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Pro Bono Magazine – Why every not-for-profit needs marketing

Syneka Marketing

Syneka Marketing has an editorial feature in Source Magazine, discussing the importance of marketing for not-for-profit organisations. We are pleased to have an ongoing association with Pro Bono and to have been featured in their Source Magazine.

Syneka Marketing's advertisement in Pro Bono Magazine

Syneka Marketing’s advertisement in Pro Bono Magazine

Marketing should be an essential part of any not-for-profit organisation. More than ever, not-for-profit organisations have to compete for funding from a diverse range of stakeholders.

Marketing is more than sales, it looks at how you can position your organisation to sustain itself into the future. It considers how to best deliver consistent messages to stakeholders and achieve goals that you set for your organisation.

Marketing is made up of many components, the most important of which is the marketing plan. A marketing plan acts as the blueprint that can be used to implement all marketing actions.

A marketing plan should support your organisational strategies and look at how your organisation can achieve these goals. Common elements include an assessment of internal and external capabilities, key messages, target markets and relevant stakeholders.

A marketing plan can help you to understand the strengths of your organisation and can assist in uncovering new opportunities. Marketing plans also provide guidance on what marketing tools you can use when undertaking your marketing activities, as well as understanding how to measure outcomes and evaluate the success of these tools.

There are many marketing tools; including websites, media releases, brochures, advertisements, telephone and email correspondence and social media. Every form of contact with a stakeholder is a form of marketing as it leaves an impression about your organisation. When used effectively, these tools can effectively promote your organisation to stakeholders.

Marketing tools are most effective when they are used together to promote your goals. This is due to the fact that different mediums allow you to reach your stakeholders in different ways and to capture a larger audience.

It is important to be consistent when undertaking marketing activities. Inconsistency creates confusion and diminishes the ability to provide a connect with stakeholders. Your marketing plan should identify key messages and the tools that should be used to communicate.

You need to make sure that you have staff or a marketing agency that understands your organisation and your key messages. Training and support can help your staff understand how you want to be seen by your stakeholders.

Marketing also ensures that you utilise these tools as effectively as possible. For example, you can integrate your website with social media platforms, like Facebook and Twitter, to provide a consistent image and to save time, by only requiring the need to enter each message once.

Marketing can help you to reach your stakeholders and obtain funding. Effective marketing requires planning and an understanding of where you want to be into the future. Implementation should encompass the use of the right marketing tools that reach your stakeholders and promote your messages.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

More posts by Alex Makin

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