Three Ways Non-Profit Organisations Can Use Marketing to Generate Awareness and Donations
Non-Profit organisations primarily exist to make a positive change to society. The term “Non-Profit” means thei...See more
In this article, I will suggest three ways Non-Profit Organisation can utilise marketing to generate awareness and donations:
i. Create Realistic Campaign:
This means create a campaign which is able to depict the cause among target audience in a realistic way. For example, “Worldwide Breast Cancer (WBC)” created a campaign “Know Your Lemons”, a creative representation of breast cancer symptoms in the form of lemons in an egg carton, which went viral when it was shared by a cancer survivor who benefited from this campaign!
ii. Choose the Relevant Medium:
Once a Non-Profit has designed a creative campaign, how will they disseminate it? This can be done by identifying the relevant medium. i.e. a Medium of which your Target Audience is active user. Social Media is a powerful platform to reach out to target audience at a very low cost compared to traditional media (like Print, TV, Radio), which fits into keeping the operating costs at minimum possible for the non-profits. Another benefit of using Social Media is that the “Share” options on different Social Networks like Facebook, Twitter etc., add a viral dimension to it, which aids in spreading information and increasing awareness.
iii. Add Persuasive Call-To-Actions
Whether a Non-Profit runs its campaign on Traditional Media or Social Media or on both depends entirely on its objectives and budget; but one thing which is essential and sets apart message of one Non-Profit from the other is the usage of appropriate “Call-To-Actions”.
In the example shared earlier in this article, despite the tremendous success of this “Know Your Lemons” campaign, WBC (the Non-Profit behind this campaign) still found difficult to attract sufficient amount of donations because nowhere in the campaign, in its image do you see any indication of this charity asking for any donations! Or even any claim that it is a non-profit! So, using such call-to-actions along with easy options to donate (like by online transfer, digital wallets, PayPal etc.) is essential for a Non-Profit to generate sufficient donations.
Finally, it is about the consistency and persistence of a Non-Profit, which will take it places. If the cause is something people can relate to, and the Non-Profit does it well to convey its message, it will create both the awareness about its cause as well as attract donations to sustain itself towards its goal.
Added: 8 months ago
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