Your NonProfit is Behind the Curve If…

This is the time of year where all kinds of end-of-year ‘asks’ start showing up in your snail mail. Nonprofits know that people are trying to finish up their year-end giving and are more generous during this time of the year.

But I hardly get them through the mail anymore. 

My email box started filling up right before Black Friday. (Its interesting that none of this stuff goes to my junk mail folder. Hmmmmmm.) Anyway, with Cyber Monday and Giving Tuesday following, I got emails, was followed on the internet by specific ads, saw facebook ads and even tweets about giving online or deep discounts. Is there a such thing as Leave Me Alone Friday? LOL

However, there are still nonprofits playing catch-up in relation to their branding and marketing strategies online and offline. I have worked for nonprofits most of my professional career so I have learned a few things.

YOUR NONPROFIT IS BEHIND THE CURVE IF…

…you have not talked to a Brand Consultant. Nonprofits have become adept at using their brand for fundraising but not much beyond that.

The Stanford Social Innovation review highlights this issue and shows that branding goes beyond certain visual elements.

“A brand is more than a visual identity: the name, logo, and graphic design used by an organization. A brand is a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement. Brand management is the work of managing these psychological associations.”

Large nonprofits have brand managers on staff or outsource their branding needs. Smaller nonprofits strapped for cash must rely on their Communications Director (if they have one) who may or may not have branding experience. Many brand consultants offer a free consultation. (I do!) Small nonprofits should take advantage of this.

…you don’t have a branded name, web and social media presence. Most nonprofits know that they won’t be taken seriously without these branding elements. Unfortunately, good branding and design is another matter. (see point above.)

Case Study #1: Susan G. Komen is the world’s largest nonprofit source of funding for the fight against breast cancer. They have marshaled their brand, web and online presence into a juggernaut that includes groundbreaking research, community health outreach, advocacy and programs in more than 30 countries. They are also connected into the fashion, sports and entertainment worlds.

Case Study #2: A smaller nonprofit that is branded well is Project Home. They are a nationally recognized non-profit that provides housing, opportunities for employment, medical care and education to homeless and low-income persons in Philadelphia. (I am sure it helps to have Jon Bon Jovi as a major donor.)

…you are not involved in some form of Inbound Marketing (IM). According to Hubspot, IM is creating and sharing content specifically designed to appeal to your audience. This can involve blogging, SEO, email marketing and social media. Check out this quote below from Why marketers should keep sending you e-mails by McKinsey.com:

“If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all U.S. consumers still use e-mail daily…”

…your website is not mobile friendly. Responsive web design is necessary across digital devices. More people are accessing the internet on the go. A website that is not mobile friendly will speed the departure of impatient viewers.

According to Nielson.com’s Digital Consumer Report, Americans are accessing the internet across 4 digital devices: TV, laptop, smart phone and tablet. This provides more choices on how and when someone wants to access content. Consumers don’t want to worry about enlarging your website on their phone or tablet.

…you are not exploring SMS marketing. Text messaging marketing is thorny because of privacy issues but it can be done well if you allow your audience to opt-in.

Many people thought social media obliterated text messaging as a marketing medium. However, millenials rely on their mobile phones more than any generation. They are ripe for SMS marketing. Other generations are open as well but the percentage declines as they age.

In conclusion, nonprofits do not need to pass the for-profit sector to be ahead of the curve. Promoting some type of cause that often has no profit motive is a unique and respected position. (For the record, businesses that operate as social enterprises and public benefit corporations continue to blur the lines between commerce and causes in a good way.)

When I ran the 1600 meters and 3200 meters in high school, my track coach instructed me to never pass an opponent on a curve. (In some races, you cannot step outside your lane.) Pass them on the straight part of the track where you can test your competitor’s energy levels. Also, you are able to naturally align your body with the path in front of you and release a crazy burst of speed. (Plus, you work harder passing someone on a curve because you have to cover more ground.) If you train and study your opponent, you can end up in front of them. Nonprofits are competing with other each other whether its schools or other cause driven organizations. But compete well so you can be ahead of the curve.

Thanks for taking the time to read this article. Your shares, likes and comments are appreciated. What nonprofits are you aware of that are NOT behind the curve?

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As posted on Linkedin.