- Fri, October 02 2009
- Filed under: Marketing essentials
This is the topic of a recommended new white paper from the marketing agency BBMG. I very much agree with the findings, which assert that consumers are expecting three things of brands:
1. Practical benefits: An understanding of how the brand improves their life in personal and practical ways.
2. Social benefits: Proof of how the brand makes a difference in the world or at least is not contrary to their value set.
3. Tribal benefits: A way to connect to a community of shared values. Author Mirm Kriegel coins the term “Passionate 10 Percent” to describe brand evangelists.
I think consumers are expecting these same three things from nonprofits. Namely, I think:
1. Personal revelance: People usually only support a cause if they feel a personal affinity for it. So you have to build a connection based on their values, not just your own.
2. Social benefits: People want proof that your organization is doing what it says it will - making a difference about something that matters. So you have to show tangibly the effect of your work.
3. Tribal benefits: Friends to friends fundraising is taking off thanks to social networks. People want to talk about you - let them have the freedom to do so. Don’t try to control it. Encourage it. It’s not about creating your own community around your cause. It’s about participating in the communities of your evangelists.
The full paper is here, and below is a presentation I did earlier today that highlights these and other trends among nonprofits. Nonprofit marketing friends, take note: these are trends that aren’t going away in my view. We all have to do a better job forging connections, showing impact and participating in community to survive.