MSONGA The Consultant
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Position strategy is the process by which an organization identifies its strengths, assesses gaps in the market, and choose how to present itself to the audience and enter the market. Without understanding your position in the marketplace and in the eyes of your constituents, it proves difficult to provide them with the right messaging about your organization.
In the private sector, positioning is how the company can target audience efficiently and maximize the price charged. Just like in the private sector, nonprofit sector positioning is a tool to maximize impact while being good stewards of available resources. Process of positioning comes after selection of the target market for fundraising.
Being in a POSITIONING for nonprofit means What you are good at + What your donors’ market want + What your competition (other nonprofit players) are not doing
Effective positioning requires a nonprofit to be clear about its identity and about how it differ from other nonprofit seeking to raise fund. Positioning a nonprofit is a long-term strategy. A nonprofit should be working on this each year and probably even each quarter, depending on the nonprofit team layouts and bandwidth. A nonprofit can position itself in the following options;
- Positioning by Benefits and Achievements: Proof points, such as program outcomes and inspiring stories of impact, can highlight a nonprofit achievements and prove its effectiveness. This will set a nonprofit apart from others and create a sense of credibility and trust. Sharing your achievements and benefits to beneficiaries, will help a nonprofit build its brand’s reputation and inspire others to support its cause. Social media, emails marketing and websites are very useful tools to share a nonprofit’s achievements.
- Positioning by Place: A nonprofit can position itself by the virtue of its physical location and the range of of its geographical coverage.
- Positioning by Your Organization’s Core Expertise: A nonprofit may believe that it is uniquely differentiated from other because it does things to better and more excellent degree.
- Positioning by User Group: A nonprofit can position itself by portraying the needs of the specific segments of society it serves.
- Position by price and quantity: A nonprofit can position itself by communicating to the donors how little the organization spends on administrative overheads and how much of its fund are used directly to the program.
Why Positioning For Nonprofit Matters
Strong positioning makes a big difference. Well positioned nonprofits have clear communications and build build up a consistent narrative of positive message to its market.
As a nonprofit, you are in a business pf making an impact to the community. You must deliver social change along with organizational viability and sustainability. Without strategic positioning your most valuable resources will have their attention mitigated. And most importantly, without strategic positioning, the very work you do to make the world a better place may not ever be fully realized.Strong positioning makes a big difference. Well positioned nonprofits have clear communications and build build up a consistent narrative of positive message to its market.
Article By
OMAR MSONGA
CONSULTANT
Project Management, Strategy, Fundraising & Training
Call: +255 719 518 367
Email: omarmsonga8@gmail.com
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