There’s no better way for your organization to get your supporters’ and prospects’ attention (media attention, too) than hooking into what’s top of mind. Your people are already thinking about these topics and issues, so are far more likely to connect with your campaign than at other times.
That’s right-things, right-now marketing and I’ve seen some fantastic Mother’s Day models from nonprofits like yours in the last few weeks. Here are two of the very best:
Update: Thanks to community member Phyllis Nunkis who brought 4 Kids’ deceptive practices and false advertising to my attention. Kids4Kars doesn’t meet the Better Business Bureau’s standards for Charity Accountability, and the organization has been the subject of many, many complaints from consumers over the years. It is unfortunate to see smart, creative marketing used for the wrong purposes,” says Phyllis.
She’s 100% correct, but the best response we can have is to use this effective model to spur our own marketing innovation. Go to it!
What a morning! Our daughter, Charlotte, is off to her 5th-grade camping trip today and woke up with a challenging combo of anxiety and excitement—about having the right clothes, the weather, and every other facet of the trip she could imagine. Between us, it was a nightmare getting her out of the house this morning and a huge relief to watch the bus pulling away.
So how timely that that I saw this Kids 4 Kars campaign first thing today. Talk about getting my attention!
Welcome to guest blogger Joleen Ong, who is the Marketing & Publications Director at NTEN—the community of nonprofit professionals who put technology to work for their causes.
Successful integrated marketing goes beyond the communications products you put out there in the world. Don’t forget your internal process.
The pattern I see in so many nonprofits is a hyper-focus on what content to create and post, but neglect of the critical internal factors that enable success, such as collaborating across departments. But…
“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it,” reports Marketoonist Tom Fishburne.
Remember when your leadership and board members were scared stiff about social media? And when, in many organizations, that was followed by intense pressure to get on social media pronto to achieve perhaps-impossible goals, WITHOUT additional resources?
Based on what I hear from many of you, we’re in the same boat with big data right now.
I’ve seen so many fantastic examples from nonprofits linking what’s top of mind this week (Halloween, for many, if not for all) with their campaigns and orgs. Thanks to Kerri Karvetski for showcasing several strong nonprofit models here.
But many orgs are moving forward with “just do it” Halloween-linked marketing, rather than relevant marketing that deepens understanding of the organization and/or motivates action. And that becomes who-cares, right-now marketing. Here’s what I mean.
Part One—Communicate Now on Govt. Shutdown Impact
This post by Dan Moyle was originally published on the Talons Out Honor flight blog. Thanks for sharing, Dan, and kudos for your great work here.
Last week the U.S. Government shut down. It’s a serious story, with implications abounding. Unemployment, services cut off to those in need, chaos in Washington, D.C. (well maybe that’s far-fetched—it’s already chaotic there). However, the shutdown also affected me in an unexpected way—I turned the headlines into a story to get attention (and donations, I hope) for Honor Flight.
Hat tip to Oreo for its relevant marketing during last night’s 30-minute Super Bowl blackout. Relevance rules!
But where were nonprofits? Radio silence on the social channels, ideal for right-things, right-now marketing.
Take a look at the possibilities: The Oreo marketing team posted this photo ad on their Facebook page within a few minutes of the blackout. It was exactly the right message for viewers at exactly the right moment.
There are three reasons Oreo grabbed this win—17,500 shares, 6,500 shares—in a flash at a tiny cost. They: