Once you have a marketing plan in place, you can devise and implement a promotional campaign. This is the heart of all your marketing efforts - it is the specific means by which you get the word out about your...
Many potential clients will call me and say, "I need someone to write a couple of press releases for me," believing that writing and sending out a press release means automatic news coverage. I must then explain to the prospect...
Part 1: Marketing for the Nonprofit Organization - Introduction Part 2: Setting Goals and Targeting Constituents Part 3: Marketing Mix Once you have examined the above elements of the marketing mix, you are ready to begin your marketing plan. Often...
Marketing is a new world for many nonprofits. In fact, if a nonprofit even acknowledges the need for marketing within their organization, it is often seen as a necessary evil rather than an invaluable tool for moving an organization forward....
A commercial for the soft drink Sprite, proclaims that 'Image is nothing'. That's easy for them to say. The drink's manufacturer, Coca-Cola, is one of the most recognizable brand names in the world, with consumers reaching for Coke products a...
A reporter calls and wants a quick interview on an issue, product, trend, or even a crisis. You want to help, but you don't feel qualified to speak. You need to find a spokesperson. Let's correct a couple of misconceptions...
Being a reporter at a major TV network for nearly a decade kept me on the receiving end of numerous charity invitations. As much as I wanted to give coverage to all these organizations, these charitable happenings were not always...
The concept of public relations (PR) seems to be a relatively new one for the voluntary sector. Save for a few notable exceptions, we didn't readily think about public relations as a part of our world a decade ago. We...
Your organization has decided that it wants its 15 minutes of fame. You've been doing great work and you want the public to know about it. You want your name in the paper and on the 6 o'clock news. You...
Put yourself in the position of a television newsroom's assignment editor. You get to work at 7:30 in the morning. While getting ready for your meeting with the news director, producers and reporters, the police radios are blasting in your...
