The best marketing tactic for nonprofits & service-based businesses

Let's talk about the marketing tactic everyone forgets because it feels too simple: direct outreach. If you run a service-based business, or a nonprofit in need of sponsors, donors, or partners, this one's for you. 

Direct outreach is a fancy name for a very simple tactic. It’s simply reaching out to people, building relationships or pitching a service or sponsorship. You're probably pouring hours into social posts and email newsletters, and while that’s also important, the fastest path to your next lead could be just one email or call away. 

A few things that make direct outreach work well:

• Get specific. "Would you consider sponsoring us?" is easy to ignore. "Would you sponsor our fall fundraiser for $500 and get your logo on 200 event shirts?" helps the sponsor envision the campaign, see the benefits and make a clear decision. If you're pitching your services, get granular about how your service will benefit the client. (And YES you can do this in a non-salesy way!)

• Do your homework first. Know why this person or business is a good fit before you reach out. 

• Make it personal. Skip the overly professional, templated intro. Even if you've never met the person, maybe you have a mutual connection, have seen them speak at a conference or follow them on social media. 

• Follow up. If they don't respond to your first email, don't cringe into a ball under your desk and give up. People are busy! A friendly nudge a week or two later isn't pushy, and it shows you are serious.

• Be clear and direct. Don't bury the ask in paragraph four. Lead with it, then explain why.

It might seem uncomfy, but direct outreach is often the most effective marketing tactic. It builds relationships: the ones that turn into great clients, repeat sponsors, loyal donors, and referral partners.