Because — Cause Marketing By: Christa Nelson, MBA
I subscribe to many publications, podcasts and have challenged myself to finish a book a month. I believe learning is a lifelong journey. When you stop learning you stop innovating. I am not an expert by any means in cause marketing or strategic marketing for nonprofits, but I have seen what strategic marketing can do to help cause marketers better reach their campaign mission. In a recent Skyword publication, Bethany Johnson wrote What Cause Marketers Can Learn from One Campaign’s Mission https://www.skyword.com/contentstandard/creativity/what-cause-marketers-can-learn-from-one-campaigns-mission/
In the piece she shares, “Goals like eliminating AIDS, ending poverty, stopping climate change, and erasing corruption sometimes feel too thorny to comprehend, let alone tackle. But for nonprofit digital marketers, it’s our job to put these missions at the forefront of everything we do and to show others that saving the world, by tackling one cause at a time, is possible.”
Most of the work we are doing isn’t as “Thorny” to use her words, as the topics she mentioned above, but no matter the cause we have a mission and digital marketing has become a wonderful tool to keep the communications at the forefront of our supporters and those we serve.
Bethany shares, “We can raise all the awareness we want through a comprehensive digital marketing strategy, but to really deliver on these goals, nonprofits need followers to join the cause in a big way—and that’s where quality content can make all the difference. Because when problems feel vast and overwhelming to your audience, it’s easy for them to be reluctant to get involved. They’re probably thinking, “How can I possibly help?””
Then she answers her question with, “Through content that connects with audiences on a personal, individual level, nonprofit marketers have the ability to show followers how they can make a difference, why their help is needed, and what’s at stake if action isn’t taken.”
No matter if you are a marketing a non or for profit organization, I encourage you to check out the article in full. She shares ideas that will help you rethink your small safe marketing strategy. In the piece she encourages organizations to change their missions statement from asking for money to asking for their voice. Challenging nonprofits to be better communicators and distributors of the message giving those they serve a voice and asking their advocates to help amplify it. I echo her challenge and add these few points to consider:
- If they believe they will give. We know that those who give of their time, talents and/or treasures to a nonprofit believe in the cause. They get your why! Look for ways to harness that energy and passion into your marketing. What is their call to action? Have you clearly communicated that to them? What can they do beyond just writing a check. They are already fans and want to help.
- Don’t let the myth of the big deter you! Most nonprofits (and for profits for that matter) are working on a tight marketing budget and need to be crafty with the dollars they have. Are you fully leveraging all the low hanging marketing fruit? You don’t have to have a big budget, you just need to be strategic with the dollars you have. Make sure you are spending money in the right place reaching the right audience with the right message. Don’t think small and limit yourself. Budget is not everything.
- Is your content share worthy? We know that many have taken a step back from social media for several reasons. Those left are longing for engagement. If what you are putting out there isn’t making your superfans and supporters like, share and engage, then maybe you need to find out what type of information they will be proud to promote on your behalf. What will bring them back to social just to amplify your cause? Rethink how you are telling your story and who is telling it. Find out what others want and need to hear— what is at stake if they don’t become part of your cause and help amplify the message. Give them something share worthy!
If you need help creating content that connects your audience on a personal level or if you need help allocating funds to leverage your marketing dollars. We would love to help you spark your next mission.