Archive for the ‘Marketing’ Category

While you may think, you’re starting a nonprofit business for the community and that’s your target audience. The community has a make up that you should get to know well.

What does your target audience do for a living? Where do they live? What are they asking for that the community isn’t providing? How can you provide? What will make them want it from you? How will this improve their lives? I could keep going on, but you get the idea.

In order to gather this information, you really need to do some field reconnaissance. Create a brief questionnaire, and then poll people. Attend town hall sessions, homeowner association board meetings, or any other venue that will give you access to the people in your targeted community. If there isn’t one, then organize it. Listen to what the people are saying, and if appropriate ask a question that may lend itself to research for your project. (Be appropriate, otherwise you’ll just turn off your targeted community.)

When conducting research about your new business for your business plan, don’t just stick to the usual suspects: the library, the internet, and/or a similar organization. Go everywhere!

When researching about my new business, I found myself in other states talking to Executives Directors of nonprofit organizations. I interviewed people who started nonprofit businesses to see what they thought they did right and what they would do to improve on the process. I visited group meetings of nonprofit professionals and gathered information, as well as new supports.

My most rewarding experience, yes hind-sight is 20/20, was the November 9 networking event with the Maryland Association of Nonprofit Organizations and other nonprofit organizations. While I was almost sick to my stomach just thinking about going, it was a great experience, and I was able to gather new resources from that event. I must admit, I’m looking forward to my next one.

When you are taking a business idea that grows so much on paper it requires
constant updating and additions. Finally, I decided that it needed to be accessible to people and updated on a regular basis; so, I built an online community around this database. Now I have a membership community just ready for participants.

My business coach said that it was a great idea, and it needed a business plan. WHAT? I wasn’t creating another business, just an idea to have resources available to people trying to start a nonprofit. But, yes I had created a new business – Nonprofit Connectors – with every new feature I crept into the project.

There are many ways to create a business plan and many resources to help you. Some of the resources include: SCORE Business Plan class, www.Bplans.com, and then there are numerous books on the subject. However, no matter where you go, there are just some things that are germane for every business plan. You must have:
a statement of purpose – why you are doing what you are doing
objectives – what will your company accomplish
strategies – how will you fulfill your objectives
plan – what steps are required for each strategy
marketing plan – who, how, when, where, and what are you going to do to reach your target market.

These are the five key elements you need to complete a business plan of one page or 100 pages long. I always suggest that you include as much in your business plan as you will need to make sure that you stay on track.

Anxiety has its place. Sometimes when I don’t feel anxious at all, I know it is a sign that I am not reaching outside of my comfort zone. So, last week when I was so nervous about the Maryland Association of Nonprofit Organizations conference, it was because I knew that I was leaping outside of my little box into the unknown. And, I am happy to report back that the unknown received me warmly with open arms.

Laura and I arrived at the conference center on Friday, November 9 at 7:10am, and there were many other vendors setting up. We setup our table, grabbed breakfast, and then settled in for the attendees to start filing in. I expected about 600; however, there were only 450 registered. The attendees trickled into the exhibit hall very very slowly. We could tell when they were in a breakout session because the exhibit hall was quiet and empty. The vendors mingled, and then boom the attendees were back again. This went on for eight hours – in for 20 to 30 minutes out for an hour.

I prepared 500 packets, I had chocolate at my table (a big hit), and I prepared a gift certificate for a free initial year’s membership to Nonprofit Connectors online membership community. I stood out front of my table and greeted everyone with a big smile. I was surprised about how hard it was to just give information away. I had one guy actually say to me, referring to my one page information sheet, “Tell me what this is about before I take it.” Of course I did. I just never thought it would be so hard to give people a sheet of paper. Of the 500 pieces I created, I came one with 450 pieces.

It may not sound like it, but it definitely was a successful venture. Just to hear the 50 or so industry people who did take information say to me, “This sounds like an excellent idea.” That was encouraging. It reaffirmed my belief that there can be more than one entity providing a similar service, and we all will be able to get along.

I am so happy to announce to you that the virtual doors to Nonprofit Connectors are now open. Please stop by and browse the site. I hope you find it to be an exciting new tool that you can take advantage of as well.

Networking is no fun for me. Some people get a charge out of introducing themselves and sharing their businesses with others. I just get butterflies. However, on Friday, November 9, I’m going to be in networking central. I am participating as an exhibitor at the 15th Annual Maryland Association of Nonprofit Organizations’ conference in Cambridge, MD. I will have literature and give-a-ways about Nonprofit Connectors for the meeting registrants. I will have my table covered with chocolate to keep their attention.

Now, I’m perfectly fine when people come up to me and ask for information. So, from that perspective, this event should be very nice. I do intend to get up from my table and venture out to other booths as well. My very good friend Laura Allen has agreed to fly in from Florida to attend this event with me. We are going to make a full weekend out of it. What a GOOD friend.

Now, if you find yourself in Cambridge, MD at the Hyatt Regency on Friday, November 9, please be sure to stop at Nonprofit Connectors’ booth and say, “Hi!”

First, I must apologize for posting late. I’ve been on a roll getting my posts in by 6:01am on Monday morning. However, this weekend I was partying and entertaining out of town friends. Read about it. I didn’t forget about my post. I just forgot about my post.

At first I thought, I am not going to try to write something last minute. Then, as it would happen, I thought to share the latest book I’ve been reading: Marketing Nonprofit Programs and Services: Proven and practical strategies to get more customers, members, and donors by Douglas B. Herron. I have been so busy looking at things from the startup mode (you know, getting the initial paperwork done, finding board members, and volunteers), I almost forgot to mention that marketing needs to be happening at the same time. Much like it does in a for-profit business scenario.

Take me for example; I’m launching Nonprofit Connectors an online community and consultant services company. The major marketing piece for this new company will be my website (coming very soon). But there needs to be additional marketing pieces; so, I’ve created a marketing plan. This plan simply includes the marketing tools I’ll use to communicate to some and educate others about the existence of Nonprofit Connectors. Some of the other marketing tools on my list are: this blog, an eBook, articles submissions, giving away 10 free memberships for the online community, a press release, and attending nonprofit conferences and/or networking events. Also, I should note here that these items have dates associated with them for delivery; just one more thing to keep in mind, make it measurable. Marketing doesn’t have to be expensive, but it should be targeted. You need to know who your audience is and why you are trying to attract them.

It has amazed me that as I’ve been developing these blog posts that for-profits and nonprofits have so much in common when it comes to the startup functions. Why wouldn’t they? We really are talking about corporations/businesses, only the financial goals are different.

How are you marketing your nonprofit? Do you need some help?