The Strategic Response: Non-Profit Communication In The Journal Third Sector

Communication is one of the most important aspects of any non-profit organization. How is an organization going to succeed and get their product or message out to the public if they do not make attempts to communicate? Like all businesses, non- profit organizations have struggles developing and executing effective communication effectively. Perhaps the main reason why non-profits do not successfully communicate with the public is due to their lack of budgeting in this area. No matter the side effects, large businesses spend millions of dollars every year on marketing and advertising in order to communicate their messages or products. However, the general majority of non-profits are on tighter budgets and do take in as much profit for their

In order to market and advertise properly, organizations need to be intertwined with the everyday interactions of their aimed consumer. In the days of smart phones and tablets, and where everything is connected digitally, what better way is there for non-profits to get their message or product out there then this mean? Digital advertising is now one of the best means of advertising in America today. This is important to know for organizations because this mean is cheap and effective. Sadly, many managers and leaders of non- profit organizations often believe that investing in communication is an important aspect in their business. Roumen Dimitrov wrote an article entitled, The Strategic Response: an Introduction to Non-profit Communication in the journal Third Sector Review. In this article Dimitrov made the statement that, “Resource-poor non-profits often prefer to siphon all they have into a single purpose--that which they consider their mission.” He went on to conclude some managers simply believe, “Investing in communications is an idiosyncratic self-indulgence.” (Dimitrov, R., 2008) Because there are many managers and leaders that believe this, many marketing and communication experts in the organization have little to work

These methods include everything from pamphlets and fliers, to billboards and vending tables. While these might seem a little old fashioned to some, they are still effective in building a respectable brand. Olusanmi Amujo and Adeyinka Laninhun wrote an article in the Third Sector Review entitled Organisational Brand Identity Management: A Critical Asset for Sustainable Competitive Advantage by Non-profits. In this article they laid out in detail the effective methods to build brand image and why it is important even for non-profits to consider. They wrote, “The element of brand image, such as brand cues, signals and brand messages, should be built on truthful communication in order to build a positive brand image perception among stakeholders, which may result in brand trust, brand loyalty and brand commitment.” (Amujo, C. O., & Laninhun, B. A. 2013). Communicating effective branding is important for the overall health and longevity of the