’re doing, I’m honestly relieved because, otherwise, you wouldn’t need me.

I’m not here to waste your time. You likely know that a huge percentage of the population uses social media, you know that magazines offer advertising and, even in this music-streaming era, you know that radio commercials still exist. I don’t think you need a book to tell you what marketing is. I offer you something different. I want to show you how to do it—in bite-size chunks that are achievable and have an impact. But before we can even talk about the how, we need to talk about the why.

This marketing book is different in that it begins with an evaluation. You must know what you’re selling, why you’re in business and who your target audience is before you can market anything. This unique concept will ensure your organization is built on a solid foundation before you begin marketing.

Defining nonprofit

The Internal Revenue Code (IRC) defines nearly 30 categories of tax-exempt nonprofit organizations, with the 501(c)(3) public benefit charity being by far the largest category. Within the 501(c)(3) definition, there are two types of organizations: private foundations and public charities. The second is what most people usually think of as a “nonprofit” and is the focus of our discussion in this book. The IRS tax code allows donors to take a tax deduction for donations to nonprofits because of the public good they create. In effect, the word “nonprofit” is a reference to a tax status, not a business model.

You will find many references throughout the book about running a business because no matter the tax status, that is what you’re doing. Tasks like budgeting, human resources and marketing still need to be done, though sometimes under different circumstances than a traditional business.

This book is written on the assumption that your organization is run by part-time staff or volunteers. So although marketing directors at larger nonprofits can still benefit from reading this book, I wrote it knowing the challenges that small-staff/small-budget nonprofits face. I have seen a board where 70 percent were of retirement age and not at all interested in learning how to help with marketing. I’ve seen a nonprofit where the founder does 90 percent of the heavy lifting and just doesn’t have the resources to plan marketing strategies. I’ve seen organizations that have a small staff who can’t fit it in and don’t have volunteers with the skill set or the time. All your organizations are valuable, and you can employ many viable approaches to successfully market your nonprofit. I am here to bring clarity to the strategies that can truly improve your reach and growth. You’re not in this alone—I am on your team.