Promoting your group or disability organization
Being recognized as a resource in your community is a top priority whether you are a newly created parent group or an established non-profit organization. Yet for many organizations it is difficult to find new members and get the word out about the services they provide for families. As an organization you may decide to do broad marketing, niche marketing or a combination of the two. This article will show you some easy and low cost ways to advertise your group to the community.
Broad marketing
Broad marketing reaches everyone. Promote yourself in places where the public can find you. People that see your information may check out your organization or at least pass the information on to someone who can benefit. Here are some examples of broad marketing:
Newspapers
Many local newspapers have an events calendar or club/support group listing. Find out the contact for those sections and what their deadline is to receive information. On slow news days they may even decide to devote a paragraph or two on your meeting or event. If your group is local to a town, this can be a good way to get the word out about events and programs. If your organization is large you may find yourself sending information out to several newspapers.
Information typically needs to be in at least two weeks before publication. Writing a concise and informative press release is important to getting published in a paper. See our article, Writing press releases: It’s easy!
City-based organizations
Some organizations join their town’s chamber of commerce as a way to network with other businesses. The chamber of commerce may have a website including local links to businesses. Your city’s website may also include lists of non-profit groups in their area. Contact your city hall to see if there is a disability council member you can talk to about getting your information on the website. Another possibility is your public library. They may allow you to post information in the main area of their library and may also have their own website with local resources on it.
Local festivals
Many towns have local festivals that attract families from within your county. As a non-profit or parent group you might be able to persuade the organizers for a free or reduced fee for a booth. Bring print materials to pass out to people who come by your booth. If this is not cost effective you can try to put fliers on car windshields at large local events.
Bulletin boards
Consider any bulletin board a potential place to promote your organization to a large number of people. Always ask permission before posting information. Possible bulletin board areas may include your grocery store, college campus or hospital.
Niche marketing
Niche marketing reaches a focused group of people who have a need for particular information or services. It is just a matter of finding places where special needs families look for information. Here are some examples of niche marketing:
One Place for Special Needs website
This website was designed so that organizations both big and small could promote themselves to special needs families. Special needs families from around the country visit One Place for Special Needs. All the information is sorted geographically so local families will be sure to find you.
General information about your group can be added in the Local resources directory. Support meetings, presentations and special events can be added in the Events section.
Disability organizations
Find the contact of your state disability organization in our local resource directory or do a Google search. Some organizations might include you in their online resource page. Others may have an events listing where you can add your meeting information.
Parent groups
Contact other parent groups. Parent group leaders are more than happy to share information with their own members. You may also decide to join forces on a common project or event.
Therapy centers
Ask your local therapy center if you can leave information about your organization for families to pick up. Many therapy facilities have a table or bulletin board for this purpose.
Special needs resource fairs
Some schools and disability organizations put together resource fairs. This is a trade show where parents of those with special needs can meet with businesses and groups serving those with disabilities.
Your current membership
Ask your members where they go to get their information. You may get ideas of other areas where you can promote your group.
Marketing materials
Every group, no matter their size, should have something they can hand out to members and the public at large. There are various low to high cost marketing materials you can make to promote your organization. Here are a few suggestions:
Information flier
Business cards are nice but there’s very little space to talk about your group. Make a half page flier to save on paper. You get two fliers for the price of one. Determine the most important things your group does for special needs families and include it in your flier. Don’t forget to include a way to contact you. Include your email, group site address and website address.
Brochure
If you have extra funds you might consider creating a brochure about your group. This can be a two-sided, tri-fold information piece that can be handed out at resource fairs and special events.
Color brochures always stand out more than black and white. Talk to a printer about pricing to determine if it is cost effective to use colored paper or four-color printing.
Premium items
Although costly, you might consider creating items such as t-shirts, buttons or other items with your organization name on it. If you have a website, be sure to include the website address in your design. Your members advertise your organization each time they wear your product.
If you have a small group you might arrange with a local t-shirt maker for a discounted price for a non-profit group and ask members to pay. Online websites like CafePress allow you to create different types of premium items without having to pick up and distribute the items yourself.