12 Epic Marketing Ideas Your Nonprofit or Social Enterprise Will Want to Copy

If you’ve got something new to promote, like an event, product, fundraising campaign, book, awareness campaign, or course. . . . pay close attention. We’re about to discuss 12 epic marketing ideas your nonprofit or social enterprise will want to copy.

Before we do that, though, let me make a couple of things clear.

Creating and promoting something new, also referred to as a “launch” in the marketing world, can present its own opportunities and challenges.

On one hand, they're often exciting, and a great chance to build buzz and get people's attention. On the other hand, they're usually short-lived, so you have to make them count because they may only happen once, annually, or at most, a couple of times per year. So, you need to maximize your time and effort with strategies and tactics that support your social impact goals.

There are definite trends you want to ride when it comes to launches (ex: email sequences and social media blitzes), but you'll also need to be creative. Innovative ideas are more likely to make people take notice—and bring in the sales and donations you want. 

Below you'll find 12 unique marketing ideas for your next launch. But, here's my caveat: don't just copy and paste. Put your own spin on them. They'll only be successful if they align with your mission.

(PSST: This post is part of a series about launch marketing for cause-focused organizations. Read Part 1 and Part 2. Or take it to the next level with my launch strategy guide.)

Nonprofit or social enterprise Event Marketing

Idea 1: Meet Ups

I was the Event Marketing Director for The Orange Conference for almost six years. And during that time, one of my favorite event marketing strategies was to host local meet ups all over the country. The catch: we didn't have staff all over the country. So, we let people in our tribe host them for us.

We hosted several meet ups here in Atlanta, where the nonprofit is headquartered, as well as in locations across the US where we did have staff. But there were a lot of places we obviously couldn't reach on our own, and our fans were more than happy to jump in.

They wanted to meet others like them in their hometowns, and we were thrilled they wanted to connect with each other. So, we provided downloadable flyers, social media images, guidance, and even allowed each gathering to give away a ticket to the upcoming event.

Whether people came to win a free ticket or to network with peers, these meet ups built community among the people who showed up—and got people excited about our event. Plus, it was a really fun way to empower our fans.

It also goes to show you that launch events don’t have to be a huge production.

Idea 2: Membership

It can be very difficult to get and sustain momentum for your nonprofit or social enterprise when your entire business model rests on one, big event. Yellow Conference is one of those. Yes, they have a regularly-updated blog, social media, and things like that, but in a sea of events, blogs, and social media accounts, your message can get lost or forgotten, even by your fans.

One of the ways they fight through the noise is the Yellow Collective. It originally began as a subscription box, which I thought was very clever for their business model. In its second year, it has evolved into a membership group that includes many of the original elements: in-person, at home, and online resources. And it also includes discounted tickets to their annual conference.

They've done a really great job at keeping their community connected throughout the year so that, when it's event launch time for their next conference, their fans are already primed and waiting.

Fundraising Campaign marketing

Idea 1: Get Out of the Office

Sometimes all you need is a change of scenery. For Atlanta Dream Center's "48 in 48" fundraising campaign, the founder of the nonprofit lived on the streets for two days. One of their three, primary ministries focuses on homelessness, so it made perfect sense with their mission.

And because the founder actually had the past experience of being homeless himself, it magnified and personalized the cause. He made the issue relatable and gave first-hand insight. Leading up to the event, a lot of buzz was generated among their supporters because it was not something you expected to see from a nonprofit founder.

During the 48 hours, he also did multiple Facebook Live videos so that people could follow his experience, and that generated additional donations once people saw it in action. He talked about his life, what he was seeing, and interviewed others on the streets with him (with permission, of course).

It was a brilliant way to shed light on their mission, and give people an up-close encounter they might not have otherwise.

Idea 2: Shared, Uncommon Experiences

Similarly, Nicholas House has an annual fundraiser where their supporters can sleep outside in an effort to raise awareness about homelessness. Each participant is asked to raise $2,500, taking some of the annual fundraising responsibilities off of the organization itself.

What I liked about this nonprofit’s event, in particular, is that my friend who participated is a board member. Often, events like these attract more adventurous high school and college kids. But seeing adults and their families involved was special.

Yes, the environment for this fundraiser was more controlled than the example above, but it was a more approachable way to bring others in who may not ordinarily be up for that type of experience.

And having individuals raise support on their behalf provides more "social proof" for the nonprofit because someone else is doing the talking. My friend’s fundraising letter conveyed her heart and excitement for their work—and that's not something you can force or buy.

 

Book marketing

Idea 1: Blog Book Tour

Unless you have the full might (and budget) of a traditional publisher behind you, it can be difficult to get the word out about your new book. And, even so, today's publishers want authors to take an active role in their own marketing. Enter the blog book tour.

My friend Katrell, who owns Dr. Bombay's tea shop here in Atlanta, participated in one of these for her book. She didn't have a big name or a big audience, so this was a fantastic way to spread the word without traveling around the country to book signings and interviews. Even though it was set up by her publisher, it would be relatively easy to pull off for just about anyone.

For a blog book tour, you'd simply set up a series of book reviews, guest posts, or author interview posts during a defined time period leading up to the book release, such as one to four weeks. This strategy definitely helped expose her to new audiences and sell books.

(Psst: You can also do this with podcasts!)

Idea 2: Galley Copies

If your social impact organization has one or more large events each year, you probably already know that it's best to release new products there, while you have a captive and engaged audience. But once-in-a-while, the timing just doesn't quite work out.

This was the case for the latest book by Growing Leaders about inspiring and mentoring today's students. So, what they decided to do was to give all 200+ attendees at their annual conference a galley copy of the book.

This opportunity allowed them to promote the book and build interest for it's release the following month. They also had a special pre-launch price with bonuses, which were designed to further entice attendees.

Nothing replaces a face-to-face pitch, and by giving out galley copies, they were still able to capitalize on a live audience for future sales.

Awareness/Community-Building Campaign MARKETING

Idea 1: Recreate an Experience

Some causes are sensitive in nature, and require you to protect those you help by offering them anonymity. This could include victims of sex trafficking, domestic violence, or issues involving children. Not only do you want to avoid capitalizing on someone else's tragedy, but you want to keep them safe.

Street Grace launched Suburban Horror Story as a way to accurately portray the issue of sex trafficking for the community without disclosing names and faces. You could watch videos online that were recreations of actual events, and also learn more about the issue. They also had guided "tours" to houses where arrests had been made to show real-life scenarios, as well as talk about warning signs and the experiences inside.

This gave those in attendance (donors, potential donors, and media) an up-close look at the problem, and showed them how they could be involved in the solution. It was a very effective way to talk about the people behind the issues without actually involving victims.

It’s a captivating idea on it’s own, but the quality (and frankly, scariness) of the website did a lot to stir up interest for people to take a tour, learn more, get involved, or even donate to the nonprofit.

So, make sure that even when you're promoting an in-person event, the promotional materials, like the website, do a good job of drawing people into your cause. This site did a fantastic job. They could've just splashed up a single page with stats and a description, but they definitely took it further to great results.

Idea 2: Take Advantage of (or Declare) a Holiday

I've talked about the idea of taking advantage of holidays—both official and unofficial—on this blog and my newsletter before, but it's always important to bring it up again. Because there are so many to choose from!

People love celebrating special occasions, so take note of any that you can work into your launch marketing plan. It often gives you a new way to talk about what you're doing.

There are, of course, plenty of legit options like Christmas, Halloween, and Fourth of July that might play nicely with your marketing and promotion. And how about #GivingTuesday to kick off your year-end giving campaign? Breast Cancer Awareness Month, Black History Month, and White Ribbon Against Pornography are a few others.

However, there are plenty of wacky or unofficial observances as well. For example, you can try World Kindness Day, Adopt a Rescue Pet Day, Digital Detox Day, or Read a Book Day. There is literally a day, week, or month for just about anything you can think of.

There may be even times when you need to create your own holiday. When I worked at Captain Planet Foundation, we created a Captain Planet Day. We had a formal ceremony down at Atlanta's City Hall, received a proclamation, and the whole nine yards. It was to celebrate a milestone in the foundation's history, but also garnered attention for the organization as we kicked off promotions for the annual fundraiser.

SOCIAL IMPACT Product MARKETING

Idea 1: Giveaways and Contests

My friend, Jen, just wrapped her first successful Kickstarter for her physical product called the Hope Deck. One of the strategies she used to get attention for her campaign was by doing free giveaways on influencer social media accounts.

She used both existing relationships and good ol' fashioned research to locate a handful Instagram accounts that fit her target market and were interested in doing a giveaway. Jen allowed them to give away a couple Hope Decks in exchange for pointing them to her account or campaign page. It was that easy.

This allowed her to easily expand her audience, and when she started promoting her campaign, she had a lot more eyes on it. And it made a difference! 

Idea 2: Giveaways for Reviews

I'm surprised at how little this strategy is used, so I thought I'd bring it up. I think most of us feel we need to bootstrap everything and get by on our own, but why? Getting help is often way better.

Now, I do know that people often launch in a rush or last minute and that may be a factor. (That is definitely one way to sabotage your launch!) 

But when you can get someone else to talk about your launch—you should!

Yes, sometimes you may have to pay or ethically bribe people to review your product, but again, use existing relationships and do your research for free or budget-friendly opportunities. There are so many blogs, magazines, newspapers, social media accounts, and YouTube Channels. A few of those leads are likely to respond and participate.

A client and I recently talked about this because she's releasing a very cool new product that creates culturally smarter kids. She thought that she would have to pay for people to review or talk about her product, but I named a handful of people in just a few minutes who would do it for free because of the product’s target market and social impact focus.

Put your thinking cap on, or ask around, and I bet you'll come up with your own list, too.

Tip: We often want to target the Oprah's of the world so we can make it to the top faster, but these folks are just plain hard to reach. Find people with a few thousand followers, or depending on your product, up to 100K followers. Often the "littler guys" (micro influencers) don’t get contacted as often, would love to participate, and have very engaged fans who would love to hear about your product.

nonprofit or social enterprise Course marketing

Idea 1: Facebook Groups

Facebook groups have become ALL. THE. RAGE. over the past couple of years. But course creators are cleverly using them to their advantage now as well.

Typically, they are meant to accompany an online course, or at least that's how I see a lot of them playing out. Especially when the courses are written or video-based, this allows the creator to interact with the students, and students to interact with each other. I am a member of a couple of these, and they're really fun.

But there are other ways to use them as well. Take the Myth of Balance, for example. Originally, it was released as a book. It's very short and practical, but the transformation isn’t in the information—it’s in the action.

So, the author created a Facebook Group to serve as the outlet for the course, which he calls a workshop series. He can release worksheets, conduct Facebook Lives, ask people about their progress, and coach them through obstacles right there in the group rather than having to build an online platform for the course (and pay those fees). Much easier and more DIY.

In the Myth of Balance launch, we used a lot of traditional marketing techniques to get the word out initially. Most other course creators do the same. But the difference in having a Facebook Group is that you don't have people going through the course on their own and then moving on with their lives.

Instead, you have people interacting with the course creator and other students, getting results due to the community and accountability, and afterward, you literally have a group of evangelists to help you promote when you're ready to relaunch!

Idea 2: Involve Others and Let Them Promote

Putting a course or curriculum together is no joke. I plan to do it in the future, but find it overwhelming to even think about. And then, when you have your shiny, new course, you still have to get the word out! It's a long process.

But the folks at Plywood were really smart. They have a lot of knowledge and know-how on their staff. However, they also know that one of their strengths is their ability to connect people and showcase others.

So, for their video-based curriculum course, they featured not only the founder, but individuals from their community. Each module features an interview with a different nonprofit or social enterprise leader putting that week's lesson into action.

Besides making content creation easier, Plywood now also has a group of people willing to help promote the course because they’re featured in it! The founders in the videos are well-known in the Atlanta area, with their own distinct audiences, which helped get the word out quickly about this curriculum.

By now you'll definitely notice a theme about recruiting others to help you spread the word. It's just one of those techniques that can look different each time, and is always effective.

What about you? What unique launch marketing ideas have you come across?

(PSST: This post is part of a series about launches. Read Part 1 and Part 2. Of if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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What do successful launches have in common?

Do you watch other nonprofits and social enterprises launch their campaigns, products, or events to great success, and then wonder what it took to make that happen? Do you assume it's beyond your capability?

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team to make your next launch your best yet.

This is really good news because it means that there's hope for all us little guys! So, allow me to give you a shortcut to what works for some of the big dogs.

(By the way, before we get started, this post is based on the assumption that your product, service, campaign, event, etc. has already been "vetted." Meaning, we're assuming that it's something people want.)

Let's continue . . .

(PSST—This is part two of a series. Read Part 1 and Part 3.)

Begin With A Launch Plan

This is the not-so-dead horse that I will continually beat on this blog, and in any conversation that you and I ever have. You'll also see it woven into a lot of the items below too for good reason. Successful launches don't just happen unless your nonprofit or social enterprise has an enormous audience or tremendous amount of influence. And how many of us do? Planning includes the details, tasks, and, yes, even the right headspace. 

At the very least, be sure to write you plan down. The list-maker in me would love to see your timelines too, because I think organization is a key to success. But push yourself to at least be more organized than you were the last time.

Don't just let all the ideas float around in your head. I'm guilty of that because I'm naturally an organized person. But it's incredibly helpful to see everything laid out in front of you, whether it's on paper, on a Word or Google doc, in Evernote, or a project management system. (I'm currently loving Asana.)

Simply creating some sort of plan will make you feel so much better about your launch.

You Time To Make a Launch Happen

Launches take a lot of time and energy. It doesn't matter if it's for a fundraising or awareness campaign, book, event, course, or other type of product.

Chances are that you already have a full calendar. So, it's important to make space in your schedule as you're preparing for a launch of any kind. Either get some work out of the way prior to the launch time period, or start weeding out tasks that can wait until after the launch.

You may need to work longer hours to prepare for your launch, just to ensure your day-to-day responsibilities get taken care of when you're attention is focused on the launch. Not a fun thing to think about, but remember, it's only for a short time. 

The other option is to move items off your plate. This can be done through delegating, reassigning, nixing it, or putting it off to a later date. Sadly, most of us live our lives in response to either the urgent or shiny object syndrome.

But people who plan successful launches know that they are focused on making the launch a priority. 

Don’t Forget: Plenty of Preparation

Not too far off track from the items above, launches take special preparation. It may mean author interviews, gathering testimonials, selecting a location, writing emails, scheduling social media, or any other number of To Do's. These tasks can feel never-ending.

The point is that launches aren't to be taken lightly. You'll need not only the space in your calendar, but all your ducks in a row. It's highly unusual to launch last-minute and make it a success, unless every waking moment is dedicated to that project, the goals are small, or there is a team of people that can help pull it off.

Think farther out. Your launch may be six or 12 months away, but what can you start doing right now to make it a success? (If it’s a big launch, you’ll need all of those months anyway.)

Communicate Both Head and Heart Information

I don't have to tell you that people learn in different ways. So, unless you are talking to an incredibly niched and small group of people (like vegan, Tabby cat lovers who only wear purple on Thursdays and have a side photography business) you'll need to communicate your message in multiple ways.

Usually, this is done not only by having both visual and written content, but also by speaking to both the head and the heart.

Plus, we are all multi-faceted individuals, and what might resonate with us on one day could change the next.

Because I work around the social justice space, statistics are thrown around quite frequently. And while stats can be compelling, most people really need to see the faces behind the numbers to make it real for them.

So, definitely include the facts and figures that make your cause unique and worthy, but don't forget the stories. You'll probably need both of these things to make the sale or donation.

Use A Variety of Communication Means and Methods

Circa 1990, we were just delighted to get a plain text email in our newly minted Inbox. Boy, how times have changed! (And frankly, some of you reading this weren't even alive then to remember! I feel incredibly old all of the sudden . . . ) 

Now, just to be heard, you need to talk to people in a variety of different ways to get their attention. At the very least this means email and social media. But, as you already know, there are lots of other fancy techniques you can try as well.

While this isn't groundbreaking information, the marketing problem I see with too many cause-focused organizations is that they just send one or two emails and post once or twice on social media, and then sit back and expect they've done their best. But, guys, that's juts not going to cut it. 

Your launch marketing emails need to be set up as a series of emails that build on one another.

And in social media world, you need to consider ever-changing algorithms and short life spans. I've heard that the average Facebook post has about a two-hour shelf life, and Tweets are only 18 minutes! If you don't have money for advertising, to keep it in front of people whether they want to see it or not, you need to be posting much more frequently.

This doesn't even take into account people's good intentions. If you only send one email a few weeks before your book launches or your event tickets go on sale, for example, it's going to dog-piled by hundreds of other emails. Then, it just ends up as something someone once wanted to take advantage of, but never got around to. 

Stay top-of-mind by showing up repeatedly wherever they happen to be, either in-person or online.

And I mentioned this above, but you also need to make sure you're incorporating text, video, and images into whatever is going out ,when possible. Some people are more visual and some prefer to read (me!). Keep in mind that social media platforms are also giving more preference to images—and especially video—right now, which means that they'll show your content to more people.

I know this can be overwhelming! However, the good news is that we live in an age where there are a lot of DIY tools to do things on the cheap. If you can't pay for it, take the time to learn a new skill you can implement into your next launch to ensure more people see your message.

(Side note: A giveaway would also fall under this category. People love winning things, and it creates a buzz!)

Get Launch Marketing Help for Your Nonprofit or Social Enterprise

Successful launches are never a one-man (or woman) show.

Even if no one is helping you promote, you may still need advice from others, or to pay to get graphics done, or have an intern that helps create and schedule content. I know a few unicorns who have an unbelievable amount of skills, and can function pretty autonomously, but even they can't do it all.

Outside of getting help for your launch, public relations is another worthy addition. This may come in the form of setting up guest blog posts or podcast interviews, Instagram takeovers, being featured in magazines or on blogs, speaking gigs, and things like that. These are free opportunities that showcase you, your nonprofit or social impact company, your cause, or your launch specifically.

The trick here comes back to preparation. Some of these need to be scheduled months in advance. Start making a list of places you'd like to be featured so that you don't have to scramble when you're ready to take this step.

And another vital piece to the successful launch process is word-of-mouth. This may be by friends and family, co-workers and staff, or sponsorships and partnerships. If you can get more people to talk about you, the wider your news will spread.

You may need to tell them exactly what to say, create social sharing buttons, or be okay with them winging it in their own words. But always make it easy for them.

Anything Extra You Can Include?

Depending on your type of launch (book, event, product, fundraising or awareness campaign, etc), you may also want to consider other types of add-ons, extras, or bonuses that will help you get your message across. Here are a few ideas:

• Meet ups

• Posters/flyers in local businesses

• Conference, event, or trade show booths

• Kick off and celebration events (ex: book signing or launch party)

• Affiliate links for sales

What's helped make your launch a success? I'd love to hear!

(PSST—This is part two of a series. Read Part 1 and Part 3. And if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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8 Launch Mistakes and How to Avoid Them

Every launch is a big deal. It takes your valuable time and resources, not to mention oodles of effort. So, whether it's the launch of a new website, a book, a campaign, an event, or a product, it needs to get the job done. After all, you don't have time to waste. You've got too much on your plate for missed opportunities.

But what happens when your nonprofit or social enterprise’s launch is just okay? Or maybe it's good, but it wasn't as good as you'd hoped. Or, sadly, what if it flops? (Even successful launches have room for improvement.)

No matter which of these situations you find yourself in, I've observed a number of reasons throughout my career in marketing, PR, and events that may be causing you to unconsciously sabotage your launches. I'll touch on eight launch mistakes to avoid here, but don't worry, I'll also show you how to fix them so that your next launch is your best yet.

By the way, before we get started, let’s define “launch,” in case this is a new term for you. I’m defining launch as anything new that you’re trying to accomplish and promote to your audience.

(PSST—This is part of a series on launches. View Part 2 and Part 3.)

1. Not Having a Launch Strategy

This is probably the biggest launch mistake that I see. From annual events to one-time launches, many nonprofits and social impact companies don't have an organized launch strategy in place. The launch or promotion is done because it's a certain time of year, or someone convinced you that it needs to be done, or your visionary leader had another great idea.

None of those are inherently bad reasons, but if you don't know how to integrate them into what you're doing, you'll never ensure success. 

I like to think of launches like a bridge because they should have connection points to your mission and programs on either side. How does what you’re already doing lead up to this point? How will this launch connect people to what you regularly do after it’s over? They should never "stand alone" because you'll either confuse your audience who could see this as an interruption or distraction, or not give them any reason to stay connected to you after.

Additionally, you need a plan. It's a bad idea to start each day with whatever task comes to mind, or to constantly tackle what seems urgent at the time. This means that nothing you do is building on each other, and you'll only ever feel scattered as you work on the launch. Yuck, no one wants that.

The Fix

While I don't have time to go into great detail here (and could talk about it for hours), the biggest and best action step I can give you is to ask yourself what you want attendees or participants to do after the launch.

Then make sure you communicate that to them and provide easy solutions to make it happen. Launches are short-term, and there's a lot of relationship that can happen after they're over. Having a strategy in place offers you the best chance at turning interest into engagement.

You can also check out my launch strategy guide, Promote With Purpose.

2. Not Changing Your Regular Promotion Schedule

It doesn't matter if your nonprofit or social enterprises consists of you sitting at your kitchen table or an army of staffers, interns, and volunteers—launches require a lot of extra effort. This means that whatever you normally do for your promotion and marketing schedule has to likely be dramatically stepped up for a short time.

Let's say you send a monthly newsletter, post on social media a few times per week, and write a blog twice per month. And you feel like that's already a challenge because of your other responsibilities. Here's the bad news: For a launch, you'll probably have to double that. Here's the good news: It doesn't have to be for long.

If you've been paying attention to social media, you know that those lovely, little things called algorithms are always changing. And this isn't always in your favor, sadly, especially without paying for it. So, you're going to have to fight harder for people's attention. And that means posting even more frequently.

And, unfortunately no, this doesn't mean that you just post about your launch a bunch more and call it a day. You need to increase your content marketing strategy so that you can "sell" more without annoying your audience. If you don't increase your promotion schedule, or you only post a bunch more about what you want people to do for you, like buy or donate, you run the risk of no one seeing your message, or even losing fans.

The Fix

Gear up, baby—it's go time! Make room in your calendar for the extra time you'll need to increase your promotional schedule. Or, even better, get help. And create a plan for what you're going to say and when, so that you're spreading out helpful, intriguing, or delightful content in between asking your audience to do something that benefits you.

3. Not Considering Your Audience

This may seem like an odd launch mistake to include, but it can easily happen when you've been doing the same event for a long time. In cases like these, we tend to do what we've always done, without giving it a lot of thought.

The problem here is that things can change over time. Maybe you hosted an event for people who knew your organization well, but now the people attend who don't know you as well, or at all. Maybe you launched an awareness campaign years ago, but the issue is widely known now. Or maybe your previous fundraising goals just won't cut it with the new programs you want to include in your budget, and you need to attract more people, or people with more money.

Without considering this aspect, you may be communicating incorrectly to your audience. Or you may even be drawing the wrong people.

The Fix:

Spend some time looking at the history of your launch, including examining the original purpose and those who have previously participated. Decide if it's still doing its job, or if changes need to be made. When we don't continue innovating or evolving, something that was once successful may become mediocre.

4. Having Too Many, or Unclear, Calls to Action

This one is super hard, and a launch mistake we’ve likely all made!

When you actually have the attention of potential customers or donors, you want to tell them all the things. You want them to buy or donate, join the email list, come to the next event, volunteer, and on, and on, and on. This is because there's so much to do—and it's all great!

But the more you give people to do, the less they're probably going to do it. (Here's some sciencey stuff to back me up.)

Even when you have someone's attention, you likely only have it for a short time. So, it's important to not overwhelm them. Additionally, you don't want to make participation hard. Always lower the "barrier to entry" for taking your next step. 

• Click a link to donate or buy.

• Download a freebie.

• Lend your name to the petition.

• Refer a friend.

• Share on social media.

• Register at this link.

These are all quick and easy examples. Unless it's your mom or a super fan, giving them too many options just means you'll lose their attention even faster—and you may not get it back.

On the other hand, maybe your calls to action are unclear. You avoid being super promotional and salesy, which I totally understand, but that could mean your audience doesn't actually know what you want them to do. You can space out the hard "asks" between some softer ones, or work up to it, but you need to leave no room for interpretation on the action step you want them to take.

The Fix

Reexamine your process, marketing, and communication. Ideally, make sure you're only asking them to do one, or maybe two things if they're really easy, and double-check that the language is crystal clear. Never make your audience guess.

5. Not Having All Hands on Deck

Launches often fall on the shoulders of a couple of people, and that's okay. Sometimes there aren't any alternatives. But if this is a major initiative at your organization, everyone needs to have a hand in promotion. 

Even at small nonprofits and social enterprises, people tend to leave the marketing and communication efforts to those working on the launch, as well as the official channels like the organization's email and social media. After all, everyone has more than enough to do already, right? But if you think this way, just consider all of the other promotional avenues you're missing out on. Everyone has different personal and professional networks they can talk to.

The Fix:

This post goes into more detail, but make it easy for people to talk about you. This includes internal and external relationships. Especially when we're referring to employees, stakeholders and boards, volunteers, interns, etc, everyone should be up-to-date on how they can help meet the launch goals.

And even if you're a solopreneur, you should make sure that you're talking about the launch on both your personal and professional channels anyway. These cross-promotional efforts can give you twice the reach.

6. Not Promoting During and After the Launch

It's easy to think that the end of the launch is the end of the project, but that shouldn't be the case. Instead, you should use that momentum for even greater results, both now and later.

I've worked on an untold number of events over the years, so this is where I see it happen most often. Too many people promote events before-hand, and then the day/night of, don't promote much at all, and even less after, unless it's just to slap a few photos up on Facebook or Instagram. This is a shame, because it's another opportunity to set up your next event or launch while you have people's attention.

For example, if you’re marketing an event, can you live Tweet, hop on Facebook Live, or post Instagram Stories during the event to give people who couldn't attend the chance to see what they missed, and make plans to be there in the future? Did you send out an email directly after the event to showcase highlights, and give links or a save the date for the next gathering? Have you considered sending a press release to local or national media that detailed what took place, and what will happen in the future, to get greater exposure?

And outside of events, this strategy works for other launches as well. And those examples aren't exclusive to in-person events. Let's go back to that first item in this post and think about "what's next" for those who attended/participated, as well as those who are sad to miss out. Using the bridge analogy again, you can lead people where you want them to go with your nonprofit or social impact company.

It could even simply include thank you notes, following up with large donors and sponsors, or even a survey. All of these are additional "touch points" that allow you to build a deeper relationship with fans and potential fans. This long-term approaches leads to greater sustainability. 

The Fix

You've probably heard that it's easier to go deeper with your current audience than it is to find new customers or donors, and that's absolutely true. You're already spending your time and energy on this launch, so don't make the mistake of not seizing every opportunity to nurture the relationship.

Think of ways you can continue building on the launch, both during and after, to capitalize on the effort you're already putting out. It will likely also make the next launch better.

7. Not Taking Time to Evaluate

There are undoubtedly tasks, projects, meetings, and obligations piling up while you're working on your launch. So, it's kind of a big relief when it's over. And you might take some time to celebrate, but it's short-lived because there's something else that requires your attention.

You go-getters may even schedule a follow-up meeting to assess what went right and what went wrong. That's excellent, but set aside enough time to give this evaluation the attention it deserves. An hour before lunch probably won't get the job done when everyone is more concerned with what type of sandwich they're ordering versus how next year could be better.

When you don't take the time to properly evaluate your launch, you're doomed to repeat the same mistakes. Heck, you may not even fully realize your launch mistakes. Ouch. This can lead to all kinds of problems, including spending money unnecessarily, which may be your biggest fear.

The Fix

Have people take notes before, during, and after the launch with their suggestions and observations. Also, have them jot down, and communicate, what went right. You need to be sure to celebrate the big and little things, too.

And don’t forget to schedule plenty of time for a recap meeting. As time passes, memories get cloudy, so this should happen soon after the launch. Finally, get clear on your action steps, and document them well for the next time.

8. Not Getting Extra Help

Um, have we talked about how much hard work it takes to pull off a launch? #understatement

Whether you're flying solo or have a support team, you may need additional help with your launch marketing. It can get overwhelming really fast, especially if you wear multiple hats.

I've heard too many stories that include words like, "I meant to do that, but I didn't have time," or, "Oh, I completely forgot," or even, "I have no idea how to do that." Yikes, that's not what you want from your launch experience! It matters too much.

If you know that you won't be able to do it all or don't have the necessary experience, don't be afraid to ask for help.

I realize it may cost more time or money, but let's face it—your BIG launch is at stake here. This is a short-term investment that could pay off big in the long run. Think about the potential ROI (return on investment).

The Fix

Not hard to figure this one out. You may have to be creative in your approach, but there is usually a solution not far away.

Think interns, volunteers, co-workers, bartering, and of course, hire if you need to. People like me are available to work on projects, meaning we won't stick around for office pizza parties if you don't want us to.

Your launch is really important, so do everything you can to make it a success.

(PSST—This is part of a series on launches. View Part 2 and Part 3. Ready to go to the next level? Check out my launch strategy guide, Promote With Purpose.)

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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What You Need to Convince Potential Sponsors and Partners

Whether you're a nonprofit or for-profit social enterprise, chances are that you're on the hunt for a corporate sponsor or investor. It could be for a long-term initiative, upcoming event, or special campaign. 

And why wouldn't you be? Corporate sponsors and partners bring in new revenue, as well as a new audience that is potentially untapped by your organization or cause. Their benefits to you are crystal clear.

However, have you stopped to think about what you bring to the table? There's plenty in it for the companies you're asking as well. Never sell yourself short.

These kinds of collaborations are called "cause marketing," and friends, I have really good news. There is no better time for it, and I'm about to tell you why. The bad news is that you may have the wrong approach.

So, what do you need to convince potential sponsors and partners that they should work with you? While I might not actually call it easy, it is probably a little simpler than you think. And it begins with two things: some basic information and knowing your own value.

What is Cause Marketing?

The simplest definition for cause marketing is when for-profit corporations team up with nonprofit organizations for a mutually-beneficial purpose. This is the traditional mindset for us folks from the business world. 

Some examples include when you donate an extra dollar at the grocery store for a feed the hungry campaign at Thanksgiving, or the local car dealership sponsors a nonprofit event, or when many companies display pink ribbon products every October with proceeds going to breast cancer research.

But as with so many things these days, I think the lines have become a little blurred. So, I'm going to introduce two other options. The first comes with the new-ish model of social enterprises. (I love that they have disrupted business in this way!) In this vein, a form of cause marketing could be baked into the business model. One example is that Warby Parker partners with VisionSpring to provide glasses for those in need. It's the now famous one-for-one model pioneered by companies like TOMS. Warby Parker doesn't own VisionSpring, but that is the only nonprofit they partner with.

The second is more of a lateral sponsorship or partnership. This would be when similar companies or organizations partner for a greater purpose, either long- or short-term. One example is when various organizations create a coalition to further a cause. There are various anti-trafficking coalitions around the country, with members offering complimentary services to both survivors and the community. They can do more together than each would on their own. Another option might be when nonprofits or social enterprises combine efforts to host an event, and split profits.

Who Are Your Potential Sponsors and Partners?

1) The first place to begin to answer this question is by considering your goals. Is it to make some additional money? Greater awareness for your organization or your cause? To build a long-term relationship with a company that can help sustain you? As always, you need a strategy behind your ask. This will help get you a lot further, and whether you're aware of it or not, it will also come through in your conversations with the would-be sponsor or partner.

2) Next, consider existing relationships. It's tempting to shoot for the stars and go after the biggest dog around, but that may not be the most productive use of your time and effort. And it may just leave you more frustrated.

No matter how big your operating budget, relational capital is your biggest asset here. Relationships are everything, and you can't manufacture them. After all, if you owned a company with piles of money lying around, and knew of a worthy cause you could get behind, wouldn't you put your dollars there first? Yes, you would. (And can we be friends?)

I suggest actually creating a spreadsheet of your personal capital, and having any employees do the same. You may not need it right away, but you will at some point. Find those relationships that may be great funding, spreading the word, making introductions, or some other benefit to your particular organization. (Think: Malcolm Gladwell's The Tipping Point.)

3) Next, make a spreadsheet of prime candidates for your sponsorship or partnership. This can include those in the relationship capital category, as well as others that come to mind. This will help you look at everyone objectively and all at once.

4) Finally, do your research. Does that company already have a charity or social mission partner? Do they have upcoming deadlines, or deadlines that have passed? Do they work with your cause, or have their own focus that's not a good match? For any companies that make the cut, this info will come in handy later for your presentation.

The Magic Bullet for Your Sponsorship or Partner Presentation

If the information above was a bit of a review for you, you'll need to hone in on this section. What you need to understand is that there has been a major shift in marketing the last few years—that directly relates to your presentation. 

Websites, emails, social media, and even presentations all used to be focused on you, the organization. No matter who you were, you could visit a website and the entire thing would be about them. That's not the case anymore. Everything is now "customer-focused." Meaning, even the language on your about page should include the person visiting your site. 

You have to repeatedly assume that someone who is reading your website, interacting with you on social media, listening to your podcast, or sitting in on your presentation is asking themselves, "What's in it for me?" You need to confidently be able to answer that question in everything you do. 

So, please don't skip that step when you talk to potential sponsors and partners. If you can make a compelling case for how working with you benefits them, you're almost there. 

The Secret Sauce is YOU

It's easy to think that whomever you're meeting with is the prettiest girl at the dance, and you're the awkward one standing in the corner trying to decide whether or not to ask her out on the floor. But, really, it's you! This is the really good news I alluded to earlier.

According to Cone Communications 2017 CSR Study, "consumers are no longer just asking, 'What do you stand for?' but also, 'What do you stand up for?' In today's tumultuous society, Americans expect companies to not only improve their business practices and invest in social issues that are aligned with the company, but to be a force for change in broader society."

And, guess what? That's where you come in! They also discovered that:

• 87% will buy products and services based on their values, and 76% will boycott for the same

• 78% want companies to address important social justice issues

• 63% of Americans are hopeful business will take the lead to drive social and environmental change forward, in the absence of government regulation

Download the full report here. (And, by the way, these are great stats for your next sponsorship or event proposal!)

What all this adds up to is that you are the prettiest girl at the dance! These companies need you! Why? Because their customers want them to be involved in doing good, and they want to stay in business. Your organization is just as valuable to them as it is to you. It would be truly a mutually-beneficial relationship, and that should come through in your communication with them. Time to tango!

However, in your excitement, don't forget about the section above. Yes, companies might be actively looking for a "do good" organization to partner with, but you still need to show how you can benefit them. Expect to give as much as you take.

Additional Sponsorship Presentation Tips

• It needs to look good. I hope this goes without saying, but as you are walking into a room to ask for something, your presentation needs to look professional. Keep it clean and simple with key thoughts and lots of white space. That doesn't mean, though, that you have to pay to have it done. There are tools that can help any novice look more professional.

• Obey any guidelines. Many large organizations will have guidelines posted on their website, so be sure to look out for these. For example, they may not sponsor events. If that's the case, they may still be a good long-term partner and should be targeted for that ask later.

• Watch for deadlines. Same as above, there may be specific deadlines you should adhere to. Or it may be that your campaign, initiative, or event doesn't line up with their budget year. For example, one client that I work with always hosts their benefit dinner in the fall. But some of the sponsors we solicit are already tapped out by that time. In that case, you should ask for a preferred timeframe to contact them again for consideration. You may be have to be more creative in your ask if details are scarce at that time, but if it's potentially a good fit, they'll be more willing to work with you.

• Include stories and facts. Both are compelling. And people will invest when both their heads and their hearts are in it. Additionally, this will allow you to speak to what matters most for different kinds of people. We are all naturally drawn to stories, but facts help making a compelling argument.

• Think past, present, and future. Show where you've come from, the current need, and how things could be different with help. Allow them to see not only what is, but what could be.

• Be creative in your approach and tactics. While you may simply Google, "sponsorship presentation" or "event sponsor proposal" for ideas, don't just copy and paste. Remember to customize everything to your unique cause, organization, and abilities. In the "What's in it for me?" category, this could include simple ways that you'll make the process easy, like taking care of all the design work or providing a single point of contact. Or it may be more along the lines of specific holidays associated with your cause or specific to your geographic location.

• Don't ask out of desperation, but confidence. I have a friend working on a short-term campaign, and she is struggling with her funding. She sent me the info that she intended to send out to some influencers, in hopes they would help promote. Frankly, it sounded desperate. People do not give to desperation unless it's a tragedy or natural disaster. So, she reworked her pitch with the magic bullet and secret sauce above, and it came out sounding much more like something people would want to be involved with.

• Get help, if you need it. If you work solo, at the very least, get someone else to look over the proposal. That can be a peer, employee, intern or a friend with a good eye and understanding of what you're trying to accomplish. And depending on the size of the ask, you may want to hire a professional. This may include someone that specializes in sponsorships, a graphic designer, or a writer (<-- shameless plug). Here are some of my recommendations. And don't forget, you'll likely be able to use or adapt this information and resource multiple times—instant bang for your buck.

• Include what makes you unique. As we talked about above, show off what sets you apart and makes you special. This could be a determining factor in their answer.

• Include the company you're talking to. Don't save this for the Q&A at the end, Answer their question, "What's in it for me?" early on so it doesn't become a distracting thought in their minds while you're pitching your heart out.

• Be specific in your ask. Everyone, both for- and non-profit, holds tightly to their funds. So, if you're asking someone to fork over their hard-earned cash, tell them exactly what it will be used for. If that part is still up in the air, offer some examples or make it clear that you're open to discussing what's best for the sponsor/partner. Don't make them wonder.

• Hone the slide deck and presentation. Take a less is more approach, when possible. No one wants to sit through a long presentation, 200 slides, or even worse, someone just reading all those slides to them aloud. I'm falling asleep thinking about it. You don't have to be the best orator in the world, but hit your key points, back it up with only the slides needed, and let everything else be part of a conversation, not a presentation. Talk with them, not at them.

• Follow up at an appropriate time, and in an appropriate way. Before you leave the meeting, ask if there is a preferred timeframe or method of communication for following up. Make it easy for them! And again, when you follow up, don't sound desperate. Even if you really are desperate, fake it till you make it ! :-)

One Final Note

We've talked about doing your research and some key pieces for your presentation, but there's a huge element I don't want to overlook: the human element. The best partnerships and sponsorships have a strong, relational component. Therefore, before you wow anyone with your snazzy presentation, you should begin with a conversation.

It doesn't matter if you already know the person or company that you're pitching to or not. Take someone out for lunch or coffee . . . maybe even on your dime. Get to know them and the organization. Don't start with your ask—start with their needs. 

After that, you'll begin to see where you can meet those needs, and consequently, become a huge asset to them, not just another charity. And, guess what, if you nail this aspect, it's also more likely that you won't have to be dependent on a razzle dazzle presentation to make your case. The presentation just becomes icing on the cake.

My friend, Mary Frances of Wellspring Living, is so good at this she could teach a class. Here's what she had to say.

What has helped you secure a sponsorship or partnership? What else is a "must" for the perfect presentation. Tell me in the comments!

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PSST: We’ve also built a sponsor presentation template if you need help getting started!

It’s customizable and easy-to-use, so all you have to do fill in your info and schedule the meeting!

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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