Google Generation

Although marketing for a non-profit uses many of the same terms and even many of the same tools as a business, it is really quite different because the non-profit is selling something intangible. Something that you transform into value for the customer.More and more, nonprofit Web sites are used to recruit new members or donors and to provide a host of services to existing members, in addition to public education, community service, and many other important applications.

Access to your organization online doesn’t limit itself to just the people you serve. Go back to your list of markets. What about your funders? Your donors? Your volunteers? Your staff? Most if not all of them have the ability, even the desire to access [your Web site] . . . The people you serve are a vital market. But they are not your only market.