One of the first rules of non profit marketing that you must master is the law of empathy. People are moved and touched by people who resemble them and seem similar to them.

It doesnt matter if you aim at fund raising or recruting volunteers – you should always aspire to implement this rule.

For example if you want to promote a cause that relates to people – choose the figures you plan to use for the promotion wisely. They should be as similar as possible in age, gender, location etc. to the target audiance.

The same implies to fund raising – in your presentation make sure to use as many personal stories, names of places and other characteristics that imply to the audience that is supposed to donate to your organization.

On your website it implies to the videos you show, the articles you write, the writers that you choose to write for you, the success stories you plan to publish, the projects you wish to launch and so on.

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What do you got that the big companies dont got? (feel free to add more points in the comments)

1. You got voluntaries – many human working hours that you dont need to pay for. And maybe even a big database.

2. You usually (depends what kind of NGO are you) got a good story, real people stories and thats the best entertaiment.

3. The internet becomes more and more social and thats good for you – the web becomes more about people and thats what you are about – people and people’s actions.

4. If you’ll do your work properlly the people will work for you, helping you spread your message and create awarnece.

5. You got the commercial companies who are longing to support non profit campaigns in order to help their brand.

What do you lack? (and again feel free to add more points in the comments)

1. Money & time (usually).

2. A dedicated internet marketing department to help you spread your massage.

3. Proffesional knowledge and desire. You wanted to support your cause and not to do internet marketing.

4. Money?

I obviously wrote the most common strengths and weaknesses – Now you should sit down and write your own list. Knowing what you got that others dont is the first step in building a marketing plan.

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