So...Charities are hurting.
Not a news flash or a new phenomenon, but certainly exacerbated by the economic climate. Most charities do amazing work that others would never commit to doing full time; if for no other reason than the pay isn't very good. At the same time, most charities share a common shortcoming: they don't act like a business.
The path to basic success for small to mid-size nonprofits will cross through the "forests" of e-mail marketing, social media, special events, press releases, local business partnerships, and more. The key is being able to see the forest through the "trees" of passion, emotion and bias internally and externally) that can hinder as much as they can help.
Hey local businesses: pay attention (please...) Area nonprofits can be amazing partners. They have lots of contacts who could be current and/or future customers of yours, and they represent causes on which many of the aforementioned customers place a significant value. Look good. Do good. Make money. Rinse and repeat. Don’t “over ask”—that goes for both parties
The key is to work in a facultative manner. Work toward mutually beneficial outcomes without completely over-extending your resources and (in doing so) de-valuing either brand. Yes, nonprofits are brands too. The more charities act like businesses--the more likely the outcome of their business partnerships will be charitable.
Easier said than done? Of course, as are most things in life. Impossible--not at all. Expensive--not at all. Free? Sorry, but not completely. Again, each organization needs to act like a business: spend (at least a little) money to make money. More importantly: spend TIME—forming relevant relationships and messages.
ME: I am a rising development professional for a medium-sized nonprofit with an operating budget of $1 million per year. Previously I was a director-level marketer for about 11 years for lifestyle brands (restaurants, bars, spas, hotels, etc.) Guess what? I use almost all of my marketing skills & experiences in my development role every single day.
Charities and businesses need to help each other without diluting their resources. Don't compromise: collaborate. Ask questions. Discover new solutions. Help each other. For questions on what this all means, feel free to e-mail me at marcjport@gmail.com. More specific ideas & examples to follow in the coming weeks. Happy Holidays.
Marc Portugal
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