The Not-So-Dirty Secret of Nonprofit Marketing
Nonprofit staffers too often hear the word “branding” and end up throwing up in their mouths a little bit. That they have to deal with marketing is bad enough, but branding is a concept and practice that is crass and commercial and too far removed from their organizations’ respective missions to care about.
That’s the wrong way to look at it. Like it or not, brands provide a valuable shortcut for all too harried consumers quickly to learn the essence of the countless products and services being pitched to them incessantly. And that includes nonprofit pitches. With that in mind, I suggest you check out the b5 Business Channel blog of the week, Susan Gunelius’s excellent Brandcurve. It’s a wonderful resource nonprofits can use to get a sense of how the for-profit world does branding — and how they can apply those principles in the service of their own noble efforts. | 501(c)
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POSTED IN: Business affairs, Marketing, Worth a look
2 opinions for The Not-So-Dirty Secret of Nonprofit Marketing
cameron
Feb 8, 2008 at 1:11 pm
Non-profits need money too. They shouldn’t be so shy about it.
tdurso
Feb 10, 2008 at 7:27 am
Couldn’t agree more, Cameron. The quality of the mission isn’t enough — NPs need to be more explicit about their needs.
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