After all, the Merriam-Webster dictionary defines marketing as “the act or process of selling or purchasing in a market.”
Definitions like these lead the uninitiated to declare that marketing is an irrelevant practice for nonprofit organizations where the focus is on social change, not sales. As a result, many nonprofits ignore marketing altogether, or treat it simply as a tool for raising awareness and raising funds. But in reality, marketing can do so much more for your nonprofit. It can play a role in every goal you set in your strategic plan and every aspect of your mission you hope to advance, from advocating for policy change to building partnerships.
Here's a preview of the 10 commitments inside the Nonprofit Marketing Manifesto:
Commitment #2: We will develop a strong brand image and identity in alignment with our mission and values.
We will recognize that our
brands are the keys that unlock
our mission and values for our
stakeholders, and we will treat
Commitment #9: We will avoid, at all costs, sacrificing the dignity of those we serve for the sake of our marketing goals.
We recognize that our
marketing efforts are not a
success if they marginalize,
stereotype or otherwise
disempower the people we
serve, no matter how well they
perform by other metrics.
Commitment #10: We will measure the impact of marketing on our missions and continually optimize our efforts to drive more social change.
We will do everything we can to develop approaches and tools that help us
understand how our marketing efforts are impacting our missions today, and
how that impact shifts in the future as our marketing evolves.