In a not-for-profit situation the “customer” isn’t really an “end-user” in the same way the terms apply in a more traditional marketing situation. The goal is usually to persuade the target audience to adopt a cause as one with which they identify and are willing to support.

For all the differences in the terms and goals, however, marketing in a not-for-profit situation is remarkably similar to marketing toothpaste or potato chips. Both begin by identifying the primary target audience and understanding what makes them tick. Both then need to lay out the unique benefit the target audience will realize when they take the desired action – making a donation, voting for a candidate or referendum, writing to a public official, showing up for a protest march, etc.

Communication and persuasion rule

When you remember the marketing basics – deliver a clear benefit for a specific target audience – the specifics of the situation are less critical and the communication and persuasion mechanics assume primary importance.

That’s probably why we’ve been so successful developing marketing strategies and plans for not-for-profit organizations. We’ve marketed an international organization to the United Nations to get them approved as an NGO. We’ve created a strategic plan that united chapters in 100 countries to rally behind the same cause. And we were able to do these things because we kept our eye on the marketing basics.

If you have an objective that seems like more than your not-for-profit organization can do alone, let us know. We can get you over the hump and show you how the marketing principles that sell toweling paper and peanuts can engage donors for your cause.