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5 Effective Ways Nonprofits Can Use the Internet to Communicate and Market to their Audiences
Posted By Monica Nakamine On July 2, 2010 @ 8:54 am In Public Relations | 1 Comment
Note: The following article is posted on GuideStar.com  and was also featured in the July 2010 edition of its monthly newsletter. GuideStar seeks to revolutionize philanthropy and the nonprofit practice by providing information that advances transparency, enabling users to make better decisions and encouraging charitable giving.
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 cease to 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:
Communicating with new and existing audiences is more important than ever as you compete with other organizations for funding, volunteers, donations, and sponsorships. More and more nonprofit organizations are utilizing online measures to connect with interested parties, but do they ensure that their content is fresh? In order to be successful with these five tactics, the trick is to a) update often, b) make it relevant, and c) respond in a timely manner (for social media and blog comments). If you’re able to do all three, your organization will be more in tune with your audience – and them with you.
Throughout the year, Marketwire contributes useful information and content, based on our expertise in the public relations and marketing communications ecosystem, to assist GuideStar’s audience in their own communications needs. Look out for future GuideStar postings!
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 social media press release: http://www.marketwire.com/mw/include.do?pageid=667
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 The Power of Voice: Effective Communication Strategies to Weather the Economic Storm : http://www2.guidestar.org/rxa/news/articles/2009/power-of-voice.aspx
 Tips for Entering Your Nonprofit into the Social Media Environment: http://www2.guidestar.org/rxa/news/articles/2009/tips-for-entering-your-nonprofit-into-the-social-media-environment.aspx
 Public Relations, Investor Relations, and Marketing Professionals: Do More with Less in Tough Economic Times: http://www2.guidestar.org/rxa/news/articles/2009/public-relations-investor-relations-and-marketing-professionals-do-more-with-less-in-tough-economic-times.aspx
 10 Tips for Writing Features Releases: http://www2.guidestar.org/rxa/news/articles/2008/10-tips-for-writing-a-feature-press-release.aspx
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