In this age of information clutter, the concept of marketing communications for nonprofits seems all too sales-centric and too fuelled by money. Many nonprofits struggle with this concept, asking themselves “Is it too slimy to apply?”
Branding for nonprofits can be a challenge. All we want to do is focus on “doing good” and the last thing we want to worry about is our brand and voice. We are not selling anything so why worry about it?
As much as we would like to deny, the nonprofit market is saturated. With today’s superbly competitive fundraising environment, nonprofits are selling something. They are selling their mission, convincing those with resources to choose them over another deserving nonprofit. It is precisely this that makes communications all the more important to help you to effectively promote your cause.
Naturally, we, as a sector, don’t like talking about competition and certainly not about fundraising as sales. But, if we are going to survive the challenges facing the nonprofit sector, we have to admit that marketing and sales are essentially the same as communications and fundraising. We’re operating our business in a tough world, folks and we’ve got to prepare for the battle.
Brand Building for your Nonprofit
The onslaught of the digital age has put us all on a new footing. As the media environment buckles and shifts, as new forms of technology emerge and mutate, the business, ethical and creative challenges in communications are formidable. How do we connect with audiences who feel there is too much to take in and do anything about when everyone can have a channel with tools that are readily available, cheap and easy to use?
The fact remains: nonprofits have valuable assets to deploy in the digital environment – knowledge and content, trust and brand. They are becoming news and information providers, linking directly to their audiences, building social networks and partnering with different stakeholders.
The Key to Winning
If we continue to get smart together and reinvent our nonprofit organizations to that of communicating organizations, then each of us, in our own way, can help determine the shape of things to come. The key to success is thinking strategically and communicating clearly to stay ahead of your competition.
1. The Early Days of Battle – build your identity and spread your story
Fortify your brand image, communicate who you are and what you stand for, to stand out from the crowd; inspire people and connect with them to amplify your journey towards success.
Update your website and social media pages regularly, convey your BIG Story at community events; send thank you letters; and weave aspects of your BIG Story into your appeal tactics to remind people why they love your organisation.
2. Create a Strong Web of Alliances – focus on your targets
Each organization is fighting for its share of donors and supporters. You must find out what is really important to them. Success stories must connect emotionally and the call to action must be distinct.
Put a face to the problem. Use succinct and compelling messages to highlight your cause, stress the urgency of giving now, why they matter and why you need them. Always keep them engaged and be consistent but different!
3. Tactical Manoeuvring – explore all outlets of communication
Now that you know what you want to say and why, it’s time to figure out how you’re going to broadcast your message. No matter the outlet, there should be a common thread or theme that pulls all of your communication efforts together that embeds itself at the heart of your cause.
Utilize traditional and social media to communicate with your stakeholders. Once you’ve exhausted traditional media, focus on a select few by planning media-free communication activities, such as wall magazines, social dramas and targeted awareness drives.
Just like a battlefield, nonprofit communications should be about achieving change with minimal resources employed. But with the aim of creating social change, at the heart of nonprofit communications lie transparency, consistency and sincerity. So, never plan for a single shot; think of a series of continuous communication activities which should be tied together as part of a comprehensive strategy. That’s the formula to winning the hearts and minds of millions all over the world.
Posted by Stephanie Robert, Advocate(PR), CorpMedia
The year is winding down, Christmas is around the corner, and everyone’s slowing down to catch their breath as the year comes to a close. With festivities buzzing, we tend to get lost in the excitement of the season. But as always, we ought to take time out to reflect on the year, acknowledge and appreciate the good things, little or big that have touched our lives.
Think of how great the entire year could have been if had we practised the appreciation spirit throughout while applying it to the working atmosphere instead of just accumulating everything in just one space in time. I am talking about a concept that is not new, though it definitely should be more widely practised – corporate social responsibility or CSR as it is commonly known as.
So exactly what it CSR and why is it an important component of our work life?
“The business of business should not be about money, it should be about responsibility. It should be about public good, not private greed.”
The definition of CSR is ironically never definite. This time though, the lack of definition could actually mean a good thing. The fact that it even falls under the guise of different names – ranging from corporate volunteerism to corporate philanthropy to corporate citizenship – goes to show just how broad a scope it encompasses. But ultimately, they all stand for the same thing and the common linking factor that ties them together is the intention.
The aim of most CSR programs is quite simply to collectively do good as a business unit. It is an initiative undertaken by a company to encourage a positive impact on external factors outside of the business, like the environment or community. Different companies have their own initiatives set in place which could have been formulated inhouse by a committee or by employing external consultants to draw up appropriate plans for them. Others may just nominate a cause or charity during the year without any long term plan.
If the noble cause hasn’t won you over yet, here are more reasons why CSR should be a mandatory part of any company. Not only would the benefactors of your CSR program gain, it would do wonders internally for your company too!
The honeymoon may be over..
A recent survey conducted by Gallup showed over 70% of employees do not feel engaged in their current positions. According to the Economist, 84% of senior leaders reported that disengaged employees were one of the biggest threats to their business.
By doing meaningful work outside of the context of work, company pride would be developed and nurtured. Having employees who feel actively engaged would also, in turn, assure employee retention – which is invaluable in the long run. With an increased number of people realizing the importance and value of being socially responsible, implementing a CSR program makes more business sense that dollar signs.
.. but we have a new generation to tap
The millenial generation, otherwise regarded as the overly tolerate 20-35 year olds, tech-savvy, pop culture obsessed generation. They play by different rules – usually wanting to create their own. To many, they may be a frustrating bunch, especially in the workforce, but they are an untapped market with big potential. They are by far an extremely socially conscious generation and wil play an even bigger role in how companies handle CSR by being good corporate citizens.
So how can we engage them in our corporate giving efforts? Here are three simple tips:
Connecting: Millennials get most of their information about a charity or cause through a nonprofit’s website or social media channels. Whether you have an advanced software system that tracks employee giving and volunteerism or you have a smaller company that may email a volunteer or giving opportunity, make sure that appropriate links about the nonprofits are provided. This allows millenials to do their own research and feel connected with the cause the company is supporting.
Involving: Often, companies focus too much on putting their senior executives on boards and don’t engage other employees to represent the company in the community. Millennials usually want to get involved and feel utilized. To maximize their time, work with your charity partners to determine what type of individuals they are looking for to serve on their boards or committees. Are they looking for individuals with leadership traits or volunteers who can help with events?
Giving: When millennials give, it’s important for them to know that their contribution is making a difference and they can see tangible results. When deciding to get your employees involved in a giving campaign, be selective in the project you are funding. Make sure you are able to tie back the giving to tangible results that resonate with the millennials and share those results with them.
Millennials can be great ambassadors if your company’s giving includes and caters to them. Focus on these three areas and you’ll have a millennial workforce who is engaged in your company’s philanthropic efforts.
To all you folks out there, let this be the season for a little more giving back. Here’s wishing one and all every success in the brand new year!
By Yasmin Md Basir, PR Associate @ Corporate Media Services