Published on 31 July 2023 8 min read

Assess your non-profit goals
Identify your target audience
Establish your budget
Choose marketing methods
Set pricing models for services
Implement promotional strategies
Monitor and adjust your strategy

As you steer the ship of your non-profit organization, one of the key questions that might keep you up at night is—how to set rates for marketing in non-profit? The good news is, it doesn't have to be as daunting as it seems. The secret lies in a careful mix of goal-setting, audience identification, budget planning, and the right choice of marketing methods. Let's dive in and explore.

Assess Your Non-Profit Goals

First things first, let's talk about your non-profit goals. It's like setting the destination before you start a journey. You need to know where you're going to figure out how to get there. So, before you even think about marketing, you need to get clear on what you're trying to achieve.

Are you looking to raise awareness, garner more support, or increase donations? Each goal might require a different approach in terms of marketing and thus, different rates.

Raising Awareness: If your non-profit is new or your cause is not widely known, your key goal might be to raise awareness. In that case, your marketing efforts could focus on social media campaigns, content marketing, and public relations. The rates for these activities could vary depending on the platforms used and the reach desired.
Garnering Support: If you're looking to attract volunteers or advocates for your cause, your marketing strategy could involve community outreach programs, influencer partnerships, or advocacy campaigns. The marketing rates for these activities would depend on the scale of the programs and the influencers involved.
Increasing Donations: If your primary goal is to increase donations, your marketing efforts might lean towards email marketing, direct mail campaigns, or fundraising events. The rates for these activities would be influenced by the channels used, the complexity of the campaigns, and the target donation amount.

So, the first step in figuring out how to set rates for marketing in non-profit is to understand your goals. Once you have a clear picture of what you're aiming for, you can then plan your marketing strategy—and your budget—accordingly.

Identify Your Target Audience

Now that we've set sail with clear goals, our next stop is to identify who we're trying to reach. You might think, "Well, everyone should care about my cause!"—and while that's a noble thought, it might not be the most practical one. It's like trying to fish in the entire ocean. Wouldn't it be easier if you knew where the fish were?

Who is most likely to be interested in your cause? Who would be willing to donate, volunteer, or advocate for your non-profit? These questions will help you identify your target audience—and ultimately, determine how to set rates for marketing in non-profit.

Donors: If you're targeting potential donors, your marketing activities might include targeted email campaigns, personalized direct mails, or donor appreciation events. The rates for these activities would depend on the size of your donor base, the frequency of the campaigns, and the scale of the events.
Volunteers: If you're seeking volunteers, your marketing strategy might involve social media campaigns, community outreach programs, or volunteer recruitment events. The rates for these activities would depend on the number of volunteers needed, the reach of the campaigns, and the size of the events.
Advocates: If you're aiming to attract advocates for your cause, your marketing efforts might include influencer partnerships, advocacy campaigns, or public speaking engagements. The rates for these activities would be influenced by the influencers involved, the scope of the campaigns, and the magnitude of the speaking engagements.

So, identifying your target audience is not just about knowing who they are, but also understanding their needs, preferences, and behaviors. This insight will not only help you craft your marketing strategy but also set appropriate marketing rates that will yield the best return on investment.

Establish Your Budget

Now that you have identified your target audience, it's time to talk about money. Yes, that sometimes awkward but oh-so-necessary topic. Setting a budget is a fundamental step in defining how to set rates for marketing in non-profit organizations.

Imagine planning the road trip of a lifetime, but not considering how much gas you'll need. You wouldn't want to stall halfway, would you? In the same way, you need a budget to ensure you have enough 'fuel' to reach your marketing goals.

But where do you start? Here's a simple guide:

Understand your financial situation: Before setting off, take a good look at your non-profit's financial health. How much can you afford to invest in marketing without compromising other essential operations?
Set realistic expectations: Now, consider your marketing goals. Are they achievable within your budget? Remember, it's not about spending more, but spending smart. Prioritize strategies that offer a higher return on investment.
Allocate funds: Next, allocate a specific amount to each marketing activity. These allocations will directly influence the rates you set for marketing. For example, if you allocate more to social media campaigns, you might be able to afford higher-priced advertising slots or influencer partnerships.
Plan for contingencies: Lastly, always have a Plan B. Keep a small portion of your budget aside for unexpected expenses or opportunities. This 'safety net' can be a lifesaver when things don't go as planned.

Establishing a budget is a balancing act. It's about making informed decisions that align with your non-profit's financial capabilities and marketing objectives. And remember, a budget isn't set in stone—it's a flexible tool that should evolve with your non-profit's needs and market conditions.

Choose Marketing Methods

Now that your budget is clear, let's discuss the next step on how to set rates for marketing in non-profit: choosing your marketing methods. Think of it as choosing the right tools for a job—if you're trying to hang a picture, you wouldn't use a sledgehammer, right?

Marketing is no different. Each method comes with its own set of advantages, costs, and suitability for reaching different audiences. So, your task is to pick the methods that align best with your goals, target audience, and budget. Here are a few popular options:

Email Marketing: This method is a classic for a reason—it's cost-effective, personal, and great for building relationships. However, remember to invest in good copywriting and a reliable email service.
Social Media Marketing: From Facebook to TikTok, each platform is a unique universe with its own rules. Be selective and focus your efforts on the platforms where your target audience hangs out the most.
Content Marketing: Blog posts, podcasts, webinars—these are all ways to share your non-profit's story, educate your audience, and improve your search engine rankings. Remember, quality over quantity is the rule here.
Event Marketing: Whether online or offline, events can generate buzz and foster a sense of community around your non-profit. Plan carefully to ensure you get a good return on your investment.

Choosing the right marketing methods is a crucial step in determining how to set rates for marketing in non-profit. The costs associated with different methods will directly impact your marketing rates, so choose wisely!

Remember, the most expensive method isn't always the most effective. It's about finding the right fit for your non-profit. So, happy choosing, and may the Marketing Force be with you!

Set Pricing Models for Services

Setting sail on this next step, we will tackle how to set rates for marketing in non-profit by focusing on pricing models for your services. This is about deciding how you'll charge for your marketing efforts.

There are several ways you could go about this, but it's important to choose a model that aligns with the value you provide and the budget you have. Here are some common models:

Flat Rate: This is where you charge a set fee for a specific service. For example, you might charge a flat rate for designing a promotional flyer.
Hourly Rate: In this model, you charge by the hour for your time. This can be a good option if a project requires a lot of time or the scope is uncertain.
Value-Based Pricing: This is where you set your prices based on the value you provide. For example, if your marketing campaign helps to raise a significant amount of donations, you might charge a percentage of these funds.
Retainer: This involves charging a regular, ongoing fee for continuous marketing services. This can provide a steady income and help build long-term relationships.

Remember, there's no one-size-fits-all solution. The right pricing model for you depends on a mix of factors, including your non-profit's needs, your marketing goals, and your operational costs. The key is to find a balance that ensures you can cover costs while providing value to your clients.

So, pick your pricing model with care. It's like choosing the right gear for a hike – it can make the journey easier and more enjoyable! After all, setting the right rates for marketing in non-profit is both an art and a science.

Implement Promotional Strategies

Now that we've set our pricing models, it's time to dive into the next step: implementing promotional strategies. This is the fun part where you get to spread the word about your non-profit and the great work you're doing. But how do you go about this? Let's explore some strategies.

Online Marketing: The digital world is your oyster when it comes to marketing. Social media campaigns, email newsletters, and search engine optimization (SEO) are just a few methods you can use to increase your online visibility.
Events: Hosting an event can be a powerful way to attract attention to your cause. Whether it's a charity run, an auction, or a webinar, events give people a chance to engage with your non-profit directly.
Partnerships: Partnering with other organizations can help you reach a wider audience. You could collaborate on a project, co-host an event, or simply promote each other's work.
Public Relations (PR): PR involves managing your non-profit's reputation and relationship with the public. Press releases, media interviews, and public speeches are all part of this strategy.

Remember, the "best" promotional strategy depends on your target audience and your goals. It's like cooking a meal: you have to choose the right ingredients to create the dish you want. So, consider your audience's preferences and how they like to receive information. Then, mix and match these strategies to find the perfect recipe for your non-profit's success.

So, are you ready to take your non-profit marketing to the next level? Implementing effective promotional strategies can help you do just that. And remember, it's not just about promoting your services, it's also about connecting with your audience and inspiring them to support your cause.

Monitor and Adjust Your Strategy

Have you ever tried to navigate a new city without a map? Trying to manage your non-profit marketing without checking your progress is a bit like that. It's important to monitor your efforts and adjust your strategy as needed. Let's discuss how to do this.

Track Your Progress: Regularly checking your metrics will give you an idea of how well you're doing. Are you reaching your target audience? Are you meeting your goals? Tools like Google Analytics can help you track web traffic, while social media platforms usually have built-in analytics that track engagement.
Ask for Feedback: Don't be afraid to ask your audience what they think. Surveys, polls, or simply asking for feedback can provide you with valuable insights about what's working and what's not.
Stay Flexible: Marketing isn't a one-size-fits-all thing. What works for one non-profit might not work for another. Be ready to adapt your strategy as you learn more about your audience and what resonates with them.
Seek Expert Advice: If you're struggling to make sense of your data or unsure how to improve your strategy, consider seeking advice from a marketing expert. They can provide you with guidance and help you make the most of your efforts.

Remember, it's perfectly normal to have to adjust your strategy. Don't be disheartened if things don't go as planned the first time around. In fact, it's all part of the process of learning how to set rates for marketing in a non-profit. So, keep an open mind, stay persistent, and you'll find the right path for your organization.

Setting rates for marketing in a non-profit may seem like a daunting task, but with careful planning, thoughtful strategy, and ongoing monitoring, you can effectively reach your audience and achieve your goals. So, are you ready to take the helm and navigate your non-profit towards success?

If you're looking to improve your non-profit marketing rate strategies, we highly recommend checking out the workshop 'Freelance Freedom: Levelling Up' by Dominique Eloise. Though primarily focused on freelancers, the lessons and insights from this workshop can also be applied to non-profit organizations, helping you to level up your marketing strategies and make a greater impact with your campaigns.