A lot of community organisations confuse marketing with advertising – but that’s just one small part of the marketing picture.

Marketing is actually ‘the total sum of activities required to make a sale’ and in the community sector, that sale could be any number of things.  For community groups a ‘sale’ could be signing up a new member or supporter, soliciting a donation, or securing sponsorship. It may also be selling tickets to a fundraising activity or event. No matter what the ‘sale’, you need to market your organisation to make it happen. People need to know who you are and what you do! 

There are some really effective ways you can market your organisation without spending a cent. After all, marketing doesn’t need to be expensive; it just needs to be effective. By making the most of the free or low-cost options first, when you do spend money on marketing, your dollars will have twice as much punch. Here are our top 3 ways to market your organisation for free. 

1. Develop a Press Release Habit 

Too often community organisations wait until they are holding an event before they consider writing a press release, but there are plenty of other reasons to send a release as well. Simply look at your organisation and find a newsworthy angle in what you are already doing.  Perhaps you have had a record number of clients or volunteers this month, maybe the recession has affected your level of funding and therefore the services you deliver, or perhaps one of your programmes is the first, last, biggest, smallest or oldest of it’s kind.  Get into the habit of sending regular press releases, so that your organisation can stay front of mind for potential supporters. For more information on how to write a press release, check out the Members Area of our website www.exult.co.nz . 

2. Blog 

A blog is quite simply an online journal of what you and your organisation have been up to. It is a great way to keep in touch with current members and supporters, but it is also an effective way of letting potential members and supporters know what you’re about.   It’s one thing to have a website, but a blog provides an up-to-date account of what’s really going on in your organisation. Either add a blog to your own website, or use blogging sites such as www.blogspot.com  

3.  Be a Guest Speaker 

There is no better way to promote your organisation than by telling people face-to-face. Hunt out your local business clubs and service organisations, and ask them if you can come and speak about your organisation.  You’ll need to make your talk informative and entertaining, but most of all you should aim to inspire your audience to get involved. By all means talk facts and figures, but it is the human stories which will really bring your message home. 

If the idea of talking in front of a crowded room seems a little daunting, don’t panic – it’s daunting for most people. Just take a deep breath and know that it really does get easier. After the first couple of minutes, you’ll wonder what you were worried about.

This article was first published in Tonic Magazine and was reproduced with permission from Exult. For information about Tonic, the fresh thinking magazine for community groups, please visit www.exult.co.nz .

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