Demystifying advertising and marketing communications for SA non-profits

South Africa’s non-gain sector has been feeling the pinch lately with funding getting lower across the board, says Rachel Briant, director at Devoid of A Doubt Company. Briant adds that it can be time to lean into promoting communications to hold the organisation obvious and maintain outreach and impression. 

South Africa has a really energetic Non-Profit Organisation (NPO) sector, with around 200 000 registered NPOs as of 2020 (as for each the Department of Social Advancement).

In the context of a place with intricate procedure issues and numerous living with no their fundamental requires becoming met, NPOs perform a vital purpose in encouraging the region move ahead.

But with funding turning into scarce across the board, off the back of a international pandemic and the impact of the Ukraine / Russia conflict, what function does internet marketing participate in in this sector? 

As a strategic internet marketing communications specialist in social enhancement and non-financial gain house, I am in this article to notify you that magic can even now be produced on a leaner price range. This is many thanks to methods we refer to as “under-the-line” and “attained media”, which aids your cash work tougher for you by improving visibility and publicity by leveraging methods these as:

  • editorial
  • partnerships
  • strong website and social articles, and
  • very good press. 

Normally the first oversight made is that internet marketing budgets are lower down through difficult occasions. Even though it helps make sense that the pinch will be felt throughout the board, you’ll probable only sabotage upcoming fundraising options and organisational influence by undervaluing the function advertising and marketing and communications can perform.

Instead, take into consideration outsourcing your marketing functionality to consultants or lesser organizations who have the senior expertise (even just in the quick time period), but are ready to get their fingers filthy and adapt to the at any time-changing electronic media landscape. An additional proposed solution is to do less, but improved — in shorter, hone your advertising aim and do a few points really well, somewhat than attempting to stretch you slender. 

Experienced presentation — as realized by way of initiatives like appropriate pictures, a web page that makes a sturdy effect and a dependable presence in the media, for example — goes a extensive way in creating a excellent impact It is very important for fundraising endeavours.

Promoting can also help NPOs with the following:

  • target their messaging
  • define the focus on viewers and outreach practices, and
  • apply resourceful wondering to difficulty-resolving. 

Irrespective of the reputational distrust that the industry may have — due in part to a standard deficiency of understanding of how it all in fact operates, and in portion to some agency junior-fication — promoting and speaking your organisation can be a pretty easy training, and it also does not have to break the financial institution.

This is where SME businesses with shared passion come in. In saying that, promoting isn’t really the magic capsule that fixes everything, so remain sensible about what’s probable and what it can reach for your organisation. In the long run superior conclusion-to-conclusion internet marketing methods / strategies count on successful functions of the organisation.

For all those NPOs who you should not know in which to start, right here is the A, B and C of advertising and marketing communications:


  • How am I achieving my current market?
  • What communications channels am I working with and can these be enhanced?
  • Do I genuinely know my purchaser?
  • Do we have an ongoing digital existence for achieving and creating our community (social media or other)?
  • Do we have an e-mail databases of stakeholders and partners that are routinely current and POPIA compliant?


  • Is there an up-to-date composed profile about the organisation that evidently communicates who we are and specifically what we do (free of charge from jargon and ambiguity)? 
  • Do we have a very good being familiar with of the recent marketplace, macroeconomic tendencies that relate to the sector — and a good view on it?
  • Do we have a steady design seem and come to feel that persons detect with our brand?
  • Do I know who my vital spokespeople are and do they obviously understand the organisation’s brand and how to talk it in media interviews?


  • Do I have good excellent, superior-resolution images of the team?
  • Is our web page up to date and simple to navigate?
  • Have we considered video clip information that clearly demonstrates the organisation’s constructive effect?
  • Do we have examples of essential initiatives to visually converse our do the job?

If you answered no to most of the over, it can be likely time to carry in the professionals. Overlooking the marketing fundamental principles could cannibalize your other endeavours — even if you’re executing awesome operate! 

As all people appreciates, marketing communications can be a highly effective instrument in strengthening your organisation’s profile. Getting basic and productive devices in put for a longer-expression advertising strategy (back again to basic principles) can perform wonders. And the very good information is, I’m in this article to inform you that it does not have to be complicated or expensive!

For additional information and facts, visit You can also comply with Without having A Question Company on Fb, Twitter or on Instagram.

NPOs Non-Revenue advertising and marketing communications Without A Question Agency gained media editorial promoting guidance NGOs marcoms marketing and advertising communications for SA non-gains