1. INSPIRATION: to touch people, help them envision the amazing possibilities they can be part of. It’s about what they can achieve, not what you need.
2. IMPACT: to compel people to action, show them the tangible difference they can make in the real world.
3. INTIMACY: to close the deal, make it personal. Or get a messager they know and love.
Steve, I think information is a good one, though nonprofits tend to overload their audience in the information department, thinking the more they say, the more likely people will act. (Not true.) But yes, information about impact is key, as is showing why you should be trusted. Thanks!
Could anyone tell me whether marketing strategies implemented by non-governmental and nonprofit organisations such as the UN or Amnesty International come under the theory of social marketing or not? Is there any reason why the literature on this subject only mentions health, education, or environment applications? Thanks for your help.
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Katya - great stuff. I’ve been reading the blog for a while now, and love the insights. Keep up the great work!
If there were 4 “i"s of non-profit marketing, I’d have information at #4. I’ve found a lot of donors demanding transparency into the organizations they are funding. This probably isn’t for “mass” marketing, but certainly important for more targeted ‘asks’.
What do you think?