In A Perfect World, Charities and Causes Wouldn't Have To Become Marketers

In a perfect world, charities and causes wouldn't have to become marketers. People would magically learn about all the needy causes out there and clamor to give their money and time. Donors and sponsors wouldn't be influenced by high-powered glitz and glamor, but would -- simply out of the goodness of their hearts -- want to contribute, never expecting a "thank you" or benefit in return.

Get real.

Marketing Humanitarian Crises, an article appearing in Yale Global (via Citizen Brand), warns:

"Every cursory observation shows that many of the world's worst problems remain off the international agenda.... Gaining attention is far from easy. At any one time, numerous wars, massacres, famines, and diseases vie for notice."

And a recent article in BusinessWeek ("Selling A Cause? Better Make it Pop," registration required) notes, "with competition fierce, charities are finding that savvy marketing is a must."

So what is the answer? Could one solution be as simple as connecting deep pockets with a suitable cause?

Mike Swenson's firm, Barkley Evergreen & Partners, recently wrote a white paper titled Cause Branding and Its Impact on Corporate Reputation (available on the firm's site). Here are some key excerpts:

"Companies need new marketing strategies to connect with customers like never before. Cause branding is a strategy to unite a brand's core value(s) with a consumer passion and the right cause partner to raise awareness and funds to positively impact a societal need...

As stewards of consumer brands, marketing professionals are in a tough spot. Shareholders want value and return, while customers want you to help make the world a better place. The solution is a marketing strategy to forge an emotional connection between a brand and its customers -- cause branding....

Cause branding [is] a continuous, 365-day-a-year association with a cause via internal and external programs... "

Sounds like the right way to go.

Comments

[John Wagner]

Andrea:

Here's another issue ... I do some work with non-profits -- both as a communicator and as a board member -- and I'm seeing a dramatic shift in the willingness of non-profits to spend money on marketing and PR versus relying on pro bono assistance.

The reason? It's a very competitive world out there, and those who try to get by with third-rate marketing efforts are being left behind.

E-mail marketing and online donations are huge tools for non-profits, but so many are incapable of taking advantage because they lack the basics.

[Mike Swenson]

Thanks for the reference to our whitepaper Andrea. Cause as a business strategy does work. There is plenty of evidence of that but we still need a continuing education program too. Your post lit a fire under me today to write about it on my blog as well. My focus today is that we need to convince companies that the benefits are many with cause and they need to help the nonprofits make more noise through cause programs.

[Ike]

That's a hard sell John. In this age of ddo-it-yourself internet research, there are a lot of people that pay attention to "cost to raise a dollar." If you are perceived to be using donations to fund marketing pitches, you're opening yourself to a lot of criticism.

The line isn't that simple.

[Joe]

Read my entry on this post at:
http://www.selfishgiving.com/2006/02/nonprofits_adop.html

[Andrea Weckerle]

John, I'm glad to hear that non-profits are becoming smart about marketing and PR, instead of viewing the use of these tools as a sell-out.

Mike, please let me know how I can be part of this continuing education program.

Ike, I agree that extreme care needs to be taken to avoid the appearance of misusing funds for non-designated purposes. I do believe that there are ways to do so successfully, without alienating loyal donors.

[Ike]

Here we go...

http://www.washingtonpost.com/wp-dyn/content/article/2006/02/26/AR2006022601247.html

[Andrea Weckerle]

Ike,

Thanks for the article -- what a mess for the American Red Cross. And, by extension, for all non-profits.