Serve to raise. Raise to serve.
Most nonprofits unknowingly run two businesses at once:
⛑️ One to serve communities
💰 Another to raise money
So to maximize funding, build a brand that includes both.
First, name the people you serve — participants, beneficiaries, or whatever you may call them — in your theory of change.
Second, target your priority audiences — often mostly funders — in your positioning strategy and marketing communications.
Then integrate both sides of the organization in your strategic plan.
It’s more challenging than in the private sector, where customers are also payers. But without one or the other value proposition, the brand is incomplete.
“It's the muted market. In one direction we offer our theory of change (products, services) to the communities we serve, and in the other direction we offer insight, impact data, and inspiration to those who would fund the work,” says Sebastian Africano.
“We have to understand the motivations and dynamics driving both sets of customers, as well as the broad range of customers in each set, to hit that sweet spot where needs on both sides of the equation are consistently met, and the flywheel spins on its own.”
Dual focus, singular success.
Harmonize efforts.
Heighten outcomes.
💪🏽💛
The daily bonus
Email marketing still beats social media in terms of reliability and results. In fact, email has a $36 return-on-investment for every $1 spent. That’s much higher than any other channel.
But for many nonprofits, social media can be your secondary marketing channel to augment email.
So here are 7+ Free Social Media Calendar Templates to Help You Plan Your Content from Buffer.
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