The National Disability Insurance Scheme changed everything. Now, you need to stand out in contrast to your competitors, your offerings need to be clear and compelling, and you need to be top of mind when people look to discover—or are ready to engage—in your supports and services.

Inclusion and accessibility are both crucial. As disability services providers, you likely engage a diverse spread of audiences who have a range of abilities and preferences for using technology. It’s critically important that you build websites, services and experiences that align with and support those preferences, meeting the requirements of assistive technologies like screen readers or unique software programs.

In the wake of the COVID pandemic, people need to trust in your services, systems and supports. This starts with your brand and how your organisation is conveyed to the community, and encompasses the entire end-to-end chain of every single engagement. Every touchpoint is crucial in maintaining trust and conveying your credibility as a service provider: from your annual report and other governance materials to your outbound eDMs and website content.

Many not-for-profit organisations are conscious of generating the highest possible return on fundraising and marketing budgets. And rightly so. These budgets often come from hard-earned donation revenue, and there’s a strong public expectation that not-for-profit organisations always use these funds in the most efficient way possible. There’s also a sustainability equation to consider; it’s an obvious problem if your fundraising activity costs more to run than it generates in donation revenue.

As a service provider, it’s important to ensure prospective clients and communities feel supported. By understanding the needs of your audiences—from people seeking services and their families through to referrers or clinicians—you can elicit feedback and build service offerings to support them in the right way. Providing genuine, generous support is the best way to meaningfully connect with prospective clients and can be key in your long term strategy for acquisition.

To market effectively and better support people with disability, you need clear, actionable insights that provide visibility of what’s working in your marketing mix. By understanding where you receive the most traction, where things could be improved, and where you shouldn’t be active, you can get more value from each initiative, function more effectively as a team, and better serve communities of people with disability.