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When it comes to non-profit marketing, some people don't like change. And I find, surprisingly, that s-m-a-r-t people, people who are passionate about a cause, people who studied for years to make a difference in the world, secretly loathe change, even though they know it's for the best, they can't help it. They are so set in their ways that they shoot themselves in the foot.
But as we all learned in Sociology 101, as Darwin said, "It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change."
So here's the thing. We've noticed that some marketers, particularly in the non-profit space, still function like it's 1999. Or 1959. Kidding, not kidding.
As marketers, we understand the challenges of navigating the diverse digital marketing landscape. In this ever-evolving age, there are countless avenues to explore, making it difficult to determine where to invest your time and efforts. Among the many channels, ideas, and designs, one crucial aspect stands out: staying informed about best practices, particularly in design.
Non-Profit Marketing 101
Where do you begin? Most non-profit organizations know how to create a logo but typically need to give the creative process more thought. Does design matter? After all, as a successful non-profit, you're busy focusing on raising money, communicating with donors, grant-writing, authoring case studies, issuing statements on significant issues, and sharing data. Is anyone looking at your logo? You're not a fashion brand, for goodness' sake.
What about flyers and newsletters? Isn't it enough to type up a well-worded 8.5" x 11" flyer as a Word Doc and post a PDF on your Facebook business page? People just need the information, right?
What about your website? Does it matter that it's more Craigslist than Etsy? You are a source of education and information, not inspiration, right? Is the world going to end if the last time you posted a blog post was in June 2017?
Finally, what about your social media? It's so time-consuming and distracting. What a time suck. You have a Facebook business page with 120 followers and post 1x a week; that's good, yes? And don't even get us started on Instagram. That's for beauty influencers making videos of how to put your makeup on by covering your face with dots. At least you post! Who cares that you are posting graphic/text posts that get two likes, one of which is you and the other is your mom?
Well, we're here to tell you - all those things matter. They matter profoundly and for a myriad of reasons. Your "branding" is an outward reflection of your internal organization. Your logo, newsletters, website, and even the colors you choose serve as signposts to the LEVEL OF EXCELLENCE that exists within your organization. If the designs you publish in the market - on the internet and social media - look amateurish, your organization looks amateurish, even if it's not.
As for social media, if you have 23 followers on Instagram and 207 followers on LinkedIn, will anyone take you seriously as a force for change? An eighth grader can post once and get 1,000 followers in a week. We get it; many businesses aren't set up to convert on social media - it's not where they reach their customers. Multi-million dollar businesses (think hedge funds, commercial roofing companies, and real estate) will do more business on the golf course or the phone than they will ever do on social media. But social proof matters. The non-profit with 23,000 followers on LinkedIn will have a leg up over the community program with 207 followers. It's how people think. Followers = Influence = Expertise.
Let's Start With Your Logo
Be honest. Does your logo look like clip art? Does it include a pointy-arm person? You know the one we mean - these guys...
If your logo includes anything like this, then yes, you need to redo it. The reason is, and we don't want to hurt your feelings, it seems amateurish. We can't tell you how many educators, therapists, and doctors spent years in school to become experts, only to have their logo look like an eighth-grader created it in technology class.
You cannot use clip art and look like the pro that you are. Repeat after us - Design matters. Design matters. Design matters.
Flyers
Don't post 8 1/2 x 11 flyers with tons of text to advertise your business, online class, or therapy practice. If you post a flyer on Facebook and no one Likes or Shares it, it's because Facebook only showed it to 2 people because a) it was too text-heavy and b) it was too text-heavy. I am personally an Admin of three Facebook groups, and it is disheartening when I see a business post a flyer excitedly "Don't Miss Our Workshop!" only to see on the backend that Facebook says "Post Reach 3" or "Post Reach 18" - it's depressing.
Instead, use the free design program Canva to create images that make you look like a total pro. Save your text for the headline and caption. They have millions of templates, it will take you a few hours to learn the program (or BOOK A SESSION with me, and I'll teach you in a few hours), and it will transform how you market your business or practice. If you want to hack the algorithm, throw the graphic into Jimple and extract the metadata first. (If your head just popped off, book a consult with me, and I'll walk you through it.)
Your Website
Your website should look as polished and professional as you are. If you last updated your website in 2002, then it's time for an upgrade. One way to save costs is to use Wix or Squarespace. You would be surprised at how robust their templates are and how tech-y they make your team look. I'm not a fan of WordPress for small to medium-sized businesses (there are always exceptions, of course). While the platform has excellent functionality, most companies do not need it and will not use it. You will spend countless hours becoming a WordPress expert instead of working on your core business.
Start with those three things - your logo, your flyers, and your website. Take a week or two to learn Canva; even if someone manages your website, you should know your way around it. Spend time on your marketing and get your hands dirty; it will ultimately be worth it. This is your company and business; your marketing should reflect your capabilities and expertise.