We have a product or service to “sell”, whether it is a sport we want people to participate in, an experience of being part of a service club or an event we want people to attend, etc.
Marketing encompasses a whole range of factors and is the basis behind increasing and
retaining members, recruiting volunteers and attracting sponsors; all of whom can be
categorised as customers. Marketing is about establishing who your customers are, what
their needs are and determining how you can satisfy their needs.

Why Promote Your Club?
If your club or organisation is seen in a positive light and has a strong image in the
community, more people are going to “buy” your product or service. For example, if a
sporting club has an image of being a family club, parents are more likely to allow their
children to join the club and to attend the club themselves. Likewise, sponsors are much
more likely to align themselves with organisations that have a strong public image.
Furthermore, organisations have a greater chance of obtaining funding if they are viewed
in a positive light in the community.

The aim of promotion is to present your organisation in the best possible light. Promotion
is not just an advertising campaign. It is creating a positive general public awareness of
your organisation and its activities.

Recognition and awareness are important for your organisation for the following reasons:

• membership
• sponsorship
• volunteer recruitment and retainment
• funding
• attendance

How Do I Promote My Club?
Marketing can be achieved in many ways – from word-of-mouth to paid advertising. Apart
from attending to day-to-day demands of the public, you also need to actively promote
your organisation to gain the edge in a competitive market.

An organisation must firstly consider and answer the following questions:

• What is our product and do the public understand it?
• Who are we targeting – who would be interested?
• What do we want to achieve? – eg: more members, more sponsorship, etc.
• Are we in there for the long haul? Marketing is not a fundraising drive.
• How could we best promote to the public?
• Do we have the resources to implement our plans?

Forms of promotion used successfully by community organisations include:
Advertising
• Newspapers
• Community and School newsletters
• Flyers/posters
• Direct mail, letter drops
• Radio/TV (if budget allows)
Word-of-Mouth – is one of the most powerful and cost-effective forms of
promotion
Media releases – a great form of advertising in small community newspapers as
people are more inclined to read an article than an advertisement. Media releases
should include the five “W’s”:
• Who, What, When, Where, Why?
Organisation newsletter – distributed to the local community
Involvement within Local Schools

6. Involvement in Local Events
• Catering
• Security/staffing

Remember:
The aim of marketing and promoting your organisation is not just about
the financial bottom line. It is about creating a positive image in the
community that will encourage more members or increase attendances
at functions/events and, in turn create a healthy club environment.