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Guerilla Marketing for Nonprofits Tactic: Think Beyond Just Promoting Your Nonprofit!
By chris | September 29, 2007
Marketing is all contact from anyone in your organization with anyone outside of your organization. Guerrillas know that marketing is just a management word for influencing and building relationships with people. The father of Guerilla Marketing, Jay Conrad Levinson says, “It is more common sense and patience than anything else.”
In the next few posts, let’s look at some conventional ways people think about nonprofit marketing and compare them to Guerrilla Marketing tactics.
Conventional Nonprofit Marketing Thinking: “Marketing is mainly about how you do your advertising.” Since most nonprofits seem to avoid advertising generally, they think of it as something you do for special occasions, like when they are in the annual fund drive, or when they have a special program they need to promote.
Many times their advertisements are planned at the last minute even though the events and fund raising have been on the calendar for a year or two. What’s up with that? How many times do they have to plan advertisements on a rush deadline before they catch on?
Nonprofit Guerrillas Think: “Advertising is just one of the powerful weapons in my arsenal.” Your organization has a tremendous opportunity to penetrate the mainstream marketplace in your city with your message through advertising. Guerrillas know they can use advertising all year long if they do it right. In many places advertising is inexpensive and when coupled with the combined activity of a Guerrilla Marketing plan advertising makes sense.
But Guerrillas consider other ways to back up their advertising with support activity so they maximize impact. Guerrilla Marketing suggests 100 weapons of marketing (many of them free) with advertising as just one of them. According to Jay Conrad Levinson, if you are only advertising, you are doing only 1% of what you can do.
For a great list of free marketing activities you can use to back up your nonprofit advertising promotional efforts, read Guerrilla Marketing for Free.
Topics: Guerrilla Marketing for Nonprofits |