Non-profits have the same marketing problem as every other business with little or no money. And like all businesses who want to make some noise but can’t afford to buy a drum they need to be especially creative, or better yet enlist the help of someone who is. But I’m getting ahead of myself. First let’s review a few of the “hard truths” of non-profit marketing, which as I noted above aren’t all that different from marketing for the majority of for-profit enterprises.

Some Hard Truths. 
1) Everybody has a non-profit – Public schools, private schools, youth activities, political parties, community action groups, public benefit groups, social networking groups, right’s groups,  victim’s groups, churches, synagogues, ashrams…

2) Your non-profit is not all that special – regardless of your cause. Every blessed non-profit thinks they are the most deserving of public attention and resources. Just like most businesses, all non-profit organizations are legends within their own walls. Step outside and get in line for the public ear. Not only are non-profit messages in competition with other PSA’s messages for awareness, they compete with every other message in the media.
3) A corollary to #2 is that all non-profits compete for charitable dollars with every other non-profit, not just the others in your “space.” The average person doesn’t have a budget for donations divided by the “worthiness” of the particular cause. Typically, they give to the first group that asks until they run out of charity.
4) Ah, the Holy Grail of non-profits – Corporate Sponsorships. Unfortunately most businesses know that the vast majority of “sponsorship” opportunities are little more than a one-line mention in a program and a microscopic logo on a t-shirt.

So what to do? If you believe that your cause is worthy of some sacrifice then you do what all passionate proponents of a cause do when they lack the resources to mount a conventional campaign – they become guerillas.

What is a Guerilla? Someone with lots of passion but limited resources. By definition, guerillas can’t fight like a regular army so they have to be especially creative. Creativity is enhanced by two other attitudes: focus and flexibility. 

Focus your efforts. To begin with, determine who is most likely to give money to you and concentrate on them. Guerilla fighters typically seek aid and shelter from people who share their concerns. Guerilla fighters also pick their battles. Since they have to do with “less,” successful guerillas make sure that whatever they do they execute well. This often means choosing what you “can” do over what you “want” to do.

Flexibility means putting opportunities ahead of plans. The number one guerrilla tactic is “hit ‘em where they ain’t.” Because everyone has a charity fund-raiser with a silent auction is a good reason not to have one. That doesn’t mean to abandon an “event.” Do something else like a street party.

However, if you have an event – make sure it’s a good time – and the two surefire keys to a good time: food and music. The resources to do this aren’t hard to find: lots of people can cook and most musicians (even the good ones) will perform for free just for the chance to play in front of a live audience.

Force Multiplier – A capability that, when added to and employed by a combat force, significantly increases the combat potential of that force and thus enhances the probability of successful mission accomplishment. 

Some marketing tools that are “force multipliers” include: websites, logos, cartoon mascots, signature vehicles, viral marketing videos, and distinctive personal articles (yellow rubber bracelets, bright red t-shirts with Che Guevara’s portrait).

The best force-multiplier is creativity. Most marketing messages (and not just non-profit ones) are predictable, self-serving and flat. That’s why creativity (fun / originality / edginess) always gets attention. One word of warning – bad taste and shock are not the same as creativity. And, while I believe that creativity is hard-wired into our species, not everyone is a creative marketing genius.

Get Professional Help. Yes, you can get professionals to work for free, but you have to give up a large measure of control. The name for people who want to control the efforts of marketing professionals is “paying client.” So, if you ask a professional to provide his/her services for free, don’t act like a client. In pro-bono work the profession’s payment is the results. If you insist on acting like a client, you’d best be prepared to pay like one.

Here’s the secret weapon of smart non-profits. Lots of talented, successful creative types are willing work for free if they can be their own boss and the results will be seen by the public.

I can hear some non-profit board of directors screaming in the background, “what about our sacred message?” The answer is simple. Prepare a detailed “creative brief” that has all of the mandatory stuff and then throw it away. Your creative brief needs to include just three things: the people you want to reach, why it’s important to reach them and what you want them to do. Then get out of the way and let the creativity flourish.