Posted by: bevmeldrum | September 10, 2007

Marketing For Social Entrepreneurs

One of the areas I think social entrepreneurs are often weak in is that of marketing. In particular, if like me they have come from a voluntary sector background.

In the voluntary sector traditionally we have applied for grant funding to run a project and been given a set amount of money with which to do that. More often than not the problem has not been how to attract more clients to our services but how to deal with too many clients when we only have limited resources.

When we move into the realm of social enterprise, and for the sake of this post, I am not talking about local authority contracting, suddenly we need to get out there and start marketing what we are doing. How many social enterprises do you know that have a marketing plan?

Marketing is a whole new ball game and often requires us to learn a new set of skills – that was certainly my experience anway. I have spent the last year emersed in marketing books and resources. I actually find it an incredibly interesting area of my work and one I’m finding I’m becoming more passionate about.

Marketing does not have to be expensive (which is good news for us social entrepreneurs) and it does not have to be executed with the upmost precision or backed up with scientific calculations. It does however need to be targetted and regular.

If you want to start looking at how you can do a better job at marketing start by looking at some of the resources aimed at small businesses. Two excellent books to get you started are:

Get Clients Now!: A 28-day Marketing Program for Professionals, Consultants by C. J. Hayden
Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide by John Jantsch

[I would have usually added in links here to the relevant websites but I am typing this on an old RM machine, running Windows 95 and Internet Explorer 5 using dial-up and it just can’t cope with complicated tasks like hyperlinks! It also doesn’t have a usb port so I’m copying the text from the screen of my laptop onto this computer. I feel very grateful for the broadband and wireless networks I usually have access to.]

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Responses

  1. […] Bev wrote an interesting post today on Marketing For Social EntrepreneursHere’s a quick excerptTwo excellent books to get you started are:. Get Clients Now!: A 28-day Marketing Program for Professionals, Consultants by CJ Hayden Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide by John Jantsch … […]


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