Pierpont Communications, Inc.

In today's economy, nonprofit organizations are squeezed by greater demand for their services and the reality that many of their donors are hurting financially.

Another harsh truth is that competition for dollars from foundations and individuals is extremely intense because the economic downturn means fewer dollars are available.

It's a fiscal vortex for worthy nonprofit groups. The burden is on each of them to elevate their cause above the others. Those that do not aggressively market themselves will hear the giant sucking sound of their donor base draining away to organizations that do.

So what can a struggling nonprofit do to make a compelling case for funding even while its benefactors are struggling, too?

First, realize that a strong and effective marketing and public relations/donor relations program can be built gradually. This is critical. Far too many nonprofits and small businesses doom themselves to fundraising Siberia because they assume they can't afford a sophisticated marketing program. Their mistake is in thinking that some organization they respect started with a huge program all at once. In truth, most begin with baby steps.

Second, take those first baby steps. For example, when you hire a new executive or choose a new board member, put out a news release and use that tool to open a line of communication with the news media. Send that same release to people of influence in the community who need to hear your story.

Tip of the day: Take a little extra time and snail-mail a hard copy of your news, plus a short, hand-written note. This has much more impact than adding to someone's already clogged e-mail inbox.

Somewhat more challenging: Create an e-newsletter for your organization. Start small and put it out to your contacts database three or four times a year.

Don't have a good database? The time to start building one is now. It costs practically nothing to network, gather business cards and dump those names into a database.

Be relentless about this and add names to it every week. Sending these folks an occasional e-letter keeps your organization in their consciousness and more receptive to your appeals for support.

Moving up a bit on the difficulty scale but still cost-effective: Create an awards program and bestow your award on a deserving but high-profile member of the community — someone well-connected in corporate philanthropy circles. Think Fortune 500 companies here. Recognizing a senior executive at XYZ Corp. who is somehow connected to your cause will attract his or her friends and supporters across the corporate and civic community. They will bring money.

And find an organization, perhaps a chamber of commerce or Rotary, and get yourself a speaking slot.

These simple tactics can be the beginning of a robust marketing program that will ensure your organization, its brand and its successes are never far from your target audience's mind. That is an essential goal during these difficult times.

Start today. Marketing and PR success will come day by day, step by step.