What is Non-Profit Marketing and does it mean that you are not getting any profit out of your Marketing? Have you ever wondered what kind of financing stands behind the marketing of non-profit organizations? What exactly is the difference between sponsoring and fundraising? In this blog entry, you get a little insight into the world of donations and some useful tips for the marketing of your NPO.
What exactly is fundraising? Literally translated means fundraising raising capital. This is the part of the procurement marketing of a nonprofit organization in which the required resources are procured without market adequate material consideration. However, the resources needed are not only financial services, but they can also be, for example, donations in kind, voluntary work or patronage. Fundraising is not to be found in the private sector, but rather NGOs such as associations, foundations, theaters, museums or even schools use the method of financing through donations to achieve public-interest objectives.
While no material consideration is given to the donor during fundraising, sponsoring is characterized by an exchange of services. This is usually contractually agreed in advance and serves communicative functions, i. e. the achievement of marketing objectives. The sponsor gives money or monetary services, whereby the sponsored has different possibilities for return service. For example, the sponsor may be mentioned in writing or verbally in press releases or on posters, or offered advertising space. Often we know this way of financing from sport, but especially in the Non-profit sector sponsoring is a popular tool.
Successful Non-Profit Marketing
In order to successfully market your NPO, you should change your perspective and think in terms of target groups. What is the benefit of your organization for the target group? Once you have identified them, you can systematically observe the stakeholders, addresses, and the environment and orient yourself to them. Remember, you're always in competition. So what's your unique selling point? Why should your target group support you and not your competitors? If you also know which bottlenecks or goals you want to achieve through marketing, you can strategically use your marketing instruments for yourself. And as always, at the end of the day, it says control your success so that you can constantly improve yourself. We wish you all the best.