Marketing and Community Relations are the processes that an organization uses to connect with its various constituents such as clients, volunteers, donors, community partners, and peers.
The American Marketing Association defines marketing as "creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders." (See Bibliography: American Marketing Association)
Community relations are your interactions with the community in which your organization operates. Community relations emphasize fostering trust through interactions. (See Bibliography: American Marketing Association)
Marketing and community relations strategies, such as publications, web sites, events, and media relations, influence attitudes and encourage people to take certain actions.
For example, you may want to encourage prospective donors to give to your organization or encourage potential clients to access your services. Marketing efforts are most effective in motivating these actions when you develop them with the interests and needs of prospective audiences in mind.
Inclusive organizations understand that marketing and community relations efforts which build and foster connections with diverse communities result in greater success in achieving the organization's goals. As your organization becomes more inclusive, you will need to spend time creating intentional methods for communicating with new and expanded audiences and tailor your activities to match the needs of these audiences.
- Step 1: Creating Structure
- Step 2: Consultants/Training
- Step 3: Making the Case
- Step 4: Gathering Info
- Step 5: Creating a Blueprint
- What is a Blueprint?
- Using Your Data
- Mission and Values
- Board of Directors
- Organizational Culture
- Marketing and Community Relations
- Programs and Constituents
- Fundraising and Membership
- Writing Your Blueprint
- Finalizing Your Blueprint
- Approving Your Blueprint
- Step 6: Implementing the Blueprint
- Sample Documents
- Next Steps for Your Organization