Anyway, Andrea wanted a nonprofit marketing pro’s take on the very innovative work Goodwill of Greater Washington is doing via its DC Goodwill Fashion blog. Seems the savvy and sassy marketing team there DC were able to punch through “business as usual,” designing a great way to turn their ages-old earned income strategy on its ear. So they are re-framing used clothing as vintage/designer/collector duds, blogging about them and other fashion trends, and selling highlighted items via their ebay store.
I admire the team and the Goodwill DC board for their guts, imagination and willingness to experiment.
Great vision to engage young professional women in Goodwill to build brand, audiences and income stream; and great implementation. Challenging however to ensure audiences — these new folks, and those pre-existing — understand Goodwill’s impact in the workforce development arena.
Unfortunately, I see only a slight probability these fashionistas will become donors (of $ or clothes), volunteers or board members. And a significant possibility that long-time (read that, older) supporters might be offended by the very light-hearted approach the Goodwill blogger takes. Goodwill fashionistas, remember that fashion is a means for increasing revenue and audiences, not an end in itself.
But back to Ms. Gardner. To tell you the truth, I haven’t had too many opportunities to be heard by 8 million listeners, and I didn’t want to miss out. So I thought through how to make the most of this opportunity — our subsequent communications and interview — just like any other marketing program I plan and execute, with fabulous results.
You can listen to or read the interview here.
All too often nonprofits, hungry for media coverage and anxious to get their two cents in, rush to respond to a media query without working through how to satisfy the journalist’s needs while capitalizing on the coverage and long-term relationship-building opportunities.
P.S. Learn how to achieve both goals (when you satisfy a journalist’s needs, you strengthen that relationship and are more likely to get a call for the next story) in Part II of How to Respond to Media Queries.
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