Marketing & promotion
Mention the word marketing to most community groups and they’ll tell you all about their newspaper advertisements, but the term marketing actually means ‘the total sum of activities required to make a sale’.
For community groups that ‘sale’ could be signing up a new member or client, soliciting a donation, or securing a sponsor. Of course it could also be ‘selling’ a ticket to your fundraising event.
Whatever the ‘sale’, marketing is not just one thing; it is a combination of lots things which all contribute to the final result. In this guide we look at a multitude of marketing tools, and give you some practical how-to tips for putting them all together.
About the editor
This How-to Guide is maintained by Kerri Tilby from Exult. Exult provides practical resources for community groups including workshops and seminars, Tonic Magazine and the Seriously Good Guide to Fundraising. As well as years of experience in the not-for-profit sector, Kerri has worked as a freelance writer for magazines and knows just what it takes to get community stories into the public arena.
If you have ideas or suggestions about what you would like to see in this Guide, please contact: kerri@exult.co.nz
Acknowledgements
We are grateful to Lincoln University and Cora Bailey for permission to reproduce material from the Community Information Service resource page on 'Marketing a community organisation'.
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A selection of useful marketing planning guides on the web.
Date updated: 18 January 2006
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A selection of books on Marketing Plans, and where to find articles.
Date updated: 26 May 2004
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Every year New Zealand Post donates postage included envelopes to non-profit organisations for use with projects and activities.
Date updated: 5 October 2011
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Working with an advertising or public relations agency can be expensive, but sometimes it is necessary in order to get the results you really need. If you do choose to use the agency path, you will want to get as much value as possible from the relationship.
Date updated: 2 December 2009
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It is one thing to have hundreds of good marketing ideas, it is another thing to put them altogether and create an ongoing campaign.
Date updated: 4 November 2009
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This is a template and sample marketing plan for Te Papa’s Story Place. It is very easy to understand, and can be easily adapted to suit other community based programmes.
Date updated: 19 June 2009
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