Direct Marketing for Non-Profit Organizations

Having spent ten years in the non-profit world as well as the last 12 ½ years in business for myself has shown me how the power of direct marketing can be used by non-profits specifically for fundraising or to increase your client/consumer base. In my last job I was the director of a disability organization and when I moved into that positio
I knew intuitively that I should run my agency like a business. I realized that I could only show a 1% profit every year but I also knew that the more consumers I served the more likely my funding would increase. Although I know nothing about direct marketing at the time, looking back I can now see how I could have acquired additional funds by sending out a sales letter to the right prospects that could afford to contribute money to my agency.

As I stated in my previous article everyone is tuned into the radio statio
WII-FM, or, What’s in it for me?. I’ve seen too many non-profits literally beg for money for their organization and offer donors nothing in return. I don’t believe in a free lunch. If your agency cannot afford to give something tangible in return such a acknowledgement in an advertisement, a T-shirt, etc., your offer must buy into their altruistic nature. By this I mean making a completely compelling case for why they should donate to your organization. Tell them the emotional benefits that donating will give them. The warm fuzzies they will feel for giving money to you. How their contribution adds to the greater good, etc. Any sales letter is simply is simply stating a problem and making an offer of how to solve that problem by painting a picture with words. You can actually get people to not only buy into your cause but make them enthusiastic advocates for it. It’s all in how you structure letter.

You can also---depending on state budgets, the economy, etc.----get your funding increased by serving more clients/consumers. I’m always amazed at the lack of knowledge of most people when it comes to human services. So many people have no idea of the programs and services out there and the vast majority of them are free! The task for your organization is to reach them people who can directly benefit from, and are eligible for, your services.

To do this requires you to know precisely about the consumer of your programs. Where do they go? What’s their income level? What other programs an services do they use? I know there are confidentiality issues but you can actually enter into partnerships with other agencies to serve the same clients. You and the other agency can make it a appoint to refer clients to each other. How about enlisting your current consumers to get the word out about you as well? Satisfied consumers are your best testimonial for your programs. There are many more ways to do this.

In my one-day seminar, Grow Your Business: How to Dominate Your Market Through Direct Marketing, Sales and Customer Service I’ll show you how to write a sales letter that gets maximum results as well as teach you a wealth of marketing tips, tricks and techniques that will increase the amount of consumers you serve as well as help you raise funds for your non-profit organization. The seminar will be held on Wednesday January 18, 2006 at the DuBois Holiday Inn. The cost is________which includes lunch. Call the Chamber at 371-5010 to register.