Okay, so maybe there’s no such thing as “free” anything, but there are so many things that cost next to nothing. Your time. Your energy. Materials you’ve already paid for. So, with that in mind, let’s delve into smart marketing for your mission.

It all begins with your mission. Everytime you undertake a marketing project, PR campaign or communication piece, be sure it ties back to your mission. If your mission is used as your guiding star, you’ll be less likely to be sidetracked and your organization’s initiatives will remain focused.

The foundation for any program or project is research. You don’t have to spend $25K to access and gather good data. Use the tools at your disposal: archival files in your office, the Internet, informal surveys and polls, communication audits, to name a few. Read and never stop studying and learning. Sit on the floor of your local bookstore and peruse the latest books on marketing ideas. Find a mentor and pick their brain on a regular basis. This is research, too!

Once you’ve established a foundation of solid research, tap into the relationships you’ve been cultivating. The healthier your relationship with media contacts, the more likely you are to understand what it is they are looking for and you’ll begin to see some decent coverage for your organization. Form a community relations committee to get a pulse on what’s “out there” and create yet another group of ambassadors working for your mission.

Tap into your community partnerships for collaborative events and programs and don’t forget about the neighboring businesses, residents and organizations. The more they know about your marketing efforts, the more they can help in the cause. Networking is another great way to spread the word about your mission.

There’s no secret to generating buzz. The better your visibility, the more buzz there’ll be. Media coverage, speaking opportunities, word-of-mouth marketing are all great ways to increase awareness. Use testimonials, ask for referrals – referrals of potential donors, volunteers and clients.

“Moving targets” also create buzz – things like magnets on vehicles, logo-imprinted items like t-shirts, tote bags, pens and notepads. Get in front of people and be memorable. Take a look at your mission and see if there is a way to create a “moving target” that fits into your organizations goals.

Use the sales tools at your fingertips. You’ve already spent good money on print materials like brochures, business cards, programs, flyers – use them. They’re doing no good gathering dust on a shelf. Think of a creative and cost-effective way to distribute them.

Are you updating your website regularly? Here is a great place to promote marketing efforts and improve visibility. And, what about your e-mail mechanism? Use that standard signature line to reinforce your mission, announce an event or make a statement. How many thousands of those go out each month? This is definitely a freebie.

Invest in good photography to help with your mission. There are some excellent websites for stock photography such as www.istockphoto.com that are very reasonably priced. Nothing taps emotion like a great visual.

Your most important “public” is your internal audience. Your board and staff can be mazimized through excellent and steady communication, ongoing training and by having them embrace the organizations’ mission.

Free…well, practically. Reasonable…definitely. Let your mission guide your organization to improved visibility through stronger relationships and smart marketing.