Marketing on a Shoestring

6 Savvy ways to stretch your marketing budget

For most not-for-profits and community organisations, the “marketing budget” isn’t really a budget item. It’s more of a hopeful intention or wishful thinking, even.

And yet, some community organisations get a serious return on their marketing efforts without throwing money at ads.  They manage to connect with their people and grow their business without busting a (next-to-non-existent) marketing budget.

How the heck do they do that?   They make six savvy marketing moves that cost them … nada

Spoiler: Because, as a bunch of lovely NFP people discovered at my recent ‘Marketing on a Shestring’ session, doing what matters most doesn't have to cost you a motza.

Here’s how that works.

Spruik your difference

One of the quickest routes to yawn-inducing invisibility? Sounding like everyone else. Play it safe with lovely but completely forgettable messages like:

“We support our community.”“We’re inclusive.”“We care.”

And you’ll mostly get a big, fat ‘So what?’ from your audience who’ve heard those things a gazillion times already. They’ll head off in search of something fresh and different from someone who speaks specifically to them. Someone who offers the exact support they need. OK, you probably do offer that support, but no one will know it if your marketing’s built on ‘blab blah’ phrases.      

Organisations that cut through are the ones whose clear, confident marketing tells potential participants:

• What they actually do differently

• Why do people choose them

• What their community says about them

Talk to your people – but not all at once

Maybe this feels a bit uncomfortable. Because you’re ‘here for everyone!’

I get that. Truly. Except that you can’t be all things to all people, not even all things to your people, at least not all at once. 

So, here’s a shift to help you talk to the right people, the ones who need you most, the ones you’re set up to serve. Here’s how to reach those people so they feel seen, safe and ready to trust you.

Instead of:‘We support the [ insert location or description] community.’

Try segmenting your audience (goofy marketing-speak for talking to a specific set of your people at a specific time, place, or marketing campaign).

‘We run free, weekly ‘chat and cuppa’ groups to help recently arrived women connect to community services and make new friends. ‘

That level of clarity? That’s what draws people in.

Practice the ‘small, good things’ strategy

This one might be my favourite because it costs nothing and delivers everything.

We’re talking:

• Welcoming people warmly at the door

• Remembering someone’s name (and their story)

• Following up after a session or a service,’ just because’

These warm, human-to-human moments won’t show up in your marketing plan.But they show up in your reputation and build loyal, long-term relationships. Because warmly welcomed, well-treated people are the ones who stick with your organisation and shout your praises from the rooftop.

Enjoy this example of the ‘small things’ strategy in action. Why the smallest things make the biggest difference.

Share stories, not just stats

Of course, your impact stats matter.  They’re crucial to securing and keeping your funding. But beyond the numbers, even when you’re compiling a cracking funding application, stories can make a huge impact.  

Stories resonate and spark emotional connection. People see something of themselves or someone they know. They give readers (or viewers, if we’re talking video) a deep, immediate sense of who you are and how your organisation ticks. Stories are what people remember and share with their friends and neighbours.

Stories don’t need to be long or fancy. They just need to be genuine, heart-driven descriptions of (nicking a famous phrase from the TV classic ‘Friends’) ‘that time when … ’  

• An introverted young guy in your youth program jagged his first job

• A lovely woman in your migrant English class taught everyone how to make her favourite dish   

• Your team decided that swimming a kilometre in the pool at lunch time beat snarfing a sandwich at their desks

  
  

This is the cred-building, colour and movement that people smile about, remember, and share.

This blog is strong on what works and what doesn't in business storytelling.

Building customer loyalty through storytelling

Join forces — Partnerships are your superpower

I’ll keep this section short and sweet If you’re trying to grow your audience from scratch… stop.

And ask:“Who already has the audience we want to reach?”

Think:

• Local health providers

• Schools

• Community groups

•  Small businesses

The sweet spot? Same audience. Different service.

Collaborate and you’ll both:

• Build trust faster

• Expand your reach

• Share the load

All without spending a cent.

Despite its marketing-speak-y title, this blog has some solid tips on approaching potential partners.

Leveraging community partnerships to support your nonprofit goals

Show up

Not everywhere on (or off) socials and … psst 🫢 You don’t even need a perfect content plan.

You just need to show up and do this:

• Talk to one person

• About one problem

• Offer one solution

That’s it.

👉 Do this consistently and enjoy watching your minimal marketing outperform the fanciest strategy you’ll never implement.

It’s all about:

• Being clear

• Being human

• Being intentional

Because when you:

• Know what makes you different

• Focus on the right people

• Create meaningful experiences

You don’t just grow your audience … you build a loyal community that thrives.

How do I know this?

It’s exactly how I grew a not-for-profit on the verge of folding forever into a multi-million-dollar organisation that kicked goals in its community and for local industries struggling to attract staff. [MC2] 

Need help to make the most of your next-to-non-existent marketing budget?

Or  

Need a hand to do what matters most without busting your next-to-non-existent marketing budget?

Book an Hour of Power, and we’ll get it happening.