Nonprofits need to spreed the word about their cause, yet many are strapped for cash, and have to balance their marketing efforts with financial sustainability. This is no different to businesses who need to alter their business strategy due to the lack of funding. With guerilla marketing strategies, however, nonprofits can get the best of both worlds – sharing their cause but on a budget!
The first rule in guerrilla marketing for nonprofits is to target a specific niche with your campaign. Nonprofits typically have limited resources with which to pursue marketing, so when they spread themselves too thin their message is often diluted and organizational resources are quickly depleted.
Narrowing your focus can be an effective way to distinguish your organization from the competition. By focusing on quality over quantity, you can actually achieve a larger impact within your chosen niche. Guerrilla marketing tactics are ideal for reaching niche markets, as they allow you to build a memorable reputation for your group.
Special Olympics is a good example of this approach for your business strategy, and they have become known and respected worldwide for as the leader in their niche. It is also true that donors and volunteers will favor organizations that have a clearly defined mission and are a leader in their niche, such as Habitat for Humanity in the area of housing charities.