Marketing your charitable pharmacy is simply informing your potential and current donors or key stakeholders about their investment or potential investment in your organization. Encourage your philanthropic team to see themselves as partners working for the same goal of serving the uninsured and improving health outcomes as opposed to just donors of funds.When developing your plan, share outcome measurements that reflect your mission (See: Results-Based Accountability). Include a timeline and set financial goals which include income and expenses. What is your total budget and what are your marketing and fundraising goals? Ozanam Charity Pharmacy, serving for more than 20 years, offers 15 steps that will get you on the path to marketing ideas and approaches that could make a significant difference in reaching the goals of your organization.
- Research similar non-profit organizations and learn from successes.
- Understand your mission and develop a clear and concise mission message.
- Define who are you wanting to reach with your message or mission. What is your target audience? (hospitals, independent pharmacies, pharmaceutical companies, etc.)
- Develop a strategy and create a plan to determine the desired outcome of your marketing efforts. Examples – based on your fiscal year develop a 12-month calendar of marketing goals and projected outcomes.
- Once you have determined your message and marketing plan develop brochures and other marketing materialsthat describe the benefits, services, donation opportunities and values that represent your organization.
- Develop a social media marketing strategy.Social mediasuch asTwitter and Facebookcan provide an avenue for reaching a large number of people interested in your organization – and do it in an inexpensive way. Manage your social media marketing plan by developing the number of post per week on your chosen platform or platforms. Tool such as Hootsuitecan help you manage all your social media accounts from one central website.
- Create and maintain a professional internet marketing presenceby developing a website that moves your message forward and represents who you are as a charitable pharmacy. You can use your website as a portal for sharing important information such as the history of your organization, breaking news items, monthly newsletters, upcoming events and as a way to create a sense of community. Use your Facebook platform to drive your potential donors to your website. Use your website to increase online donations. Some examples of donation platforms include Just Give,Donate Now, and Paypal. Remember, all platforms have an administrative fee. Research the giving platform that works for you.
- Develop and maintain a current and prospective donor database. Use your databases for special mailings, follow-up phone calls, event invitations, to develop alliances, for research profiling and market segmentation. There are many donor platforms to use such as Frontstream,Donor Perfectand Donorquest. Research the donor software that will work for you. These donor management databases can be expensive. Develop an account withTechsoupto find reduced or free donor management tools.
- Use e newsletters and quarterly printed newsletters to showcase the objectives of your organization as well as successes. Insert a donation envelope in each printed newsletter and a Donate Nowon each e newsletter. You’ll also want to showcase patients, volunteers, board members, staff, students, programs and specials projects.
- Develop and implement at least four direct appeals to your current donor base by creating a mailer that tells your story. This would be a good time to write about one of you patients and how your mission has assisted them. Have at least one acquisition mailer to acquire new donors in your donor base. You may have to purchase a mailing list for this direct ask. Research proven mailing houses for accurate mailing list based on your needs.
- Create an e-fundraising likeGoFundme,Amazon Smilesand CaringCent.complatform. You can use these platforms to raise money from e commerce.
- Always be on the lookout for opportunities to collaborate with other nonprofits, government, media, corporations, academia and community leaders. This step alone will develop your circle of support.
- Write grants for programs and general operations. Research community foundations, corporate giving, United Way, government contracts and grant research organizations like Grant Station. Grant Station is a national research grant opportunity tool. There is a fee to join Grant Station and it varies. Check Techsoupfor annual discounts on Grant Station. Another great resource to look at is the Foundation Centerwhich maintains the most comprehensive database on U.S. and, increasingly, global grantmakers and their grants (See:National Resources). Develop a timeline and set realistic goals.
- Develop at least one primary fundraising event and a secondary. Fundraising event are great sources of unrestricted income. Grants are restricted in many cases. Develop a fundraiser that will work in your community. Do something different and set a budget for projected expenses and income. Some development pros like to develop detailed timelines that list not only big picture goals, but also all of the small goals that go into making that big goal a reality. For example, instead of just listing that we’re having an event, also list entertainment needs, when venue decisions need to be made, when sponsors will be solicited, when invitations will go out, etc.
- Develop a major gift plan. The definition of what constitutes a major gift differs from organization to organization. A small nonprofit might deem a major gift as anything over $1,000 while a large, established organization might call $50,000 a major gift. Outside of planned giving, major gifts are the largest donations that a nonprofit receives. Major gifts include donations from stocks, real estate, and wills. Often this donation is stimulated by a board member or friend of the organization. It may also include donations from trust and foundations. It takes time to cultivate this type of gift.
Wyoming Medication Donation Programuses the Mail Chimpe-newsletter service. It is easy to use and free. 🙂 It is used for specific communication with our reclamation donation and dispensing sites as well as general communication like a newsletter or special notice. Our Wyoming Department of Health yearly invites each program to do a Health Stat report to division leadership providing program mission, description, budget, ROI, outcomes, efficiencies, etc. Periodically, the report may be accompanied by a presentation. The report is a useful document when educating legislators and others to explain the program and demonstrate the outcomes. This process enabled program expansion funding for 2018. (See Appendices\Metrics\Dashboards & Reports\WMDP Performance_Template.doc)