Introduction Many organizations develop strategic plans and spend the time to outline the tasks, responsibilities, and timelines required to implement the plan, yet they are still unable to make a meaningful difference in the organization's achievements. This article is written...
Brand as personality: The implications for nonprofit fundraising January 10, 2005 By Louise Chatterton Luchuk If you think of branding as building your organization's "personality" - the face that interacts with the public - then an organization's brand identity is...
Surviving as a less than sexy cause December 13, 2004 By Louise Chatterton Luchuk There is a magnetic pull between some charitable causes and the heartstrings of the general public. What happens, though, when your charity plays a vital role...
I recently conducted a study of the public relations competencies that are most valued by corporate communications professionals. In this study, I invited participants to rank what they see as the most important technical and behavioural competencies for public relations...
Planning a public event and inviting the media to attend can be an efficient way to do two jobs at once. Throngs of people make for good photo opportunities and lots of interview possibilities. You will leave a great impression...
Advertising your organization's events and fundraising drives can be a costly undertaking that garners little return unless you invest some time determining how and where you want to spend your money. My goal with advertising is to spend as little...
Application of Privacy Schemes Other than to meet statutory requirements, organizations can view the implementation of a privacy scheme as a useful tool to build trust amongst employees and consumers. Readily available and transparent systems will likely raise the confidence...
Once you have a marketing plan in place, you can devise and implement a promotional campaign. This is the heart of all your marketing efforts - it is the specific means by which you get the word out about your...
Many potential clients will call me and say, "I need someone to write a couple of press releases for me," believing that writing and sending out a press release means automatic news coverage. I must then explain to the prospect...
Part 1: Marketing for the Nonprofit Organization - Introduction Part 2: Setting Goals and Targeting Constituents Part 3: Marketing Mix Once you have examined the above elements of the marketing mix, you are ready to begin your marketing plan. Often...
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