We're wrapping up "Marketing May" here on the blog! So far, we've covered trends and strategies, marketing 101, marketing plans, and daily marketing implementation. Whew—that's a lot! Even if you started with very little understanding of marketing, you should feel a lot more confident now, and also feel more prepared to add some intentionality into your organization's marketing and communications efforts.
Today, I'm going to take it one more step further and give you six easy marketing tactics that you should steal right now. These are pulled directly from the playbooks of your peers and organizations that we all admire.
Okay, so stealing may sound a little dramatic. If you prefer, substitute the more flattering word emulate. The truth is, there are proven strategies and techniques that organizations like yours should be implementing—immediately. By doing so, you're setting your cause up for greater attention and success.
Don't believe me? Just check these guys out! They all have a very loyal base of followers, fans, and supporters.
And though I have categorized them into nonprofits and social enterprises, the general ideas will work for everyone!
NONPROFITS
Atlanta Dream Center reaches the lost, rescues those in need, and restores the brokenhearted through their three primary ministries: iAM (the homeless), Out of Darkness (trafficked and prostituted women), and Metro Kidz (at-risk children).
What you should steal: Every time they rescue a woman or have ministry win, they share it on social media. It gives their supporters an opportunity to celebrate with them, see real-time updates, and for volunteers and donors, a chance to see their contribution at work. They also provide recaps and larger figures in their direct mail and newsletters.
IF:Gathering exists to gather, equip, and unleash the next generation of women to live out their purpose.
What you should steal: They do a fantastic job of showcasing their event as it is happening through social media. It's surprising to me, but many organizations don't seem to promote their event in action, only before and sometimes after. IF utilizes quotes, video, and photos through their social media that make you really want to be there. They also mobilize and empower their audience with their hashtag and a photo booth. While events are certainly not easy to pull off, they are a very simple way to get people interested in, and excited about, your cause.
Orange provides resources and events for church leaders and volunteers to maximize their influence on the faith and character of the next generation.
What you should steal: They regularly use guest contributors for the Orange Leaders blog. This strategy allows for plenty of content that they don't have to create themselves. Additionally, the contributors promote their post once it is published, providing additional traffic to Orange's blog and social media.
SOCIAL ENTERPRISES
Lamon Luther creates expertly crafted furniture by employing the homeless, thereby giving them a hand up, not a hand out.
What you should steal: Many people in the Atlanta area know, and love, Lamon Luther. Their furniture is always in high demand, it seems. And though they primarily produce goods for individual homes, they have done a great job at building partnerships with other businesses to drive demand, expand their reputation, and of course, obtain larger orders.
Raven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through jobs by design.
What you should steal: Everyone loves free stuff, and Raven + Lily fans are no different! Sometimes they host their own giveaway with one or two of their stylish products, and sometimes they team up with other ethical brands for a huge grand prize. Either way, I've got to assume this steadily builds their email list and social media following.
Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. For every pair purchased, a pair is distributed to someone in need.
What you should steal: They offer a fairly simple selection of eyeglasses and sunglasses, but they take advantage of holiday calendars in their marketing and make it work year-round. You'll find them reaching out to you via email or social media for back to school, summer, and even Christmas. They know holidays are on your mind, and they want a piece too.
Any other nonprofit or social enterprise marketing tactics that you recommend? Tell me what you've seen, or what's worked for you!
And if you find yourself short on time for new marketing efforts, here are five things you can stop doing this week that will free up some of your energy.
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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.