If you break down the various costs of a mid to large scale advertising campaign across print, online and television, you will soon see why the marketing of any business, cause or service is serious business.
But what about those organizations that exist outside of the revenue generating pool? How do they get they’re message across without it costing a fortune? What options and resources exist for Not for Profit (NFP) organisations?

Innovative strategy behind the funding of successful advertising campaigns is required to overcome the financial brick walls of marketing a Not for Profit cause.

Australian online publication ‘Third Sector’ (thirdsectormagazine.com.au), focuses on movement within the NFP sector; covering governance, news, leadership and fundraising information for individuals and organisations.

In a recent article, “Fundraising 101”, Third Sector runs over the key elements in successful management of fundraising. The article details the importance of building and nurturing strong relationships with both donors of revenue and the greater business community, as the foremost priority in long term success. Strategic methods of reaching out include the use of low budget approaches – including direct mail campaigns which may use “Emotive” appeals in the content, subtlety drawing on past support provided. Organised events such as charity balls and auctions, provide a platform for revenue generation, as does the reliance of bequests and gifts. Like any business, retention of established relationships is then paramount in achieving an ongoing commitment to funding. This funding forms the basis of revenue to draw upon for ongoing campaigns.

With any NFP, the reinvestment of revenue for the purposes of continuity is vital. Oxfam UK, who are another globally recognised NFP organisation, have recently made a strategic development by using a fraction of their revenue to launch a fund generating online service “Compare for Good”. http://www.compareforgood.com (Third Sector Magazine, Feb 2010). The website functions as a tool for price comparison between consumer goods and services in the UK:

“Compare for Good's ethos is simple. Over two-thirds of everything we make is donated to Oxfam to fund their work with poor communities worldwide. Working in collaboration with Beat that Quote, Compare for Good is able to deliver the lowest prices and the very best price comparison site while producing vital revenue for Oxfam. It is estimated that the commissions received by price comparison sites in the UK is £700,000,000 every year ...” quote (compareforgood.com)

Funding in Australia is not limited to the private sector however - federal, state and local Governments provide funding and tender opportunities for many NFP Organisations, enabling the flow of revenue to filter into the greater cause.

An opportunity to give back whilst gaining a local (or global) presence in the greater community, lies within the communications industry via working with NFPs on a subsidised or “pro-bono” campaign basis. Whilst gaining a tremendous sense of well being, participants reap the rewards of an increased social conscience which for many is a real attraction for clients, business partnerships and prospective employees.

Artisan’s overflow studio “Artisan Creative” were recently given the opportunity to complete a small but meaningful design brief for a local charity, which was followed up by an extremely happy client. A strong sense of purpose and service was felt by all those affiliated with the project.

It’s safe to say that in terms of developing the perfect idea for the perfect campaign, the bottom line isn’t always the reckoning factor. For many NFP causes, it is difficult to see just what is of greater worth in terms of an investment of time and money than the benefit it has for the greater good of all involved.