Ok, so you have launched a website! That's a start in promoting your brand, but that is not enough! The tedious task of forming the website and mapping out the information may be complete, but now the hard part begins...getting the word out so people will visit that website and utilize your services. Seeing that C.A.R.E-to-C.U.R.E is at this point in its development, I feel that there would be no better first-days-lesson than to go over successful marketing and communication efforts of social ventures and nonprofit organizations.
Spreading the word about your organizations positive impact and service capabilities will do nothing but enhance your reputation as a professional, credible, and stable organization. It also won't hurt your financial goals either. Producing effective communication will definitely assist your organization spread its mission, and reach critical audiences that will assist in fufilling your vision.
In order to have a sucessful communication tools there are some simple steps that an organization or social entrepreneur should follow to ensure that the appropriate message is being conveyed. Those steps include:
•developing a central message
•identifying target audiences
•using social media tools effectively
•pounding the pavement
Developing a Central Message
In order to tell someone else what you can do for them, you (as an organization) need to know how to describe yourself. You must think through your message - what do you want to say? What is your vision for the future? How would you describe your services? All of these questions, and probably many more should be answered before you embark on producing a brochure, website, newsletter or even a business plan.
This is a very important step because a concise central message can definitely set you apart from a similar organization. The Enterprise Foundation, Inc. offers several questions that if answered will help determine the content of your central message.
Do you want to:
1. Enhance your credibility?
2. Raise Money?
3. Showcase your mission and the quality of your services?
4. Promote awareness of your work within the community?
5. Position yourself to communicate with public officials or community leaders?
Identifying a Target Audience
There are many people that attribute to the sucess of a nonprofit organizations mission. However, if you don't reach those key role players, your organization may have difficulty achieving its goals. That being said the next thing to work on, after you clarify your message, is who you want to deliver that message to? There are several groups of people that could prove to be beneficial- starting with the residents of the community to which the services are being provided.
Community Residents are the closest people and the ones most likely to use your services. Explaining your services in a clear and direct manner could have your organization busy in no time. Just make sure you have most of the answers to thier questions ready, and you are capable of following through.
Volunteers are another gold mine. They can be an invaluable addition to your team and also your biggest cheerleaders. In order to attract them you should advertise the various opportunities available for volunteers. Go to schools and churches and leave information for their review.
Finally the media can reach many of your targeted audiences with one article or news story. Providing them with accurate information will help them do thier job- which is to keep up with events and new issues emerging within their community. Make sure that you provide them with successful initiatives, and the needs your organization is serving. Organizational background information would also be helpful within a press release.
Using Social Media Tools
We already mentioned that the website has been created, but as many young social changers are aware of there are many other avenues at your disposal. In order to reach that younger market, establishing accounts with mediums like Facebook, Twitter, Linkedin, YouTube and Brazen Careerist are helpful tools to network with large groups of people and link up with individuals who share your passions. Keeping these interfaces current with upcoming events, publications and organization news can ensure that you establish a reputation as a serious player in your field and gain you a strong following.
There are also the more traditional media tools that can also be helpful, for example:
•radio advertisements
•television public service announcements
•newspaper advertisements
•billboards
•Op-ed and letters to the editor
•Newsletters
Pounding the Pavement
All of the resources mentioned above are helpful especially the social media tools that are at your disposal. But nothing beats the good ole fashion method of pounding the pavement. Social media sites are great, but there are apart of a cyber reality. In order to be a sucessful NPO or social entrepreneur there must be real life people that you serve- and the only way to do that is to meet them face-to-face (IRL). This is when the more conventional tools like business cards, printed stationary, flyers, brochures and fundraising packages come in real handy. In order to make your presence felt in your community you have to go out and meet with the people- pass out your cards, put up flyers, mail out donation letters, and press packets. You need to have professional stationary with a logo and contact information. There needs to be pamphlets and brochures with relevant bits of information that you can hand out to people you come across. Technology is great, but when you are in the business of helping people, you need to actually interact with the people to be effective.
Spreading the word about your organizations positive impact and service capabilities will do nothing but enhance your reputation as a professional, credible, and stable organization. It also won't hurt your financial goals either. Producing effective communication will definitely assist your organization spread its mission, and reach critical audiences that will assist in fufilling your vision.
In order to have a sucessful communication tools there are some simple steps that an organization or social entrepreneur should follow to ensure that the appropriate message is being conveyed. Those steps include:
•developing a central message
•identifying target audiences
•using social media tools effectively
•pounding the pavement
Developing a Central Message
In order to tell someone else what you can do for them, you (as an organization) need to know how to describe yourself. You must think through your message - what do you want to say? What is your vision for the future? How would you describe your services? All of these questions, and probably many more should be answered before you embark on producing a brochure, website, newsletter or even a business plan.
This is a very important step because a concise central message can definitely set you apart from a similar organization. The Enterprise Foundation, Inc. offers several questions that if answered will help determine the content of your central message.
Do you want to:
1. Enhance your credibility?
2. Raise Money?
3. Showcase your mission and the quality of your services?
4. Promote awareness of your work within the community?
5. Position yourself to communicate with public officials or community leaders?
Identifying a Target Audience
There are many people that attribute to the sucess of a nonprofit organizations mission. However, if you don't reach those key role players, your organization may have difficulty achieving its goals. That being said the next thing to work on, after you clarify your message, is who you want to deliver that message to? There are several groups of people that could prove to be beneficial- starting with the residents of the community to which the services are being provided.
Community Residents are the closest people and the ones most likely to use your services. Explaining your services in a clear and direct manner could have your organization busy in no time. Just make sure you have most of the answers to thier questions ready, and you are capable of following through.
Volunteers are another gold mine. They can be an invaluable addition to your team and also your biggest cheerleaders. In order to attract them you should advertise the various opportunities available for volunteers. Go to schools and churches and leave information for their review.
Finally the media can reach many of your targeted audiences with one article or news story. Providing them with accurate information will help them do thier job- which is to keep up with events and new issues emerging within their community. Make sure that you provide them with successful initiatives, and the needs your organization is serving. Organizational background information would also be helpful within a press release.
Using Social Media Tools
We already mentioned that the website has been created, but as many young social changers are aware of there are many other avenues at your disposal. In order to reach that younger market, establishing accounts with mediums like Facebook, Twitter, Linkedin, YouTube and Brazen Careerist are helpful tools to network with large groups of people and link up with individuals who share your passions. Keeping these interfaces current with upcoming events, publications and organization news can ensure that you establish a reputation as a serious player in your field and gain you a strong following.
There are also the more traditional media tools that can also be helpful, for example:
•radio advertisements
•television public service announcements
•newspaper advertisements
•billboards
•Op-ed and letters to the editor
•Newsletters
Pounding the Pavement
All of the resources mentioned above are helpful especially the social media tools that are at your disposal. But nothing beats the good ole fashion method of pounding the pavement. Social media sites are great, but there are apart of a cyber reality. In order to be a sucessful NPO or social entrepreneur there must be real life people that you serve- and the only way to do that is to meet them face-to-face (IRL). This is when the more conventional tools like business cards, printed stationary, flyers, brochures and fundraising packages come in real handy. In order to make your presence felt in your community you have to go out and meet with the people- pass out your cards, put up flyers, mail out donation letters, and press packets. You need to have professional stationary with a logo and contact information. There needs to be pamphlets and brochures with relevant bits of information that you can hand out to people you come across. Technology is great, but when you are in the business of helping people, you need to actually interact with the people to be effective.
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