Non-Profit Organisation & Consumer Behaviour

Non-Profit Organisations get tax-exempt status as they further a social cause and provide a public benefit. They are accountable to the founders, donors, program recipients, volunteers, and the community. They might not be driven to generate profits, but enough income needs to be drawn to meet their societal goals. Often, they are met with challenges to get funded to run their business.

At some business point, they come across this question of attracting consumers to their organization. Suppose a Non-Profit follows the traditional and laid-back approach of periodically updating its website and holding an annual benefit. In that case, it becomes challenging to reach potential donors, investors, or program recipients to help with their social cause.

Why does a Non-Profit Organisation Needs Robust Marketing to attract consumers?

There are many easy ways to communicate your mission to the target audience while educating them about it and increasing support for your organizational goals. Marketing help to create strong relationships with other organizations and government agencies; gain exposure in the media; create a buzz in public to important events and news and reach more people with the work you do.

What are the ten ways you can attract more consumers?

1) Incentives

Remember the days when you were offered a discount on your favorite branded t-shirt in Sale. A business works similarly so, to reach more people for your cause, offer a discount on a monthly or annual membership. Reward members with more significant discounts to continue your existing services when recruiting new members. A Gift card never goes wrong, offered explicitly to new members.

2) Create Excitement

The excitement keeps you focused on your goals. So, to attract a new customer base, host an in-person event and get an industry-specific keynote speaker. Conduct games with rewarding output. Make regular meetings a fun-loving experience that attendees enjoy and gain knowledge while learning.

3) Keep Your Current Members Engaged

To broaden your customer base, don’t forget the current members. Keep them engaged with conversations and encourage them to share unique and exciting stories shared by you or valuable educational content that might help a broader network of people. Create an online forum to discuss their experiences as members and ask them to join competitions you create on social media.

4) Public Relations Campaign

Reach out to journalists, give interviews and share your message through traditional media. Use the press release as an effective tool of marketing. Run an online campaign on Twitter, YouTube, Instagram, LinkedIn with hashtags and attract the right traffic to your website. Invite industry-specific members for webinars.

5) Word of Mouth

Strike up conversations with your current members to share your organization with friends and family. Share an E-mail, post, and a video that talks about your organization and ask them to circulate it among their known acquaintances.

6) Testimonials

Testimonials have been a traditional review tool used by every business since its inception. In the digital age, ask your members to share their experiences about your organization and post them on your website.

7) Build Trust with Your Members

Like every other business, Non-Profit Organisations also need to give excellent customer service. They need to provide transparency to their members to build trust. Without trust, they might not be willing to refer your business to others.

8) Go the Extra Mile For Every Member

Small efforts go a long way. Be it your current members or the potential customers, share thank you notes; call people by their first names; recognize birthdays, anniversaries, and other special events and make them feel important.

9) Social Media

Social Media plays a significant role in today’s marketing strategies. To expand your customer reach, create graphic Tweets, trending Instagram videos and posts, Facebook shares, insightful YouTube Videos, and professional LinkedIn posts to get traffic with Search Engine Optimization. Blogging and talking about your social cause regularly and consistently can also drive traffic to your website, and more like-minded people can join your mission.

10) Use Google Ad Grants – $10,000 Free Advertising Per Month

Google Grant helps boost awareness of your Non-Profit organization’s presence on the web without colossal advertising costs. To take advantage of this grant, all you have to do is apply it. It provides $10k monthly in Google advertising funds, and you can use it to boost your market reach and attract the target audience for your organization.

You can accelerate customer reach, captivate much-needed attention, and develop your business using the above tools. Non-Profit is similar to other companies so, to increase the customer base, one needs to understand it will require aggressive marketing and a lot of hard work. It will need every ounce of help it can get. So, no amount of support is less. Be open to every resource and use every marketing tool excessively.

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Sanna