You In? Mother’s Day Marketing

Right-Things, Right-Now Marketing

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:

Lettuce Celebrate proclaims Oxfam America in its joyful fundraising outreach inviting you to give $30 to fund a vegetable garden in honor of your mom. It’s a wonderful concept clearly tied to the organization’s mission and impact and affordable. Oxfam America even extends the opportunity to May 18, in case Mother’s Day slackers miss the day of!

New York City’s Tenement Museum Museum just released this laugh-out-loud blog post on modern parenting in 1878, and featured the post (along with a nice discount in the Museum Shop) in its May e-news. Relevant, fun and a sale—that’s a Mother’s Day combo that connects.

BTW, the Museum (I’m a long-time fan and recent member) is a tiny organization but its strategic, relevant, compelling communications are highest quality. For those of you communicating for small organizations, this wonderful paradox is in your reach!

Take It Forward

It’s too late for you to hang your hat on Mother’s Day this year, if you haven’t already leveraged that top-of-mind opportunity to connect donating to your organization with honoring peoples’ moms. But keep this link—and the models you like—on hand and mark your calendar to start planning your 2015 Mother’s Day campaign in the fall.

Father’s Day is around the corner. How can you capitalize on that focus, or a major news story, to generate more attention for your organization, programs and services?

P.S. Get more nonprofit marketing tools, templates, case studies & tips delivered right to your in-box! Register here for the Getting Attention blog & e-news.

Compelling Mother’s Day Campaigns from the Past

Honor your mother. Send a net. Save a life. — Mother’s Day Campaigns Better than Ever

IRC Hits Mother’s Day Hearts with Ask to Help Refugee Mothers Rebuild Families

Some Moms Hunger for More than Attention — Another High-Impact Mother’s Day Fundraising Campaign

True Majority/Moms Rising Launch Blockbuster Mom’s Day Video — Fun & Effective

Nancy Schwartz in Right-Things Right-Now Marketing | 2 comments
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