One of the most amazing things on this planet is how generous people are. There are literally millions of people who, every day, give their time, money and services to do nothing more than helping others. These are the people who support, manage and do the good deeds of non-profit organizations.

Unfortunately, many of these non-profits, despite their hard work and good intentions fail to flourish and often times outright fail. For the most part, this has nothing to do with their desire to make the world a better place. It is the simple fact that in their giving spirit they neglect to realize that they are a business and as such need to be properly marketed, in order to survive.


Yes, a non-profit is a business. It may not exist to make money, but nonetheless, it is there to provide goods and services even if they are for free. Their clients are the donors, volunteers, and causes that they serve and just like any other business, they need to be properly marketed in order to survive and grow.

What Non-Profits Need is a Marketing Plan

Many times, for a non-profit organization, marketing is only done as an afterthought and then half-heartedly, this is a big mistake. No matter how good a cause they serve, they will never reach their potential if no one knows about them. How can people support an organization if they don’t know who they are or what they do? What non-profits need is a marketing plan.

They Need To:

  • Learn who their target audience is, where they live and how to reach them.
  • Tell their story and let people know who they are, what they are trying to accomplish, why and how.
  • Let people know, how they can help and why they should.
  • Not be afraid to spend money to hire professionals, and invest in the proper media channels.

All of these are factors that will be included in a well-developed marketing plan.

There are many great organizations out there that strive every day to make the world a better place. It is sad, that most will never reach their full potential or even realize the impact that they could have had, simply because they fail to take the proper cues from the business world and develop a marketing plan that delivers the proper message, to the proper people, in the proper way.