Marketing Non-profitHow would you market a non-profit counseling agency?

Marketing a non-profit counseling agency means addressing the same issues as any other organization – Why should I do business with you?

In order to answer this question effectively, I would start with your marketing efforts to current or past clients. Ask them why they choose you. It helps to record these conversations and better yet if you can record videos – there’s nothing like a satisfied customer to enlist new customers!

When you ask you current or past clients, make sure you ask these questions:

  • How/Where/When did you hear about us?
  • How many times did you hear about us before you contacted us?
  • What was it about our message that attracted you in the first place?
  • What was it about our message that convinced you to contact us?
  • What was your first contact with us like?
  • Why did you stay with us?
  • Are you happy with your interactions with us?
  • Would you recommend us to your friends?
  • Why would you recommend us to your friends?

The information from these questions will help you identify what was your message that attracted and captured your customers, the communication channels to use, how long it took to get them to come to you, and what the experience was like – in short, what your most effective marketing message has been. All vital bits of information to attract new customers that are like your current or past customers as well as to improve your customer experience to retain customers.

But what if you marketing to get a new type of customer? This is a lot harder because you have to:

  1. Identify the new customer.
  2. Identify what their needs and wants are.
  3. Identify how to contact them.
  4. Identify what message to send them.

Getting this information will require more effort, time and money. If you are moving from an existing customer base to a new customer base with the same services, or offering new services to existing customers, then you can extrapolate from your existing customer base and marketing message. But moving to new customer with new services is essentially starting a new business with all the attendant difficulties of deciding on a new marketing campaign.

A physicist by trade, author by choice, a born teacher, a retired veteran, and an adamant problem solver, Frank has helped the White House, federal agencies, military offices, historical museums, manufacturers, and over 250 technology startups get stuff done, communicate effectively, and find practical solutions that work for them. In his spare time, he makes sawdust and watches Godzilla movies.