Marketing and Community Relations


Marketing and Community Relations are the processes that an organization uses to connect with its various constituents such as clients, volunteers, donors, community partners, and peers.

The American Marketing Association defines marketing as "creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders." (See Bibliography: American Marketing Association)

Community relations are your interactions with the community in which your organization operates. Community relations emphasize fostering trust through interactions. (See Bibliography: American Marketing Association)

Marketing and community relations strategies, such as publications, web sites, events, and media relations, influence attitudes and encourage people to take certain actions.


For example, you may want to encourage prospective donors to give to your organization or encourage potential clients to access your services. Marketing efforts are most effective in motivating these actions when you develop them with the interests and needs of prospective audiences in mind.

Inclusive organizations understand that marketing and community relations efforts which build and foster connections with diverse communities result in greater success in achieving the organization's goals. As your organization becomes more inclusive, you will need to spend time creating intentional methods for communicating with new and expanded audiences and tailor your activities to match the needs of these audiences.


Complete Developing an Action Plan for Marketing and Community Relations.


Benefits of Marketing to Diverse Communities

Researching, Identifying, and Understanding Audiences

Establishing Goals

Developing Strategies

Defining Objectives

Evaluating Success and Soliciting Feedback