Jayden Coleman
Non-profit marketing have only one major goal, and that is to attract new supporters for their cause. Then the next step would be converting those supporters to donors who will provide support to the charity, financially or otherwise. And it all depends on the kind of marketing strategy that is adopted by the non-profit organisations.
CrowdRise came up with a brilliant marketing campaign by using perfectly using augmented reality to their benefit. On their ‘Giving Tuesday’ campaign they introduced a virtual ‘Giving Tower’ on supporter’s mobile phone. Just by placing the camera of the phone on a flat surface the public could view the tower, which grew taller with each donation made. As the tower grew it unlocked video content for the viewers to get knowledgeable about the different causes they supported across the world. In the end the campaign raised upto $6M.
Make a Wish foundation has successfully existed since 1980, when it was first founded by helping a boy become a police officer. The organisation has since then helped many kids have their dreams realized. Whether it is a wish to meet their idol; celebrity or others, or if it is to travel internationally, make a wish foundation has helped kids realize their wishful dreams. This has not only created an immersive brand value for the organisation but has also help in publicising the story based campaigns strategy which not only helps understanding the nature of the charity but the create an empathy to the cause it supports.
They share their stories on their YouTube channel, Facebook, Twitter and also publish all the wishes that were granted on their website.
There are many charitable organisations that are forthcoming when it comes to helping children across the world. While it is struggle for many of these non-profits to appeal to people to donate for their cause, it particularly becomes more difficult when you can’t explain the need of children suffering overseas. While people may empathise with a child’s problems, most disassociate themselves with their plight in other countries.
Save the Children UK came out with a brilliantly touching video in 2014. The video basically chronicles the whole year of change in a little Syrian girl’s life. How her life from a beautiful birthday celebration at home to surviving war incidents and ending up in a refugee camp birthday. The video has garnered a lot of views and subsequently raised supporters for the organisation. Save the Children works in several countries across various nations.
Best Friend Animal Society is a non-profit that aims at providing homes for homeless cats and dogs. The organisation has been active since 1984 and has provided shelter for lots of animals into warm loving homes.
They devised a clever marketing campaign which incorporated the use of user-generated content. Their app MyDogID lets you take a picture of yourself and then the app, with help of facial recognition finds a dog the matches with you. The app also encourages people to share the photos in social media. This has generated a lot of genuine interest in the population about the cause.
Upon reaching its five-year anniversary, Charity Water launched a campaign to thank its supporters. Basically they asked their staff to create personal content and publish them online that will enable them to connect with their supporters. With the freedom to come up with any content they wanted the staff were easily able to connect with their supporters. The charity requested to raise money for buying new drill rigs that will provide clean water to 40,000 people in Northern Ethiopia. But they instead raised about $1.2M and were able to buy two rigs. This is just an example of how powerful marketing can change the game for a non-profit vastly.
I am a non profit enthusiast.
