Marketing & Communications

Establishing your not-for-profit (NFP) brand and engaging your audience, or members, is not always easy. Marketing your organisation’s services and ‘message’ in an appealing and targeted way requires strategy and planning, and requires a consistent approach. Done well, it can make a big difference to the bottom line and plays an important role in the recruitment and retention of members and supporters.

Using effective forms of communication which suit your audience and the aims of your organisation are as important for running a successful NFP as with commercial organisations. In the electronic age, this also does not have to mean a big financial outlay. Communicating through email, your website, media releases and the like are all effective.

These resources, written by experts in this field, will help guide you in many aspects of marketing and communications such as branding, public relations, copywriting and advertising to name a few.

• Annual Reports

  • Annual Reports: An investment, not an expense

    With the continued pressure not-for-profits face on their finances, it is tempting for some to cease preparing an Annual Report. However, this is a short-sighted measure, and it is in the interests of all not-for-profits to produce some type of Annual Report.

    Annual Reports are an insight

    As part of our research into the not-for-profit sector, Associations Forum reviews many Annual Reports each year. Much can be gleaned by a non-member about the NFP from their Annual Report, and arguably even more can be learned by the an association, institute, club, charity or foundation by comparing their own Annual Reports over a number of years... more

• Branding

  • Branding for NFPs

    Martin Long, NFP Analysts, explains the importance of a strong brand engaging members to increase their level of involvement and to develop loyalty.

    What creates a strong brand? If we asked a random group of consumers their unprompted recall of not-for-profit organisations most would nominate the usual big charities such as the ‘Salvos’, Red Cross and the Heart Foundation. Others might recall a professional or industry association connected with their work and others a charity that relates to a personal interest. Does your brand have personality... more

• Print Publications

  • Five tips to run your magazine on time

    If you’re in charge of your association magazine or newsletter, chances are you know the feeling of panic when you’re running behind schedule... more

  • First Ever Study Into Membership Communications

    The first ever research into association publishing in Australia has found that associations are investing minimal resources in their member communications, despite stating that their magazines, newsletters and e-newsletters are critical tools for member retention... more