We all have our various backgrounds and sets of values that set us apart from other people. That’s cool. What’s not cool is refusing to change when you realize that what you’re doing is harmful to other people. At a certain point, we have to realize that we exist in a larger ecosystem and take responsibility for our actions. If there’s a problem with the environment, take the opportunity to help change that environment. Step outside of your comfort zone and strive to reach a higher level of understanding.
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Activism
Non-profit organizations face unique challenges when it comes to marketing. Non-profits have different types of products and services, timeframes for projects, goals, people, and funding (or lack thereof) than most other traditional businesses. Because of the higher pay, most professional marketers (read: marketing majors) tend to gravitate towards the private, agency, or consultancy sectors.
This leaves those who aren’t formally trained in marketing to assume the marketing efforts and positions of many non-profit organizations. However, this presents a unique opportunity in that they typically end up with people who care more about the cause than the money. Many entrepreneurial types, such as myself, find ourselves in social organizations because we often find ourselves stifled within the bureaucratic structure and slow action of the traditional, corporate atmosphere. Because of the limitations on the social sector, these entrepreneurs often come up with creative and innovative solutions that traditional marketers could learn from, such as:
- How to use social media effectively
- How to build a personal voice in marketing
- How to react quickly to a changing marketplace
- How to identify and reach specific target markets
- How to market through blogs
- How to make use of a collaborative environment
- How to do grassroots marketing effectively
- How to build sustainable partnerships with (public/private and public/public)
- How to engage in guerilla marketing
- How to measure results
“A prostitute only becomes one when you hire her.”
I rarely see truly emotionally powerful advertisements in the United States. We seem to be tamer and less willing to “offend” when it comes to our messaging and imagery than our foreign counterparts. Especially when it comes to traditional, corporate advertisements, most companies think a better advertisement means a bigger logo. That’s why I love working in the socially conscious space. Movements, social issues, foundations, non-profit organizations, schools, etc. all need a voice and a platform to reach their intended audiences.
To me, my work means something. Getting people to buy a product is not my goal. I’m trying to empower my target audiences to have the ability to dream. I measure success not by the number of widgets moved, but by the number of lives positively affected. The excited look on a child’s face, the proud look of a parent, and the hopeful look of somebody who suddenly feels valued is what brings me into work every morning…every evening…every weekend.
In order to make an ad resonate with the target audience, that audience needs to feel personally addressed. They need to feel that the ad talks to them, better yet, engages them. They should feel something. I hate seeing ads littered with anecdotal facts. Percentages this, numbers that don’t mean anything. In the States, we tend to go that route because it’s safe. Facts are safe, and allow us to hide behind a tree when the critiques come. What happened to the days when you said exactly what you meant? The art of advertising comes down to engaging an audience with creative messaging that makes them stop and take notice.
When I saw this anti-prostitution campaign by Bushtail out of Bangalore, India, I stopped and said, “Man, that’s serious.” The campaign is simple, but candid shocking. We might call it offensive. They call it effective.
Advertising Agency: Bushtail, Bangalore, India
Creative Director: Jeevan Sebastian
Art Director: Deepak P.
Copywriter: Shikha Gupta
Published: May 2010
Yesterday I attended a luncheon where the guest speaker was the energetic and passionate executive director of the Cystic Fibrosis Foundation Lone Star Chapter, Mr. Hugh Hawthorne Farr. It was a good networking event, but the real value was found in the information Mr. Farr provided about Cystic Fibrosis, non-profit marketing, and venture philanthropy as a viable business model. They’ve been successful in making advancements in the treatment of CF as well as creatively advancing the business model of a non-profit organization — 90 percent of donated money finds its way directly to the treatment and research of CF. That’s an amazing percentage, and it means those involved are doing their job while keeping the mission close to their hearts. Quality volunteers form the backbone of this organization along with a passionate and dedicated staff.
The 4th Annual Thousand Oaks Fun-Run, benefiting the Cystic Fibrosis Foundation Lone Start Chapter, will take place at McAllister Park, Pavillion #4 at 9:00 a.m. on Saturday, October 2, 2010. I encourage anybody who is able to please support this run/walk, which will raise money for CF research. For more information about this or other CFF events, or about the CFF in general, please visit the Cystic Fibrosis Foundation website. Also, feel free to download the flyer here.