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Marketing Articles: Non-Profit

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Bearing Bad News: Six Ways to Reduce the Sting When Your Message Stinksby Jonathan Kranz
I can't promise you that by following these suggestions you'll recover from bankruptcy or resurrect your business. But you can move on with dignity. And, sometimes, when your organization faces its darkest hour, choosing dignity may be the best, last business decision you can make. more
11 Tips for Challenging Government-Marketing Myths and Reaching Buyersby Becky Sheetz-Runkle
Just as selling to government is different from selling to any other industry, marketing to government requires a distinct approach. Although there is no shortage of ways to reach government buyers, some ways are better than others. To help shatter myths and guide you to a sound strategy, compiled below ... more
Holiday Email Tactics for Nonprofitsby Winston Bowden
Retailers have been aggressively planning their holiday marketing strategies for months. In these stressful economic times, it is more important than ever to build messages that resonate with your audience. Like retailers, nonprofits should be thinking about how they can tell their story and leverage the holiday season. In this article, ... more
MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' Authorby Christina "CK" Kerley
The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's how nonprofits can "steal" tactics from the big brands. more
Basics of Strategic and Tactical Pricingby Joy Joseph
As one of the 4 Ps of marketing, pricing is the most direct way of communicating value to customers. It has the most direct impact on bottom-line performance. At the same time, price as a marketing instrument is tricky. Here's the basics of pricing from both a strategic and tactical ... more
Q&A: PETA's 'Gorilla' Marketing Tacticsby Ann Handley
No matter how you feel about PETA, as an entity or a cause, you probably know its marketing. Even those don't admire it, in other words, are likely aware of it. Pointed, outrageous, admired and criticized, PETA's messaging is the type that makes the audience sit up and take notice. more
Corporate Philanthropy That Fits All: How Any Business Can Do Good - and Benefitby Elaine Fogel
The precedent-setting commitment of Warren Buffet and Bill Gates to charitable work is bringing corporate philanthropy to the forefront. After many years of corporate scandals and Sarbanes-Oxley news, the tipping point has arrived. Corporate philanthropy is good--both for business and the nonprofits that benefit from it. And the better news ... more
Strategic Social Marketing for Nonprofitsby Nedra Kline Weinreich
If you run a nonprofit, you know that marketing is essential to your mission. To many nonprofit managers, marketing equals fundraising and nothing more. But your organization exists for more than just bringing in donations. By using social marketing methods, you can boost the effectiveness of programs and activities that ... more
Cause Marketing: Good Deeds as Good Businessby Sherlyn Manson
Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too). more
The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketingby Elaine Fogel
Taking the time to create a written Marketing Plan is the icing on your Business Plan cake. Without it, it's difficult to achieve your business goals. Having a solid Business and Marketing Plan in tow enables you to evaluate any new opportunities to see whether they fit into your plan ... more
The Nonprofit Business and Marketing Plan--Part 1: Your Road Mapby Elaine Fogel
In the nonprofit sector, many organizations operate without a strategy or written annual plan. Even some small-to-midsize businesses have avoided the task of developing written plans, focusing instead on generating revenue and simply staying alive in their markets. But going through this exercise is an important step in developing a ... more
Cause-Related Marketing: Does Corporate America Genuinely Care?by Elaine Fogel
When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care? more
Brands, Millennials and Universitiesby Joseph Benson
How well do you understand the "customers" of your university, and what do you know of their lifestyles and buying behaviors? more
Cause Marketing: Taking a Cue From the Private Sectorby Kathy Klotz-Guest
Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too. more
Dear Tig: Sales Cannibals, Selling Not-for-Profits, and Who “Owns” Advertising?by Tig Tillinghast
Tig's back with another installment of his Dear Abby for Marketers. This week, do offline sales cannibalize online sales? Also -- who "owns” advertising? The agency, or the client who inspired the work? more
Branding the Non-Profit by Kristine Kirby Webster
Here's what non-profits need to know (and what for-profits can learn) about branding. more
Passion Marketingby Jonathan Schreiber
Want to put passion into your marketing plan? Learn how the best non-profits do it. more