Anyone who watches late night TV is the recipient of numerous marketing messages from non-profits. Each night, you can count on watching one or two infomercials created by experts in the area of fundraising and marketing for nonprofit organizations. We watch strong, heartfelt messages delivered by people trying to raise money to save children or victims of natural disasters Only the most hard-hearted can turn away from the captivating stories being told of the pain and destitution these people face.
What if you could gain a significant advantage by using marketing tips from nonprofits? They use highly skilled and experienced fundraising and marketing experts. You can, you know. Those of us in other businesses can learn valuable lessons from those commercials aimed at raising funds to support their efforts.
Think about it. What do all of these fundraising advertisements have in common? We hear stories, usually very sad stories, that tug at our hearts. They show us dismal living conditions. We are shown people who lack food, water, education and other basic needs. Statistics are cited about how many children or adults or families need our help. They tell of dire situations that we can help change with a small monthly donation to their charity.
What can your small business learn about marketing tips from nonprofits?
These commercials are unforgettable for the average person. They introduce us to people in need of help – our help. They are all about people – the victims and us. In marketing vernacular, they use personalized case studies. Marketing and sales are all about people too – customers, manufacturers, product developers, service providers — they are all people interacting in business relationships.
Those on the seller side of the transaction hope to influence someone on the buyer side with their product or service to help them, to ease their pain or solve their problem. Buyers are searching for the ideal someone or something to do just those things for them. Customers and prospects are all individuals, not just abstract numbers in your accounting software and marketing metrics. They may not be starving, unemployed or homeless, but nearly everyone has a problem that needs a solution.
Review your marketing pieces and messages. Decide if they speak to people, about people with similar problems and situations. Tell customers how your product or service helped someone, their family or groups with similar needs. Case studies of previous projects are a great way to talk about the people you solved problems for. The adage goes: ‘People do business with people they know, like and trust.’ Do your messages help customers – people – know, like and trust you, your product and your company? If not, it’s time to make some changes to your strategic marketing plan.
In most cases, our stories won’t be anywhere near as heartbreaking as those shared by charitable organizations. So, while they’re on your mind, take a few minutes to visit the Save the Children web site Gift Catalog and consider buying a goat, a soccer ball or some books, or donate to feed or educate a child. All of us are in a position to make the world a little bit better for children and families in need. I know where my next meal is coming from, and so do you. Please help someone who doesn’t.
Homeless Boy Holding Sign — Image by © Royalty-Free/Corbis
