non-profit organizations using traditional marketing techniques to gain visibility in their niche. Not-for-profit organizations are in a unique situation when it comes to marketing. They're in the "business" of selling a mission, an idea or service. In order to become a visible presence there's a need to create an identity that invites the local, national or global community to support their organization, cause or mission.
A non-profit organization can't just assume that their mission will sell itself. Yes, a reasonably prudent person wants to save the whales, cure the sick and have clean air, but unless the message is conveyed to the public how will we know to feel the homeless. Word of mouth will only go so far and if there isn't awareness in the community, then their good works will fail.
If a person contributes money to a good cause, they need to be assured the money will be used as it was intended. Problems arise when funds are mismanaged or misappropriated. If an organization runs on a lean operating budget then there is a sense of knowing that the money is going where it was expected. If the money is going to over-paid salaries and real-estate then it is not going where it is needed most.
One problem with non-profit organizations, just like in private industry, sometimes there is a tendency to mislead the public through inaccurate information dissemination. Frequently, financial disclosure of what the actual percentage given to those receiving the help is not accurate, or skewed.
In general, most charitable organizations use ethical means and in order to maintain donations must be creative and use the latest marketing techniques that are at their disposal.