Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for non-profits and associations. Find him online at www.actionstrategies.ca and on Twitter at @markbuzan.

Nonprofits have the seemingly insurmountable task of constantly trying to find inexpensive marketing techniques and campaigns to effectively promote their programs and organizational objectives. Staying on top of every new form of marketing to their audience is key to ensuring they always have a number of marketing strategies working for them at once. One of the newer techniques in marketing for business is something called viral Web or e-mail marketing. As a nonprofit professional or executive, you have probably heard the term, but are as yet, still not completely sure of its definition or how it may play in with your nonprofit marketing needs and goals.

What is viral Web marketing?

All sorts of new online marketing tactics fall under the category of viral Web marketing. Viral Web marketing extends from just the normal first tier network that you may reach with a standard marketing campaign — such as e-mail, newsletters, etc. — to the networks that feed off the first tier network. For example, many nonprofits and profits alike are using “Tell a friend” buttons or links on their Web sites and e-mail newsletters. I’m sure you’ve seen them. Not only do they extend their welcome to the person receiving the email or visiting the Web site, but they also extend the welcome to anyone that person knows that might like to know what’s new with the nonprofit on a regular basis. If carried out correctly, viral Web marketing techniques like these can be very effective in boosting your customer or member list, and getting your organization’s name and message out there.

Continue reading about more ideas on how you can leverage viral Web marketing to boost your online public relations.