HHS Sustainability Toolkit
Part 3: Effective Marketing Strategies
When any grassroots organization tries to attract funding, serve more clients, and advance the overall mission, marketing becomes a critical component. However, marketing often proves a challenge for many organizations who want to engage the entire community. Marketing seeks three core outcomes:
- Communicate a message that motivates the targeted audience to take action.
- Bring the organization closer to achieving its mission and goals.
- Build financial partnerships and long-term relationships.
Whatever the overall marketing goal may be, an organization should first establish marketing objectives that are SMART:
- Specific
- Measurable
- Action-oriented
- Realistic/Responsibilities stated
- Timed
It is important for organizations to identify a target audience to meet their marketing objectives. Target audiences should be separated by level of importance, such as highest, middle, and lowest. Then, messages can be created for and directed at certain audiences. To determine how to reach these audiences, market research must be conducted to assess what works and what does not. How did clients learn about the program and/or services? Does the organization adequately inform people about its offerings? Quantifiable information also makes an impact and adds to an organization's credibility.
By comparing an organization to its competitors, strengths can be identified that set apart various programs and services from other organizations. Here are some questions to assist in effectively comparing an organization to its competitors:
- What makes your organization different or unique from competitors?
- How long have competitors been in business/more experienced staff?
- Do competitors offer more comprehensive services?
- Where do competitors advertise? What are their selling points?
- What messages do competitors market? How do your messages differ?
- How do competitors recruit clients?
- Do competitors rely on advertising or referrals? Do they use the same referrals?
By analyzing the strategies of competitors, an organization can best create a positioning statement that identifies how it wants to be recognized and/or viewed by consumers, media, and competitors. Here are some questions to help determine an organization's position in the market:
- What services are provided? To whom are they provided?
- Why should funders and donors support the organization?
- What unique benefits does the organization offer its clients through its services?
For small grassroots organizations with limited funding, all assets and resources for marketing, both organizational and physical, must be used effectively. Organizational assets include the community value of an organization's programs and services, the experience and expertise of staff and board of directors, the level of dedication from volunteers and donor support. Physical assets include the facility, motor vehicles, and any equipment that is owned or rented. Here are other resources that can be used to achieve marketing goals:
- Board members have existing relationships with businesses or corporations that could help the organization
- Rooms or space in the facility could be rented to other organizations or groups
- A parking lot could be used to hold a fundraising event
- A van or car can become a mobile advertising resource
Some effective marketing techniques include:
- Utilizing local media (ie public radio, newspapers, advertising agencies)
- Create a brochure addressing mission, history, location and services offered to the community the organization serves.
- Create a printed and/or online newsletter to highlight success stories, ways to get involved, and donation opportunities.
- Create a website that keeps the public up to date on organization activities and upcoming events.
Develop and memorize a ten second introduction to share with outsiders about the organization. The purpose of this introduction is to gain someone's attention in order to share the mission of the organization. Below is a sample "elevator speech":
Hi, I'm Paula Smith, and I give second chances. I am the director of the Live Right Safe House. We offer job training, life skills, and housing to women who are recovering from drug and alcohol abuse. We provide the safety net they need to get back on their feet, stay healthy, and live drug-free.
Some basic elements of this speech include:
- A "hook" to get the listener's attention
- Tell the listener what you do: "We offer job training, life skills, and housing."
- Indicate whom you serve: "Women who re recovering from drug and alcohol abuse."
- Describe the benefits: "We provide the safety net they need to get back on their feet, stay healthy, and live drug-free."
The speech should sound natural and focus on the benefits of the organization, not the process.
Continue to Part 4: Financial Management
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