by Monica Nakamine
July 2010
http://www2.guidestar.org/rxa/news/articles/2010/five-effective-ways-nonprofits-can-use-the-internet-to-communicate-and-market-to-their-audiences.aspx
Today, marketing isn't so much about the "big sell" as it is about the way in which you communicate with your audiences. Of course, big-budget ad campaigns for TV, radio, print, and, now, online will never go away entirely, but realistically, most nonprofit organizations do not have the budgets to invest in traditional advertising, let alone any other kind of costly marketing campaigns.
Through technology, marketing has grown another branch that involves establishing and maintaining ongoing conversations rather than a one-way push of messages. This shift presents more cost-effective and do-able ways for your nonprofit organization to promote your cause while actively engaging your audiences in the process.
Let's say your nonprofit organization is planning a big fundraiser. How do you announce and continually update your volunteers, staff, board of directors, patrons, and donors while encouraging others to get involved, solicit ideas, and provide feedback? To spread the word, incorporate these five online tactics to communicate your event to your existing "followers"—and attract new ones: