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Because we have limited resources, one of the ways I have managed to expand is what our organization has for marketing efforts, working with another nonprofit organization and gaining marketing profits for both organizations. Once you identify a non-profit organization with a similar or complementary objective, consider these five ways to collaborate on marketing initiatives:

1. Webinars

Recently my organization worked together with another non-profit organization on a webinar about holiday fun. Due to the number of experts we had on this subject in both organizations, it promoted our thought leadership on an important topic for the holidays and showed the value that each of us offers. The webinar contained a long list of valuable tips about how to deal with grief while still participating in the holiday season.

The live webinar also offered viewers the opportunity to ask questions during the one-hour session, thereby improving engagement with our target audience. Making the webinar available for later viewing increased traffic and led more visitors to other videos & content on all of our websites, according to the analyzes we have conducted.

Work together on a webinar in advance on the subject and type of content that needs to be treated. Also make sure that you both use a video platform that is compatible, so that you are all present with a clear picture and sound during the webinar.

2. Suggested content

Another way to share resources is to trade existing content and reuse it for each other's blogs or social media profiles. This saves a lot of time and money by using the available material and getting more valuable information from the content of printed newsletters, articles or video scripts by creating new blog posts or other content.

Because our organization and the one with whom we work together want to help the same type of audience, this has proved useful to be able to offer more content throughout the year than if we had not partnered. Not to mention, it has interested parties, as well as donors and volunteers within each of our organizations.

One way to maximize this resource collaboration is to share each other's content calendars, as well as any spreadsheet that catalogs older evergreen content. Then you can see what the other has done and tailor your content to your preferences so that more information can be shared between your organizations and platforms.

3. Conferences and scholarships

Exhibition stands and participation can often cost more, but also offer the opportunity to meet people in person and learn from others while generating a position as thought leadership.

At some conferences and trade fairs with exhibition floors you can share the stand space. Thanks to these partnerships, we and our partner organization were able to become more involved with the personal offline marketing tactics that are so essential for a non-profit organization. These conferences helped us by sharing our engagement online with our audience so that they see the credibility we build in our niche issue or industry.

This activity requires extensive planning. Start by viewing trade shows six months to a year ahead to determine which offer the best opportunities and enable such partnerships. The sooner you can apply for an exhibition or conference, the lower the rate and the better the chance to become a speaker and receive additional discounts.

4. Events and fundraisers

Conferences, events and fundraisers can become expensive, but are necessary to collect money and awareness. Combining resources means that non-profit partners can gain financial synergies by sharing the costs of hosting an event and at the same time bringing more people together in one place for additional discounts and awareness-raising opportunities.

Just like trade fairs, timing and preparation are crucial for making these joint events and fundraisers work. Determine the time of the year in which the events take place and give yourself plenty of time to put them together so that they contain something for everyone and attract the most people.

The time of the year can also lead to larger discounts if you need to rent items for the event. Find a common theme that unites your brand presentation of nonprofits, so that participants see the value of attending a fundraising action that includes both organizations.

5. Skill sets

One of the most valuable things that my organization has achieved by working with another non-profit organization is the ability to share our skills and those of our team. While part of our team helped our nonprofit organization to improve their presence on social media and helped with technical back-end issues, our non-profit organization, for example, has shared additional writers to expand our content library. They also provided skills on fundraising, conference participation and event planning.

Identify gaps related to specific skills within your own non-profit organization and determine whether your potential non-profit organization can fill it and vice versa. Then provide access for the two teams to collaborate by using online collaboration platforms and cloud-based software. This ensures a seamless process and provides access to a wide range of skills for both organizations.

Things to remember

One of the most important lessons we have learned from working with another nonprofit organization is to communicate on a regular basis about what each organization is doing to see if mutual marketing profits are being generated.

In addition, regular quarterly planning sessions have helped us spread our goals, find shared interests, define tactics that we want to implement jointly and agree on messages and important responsibilities. By doing so, you can benefit the most from these non-profit partnerships for the benefit of all concerned.

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Because we have limited resources, one of the ways I have managed to expand is what our organization has for marketing efforts, working with another nonprofit organization and gaining marketing profits for both organizations. Once you identify a non-profit organization with a similar or complementary objective, consider these five ways to collaborate on marketing initiatives:

1. Webinars

Recently my organization worked together with another non-profit organization on a webinar about holiday fun. Due to the number of experts we had on this subject in both organizations, it promoted our thought leadership on an important topic for the holidays and showed the value that each of us offers. The webinar contained a long list of valuable tips about how to deal with grief while still participating in the holiday season.

The live webinar also offered viewers the opportunity to ask questions during the one-hour session, thereby improving engagement with our target audience. Making the webinar available for later viewing increased traffic and led more visitors to other videos & content on all of our websites, according to the analyzes we have conducted.

Work together on a webinar in advance on the subject and type of content that needs to be treated. Also make sure that you both use a video platform that is compatible, so that you are all present with a clear picture and sound during the webinar.

2. Suggested content

Another way to share resources is to trade existing content and reuse it for each other's blogs or social media profiles. This saves a lot of time and money by using the available material and getting more valuable information from the content of printed newsletters, articles or video scripts by creating new blog posts or other content.

Because our organization and the one with whom we work together want to help the same type of audience, this has proved useful to be able to offer more content throughout the year than if we had not partnered. Not to mention, it has interested parties, as well as donors and volunteers within each of our organizations.

One way to maximize this resource collaboration is to share each other's content calendars, as well as any spreadsheet that catalogs older evergreen content. Then you can see what the other has done and tailor your content to your preferences so that more information can be shared between your organizations and platforms.

3. Conferences and scholarships

Exhibition stands and participation can often cost more, but also offer the opportunity to meet people in person and learn from others while generating a position as thought leadership.

At some conferences and trade fairs with exhibition floors you can share the stand space. Thanks to these partnerships, we and our partner organization were able to become more involved with the personal offline marketing tactics that are so essential for a non-profit organization. These conferences helped us by sharing our engagement online with our audience so that they see the credibility we build in our niche issue or industry.

This activity requires extensive planning. Start by viewing trade shows six months to a year ahead to determine which offer the best opportunities and enable such partnerships. The sooner you can apply for an exhibition or conference, the lower the rate and the better the chance to become a speaker and receive additional discounts.

4. Events and fundraisers

Conferences, events and fundraisers can become expensive, but are necessary to collect money and awareness. Combining resources means that non-profit partners can gain financial synergies by sharing the costs of hosting an event and at the same time bringing more people together in one place for additional discounts and awareness-raising opportunities.

Just like trade fairs, timing and preparation are crucial for making these joint events and fundraisers work. Determine the time of the year in which the events take place and give yourself plenty of time to put them together so that they contain something for everyone and attract the most people.

The time of the year can also lead to larger discounts if you need to rent items for the event. Find a common theme that unites your brand presentation of nonprofits, so that participants see the value of attending a fundraising action that includes both organizations.

5. Skill sets

One of the most valuable things that my organization has achieved by working with another non-profit organization is the ability to share our skills and those of our team. While part of our team helped our nonprofit organization to improve their presence on social media and helped with technical back-end issues, our non-profit organization, for example, has shared additional writers to expand our content library. They also provided skills on fundraising, conference participation and event planning.

Identify gaps related to specific skills within your own non-profit organization and determine whether your potential non-profit organization can fill it and vice versa. Then provide access for the two teams to collaborate by using online collaboration platforms and cloud-based software. This ensures a seamless process and provides access to a wide range of skills for both organizations.

Things to remember

One of the most important lessons we have learned from working with another nonprofit organization is to communicate on a regular basis about what each organization is doing to see if mutual marketing profits are being generated.

In addition, regular quarterly planning sessions have helped us spread our goals, find shared interests, define tactics that we want to implement jointly and agree on messages and important responsibilities. By doing so, you can benefit the most from these non-profit partnerships for the benefit of all concerned.