Today’s blog headline is a common response to prospects, when they tell you that they can’t afford to spend money on a project.
It jumped out to me in a recent New York Times article about how a number of nonprofits are hiring branding and marketing experts. Others are reluctant to tackle the additional cost, since historically fund-raisers were the one that also handled the marketing.
But, as the article points out, “A number of groups, even those that are well known, are having a tough time competing in the rough-and-tumble digital age, when potential donors are overwhelmed with requests for money on social media…branding and marketing experts are helping nonprofits more clearly explain their purpose in simple but powerful ways.”
A couple of examples from the article include Easterseals. Research showed many people knew their name, but actually had no idea what exactly it did. And this was true even though Easterseals have been around for almost 100 years. And there was similar confusion about the Lupus Foundation of America; what the disease actually was, or that it afflicted more than 1 million people.
As Alan Siegel, founder of a branding firm put it, “Most companies have bland mission and vision statements that are vague, inflated and indistinguishable from one another.”
Which, of course, often leads to fund-raising communications that are bland, and interchangeable.
So if the important thing is to help people understand why they should donate money to a particular cause, a solid, creative marketing and branding message can make a major impact in explaining your purpose.
Got the idea?