Strategic communication issues for nonprofits : targeting donors, utilizing new media, and planning for crises
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The purpose of this paper is to examine the growing nonprofit sector in the marketplace and the challenges and opportunities involved with attracting and maintaining donor relations and charitable giving. Nonprofit organizations have a number challenges relating to marketing and communications but I have chosen to focus on three dominant areas: targeting donors for support and greatly needed funds, the use of emerging media tools, and crisis management. These issues have a significant impact on an organization’s ability to effectively communicate their brand as compelling to their public. First, I will briefly go over the branding process and what makes a nonprofit brand so unique. I will discuss the target market of donors, the importance of understanding them and their mindset, and finally provide some variables that relate to successful recruiting and maintaining of those relations. Additionally, my research will cover not only methods that could best attract donors but also why many nonprofits do not have marketing or communications plans in place already and the consequences for such a choice. Following that research, I will go into the actual marketing and communication tactics that can be used, not only through traditional but also in new or emerging media communications. Then, I will transition into research of crisis management, linking to the necessity of implementation of marketing plans and the consequences that can occur when nonprofits deal with crises ineffectively. Based on the research, I will conclude my own set of guidelines for how nonprofits should proceed should they want to be successful in a competitive marketplace.