Marketing Campaigns for Nonprofit Organizations

Marketing for a nonprofit organization can present challenges to marketers. While basic marketing principles follow the same guidelines for products, there are differences in marketing for organizations that are nonprofits providing critical services, versus products from for-profit organizations. For-profit organizations can focus marketing messages on the delivered value and benefits of the products for the consumers. It’s relatively clear-cut.

On the other hand, nonprofits have a wider audience and often have no tangible product that can be delivered to its supporters. And, instead of more easily identified consumers, nonprofits must attract and retain donors who may be giving funds only when the spirit moves them. These are not necessity purchases per se; they are donations given to support something that is important to the donor. While donors and consumers can both be considered target markets, donors are driven by passion and causes rather than immediate needs and wants. They psychology is different.

Nonprofits need to use compelling visual marketing to appeal to donors. Top nonprofit marketers use powerful videos and photos of those whose lives will be changed by the organization. Testimonials and infographics are also important tools along with clear, targeted communications in order to retain the donors. A disaster may drive donations to quickly mount, but how are the donors retained over time?

Social media is an important tool for nonprofits to reach and engage donors. Branding is also critical to build and maintain a clear identity. And, social media campaigns have the added benefit of possibly going viral. Remember the ALS Ice Bucket Challenge? That was one of the top campaigns ever produced, generating $115 million in the summer of 2014 and garnered celebrity participation and donations.

All that from a bucket of ice.

Group Activities and Discussion Questions:

  1. Discuss the importance of marketing for nonprofits.
  2. Show several nonprofit campaigns:
    1. Make a wish: https://www.youtube.com/user/MakeAWishFoundation
    2. Water is life – 1st world problems: https://youtu.be/fxyhfiCO_XQ
    3. Project life jacket: https://www.facebook.com/ProjectLifeJacket/
    4. Truth: https://twitter.com/truthorange
    5. Water Aid: https://www.wateraid.org/us/get-involved/give-a-shit-donation-country-page
    6. World Wildlife Fund: https://twitter.com/wwf
    7. ALS Ice bucket challenge: http://www.alsa.org/fight-als/ice-bucket-challenge.html
  3. Divide students into teams and have each team select five different nonprofit organizations that they admire.
  4. Have each team delve more deeply into one of the nonprofits, making sure that each team has a different organization.
  5. Finally, have students develop a storyboard for a nonprofit organization.

Source: Allen, Z. (15 August 2019). 8 top nonprofit online campaigns that rocked social media. Socialbrite.org.

 

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Disturbing – But Realistic – Images for Cigarette Packaging

Packaging is a critical component of marketing tactics. The package is an important tactic in connecting with the consumer and showing the value of the product. But, what happens when the packaging images are disturbing and show the consequences of buying the product? Will consumers choose to not buy the products?

This will soon be tested in the U.S. Recently, the FDA announced that it has a new set of images to be used on cigarette packs. A warning message and graphic will cover the top half of a cigarette pack. The new images are striking, especially when compared to the current packs and warnings. The new images portray diseases associated with smoking; the intent is to help improve the public’s understanding of the consequences of smoking. Images include warnings about lung and bladder cancers, diabetes, heart problems, blackened lungs, bulging tumors, and more.

The FDA’s suggested packaging is still under review and it isn’t known whether tobacco companies will fight the proposals. While the U.S. was the first nation to require warnings, the current warnings as seen as inadequate by the medical community. According to the Centers for Disease Control and Prevention, roughly 13.8% of U.S. citizens smoke (nearly 38 million people) and 480,000 people die each year from smoking-related issues, making it the nation’s leading cause of preventable death.

While one might think that the perils of smoking are widely understood, the World Health Organization in 2019 said that warning labels “are most effective when they are pictorial, graphic, comprehensive, and strongly worded.” Other studies have found that the graphic warnings reduce the appeal among youth.

What’s your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of packaging as part of the marketing mix tactics.
  2. Divide students into teams. Have each team find examples of both strong and weak packaging.
  3. Show the new cigarette packaging in class: Video – https://youtu.be/1R8XUf-EI0k
  4. Visuals of the new labels can be found with a Google search: https://www.google.com/search?q=new+cigarette+packaging&client=firefox-b-1-d&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjv1PGjsLPkAhXLGDQIHbk-DckQ_AUIEigC&biw=1280&bih=606
  5. For more context, the WHO report can be found at: https://apps.who.int/iris/bitstream/handle/10665/326043/9789241516204-eng.pdf?ua=1
  6. Additional research from Cornell: https://news.cornell.edu/stories/2018/11/graphic-warnings-snuff-out-cigarettes-appeal-kids
  7. What are the students’ opinions of the new packaging?

Source: Kaplan, S. (15 August 2019). The FDA’s new cigarette warnings are disturbing. New York Times.

 

 

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Mascots Help Bring a Brand to Life

Brand mascots have been around for decades. The fictitious and colorful characters are used by companies to bring brands to life and create personalities that engage consumers. Mascots can be human appearing, animals, cartoons, or even an object. Quick – name five brand mascots right now…. Chances are that you could actually name many more than five, and that you have positive feelings about each of the mascots!

Mascots do more than garner positive feelings. According to research from System1, brands increase the effectiveness of advertising when using mascots. Campaigns that included a mascot were 37% more likely to increase market share than campaigns without a mascot. Plus, mascots are 27% more likely to increase customer gains, and 30% more likely to grow profit gains. So, why is it that in the U.S., a study found that only 4% of ads used mascots in 2018?

Mascots also play an important role in recognition and retention. Consumers are more likely to remember an image than they are to recall a phrase. Not all mascots last the test of time though. A mascot has to be the right character for the brand, and it has to have personality that resonates with consumers. Plus, it has translate into visual campaigns and last for years.

What is your favorite brand mascot?

Group Activities and Discussion Questions:

  1. Divide students into teams. Have each team list as many brand mascots for consumer goods as they can in the next few minutes. (You might want them to have a separate category for sports teams.)
  2. List the mascots on the white board and count the top vote-getters.
  3. How do companies use these mascots in advertising?
  4. Show the chart with brand mascot recognition by generation: https://www.adweek.com/brand-marketing/infographic-how-brand-mascot-recognition-has-changed-over-time/?utm_content=position_4&utm_source=postup&utm_medium=email&utm_campaign=MorningDigest_Newsletter_190827054610&lyt_id=194931
  5. For an interactive class, show the following quiz and see how many mascots the students recognize: https://www.thequiz.com/product-brand-mascot-quiz/
  6. Why are different mascots at various levels of recognition by age cohorts?
  7. Divide students into teams. Have each team select a product that does NOT have a brand mascot. Develop a mascot for that product.
  8. Each team should present their idea to the class.

Source: Smiley, M. (23 August 2019). Research says brand mascots really do move the needle. Ad Week.

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