Last week someone asked me on www.Quora.com that “What are some good marketing strategies for an NGO working in India?” Usually, when a question is asked, I answer promptly, but this particular question sent me in my thinking cap. Below was my response to the person whom I asked the question. But then I thought why not post it on my blog too.
Marketing Strategy for NGOs is no different than any other product or brand and follows similar steps. So here we go.
First and foremost, you should be clear that what’s the purpose behind the existence of your NGO. Try defining it in one sentence. Include core values for which your NGO stands for and how you are going to make a difference in society or the current situation with your efforts. Remember that your purpose needs to have positiveness and hope in it.
Think that how people are going to connect with your purpose? What change people want and what they don’t like in the present? If you have a marketing strategy that is on these lines, people will think that your NGO is representing them, and they will come forward with a donation, charities, and helping hand.
Being humble and thankful to the people’s contribution is very important for any NGO. As per me, this should come loudly in all your marketing communications.
Most NGOs fail in terms of feedback. Once donation or help is received, usually, a thank you card is sent. But I feel people who donate, connect more with your cause, and they would like to hear more about the progress. So send regular updates on a definite interval to people who have helped you and whom you want to come forward with their helping hand. Information submitted to donors will make them feel happy and give them confidence that they have associated with the right NGO and will make them donate to your NGO in the future too.