There is a bit of a double-standard in the nonprofit community that I often see. On one hand, “marketing” is usually treated like it’s a dirty word. It equates to greedy, and not worthy of their cause. A nonprofit is a nonprofit because it doesn’t have to do any marketing, right?
On the other hand, there usually comes a point when nonprofit leaders realize, for better or for worse, that they do need to take a second look at this whole marketing thing, and it becomes more important—or even a necessary evil.
And that’s when it happens. All of these sudden, the poor development staff who have been told to look at marketing one way, suddenly find themselves in charge of it. No training, no resources, just figure it out and start doing it.
This needs to change. Why? If you don’t change your mindset, as well as provide budget and resources for your fundraising staff, you’re setting them up to fail.
Remind Me, What’s Marketing Again?
As I stated on this blog almost two years ago, marketing is simply the process that creates a relationship between creator and consumer. It includes the creation, promotion, selling, and distribution of "your thing," whatever that may be. (ex: product, service, ministry, outreach, etc.)
Obviously, this gets slightly more complex with social impact organizations because you have two audiences, the people who support your work and the people who benefit from your work. For the purposes of this post, we’ll just refer to those who make your work possible. If you’re a nonprofit who is also a social enterprise, the term “customer” may still apply. If you’re a more traditional nonprofit, substitute “donor.”
Essentially, marketing is the way people find out about your mission (ex: word-of-mouth, email, social media, website, etc). That’s not so gross, right?
You already know those things have to happen, or are happening right now, so guess what? You’re a marketer. It’s kinda like being a poet when you didn’t even know it. ;)
Now, if we agree on those things, let’s talk about where the breakdown occurs.
Why Development and Marketing Are Two, Different Areas
“Marketing” and “development” aren’t the same words for good reason. Yes, the absolutely have some overlap, but they often require a different mindset and skill set. That’s where nonprofits can easily run into trouble.
According to Wikipedia, a site which I couldn’t live without, “The role of a development director is to develop and implement a strategic plan to raise vital funds for their organization in a cost-effective and time-efficient manner.” Those last two phrases probably made you cringe, roll your eyes, or nod along—perhaps all three. #nopressure
But, if you’re tracking with me, you probably see that, in reality, marketing and development are actually two sides of the same coin. That’s good news! Both roles have the same result: Bring in money for the organization. However, the way that happens can look different.
The problem here is that, once a nonprofit decides marketing is a curiosity or an even an essential part of growth, they might expect their development person or team to either know how to do it or figure out it out for themselves. It’s like being thrown in the deep end of a pool with no life vest. And, worse still, when the marketing “fails,” there may be a determination that marketing is bad, marketing doesn’t work, or this person can’t do their job.
No, no, no. That’s where I want you to help me change things. And together, we can.
From conversations with friends, clients, and my interns, it still seems that you can graduate with a degree in nonprofit management, or something similar, and receive LITTLE TO NO marketing training. Face palm. I think this is a complete injustice and flaw in the education system, if this is true.
Do you know why? Innovation and longevity.
Nonprofits have the benefit of relying on donations and grants, if they want to. That’s a critical distinction for sure. BUT, they don’t have to rely solely on donations and grants. That’s where good marketing comes in.
By being able to figure out the marketing piece of your organization, you open up more opportunities. You can utilize the aspects of the business world, and apply them to your cause. I think this is why the social enterprise model is so exciting. It’s the perfect intersection of commerce and cause.
And, whether you choose to take the social enterprise path or not, you can still use marketing to your advantage. Many nonprofits to not have a solid content strategy, for example. They have amazing stories to tell but don’t share them well. They only communicate with donors when they need something. They mean to post on social media, send an email, set a meeting, but, but, but….
There are millions of nonprofits in the world, all competing for money and resources. And, all things being equal, I think marketing separates one from the pack. So, remove celebrity spokespeople, millionaire donors, and some of those other wish list items, and marketing is what great nonprofits do well. We’ve talked about Charity:Water on this blog before, and with good reason. Outside of a large personal network, a marketing ad campaign helped put them on the map.
Thinking through the lens of marketing creates a shift. Communication goes from nice-to-do to need-to-do, and donors take notice. One-time donors can become repeat donors. Tribes increase. Awareness grows. More money can be brought in to help programs and services increase. MORE GOOD CAN BE DONE! Isn’t that worth embracing marketing? I think so.
Let’s talk about how.
I’m not naive enough to think that nonprofit leaders will read this post, and immediately begin advertising for a marketing staffer. I know that’s not always an option. In fact, most of my clients only have one or two people dedicated to fundraising. And, for some, the nonprofit leader is also a solopreneur, handling development (and everything else) as well. It takes time and money to grow and scale, but with help, you can get there.
The first step is to actually give your development person a marketing budget. Whether this is $5 or $5,000, it’s important that it exists. This is especially essential if your development staff has no marketing knowledge or experience. You can’t expect them to know what the rest of us took years to learn.
So, DIY resources could include books, blogs (like this one!), courses, events, and the like. It’s a place where they can get the information they need to do their job better. It might even be someone like a mentor.
Also, give them time on your dime to learn. Don’t expect that they learn how to be a great marketer in their evenings or on the weekend.
I would even take this one step further and actually help them find good resources. Take an hour or so of your time to search or ask for recommendations, and then pass them along. Be proactive in making sure they have a quality marketing education, and show them that you’re there to support them.
You work for a cause, after all, so demonstrate that you care and are committed to seeing them succeed. And, if you’re the boss, plan for a bigger marketing budget next year.
Let’s say you’ve got more than a few bucks in your marketing budget, and you’re willing to bring in some help. Great! You’re in a very good place.
Additional help could look like a one-time, ongoing, or once-in-a-while contractor, coach, or consultant, for example. Evaluate not just your budget, but the return on investment from a person who fits this need. Yes, it could be a sticker shock if you aren’t used to working with these folks, but how will they pay off in the long run? Their expertise may just take your organization or employee to the next level. Plus, you only have so much time on your hands. What if someone else can do a better job faster?
This is obviously where people like me fit in. I started my business to fill a need that I commonly saw as a previous employee of several nonprofits, as well as a long-time volunteer. I was regularly asked marketing and communications questions by friends and staff of nonprofits and social enterprises. They had questions, and I was happy to answer. So, when I was leaving my old job, I asked if the would be willing to pay me for project work so that I could help them grow. Those people, including the organization that I was a long-time volunteer with, all became my first clients. And many of them have become repeat clients.
For you, it might be graphic design help to make your marketing look sharp. It could be a coaching program that teaches your development staff how to also be marketers. It could be a social media manager who takes that responsibility off their plate.
One of the fun things that I love about being a consultant, and why I hire them myself, is that they see everything with fresh eyes. You are in the day-to-day of your work, and sometimes, all it takes is an outside perspective and few tweaks to get you on a better track.
If you’ve got a little more money to work with, give this avenue a shot. If you’re nervous, start with a small project. See how you can make this approach work for you.
Hire a Marketing Person
So, obviously, it takes more of a significant amount of money and commitment to hire a part-time or full-time marketing person. But if you’re determine to make marketing work for your nonprofit, this might be the right choice for you.
If you don’t have it already, I’d encourage you to write out the job description for your development director or staff. Is it more than they can handle? Does it include items they’ve never been trained for, and no resources to equip them? This is often the case. If it is, something needs to change.
I know you don’t intentionally want to set up your development department to fail. But I wouldn’t be addressing it on this blog if this weren’t a common issue. What can you do differently?
Leaders, I cannot tell you how often I see comments about this stuff in Facebook Groups and hear about it in conversations. This kind of thing puts so much pressure and burden on your employees, and will lead to burnout and frustration, which won’t serve you, your organization, or your cause well.
It’s a new year, so it’s a great time to make the shift. Set your development staff up to succeed. And make marketing an intentional part of your communication process. I don’t think you’ll regret it.
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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.