Blog Archives
Millenial Marketing For Non Profits
Last week Katya’s Non-Profit Marketing blog reported on some interesting findings from the Boston Consulting Group on millennials*.
You can read the post in full here - it includes valuable pointers for non profit marketers. Characteristics of the generation vary by region, depending on social and economic conditions. However, it is generally marked by an increased use and familiarity with communications, media, and digital technologies.
Highlights
- Millennials more likely to take certain socially conscious actions during their daily life
- They are apt to buy products that support their principles
- More likely than other generations to spread the word about a cause campaign or participate in fundraising events.
- They are highly social creatures online (and off)
- More likely than others to speak up online
- They expect companies to care about social issues and reward those who partner with the right causes
* The Millenials also known as the Millennial Generation , Generation Y – generation born 1980s – 2000s
What’s your brand personality?
Let’s start off with a quick exercise – make a list of all the different personality traits you can think of and then pick three that best describe your nonprofit and/or which three you would like it to be known for.
Some examples that spring to mind:
- Caring
- Creative
- Determined
- Enthusiastic
- Focused
- Friendly
- Hard-working
- Helpful
- Honest
- Involved
- Opinionated
- Responsible
- Responsive
- Serious
- Trustworthy
- Warm
Projecting your organisation’s personality is vitally important, because in essence it’s your brand – what you are known for and how people perceive you. I would go so far as to say that your brand is your nonprofit’s most valuable asset. It is how you connect with and form emotional bonds with your supporters.
One of the main reasons I recommend blogging to non-profits is because it is a great way to show your brand personality. You can use it to display your trustworthiness, your transparency, your stories, your warmth, your enthusiasm and your humanity and as a means of building rapport with your audience.
Exploring the question of what your brand personality is/should be is a useful tool to use across the board – it helps ensure consistency of tone and message in all your communications (both on and off-line). Furthermore it can throw up inconsistencies in how you want to be perceived and how you are actually perceived by the public. (I run a communications audit with my clients before we even think of taking your brand online).
So what three personality traits best describe your non-profit? And if you are reading this and thinking but my organisation doesn’t have a personality, then this exercise is definitely one you need to do!
Come back to me tomorrow with your list and I will show you some practical ways in which you can use your online communications to project your personality.
Until then..get thinking, get writing and get ready to take the next step in successfully branding your non-profit organisation online.
‘Tis the season of giving gifts
Here is a novel idea from marketing consultant Denise Fay. Denise is offering her excellent copywriting services to one lucky charity this Christmas and she wants you to nominate the recipient.
Click here to find out more and nominate a charity you feel would benefit from this unique Christmas gift.
Why social media is a key component of not for profit marketing
Social Media is a key component of a charity’s outreach and fundraising programme. Its emergence has opened up a lot of doors for getting messages out there and spread wider than was possible before its advent. It provides charities with greater opportunities to share more information about the important work that they do, and to seek and receive feedback. When you need to raise awareness for an issue you need to be able to communicate it and social media is a powerful way to tell your story to hundreds of thousands of people.
Social media marketing is about leveraging your online presence to maximise the spread of your message and support for that message. The emergence of social media platforms and social networking has been the most exciting thing I have seen happen in the field of marketing and PR since I started working in this area. It has opened up new avenues for everyone, regardless of location and finances. It has levelled the playing field for all and with dedication, commitment and passion, anyone can make it work for them.
Fundraising, volunteer recruitment, educating your market, increasing brand awareness, connecting with other nonprofits, and getting to know your audience better can all be addressed effectively and economically through social networks.
In forthcoming posts, I will show you how to navigate the social media waters, offer practical steps and advice on developing your own social media strategy, illustrated with personal success stories and case histories. So check back in often for regular updated content and please do join in the conversation by asking a question or leaving a comment in the comments box.
Let the learning begin…
