Recently I was invited to speak at a gathering of organisations working in the community sector. They were a mix of both conventional businesses and not for profits. The challenge wasn't in the mix, but in the unspoken assumption that there is no place for conventional marketing practices in a sector that is all about supporting people.
But just like a Tom Holloway play, a Dean Stevenson concert or an Elizabeth Barsham exhibition, the not for profit and community sector needs their story to be told. And that is what good marketing is about.
When I set up my business Kylie Eastley Consultancy seven years ago, it was in response to yet another performance I had been to, where the play was fantastic, the actors convincing, but the audience was abysmal. This repeated experience inspired the foundation thought to my business, which was...
'If you or someone else is willing to put their time, resources, money, energy and passion into creating something, then doesn't it deserve the best chance of success.' (KEastley 2009)
And success can mean lots of things. It might be a packed audience at a show, contented customers who return to access your business or it could be an amazing experience or service that you deliver to a client.