All marketing begins with a product or service because you can't talk about nothing. (Well, actually you can but that's another story.)
So, what do you sell? Are you sure?
As nonprofits we're in the business of changing the world. We believe that economic resources should be distributed more evenly, that all kids deserve a decent education, that it SUCKS that the air is polluted and so this is what we sell to donors - right?
I know it's crass but I don't care about youth development, or saving the environment, or fixing the public school systems for their own sake. If I did, I'd spend time and money figuring these things out. I'm not dumb.
What I do care about is making a difference (if it's easy and relatively painless to do) and being a decent human being.
So, let me ask you again. What do you sell?
Youth development, clean air, and less poverty? Or are you in the business of saving me time and making me feel good?