A CASE STUDY: How did one non-profit reach out to new clients in this economy and what can it teach for-profit businesses? Now more than ever, I believe growth takes an entrepreneurial spirit, starting at the top that permeates throughout the entire organization. And I’ve had the opportunity to see first hand the successful outcome of this formula.
Our firm donates our time and talents to a local non profit of which I sit on its board. Amazingly, its Executive Director is always ahead of the curve coming up with new ways to raise the marketing bar, never accepting the status quo. If there’s a way to reach out, build consensus and stretch the marketing dollars she’ll figure it out. The most recent example; Reaching out to other like organizations in non-competing locations and pitch the idea of combining their funds for media. Some radio stations and newspapers overlapped so why not create an 800 number where potential clients could call into and pass the leads to the organization in the callers location. A real win-win to all who might consider participating.
This was not the first great idea this Executive Director formulated. By shear stick-to-it-ness she brought to life a revenue-generating initiative* by filling a real need she saw in her community and beyond. After bringing it successfully to market she now sells the program to other organizations for a small fee. It's a rare person who has that kind of energy and drive, she doesn’t have a marketing degree but she approaches things from a different angle with no pre-conceived notions. I have to say she has even taught me and my staff a thing or two!
So what best practices can you take away from one case study for your business or non-profit organization?
• Create an entrepreneurial spirit in your organization where new ideas are welcomed, and receive thoughtful consideration.
• Brainstorm other commercial or revenue-generating initiatives. And not only with your leadership team, sometimes the best ideas come from outside the inner circle. Tap into all the brainpower of your organization including the person who makes the coffee.
• Think about your competition differently. Are there ways you might pool marketing funds and come up with some new initiatives that would be win-win.
• Inspire people to think in new ways and be creative when times are tough, rather than get discouraged and do nothing. Remember if its your organization or firm your most important job is to be a cheerleader for your team.
• If you believe you have a great idea be willing to fight for it. Stick-to-it-ness really does pay off.
• Don’t assume you know what does or doesn’t work because what has happened in the past. Be aware that the climate has changed and a bold vision is imperative.
- Ann Byne, Principal/Creative Director
*AssuringYourWishes.org
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