Communications strategy for nonprofit organizations (revised)

No one cares about your company or your cause, and they never will.

Nor are they supposed to.

A nonprofit organization is usually an invaluable resource, serving, protecting and enriching our communities and championing critical causes or increasing our creativity, proving education and overall enrichening our lives.

Still: No one cares about your company or your cause, and they never will.

Why not?

For the same reason Nike doesn't market shoes, McDonald's doesn't market hambugers and microsoft doesn't market software.

Nope. Nike doesn't market shoes or tell you all about their cutting-edge engineering, the many awards won on behalf of the company's brand, credentials of employees, etc. because Nike knows, no one cares about your company or your cause, and they never wiil.
Nonprofits need to understand this, and they need to take action based on this knowledge.

Okay, so if Nike doesn't market shoes. What do they market?

Nike markets a set of values, which are shared by its target audience. Nike sells performance, excellence, endurance, overcoming challenges and "cool." Nike's target market buys those things. Oh, yeah, and they also get a pair of athletic shoes to symbolize that they are all about the values Nike represents.

You don't beleive me? The shoes are really comfortable. They really are well-engineered. Hey, they match my gym outfit perfectly!

The Nike Air Jordan DMP7 retails at more than $300. So, people pay $300 for an athletic shoe becase a $60 - $100 shoe is greatly inferior in comfort, engineering and style? Never. People are buying what Nike shoes represent--the values the company markets. Oh, yes, and they also MUST have a really good shoe for this strategy to work.

A nonprofit is a business first, and to stay in the game during these tough financial times, it is critical for nonprofits to remember they are a business.

Who are your target audiences (clients, philanthropists, business underwriters, media, community at large, etc.)? Analyze each--what do they value? Market THAT.

No one cares about your company or your cause, and they never will.

Always lead with your target market's values in mind. Develop real relationships with them. Give them what they want--ask them what they want. Then take action.

Don't listen to your audience. Care. Respond to them.

For more information on how to apply cutting-edge communications strategies customized to fit your particular business and its specific goals and objectives, contact Daphne Street at dts.streetmedia@gmail.com

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