Creative Considerations for Non-Profit Marketing
Not for Profits Attract More Donors, Save Money
Oct 20, 2008
Non-profit organizations provide valuable services to groups, from education services to health and human services. Many non profits obtain donations and funding through direct mail marketing, and use many different tactics in their marketing mix. When creating marketing pieces for non-profit organizations, keep the following tips in mind.
Avoid Looking Like You Spent a Lot on Marketing
Most marketers strive to create elegant, classy marketing materials. Yet time and again, donors, consumer and customers of non profits perceive anything flashy, overly designed, or overly slick as wasteful spending on the part of non-profit organizations. Non profits must consider the appearance of materials very carefully. Although most non-profit managers realize that crafting a simple piece can often cost as much as crafting a slick, glossy piece, perception among potential donors must be the driving factor in creative strategy decisions, along with metrics gathered through direct marketing and direct mail marketing.
To avoid looking like you spent a lot on marketing:
- Use matte paper stock instead of glossy
- Choose recycled papers
- Select more subdued colors than bright, bold colors, but do keep within the corporate palette
Use Photography that Supports Non Profit Missions
Photography doesn’t just make a brochure or marketing piece look pretty. Well-chosen photographs support the non-profit organization’s mission by showcasing the non profit’s work.
To use photography in support of your marketing campaign:
- Choose real photos that show actual people or animals who have benefited from the non-profit services over stock photography.
- Always ensure ethnic diversity among people portrayed in photographs.
- Use captions highlighting the stories of actual people, places or animals benefiting from service.
- Select pictures of people loking into the camera, particularly children. Many studies demonstrate that people respond best to these images.
Avoid Too Many Gift Items
How many calendars, key chains, labels or notepads can donors use? While enclosing gift items with solicitations for donations still works, avoid sending so many gifts to potential donors that it appears wasteful. Remember, donors look at non profits critically, and want to believe that their donations are entirely used to help the non profit’s cause. They do not want to see their hard earned cash spent on marketing trinkets. If trinkets or gifts do boost response rates, be sure to select items that support the non-profit’s message.
Resources
For more information to help non profit organizations create effective marketing plans and marketing strategies, the following articles may be helpful.
Direct Mail Marketing Lists: Selecting strong mailing lists is critical for new donor solicitation for non-profits.
Non Profit Marketing and Public Relations Advice: Brief overview for those promoting a non profit.
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