In a market full of ideas, it’s important for nonprofits to establish a well-defined niche. While most nonprofits don’t sell products, they do sell their organization’s mission, ideas, programs, and services. In a world where everyone is inundated with information, a strong image is the key to community awareness. Developing and maintaining a visible and credible identity through marketing will increase local support for your organization.

Many nonprofit organizations believe that their programs will sell themselves based on their inherent value. They operate on the assumption that support and recognition will automatically go to a good cause. Unfortunately, this is a false premise. Even the best of programs will fade into obscurity unless nonprofit management intentionally makes other groups, associations, businesses, and individuals aware of its mission and continually maintains that level of awareness.

Communication builds understanding and initiates action. It is essential that nonprofit management define its intended audiences, target its messages to these groups, and outline strategic plans that will best utilize limited resources to meet the organization’s goals and objectives. Leaders must also take steps to ensure that marketing strategies are carried out consistently and persistently, consistently aligned with the organization’s mission.

How many people in your community are alert to the good work of your organization? Effective communication and a consistent image also improve a nonprofit organization’s ability to raise funds. If local community members aren’t aware of the good work a nonprofit is doing, they’re unlikely to contribute to a fundraising campaign. In turn, if private foundations do not see financial support at the local level, they may be less inclined to make grants. Foundations also review grant proposals to see how an organization plans to communicate the results of its program. Marketing is an ongoing and cumulative strategy that can create financial partnerships.

Regardless of the size or mission of an organization, here are some essential elements of successful marketing that will work to build community awareness and support:

1. Identify your target audience: Define the groups your organization wants to reach. A target audience is NOT everyone in your community! Begin to characterize the demographics of your donors, community leaders and other supporters, and your volunteer base. Focus on methods to reach these groups.

2. Maintain consistent communication: Plan your communication strategy for the coming year. Develop a timeline for press releases, newsletters, special events, and other marketing efforts. Develop tangible goals and assign responsibilities to staff, board members, and volunteers.

3. Create a visual identity: Communicate both visually and verbally. Always display your organization’s name and logo on newsletters, reports, signs, and brochures. A memorable and well-designed visual image will strengthen the awareness of your organization. Don’t be afraid to invest money to make your materials look professional. Your supporters want to see materials that show your organization is accountable, trustworthy, and credible.

4. Use repetition and variation of the message: an audience is more likely to remember a message if it is repeated in different types of communication. For example, print your mission statement in a brochure, write it in a public service announcement, and tell it to a news reporter. Taglines are a way to effectively capture the essence of a message in a short and memorable way.

5. Employ multiple communication tactics: Nonprofits often target multiple audiences, which may respond to different approaches. Various communication campaigns can help establish and maintain a more generally positive image.

6. Select and Use Appropriate Media – Plan to use a combination of approaches that will best reach your target audience and make the best use of your financial resources. Include a variety of methods including phone calls, letters, email, newsletters, public service announcements, press releases, and editorials.

7. Build a strong, well-known identity over time: Building visibility and awareness is a gradual process. Be patient, persistent and consistent. Reinforce your mission in a variety of ways.

8. Tell your mission story: In your communications, let your supporters, donors, and community members know about your good works. In newsletters, press releases, and on your website, tell who you’ve helped or what action you’ve accomplished. Explain the ways in which donations have directly supported your mission. This will reinforce your message and help forge a stronger relationship between your target audiences and your efforts.