Marketing your project
Abstract
A marketing strategy is necessary for a program to recruit volunteers, secure partnerships, and raise money. This practice suggests creating a marketing packet that includes a statement of the organization's mission and philosophy, graphs or charts demonstrating its impact on the community thus far, and any press coverage the program has received. Additionally, a heartwarming success story written about an individual who has significantly benefited from the program's efforts should be included. Excerpted from AmeriCorps*VISTA Source, Summer 1997.Issue
In order to recruit community volunteers, garner resources, and raise money, AmeriCorps*VISTA members have the challenging task of devising a strategy to market their project or organization.Action
According to Holly Stockdale, AmeriCorps*VISTA leader with Working Capital, Inc., in Cambridge, Massachusetts, include the following in your marketing packet:
Description of the organization's mission and philosophy
What is your organization trying to do and how are you doing it?
Description of the community need the organization is addressing
Why was your organization created and how is it meeting a community need? You want to create an image of this.
Description of the market being served
What are the characteristics of the people you are reaching? Are they single mothers? What is their income level, race, and gender? A great way to do this is with charts and graphs, because they are more fun to look at than straight text.
Map of where the programs are located
This demonstrates how widespread you are. Funders like to know how well your program is meeting the community need and how much you have grown since you started.
Description of the organization's impact on the community (very important)
How many people have you reached to date and how have you changed their lives? Increases in income level, self-esteem, or job creation are all good to include here.
Profiles of the people being served -- success stories
This is probably one of the most important elements of a good marketing packet and the most fun to create. Funders love to see and hear success stories. All you have to do is call or visit some of the people you have helped, ask them questions about how your project has changed their lives, and write up brief bios. Bring along a camera if you have one. Photos are an asset to any marketing piece.
Press articles on the organization
If you can show that the press is interested in you, then funders will be interested in you. Remember funders like to get recognition for their work in helping organizations like yours succeed. So, if you are already getting press, they will get good press through their support.
Context
In the article, "The Hows and Whys of Marketing Your Project," Holly states:"My goal when I first came on board as an AmeriCorps*VISTA member was to compile all types of information about my program and organize it into a concise marketing packet. Time-consuming and rather tedious, the task was not easy, but it has definitely paid off. I took information from a mix of press articles, evaluation studies, previous fundraising proposals, flyers, and anything I could find with important information about our services. I then pulled out the key points,with help from staff members of course, and created brief one-page flyers that we now send to a host of potential funders, public officials, and the media."Citation
Stockdale, Holly. "The Hows and Whys of Marketing Your Project," AmeriCorps*VISTA Source. Issue 2, Summer, 1997.Outcome
Creating a marketing packet can be fun and is a great way to learn everything about your project. So the next time you need to explain your services to a potential supporter you can impress him or her by rattling off all kinds of statistics, such as how many people you serve, the number of jobs created, and other valuable facts.
Creating a positive image of the great work you are doing not only generates positive exposure, but is essential to acquire the funding you need to keep your program going.