Recently I’ve been receiving a lot of calls from non-profit entrepreneurs looking for help with promoting their programs and services to the community. So I thought it would be helpful to write an article on marketing a non-profit. For a non-profit, marketing requires not only meeting the needs of the clients you serve; but the donor’s needs as well.

When it comes to marketing programs to the community, most non-profit organizations won’t pull out their check books and hire a marketing firm, they will try some grassroots marketing efforts that leave a positive effect on the community. Grassroots marketing uses inexpensive techniques and doesn't focus on selling the organization’s mission; instead, it focuses on building strong and lasting relationships with community members who will support its mission and work along side of them.

Start-up non-profits rarely consider marketing because they may not charge clients for their services to make a profit. Regardless of your funding sources, you still need to market your organization. Sit down with your board, staff, and volunteers to brainstorm on creative low-cost ways to market the organization. Be sure you have a clear understanding of who you are targeting and the services provided by similar organizations. Establish 3 to 5 marketing goals you would like to accomplish and think about how you want others to view your organization.

Marketing involves a wide range of activities to make sure that you're continuing to meet the needs of your clients and getting value in return. Here are a few tactics you can use that won’t break the bank and works well for non-profits.

•Evangelical Marketing – This doesn’t have anything to do with religion. It does, however, involve finding ways to educate, influence, and inspire your supporters to spread the word about your organization.
•Viral Marketing – Individuals pass along your message via word-of-mouth or e-mail. An example would be an email marketing campaign.
•Guerrilla Marketing - Unconventional marketing intended to get maximum results from minimal resources. An example of this is when people hold signs near busy intersections.
•Events – An event sponsored by a company or individual to create awareness and raise funds for your programs.
•PR - Communicating with the public to influence their attitudes or opinions.