What’s the “product” of your nonprofit?
What your organization provides defines its “product." Most nonprofits believe they're not in the product game. So they prefer to refer to themselves as service providers or humanitarian organizations. Yet everyone seems to be talking...
Six reasons why nonprofit marketing messages don’t connect.
A 2017 article by Ironpaper provided stats related to the challenge of nonprofit communications, with specific attention to the digital age we're in. One of the most insightful stats is that 53% of nonprofit marketers feel challenged to...
YOU CAN ADD. OR MULTIPLY.
Fundraising adds. Marketing multiplies. Many nonprofits substitute the word fundraising when they speak of their marketing efforts. Many more nonprofits use fundraisers exclusively in their marketing efforts, and that mentality is, oddly...
WHAT? HOW? OR WHY?
The question your messaging begins with will likely determine the results. Years ago, author Simon Sinek released a leadership book titled Start With Why. His hope was to help people encourage others to do things that inspire them...
Touch every touch point
Howard Schulz, founder of Starbucks, was once asked how he built one of the world's largest brands with virtually no advertising. After all, brands usually become brand names by promoting themselves through massive and expensive media...
The heart + soul of your brand
A good brand personality helps to do more good. I've said it before: brand personality is one of seven key elements of a brand. And while I've described an organization's brand promise as the linchpin that holds all these separate key...
PB & Purpose
Can peanut butter have a purpose? The delicious sticky goodness may be enough for many, but it takes more than a tasty product to make a brand stand out. “Truly sustainable business models are linked to fundamental human values — an ideal...
Is your organization the best kept secret?
Five words I hate the most. “We're the best-kept secret." These five words have been spoken in almost every first meeting I've ever had with a nonprofit client. When I give workshops and seminars on the subject of nonprofit branding,...
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