how to guerrilla - a guerrilla marketing guide for non profits

how to guerrilla in 06 steps

a guerrilla marketing guide for non-profits


this guide is in front of you thanks to the Erasmus+ program of EC. it is one of the outcomes of the training course let’s do it guerrilla way that happened in aveiro, portugal, in december 2014 the training was organized by agora aveiro

find your purpose. what bothers you? what bothers your community?



guerrilla marketing can work well with all kinds of topics. you can use it to raise awareness about social, cultural, environmental, political or any other kind of problems. match a problem with your local reality, and the reality of your institution. see what bothers your co-citizens, your co-workers and co-volunteers... sometimes, you’ll have an awesome idea, but simply it won’t make sense executing it in your reality. don’t forget to share it with who might need it. continue thinking…

If there are 96% of women sitting in your parliament, maybe there’s more important issue to deal with than gender balance, right?


investigation, observation & inspiration learn about your enemy look around you Inspire yourself


investigate your topic. the more you know about it, better you can elaborate it. see how others deal with it. get inspired. google, google and more google define s.m.a.r.t.* goals of the activity Answer the following questions: •  whom am I trying to reach? •  what I’m trying to s/tell them? •  where is the best place to reach them? •  when is the best time to reach them? •  how can my message stand out? •  what tactics will I use?

*https://en.wikipedia.org/wiki/SMART_criteria


shape up your ideas


you don’t have to invent. even less to reinvent the wheel. most of the things have been done already… and some of them - done successfully. Look for success stories, imagine how would they work in your surroundings. does not matter if you copy paste. just do it well and be sure it makes sense. however, if you come up with a brilliant idea that the world has never seen before.. please share it all over the place, so that people can copy paste you J

remember: guerrilla should always be open source


put your ideas into action and don’t forget about…


.do you have the proper permits to use the venue? .can you play music without the permit? .how is the weather going to be? .is there a plan B? .is it legal? .to document your efforts .to mention your sponsors .to invite media (a few days before, and on the day)

what are the resources that you have an access to? (talents, samples, materials, crowd…) how much money do you have? who are your contacts in media? go out on the streets! document it! if no one sees it, it did not happen.

check list

stock your arsenal


brag about it


if no one saw it, it did not happen

usually, guerrilla activities happen quickly and are short. what you can do is to repeat them – do the same thing several times during one day. however, only a limited number of people will see them “live”. this is why you should document them and spread the results around every possible media.

sometimes, when there is a story being told with your action, it makes sense to film it. a great short video of your activity could make it viral. sometimes, even a great photo is enough.

it has never been as easy to show off as it is today. use your chances.


Evaluate & next time do better


. be critical when analyzing . ask your community for their opinion . track the results . compare them with initial plans . refine future plans


Reading list

The Best of Guerrilla Marketing--Guerrilla Marketing Remix (Jay Conrad Levinson) The Guerrilla Marketing Handbook (Jay Conrad Levinson) Guerrilla Marketing Attack: New Strategies, Tactics, and Weapons for Winning ... (Jay Conrad Levinson) Guerrilla marketing for non-profits (Jay Conrad Levinson)

weburbanist.com gmarketing.com www.sethgodin.com


this guide is in front of you thanks to the Erasmus+ program of EC. It is one of the outcomes of the training course let’s do it guerrilla way that happened in aveiro, portugal, in december 2014

how to guerrilla - a guerrilla marketing guide for non profits

Government & Nonprofit