Nonprofit organizations are concerned:

  • The cause (the people, places, things, or issues the organization wants to help or change)
  • Donors (the people and companies that contribute resources to help the cause)
  • Volunteers and helpers
  • The media

Each of these groups interacts with the nonprofit organization in its own unique way.  Subsequently, nonprofits need to develop their organizational personality in ways that they can develop meaningful relationships with these audiences.

One of the first tenets of Robin Hood Marketing is to not preach and evangelize about the cause or the organizational mission.  Instead, take a page from the Nike marketing book and ask each group for a specific action. 

At first blush, this seems counter-intuitive.  It does seem that you need to convince people to believe in your cause and become as passionate about it as you are.  However, after taking time to think about it, I see the wisdom.  Afterall, one good verbal sparring with an opinionated friend will teach you that it is easier to change human behavior than it is to change the human mind.

This is not to say that you shouldn’t educate about what your organization does.  Instead it means that you should have the courage to let go of the passion behind your mission when asking for help. 

So keep it simple.  Tell folks how they can help you.  Ask them to pledge.  Ask them to volunteer 1 hour a week.  As them to donate x amount toward a certain endeavor.  Then take time to thank folks and convey to them how they have made a difference.

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