CONTEXT
It is time social sector organizations faced the fact they have been preoccupied – addicted, even – with business practices unsuited to their unique needs. In this current political and economic climate, dependence on unsuitable practices – combined with a culture of expectation – has made many nonprofit organizations vulnerable to an unstable marketplace, and easy target for budget cuts; for some it may prove fatal. In other words, by not focusing on building effective brands, nonprofits have allowed themselves to become willing victims of drastic revenue shortfalls.
CHALLENGE
Expectations about the transformative effect of a strong brand are high, yet most organizations are realizing that, despite the expense, the only brand association they have created is one that has them looking perpetually cap-in-hand. Regardless of what kind of nonprofit you are – NGO, a registered charity, a social service or relief organization, a community-based advocacy group, a philanthropic or volunteer organization – if you are challenged by the process of differentiating yourself and have difficulty articulating your public value, why should donors, foundations, politicians or the public care? It’s hard to connect with organizations that don’t tell a compelling value story, or that have built the wrong kind of identity by embracing superficial brand marketing and advertising tactics.
Nonprofits don’t struggle with the concept of marketing as they once might have, but now they mostly default to the wrong tactics. To become self-reliant and self-sustaining you have to learn how to break through the construct traditional branding has constructed. Conventional fundraising events and appeals only go so far when your pool of potential donors is experiencing donor-fatigue at a level never before seen. Governments are less likely than ever to cover shortfalls. Audience engagement in your cause and mission is the best and most immediate way you can counteract this prevailing negative market dynamic.
In all likelihood, your unique knowledge content hasn’t been adequately put to use in your effort to create a broad mission-supporting brand. Until you communicate the unique stories about your expertise to a broader audience – put content and leadership at the centre of your brand building effort – you may continue to lack the necessary degree of relevance and risk remaining undifferentiated and under-funded.
SOLUTION
Building the right brand the right way requires uncoupling organizations from their reliance on superficial tactics so they can prove there is meaning and depth behind their marketing claims. In the age of Google, the awareness and sustainability nonprofit, public and social sector organizations crave will emerge only if they are innovative and engaging in transmitting what they know to larger and larger audiences…to an engaged community, one that you can keep captivated and connected, one that will enhance your ability to achieve your financial goals. This is what knowledge marketing can do.
