Nonprofit Marketing

So, as you all know, I work at a nonprofit organization. Since I just started about 7 months ago, I've been told, for every person that is hired into this department at this company, it takes a good year to know how to do our job. My job is to make sure I do well in my outreach to the community to be able to bring in good referrals for our department.

What is a good way to market and sell our services to the Senior community? There are many obstacles to overcome in order to have a successful outcome. This area of work is called "long-term sales." We can not accept seniors that are too healthy into our program, and yet we can not accept anyone that needs 24 hr care (which is called a Skilled Nursing Level of care). So what do I do to reach those seniors? How can I reach those seniors? How can I convince them that our program is the best out there? How can I convince them that our primary care physicians can be trusted? (that's one criteria to be in our program is that they have to be "ok" to change their PCP's.) How can someone say "ok, I no longer want my in-home support service? (With our program, we do have Home Care available, but that department isn't very big.)

I've had a rough month and a half, so I haven't been here to write. I'm hoping to get your opinion and your help to answer my questions. I don't really have too much time to go read books about how to market to seniors because my boss and the C.A.O of our company expects results pretty quickly.

I'm gonna try to write out all my situations about marketing and my job here, so I can get all of you to give me some feed back.

Another Monday, another tough week ahead....wish me luck. :)