Guest post by Elisa Kosarin, Twenty Hats
This post was originally published on Twenty Hats.
Marketing isn’t rocket science if you know where to start.
I used to have a boss with a favorite expression. She liked to say “It’s not rocket science,” meaning that any time her nonprofit job required some new skill or challenge, she knew she could pull it off. She knew she was smart, and she figured there was very little under the sun that a smart person could not master with practice and persistence.
My boss’s approach worked. She took on all sorts of projects with great success, just knowing that she had the chops to do it.
Marketing is like that. It’s not rocket science. It is masterable – and it’s often an essential part of our jobs.
Do you think of yourself as a marketer? If you are responsible for engaging volunteers in your program, you most certainly are.
Last month I wrote about how there is a volunteer out there for every position – IF we know how to find them. And the finding, of course, requires that we learn how to reach the volunteers who will thrive in our programs.
If you are wondering how in the world to move beyond your program’s Volunteer page and really target your marketing efforts, start with these basics:
- Know your Ideal Volunteer. Get clear on who is most successful in your program – those are the volunteers you want to target.
- Get strategic. The pros don’t fly by the seat of their pants, they plan. You will need to learn how to develop a marketing plan and implement it.
- Target your message. Learn how to reach out to the volunteers you need with a message intended especially for them.
Learning how to market you program is really about getting into the head and the heart of the person you want to reach. It takes some practice and some education, and once you start seeing results, it even gets to be fun.
What’s not in your wheelhouse now may become the most interesting part of your job.
How about face to face marketing?
If you want to refine your in-person powers of persuasion, email me for a copy of my Elevator Pitch Planner. I will send you a step-by-step guide to crafting a great volunteer recruitment elevator pitch – and add you to my mailing list for more practical skill-builders.
Twenty Hats is authored by Elisa Kosarin, CVA, a nonprofit professional with 15+ years of experience in nonprofit marketing, development, and volunteer management. She founded the site to help volunteer managers master the skills they need to make their jobs easier.