Non-profit organizations spending money to hire a marketing agency is a bit of a touchy subject for some. It is often frowned upon because the people that donate want to see their donation go straight to the cause they are supporting and not to things like marketing. Unfortunately, this way of thinking can actually undermine the causes that we are trying to support.
Spending money on marketing is often viewed as a negative thing that non-profits should limit as much as possible. In fact, when people hear that only 85% percent of their donation goes to straight to the cause and the other 15% goes to overhead, they start to question the ethics of an organization. Money spent on marketing is often seen as a waste in the non-profit world. When you compare this thinking to the for-profit sector there is a disconnect. The success of a for-profit business is often in its ability to market itself well. They spend a ton of money to generate leads and turn them into sales. By not allowing non-profits to do the same we are limiting potential growth of that organization by not allowing them to invest in growing the organization. Now don’t get me wrong, you still want to do your research to know that your donation money is being used ethically, but we need to stop limiting the growth of non-profit organization and understand that marketing is a good thing.