Learn the essential elements in marketing for your organization or project. This means defining your project or organization and setting it apart from the rest. Learn how to find your voice and tell your story.

Marketing

1. Partner Strategically. Know your audience and go where they are. A local magazine may have a small circulation, but if you’re an education organization and it’s read by teachers, that’s perfect for you.
2. Be Smart with your money.You’re a not-for-profit, you should get things for free or heavily discounted. Allow companies to publicly use your name as an organization they support in return.
3. Have assets.If someone were to offer you a free advertisement in a magazine or online, would you have something ready to go? You should.
4. Don’t spend money on assets.Graphic design shouldn’t be expensive. Talk to a professor at a local University or art school, see if they have students looking to build their portfolios and give back.
5. Have a “call-to-action.” Any ad or message should be telling the audience to do something. Do you want them to volunteer? To donate? To attend an event? Say it. Then point to your website for more information.
6. Know who you’re talking to. When you create an ad or a message, tailor what you say to who you’re speaking with. You’d talk to donors differently than you would potential volunteers.
7. Know when to say “no.” Sometimes a partnership just doesn’t make sense and could actually damage your brand. This is a tough one, but if your gut says no, then go with it.
8. Market effectively.Whenever possible, build in metrics to your marketing and ask people how they’ve heard of you. If a partnership isn’t effective, don’t waste your time.
9. Utilize social networks.With things like Facebook and Twitter, you can be your own media platform. Build those groups and keep them engaged with an interesting dialogue.
10. Develop an engaging web site.Your site should be an effective representation of your organization and brand. If people are coming.
11. Find the microphone. Look for people with the widest distribution. This may be a publication, thought leader or simply an incredibly connected person. Make them your advocate and do even more.