marketing. Communication – The process of transmitting ideas and information about the nature of your organization and the issues it deals with . An ongoing, core activity that is key to sustaining an organization.
Communication – The process oftransmitting ideas and information about the nature of your organization and the issues it deals with. An ongoing, core activity that is key to sustaining an organization.
Marketing – The processes and activities that contribute to your organization’s public image, which, when developed effectively—and reinforced by the good work of your staff—helps earn the trust and confidence of beneficiaries, local leaders and donors.
Promotion – Any type of tactic other than advertising (e.g., special events, posters, T-shirts, flyers) used by a marketer (e.g., an NGO) to increase the awareness of a product, service or idea among specific target audiences.
Developing a communication plan for your organization should involve a cross-section of staff who participate in various activities, including program and financial managers.
From the start, look beyond the beneficiaries of a single program to also include communication with other groups, such as donors, other NGOs and potential volunteers.
The plan defines what you want from your communication and what you need to do to get it.
As with any planning process, it starts with answering some basic questions:
We want to let potential beneficiaries know:
Much like creating “targets” in your work plan, be sure your plan includes expected outcomes with specific timelines. In addition, for each activity.
Assign responsibility for monitoring its execution and outcomes to a specific staff member.
New beneficiary enrolment in our program will increase by 25% over the year as a result of our Services Promotion activity. Responsible person: Technical Lead.
All donor-funded commodities will be marked according to the marking plan within 1 business day of receipt. Responsible person: Procurement Manager.
Over the next year, staff members will participate in a minimum of three forums to share best practices and lessons learned from our project with the NGO community in country. Responsible Person: Executive Director.
Once complete, share the communication plan with your entire staff, walking them through the specific aspects related to their jobs. Giving each the means to communicate effectively about your organization will help reinforce your value to beneficiaries and other target audiences.
Marketing of services
NGO activity can be represented in general as a kind of activity, offering a wide spectrum of services. Marketing services have four characteristics, which should be taken into consideration, while making marketing programmes:
1. Non-palpable character of the services
Sense proof (we cannot taste or touch them) ; appeal to a customers previous experience.
2. Inseparability from a source
A service is inseparable from its source, a man or a machine.
3. Unstable quality
quality of services depends on different, independent from each other factors (professionalism, time and place).
4. A service cannot be preserved.
Generally, any kind of marketing can be called marketing of ideas.
Nowadays marketing of NGO ideas (such as different companies anti-smoking, anti-poverty, anti-drugs and so on) gains more and more importance. This sphere of marketing of ideas is called public marketing.
Public marketing aims at changing public attitude towards important problems of our society.
This branch of marketing is very young, but there are a lot of fields of human activity (including NGOs) where it can be applied.
Over the course of time, contribution from this kind of marketing to achievements of public changes will be enormous.
Marketing of interaction develops skills of effective work with potential consumers.
NGO services are evaluated not only according to their technical quality but also according to functional quality (the way they were presented).
But at the heart of All Marketing is Strong Branding and Image Creating Activities.
Branding is the process of developing and using images and words, such as logos and slogans, to create an identity for a product or service.
A brand is the visual representation of that identity that helps people distinguish one thing from another; for example, Coca-Cola from Fanta; USAID from DFID.
There are two aspects of branding: as an element that communicates the identity of your organization/program and as a donor requirement.
Branding Seems intimidating but can be done.
The aim is to Create Brand Associations.
Involve a cross-section of staff and volunteers in the process below.
Also, do not forget to take into consideration the branding and marking requirements of donors and partner organizations.
Who are your beneficiaries? Note any language, cultural and other concerns they might have in relation to seeking your services, such as maintaining confidentiality or avoiding stigma and discrimination.
2. What is the essence of what you do? Summarize your program’s mission in one sentence, by trying to capture its high-level objective. For example:
“The _____ project aims to improve the lives of women in the XYZ region by providing them with comprehensive, quality _______ services.”
3. How do you want your beneficiaries to feel about your program? Look at your program from the point-of-view of your beneficiaries.
Avoid excessively long names; your program name should be something people can easily remember; (E.g. I2HD)
Do an internet search on your proposed name to see if another group has already taken the name you wish to use;
Avoid acronyms that do not flow; for example, YHPD (Youth Health Drop-In Program) may be better called HEDIPY (Health Drop-In Program for Youth).
Consider what visual images might represent your program name or draw on the adjectives and objectives that describe the character or personality of the organization or program that you want to project.
It is a good idea to test your brand, especially if you are implementing in a language and culture different from your native tongue. Ask native speakers for their feedback.
Once you develop the brand name and logo, it is time to integrate them, along with the identity elements of your donors, into your public communications and your program deliverables.
Working with donor, now or in the future, you must develop and implement a branding strategy that meets the donor's requirements.
Even if your donor does not require one, it is a good practice to develop one so that your staff and sub-partners are aware of your policies.
Branding Implementation Plan (BIP) that outlines how the program will be promoted to the public; and
A Marking Plan (MP) that identifies the specific programs, projects, activities, public communications or commodities that are to be visibly marked with the funder’s identity
How the donor’s identity is to be promoted and communicated to beneficiaries and host country citizens;
1. Letter writing
2. Letter writing campaigns
4. Celebrity support something people can easily remember; (E.g. I2HD)
6. Leaflets/Flyers something people can easily remember; (E.g. I2HD)
7. Panel Debate/Guest Speaker
7. Holding a demonstration or a lobby something people can easily remember; (E.g. I2HD)
8. Direct action
9. Using the media
» what is happening?
» why it’s happening?
» when it’s happening?
» where it’s happening?
» who is involved?
For major fundraising to be successful, every board member must be involved in some way.
This requirement should be a prerequisite for board membership. When potential board members are recruited for membership, they should be informed that participation in fundraising is required.
As fundraising reports are given at board meetings, the requirement for board participation should be stressed.
One effective way of implementing the requirement of active participation of every board member in fundraising is to list various alternatives for involvement and ask individual board members to choose which tasks they wish to perform.
Some general rules apply for requesting volunteers to help with fundraising:
Be as specific as possible about what you are requesting. How many hours are required? To perform what task or tasks? At what location? what dates?
Stress that training and supervision in carrying out specific tasks will be provided.
Follow up promptly when any individual volunteers. If an individual lists his or her name on a volunteer sign-up sheet, for example, contact that individual within a day to make future arrangements