There are over 1.2 million registered charities in the United States alone.
All too often, charity managers find they are fighting for attention, losing their marketing battle somewhere in the middle of a media melee that bombards the consumer every day. Their message is not getting through.
It’s little wonder that most charities find they are failing to reach their potential in terms of revenues. They find they are struggling to find new avenues or techniques for their fundraising. They find it is difficult to differentiate–themselves or their message – in a crowded marketplace.
All too often charities miss those all important quarterly or annual targets. It’s tough to make real forward progress.
Charity management teams may know “new age” marketing techniques exist, but are unsure how to take advantage of these processes and procedures. They fail to realize that there are many unexplored opportunities to interact with their supporters and potential contributors.
It’s time for charities to engage the new age. The worlds of marketing, education and commerce have changed beyond all recognition in the last 5 to 10 years, revealing opportunities that were once impossible to fathom. Consider how easy it is now for the vast majority of people in developed countries to go online for all their needs, to conduct research to help them solve their various issues or feed their thirst for information.
Consider also how much easier it is these days for those with a message, whether they are entrepreneurs, small business owners or charities, to establish a healthy presence online to provide products and services that help to solve those issues, provide inspiration or build a cause.
Smaller institutions or charities can market their products and services online by adapting their message as needed, unlike the larger, legacy organizations of yesteryear, often at a significant disadvantage.
Look at how the world of education has changed. People today look for information, inspiration and intelligence online, from organizations they trust. This provides the “switched on” charity with a range of untapped opportunities to connect, provide real value and enhance reputation and reach.
The forward-thinking charity has a great opportunity, by providing educational, inspirational and motivational solutions to those who are seeking guidance in this specific subject, or niche. The charity is best placed to provide solid information, education and guidance and to change these messages as needed, compared to the old school resources.
Delivery With Purpose
Charities that have already committed to paying it forward, to help their chosen cause can deliver valuable content in so many ways today. It can deliver such content in electronic format through audio, video or the written word. They can offer all kinds of solutions, manuals, white papers, e-books, CDs, DVD educational study courses and so on.
Making the most of the technology available, webinars and tele-seminars reach an attentive, listening audience. The charity can also take the message “on the road” and conduct live events and seminars to further crusade, build camaraderie, purpose, engagement and involvement.
We live in a world of networking where positioning is very important. The charity should strive to be the master of its subject, the purveyor of value or reason and the trusted authority. Remember that people always prefer to engage with those who they know and trust.
This is why it is important for the charity to work very hard on specific branding, adding a lot of value to their cause and to their long-term prospects in terms of revenue building.
Exploit the Expertise
By setting up as a charity to support your worthy cause you position your organization as the expert in that niche. You can base this expertise on experience in the field, on careful and consistent study of the subject and interaction with other experts in the field. There are several ways to establish expertise and authority in terms of the charity and take full advantage of this position.
You can pass on this knowledge and expertise to others and monetize it in multiple new and exciting ways. This can put valuable money in the charity’s bank account, which is great in this fragile economic time. There’s no guarantee that the old “tried and tested” methods of fund raising will continue to work, going forward.
Charities need to take stock of their assets and figure out how best to use those assets to provide a stable way forward.
There are millions of people who might support your specific cause, and they’re looking for ways to learn about the subject. Provide them with different products, services or solutions as a fresh approach to creating further engagement. Build community through regular interaction and constant innovation and watch the word spread and revenues grow.
When the charity becomes the expert in the particular area and matures into a trusted authority, then potential donors and supporters will be interested in buying resources and growing their engagement. They will donate far more of their valuable time and concentration, to support your cause.
The Big Picture
Here is the opportunity. This is where the charity can take advantage of the wonderful world of leveraging, where products and services help individuals quench their thirst for information and education, while creating streams of income for the charity. Leveraging will create products or services once and then sell them to many individuals through developed processes and systems.
Leveraging, by selling “one-to-many” can create worthwhile and valuable income streams for the charity.
As this process continues, you can sell other products or services to an attentive prospect base. As this happens you make more resources available, enabling the creation and sale of even more advanced products and services to even more people.
This is the opportunity in front of developing charities today. It’s not a recipe for instant success, however. This plan requires a concerted effort and commitment to work hard towards the goal, with processes and solutions and a plan for growth.
The charity will need to create value, engage with prospects, cultivate fans and establish trust. As this reputation and authority grows, then there are many ways to create different streams of income as they make the highest-quality products and services available for sale.
People are looking for inspiration, ideas, information, education and enlightenment and in terms of this charitable niche, YOU have that. This positions you as the expert in their eyes.
Opportunity also awaits the charity that has already started a process of market exploration. For example, if the charity has already written a successful book, a head start is in place. But the charity has not considered how to repackage and re-purpose this expertise.
If you like, the published book is one-dimensional. There are so many other different ways to repackage content and make it available through a variety of different media while solidifying and expanding reach to get that message out there.
At Helping Great Causes, we have spent years digging down into this opportunity and engaged considerable resources to learn techniques, systems and processes. We know the challenges that the charity is likely to face as it tries to expand in its own space. We are ready to answer questions you may have in relation to the path forward.
There are many opportunities ahead for the forward thinking charity. But still, there are knowledge, time and/or resource challenges and we recommend a helping hand during this journey.
At Helping Great Causes we are looking for ONE noteworthy candidate charity from each of the following twelve broad category areas:
- COMMUNITY DEVELOPMENT
- ARTS, CULTURE, HERITAGE
- AMATEUR SPORT
- HUMAN RIGHTS
- ENVIRONMENTAL PROTECTION
- THE DISADVANTAGED
- ANIMAL WELFARE
- RESCUE SERVICES
We will work with the selected charity to apply cutting edge techniques, solutions and strategies, to create a purpose Road Map. We will work to create products, solutions and events and engage your audience.
This is part of our personal commitment and drive to help. We will work with the chosen charities to create a plan that fast-forwards their fund raising over a five-year period. Using our decades of combined experience in the worlds of marketing, planning, administration, events and online systems we believe we can tailor an innovative, cutting edge approach to the business of fund raising for each chosen charity.