3foldComm

3fold loves nonprofits. It’s one of our founding missions – helping community do-gooders do better.

In a world becoming more and more crowded by community organizations, standing out becomes essential. For imaginative and future-thinking charitable orgs, a number of for-profit marketing trends are opening up a new world of outreach opportunity. Here are a few ways nonprofits can begin adding to their marketing campaigns to increase awareness:

1. Partner with a bigger brand: The biggest trend for corporate PR is cause marketing. What is your organization doing that could connect to a brand? A nonprofit teaching computer skills to homeless could reach out to computer retailer, offering computer center naming rights in exchange for resources. An group providing business clothes for struggling women could partner with fashion brand, creating valuable media opportunities for both organizations. You know your services, how could they benefit corporations with a bankroll?
2. Create a global community: Social media is more than Facebook. Nonprofits can their own social platforms, recruiting volunteers, artists and donors from far and wide for digital participation. Create a gift registry-type site that allows donors to purchase “wish list” items instead of simply asking for cash. Crowdsource ideas for building an environmentally-friendly playground on the cheap.  Recruit social advocates to participate on your behalf in their own social networks or blogs.
3. Tell your story to more people: With YouTube, Flickr, Facebook video, and blogs, nonprofits can literally give a face and a voice to the people they serve. Interview your clients, let them tell their stories. Talk to your staff and volunteers, show the world why they want to help your organization. Facts and figures may show a need, but nothing beats connecting emotionally for spurring people to action.
4. Collaborate. Campaigns are good, movements are better. Get rid of the competition by connecting with similar organizations to create a community movement that lets people join without necessitating they align themselves to one nonprofit. Never underestimate the effect of having to decide between many options for creating complete inaction. Remove the barrier and increase the power of your message.
5. Know how your audience communicates: Ask them. Assuming your communications are the best method for reaching current and potential donors and volunteers can cost you. Add a poll to your website, send out an e-blast linking to a survey, add it to a sign up card, or just call them and find out. Not only will many appreciate being asked, but you’re outreach will find greater success.