The power of advertising is no more evident than in the wake of a federal election campaign, but for cash-strapped not-for-profit groups, the expense of advertising is usually prohibitive.
Here are the Funding Centre’s top 10 advertising ideas that will save you money without sacrificing effectiveness:
If you’ve got an event coming up, make sure it gets the media coverage it deserves.
Not many events will deserve nation-wide media coverage, but if your group is holding an event that will affect members of any local community be sure to approach local media outlets. Media contacts listings are available at the Our Community website.
The best way to approach media outlets will be through a media release that stands out from the crowd. Present the most exciting news first, including information on the five W’s (Who? What? When? Where? Why?).
Follow up with a phone call.
Also remember to ensure you’ve picked the most well-spoken, confident and comfortable spokesperson to deal with media enquiries.
Sending a regular newsletter only costs as much as postage, an internet connection and a little time.
Mailing and emailing a newsletter to all members, supporters and partners serves a double purpose. It shows a reader that a group has not forgotten them, and still appreciates their help, and also keeps readers involved in the group’s activities.
A newsletter should contain news and information on recent and upcoming events. It’s important for a group to shape their newsletter in a fashion that displays them as both successful and valuable.
Try to make it so your publication gets passed around and shared – and consider sending it to donor prospects, local libraries, and other groups as well.
After going to the trouble of writing something up for your newsletter, think about how many other ways it can be used:
Can you turn it into an article for a magazine or journal?
Can you contribute it to someone else’s newsletter?
Can you turn it into a letter to the editor?
Could it be made into a press release?
Could it be turned into an approach for a discussion on radio?
Articles generally have more credibility than advertisements, so don’t risk that credibility by trying to sneak advertising messages into them. The objective when writing an article for publication is not to sell, it is to build awareness and credibility.
Engaging supporters through social networks represents a minute financial commitment, but a larger commitment in terms of time and effort.
Develop a presence on Facebook, Twitter, Instagram and other relevant social networks. Use them to engage with supporters and the public, as well as to promote your events, your group’s work and other news.
When developing a social media presence ensure someone is responsible for engaging with supporters online, and keep all ‘posts’ engaging, exciting and meaningful. Also try to use all forms of media, including videos and pictures, to help engage an audience.
Annual reports, along with other reporting documents, provide a not-for-profit group with an opportunity to showcase its professionalism, focus, confidence and efficiency.
Put a little extra effort into the presentation of your annual report, and be sure to write up a media release regarding any exciting results you think local news outlets might be able to use for a story.
Don’t be afraid to talk.
While public speaking is, in some ways, a dying art, it is still a useful tool in getting your message out.
Offer to speak to local groups, such as a Rotary club or sports club. While spreading the word about your organisation you might also be able to gain support or help for an upcoming fundraiser or membership drive. Remember our earlier advice, though: don’t use this opportunity to sell, use it to inform and possibly challenge.
By doing this you’ll help to raise awareness and the credibility of your group, and hopefully gain new supporters, donors and volunteers in the process.
Events, demonstrations, fetes and fairs are great ways to focus community attention on an issue, but they cost a lot and take a lot of organisation.
Instead, try piggybacking on to someone else’s event. Find events that can be linked to your organisation and approach the group behind the event to discuss a partnership or to see if they can donate advertising space at the event (or anything else that will help you gain donations or support).
You might be able to have a stall at the local farmers' market, for example, especially if you're able to offer something in return (e.g. advertising space for the market in your own newsletter).
You have networks, and so do your supporters and partners. Share them.
By taking advantage of the networks of your supporters (your members, your volunteers, your donors, your friends and family) you can hugely increase your reach.
Before your next major fundraiser ask the people you know to help spread the word by emailing your promotional material on to their own friends and colleagues, and to share or retweet your social media posts.
It works best, of course, when they have contacts within your target audience.
Word of mouth is a great tool for advertising, but some people are better than others at passing on the good word and encouraging others to think similarly.
Try to locate the more influential individuals in your community, and get on-side with them. While this might sound manipulative, it's simply good networking.
An influential individual who sings the praises of your organisation will help to get a “buzz” started, and could be just as effective as a 12-metre billboard.
What you’re looking for is the cheapest way to get the job done – and what that’s worth depends on the job, not the marketing medium.
Sometimes the only way to get what you want is to look at your budget, take a deep breath, and pay good money for advertising in the paid media.
If it brings in more than you’re paying out, that’s good; if you find a way to do it cheaper, that’s better; if you go the cheap route and that doesn’t do the job, that’s a waste of time and effort.
Ed: Sorry for the cop-out folks, but think about that horrible old cliché; ‘you’ve got to spend money to make money’.
