Basic marketing instructs that every organization or business should be clear in their “unique message” that helps the public determine if a service or benefit is right for them. Are you clear about yours?
My goal through Your Grant Authority is to train you to write winning grants for your nonprofit and to advise those that want to turn their nonprofit experience into an independent consulting career. I’m pretty clear and consistent in this message, I think. I share information through my website, my blog and through both my online and offline social networking that lets people know exactly how I can help them.
What about you? Are you so narrowly focused on what you want from folks that you’re not thinking about what they want from you? We have unique talents, perspectives and qualities that both potential grant funders and clients are looking for – be generous in sharing what you can do for others.
Why is this important? Well, for a nonprofit organization, grant funders want to fund projects that fill a missing gap. For example, while the American Cancer Society is dedicated to fighting cancer, there aren’t many funds locally from ACS that assist financially challenged cancer patients with access to actual treatment. Your organization may be the one filling such a gap but how does a funder know that you offer such a unique service if you don’t explain how you’re different from the American Cancer Society? Sometimes, it’s simply a perception problem. Be clear about how you’re different from your competitors. It’s that difference that grant funders are seeking.
Perception is also important to grant and nonprofit consulting professionals. Perhaps you’ve been known in your circles as strictly a grant writer for education. You’ve won millions of dollars for your educational school district and the one people automatically seek for writing their school grants. Your website may also proudly state your accomplishments. The problem is that you have great experience and awards in other areas of funding and want to attract a wider audience of clients. It’s clear that you should balance your website between your educational grant work and your accomplishments in other areas of funding and take advantage of every opportunity to get clear on your unique message – that you’re great at writing grants for both education and other areas of funding.
These are just a few ideas to get you rolling. If you some other marketing advice you’d like to share please leave a comment and get the conversation going! Also, please be sure to visit the Your Grant Authority Facebook page and join the conversation there as well. Grant writers, grant consultants, other nonprofit professionals and those wanting to learn more are most welcome.
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