productivity

Motivation is Overrated

Ever feel like you just don’t have the motivation you need to get you through your work week? Yeah, me too. PLENTY of times.

That’s the case for all of us. Even though you’re working for a nonprofit, social enterprise, or other cause-focused organization, having a great mission is unlikely to make every day a joy-filled experience. It’s possible that there is something going on externally or internally to derail you, or maybe you’re just having a “off” day. It’s natural.

So, when my intern, Kirsten, brought this topic up as a blog post she’d like to write, I jumped at it. It’s an issue that plagues even the most hard-working among us: What do you do when motivation is scarce?

Read on for the answer . . .

Motivation is Overrated

A few weeks ago, I heard my Marketing Research professor say something that completely changed my outlook on getting things done in school and at work. He stated, “Motivation is overrated, while discipline is underrated.” 

This statement spoke volumes in my world. So often, I wait for the motivation to get tasks done, and if it doesn’t come along, I end up rushing through the task as the deadline gets closer, and the work ends up being mediocre. 

I find myself spending unnecessary time searching for the right motivational playlist, reading a few uplifting quotes, or giving myself a pep talk in an attempt of encouragement. I’ve relied on motivation for too long, which is why discipline needed to be incorporated into my lifestyle. 

What I’m learning is that discipline can create a kind of ease to your career because it builds a routine and mindset to get things done . . . even when you don’t “feel like it.” With discipline, you don’t have to wait for inspiration because you already have an effective system on-call.

Motivation vs. Discipline

Motivation is defined as the desire or willingness to do something. Discipline, on the other hand, can be described as training oneself to do something in a controlled and habitual way. 

While motivation is what many of us crave on a day-to-day basis, it’s simply not possible. 

There may be times while working at a nonprofit or social enterprise when the motivation just isn’t there. Work may seem overwhelming, deadlines are fast approaching, the problem you’re solving may seem too big, or frankly, maybe you’re just having a bad week. This is when discipline should come into play to keep the work flowing.

Two key components of discipline are momentum and consistency. You can often create momentum by focusing on the bigger picture (remembering why you’re doing the work), and then take advantage of momentum once it’s underway. Let that be the push you need to get started. Then, show up again and again by finding a rhythm or routine you can maintain.

Consistency creates the habitual practice of discipline. Once it becomes second nature, you won’t have to worry so much about being motivated to do the work.

5 Effective Ways to Incorporate Discipline Into Your Work

Now that we’ve got the differences between motivation and discipline out of the way, here are some steps you can take to build discipline into your work week.

1. Cut Out Distractions

In today’s world, distractions are abundant. Social media constantly tempts us, friends call or text at the worst times, Netflix begs us to binge, and so much more.

One of the simplest and best ways to minimize distractions is to create a physical space that limits interruptions. Whether it’s turning your phone on silent, making sure your chair is comfortable, or removing clutter (both on your desk and on your screen), it’s important to design your workspace for maximum focus. 

If you work from home and find your thoughts drifting to cooking, laundry, and cleaning, you may even need to consider moving to a coffee shop or co-working space so that you can get more done.

Work with a team? According to an article by Inc. Magazine, three out of four people feel distracted while at work. Eighty percent of those surveyed also claimed that the number one distraction is chatty co-workers, with 60% saying meetings are another inconvenience. 

If you have a chatty co-worker, kindly remind them that you are working on an assignment with a deadline fast approaching, and perhaps even offer an alternative time when you can catch up. But try not to let them take your mind off the task at hand.

Meetings, however, are usually hard to avoid, so make an effort to do as much work as you can beforehand. Depending on your role, you may also be able to help keep the meeting focused and on track, so everyone’s time is respected.

2. Create a Plan and Prioritize

Before you jump into your To-Do List, create a sensible plan of what you would like to get done, and if possible, write it down or use a free project management software like Asana to track it. Each item should be thought out and prioritized. There are also other tools that integrate with Asana to help keep you on track and streamlined in your work process.

We tend to overestimate how much we can actually accomplish during a day, so this exercise will not only help you determine the most important tasks, but decide what will make you feel accomplished when the day is done.

Classy.org has a great article that mentions prioritizing work in nonprofits. One of the tips that was included mentioned prioritizing work in four categories: Important, Not Important, Urgent, and Not Urgent.

Work may be important, but not urgent; not important, yet urgent. Classy suggests focusing on the tasks that are important first, then order them by urgency. 

Alternatively, we previously offered suggestions on how to make time for marketing. These same ideas can be applied to any project or task at hand. 

The takeaway is to be show up intentionally for your day, and not to let it simply unfold.

3. Be Accountable

Accountability is all about being responsible, to ourselves and maybe even to others. It’s important to acknowledge that you are responsible for all the work that you create, whether you are an organization of one or thousands.

There are many ways to hold yourself accountable. One simple way is to track your progress, and reward yourself along the way. Just be sure to find something that truly feels like a reward, such as a break, a piece of chocolate, a peek at social media, or for some of us, the simple satisfaction of physically scratching an item off our To-Do List.

Another way to hold yourself accountable is through an accountability partner or mastermind group. Whether you choose one person or several people, make sure they understand your goals and needs, and won’t just be a yes-man. Even better, offer to return the favor so everyone makes progress on things that matter to them.

4. Be Consistent

As we talked about above, another surefire way to move from motivation to discipline is to be consistent. Consistency builds habits, which are powerful in keeping you on track when you just don’t “feel like it.”

Routines may not sound exciting, but they can in fact, lead to a thriving social impact organization. Once you become more consistent, you’ll find tasks become easier, and your workload may even feel lighter.

This article by Chron.com, suggests that consistency in the workplace helps with the appearance of the organization and higher levels of productivity. Compared to workplaces that change often, consistency shows employees that there’s order and stability in the organization. This also helps with productivity because learning new ideas and processes take time, whereas a routine allows people to get better at what they already know. 

Even getting to work on time or going to scheduled lunches can be a great start to building your routine. From there, take a look at these eight good work habits: wellness, self-presentation, timeliness, productivity, organization, attention to detail, follow-through and consistency, and initiative. Taking the time to develop these habits suggests that you are mature, trustworthy, and dependable—an employer’s dream!

5. Take Care of Yourself

Self-care is important as well. There are times to push through the day and work, and times that it will serve you better to stop and start again another day.

When you work for a cause, it’s easy to look at the important work in front of you and think there is no time to slow down. But if you do that for too long, it can lead to burnout.

Burnout can disrupt your newfound routine of discipline, and also makes it impossible for your best work to be done, which is what your cause deserves.

Think you might be experiencing burnout? In the recent Dice.com article, Burnout is Now an Official Medical Condition, there are three markers that define it:

  1. Feelings of energy depletion or exhaustion

  2. Increased mental distance from one’s job, or feelings of negativism or cynicism related to one’s job

  3. Reduced professional efficacy

The World Health Organization states that one must have all three markers in order to truly feel burnout at work. And a few ways to reduce burnout include having a creative outlook, having a support team, and taking vacations. It’s also important to note that if you’re feeling burned out, the time to address it is now. Don’t let it continue affecting you or your work.

While motivation feels great, and gives you a good start on building momentum, it just isn’t enough to accomplish your goals long-term. Discipline may feel hard, but it doesn’t have to be, and the good news is that it can be created over time and in stages. 

Remember, motivation is overrated. Discipline is underrated. 

Through discipline, work becomes easier and more efficient. And, in time, you will see the progress you desire, and your work will thrive!

“People often say motivation doesn’t last. Neither does bathing—that’s why we recommend it daily.” - Zig Ziglar


Kirsten+M+King+Marketing.jpeg

Hi! I’m Kirsten M. King, and I absolutely love anything dealing with marketing, from advertising to data and everything in-between. I also love to learn and expand my knowledge on current trends and issues.

As a recent marketing major graduate of Georgia State University, I look forward to taking my skills and using them towards a career in project management.

KirstenMKing,com

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While motivation is what many of us crave on a day-to-day basis, it’s simply not possible. Here’s what to do instead.

Kristi Porter, founder of Signify

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.


4 Marketing Mistakes I Made in My First 18 Months

The close of 2017 means that I've been in business for 18 months now. Whew—what a ride! Some days it feels like an eternity, and other days it feels like I just opened my shop. And I still get asked a lot what it's like to be an entrepreneur, or generally, "How's business?" My answer is always that it depends on the date and time that you ask me because it's an emotional rollercoaster! There are moments when I think I'm killing it, and moments when I wonder what the heck I'm doing. And I've been told by others that those feelings just sort of stick with you. Great . . . 

But as I'm reaching the end of my first full year with Signify, I wanted to share some of the marketing mistakes I've made and lessons I've learned so that, no matter what stage your nonprofit or social enterprise is in, you can learn from them.

The vast majority of my clients have very little training in marketing, so these are the things I'd want to share with them if we were sitting down over coffee. 

My guess is that none of them will truly surprise you. They wouldn't have surprised me. And, in fact, I already knew to avoid them, and maybe you do too. But sometimes we just need to hear them at the right time. I hope this is your right time.

4 Marketing Mistakes I Made in My First 18 Months of Business

Marketing Mistake #1: Not starting my email list soon enough 

I'd been warned. I'd been warned multiple times in multiple places and from multiple people, and I waited anyway.

Something you should know about me: I'm a perfectionist. I'm also a cultivator, which is a pretty word for the fact that I become obsessive about research so I can learn #allthethings before making a decision. I'm not prone to inaction, but I wanted to figure out all the ways something can be done, and then take bits and pieces to form my own process. I actually like that I behave this way, but as you can guess, it's time-consuming.

I didn't launch my online presence for Signify until seven months after I started my business. I wasn't in a hurry, and I had projects to work on in those early months, so it wasn't a big deal. However, I should have started my email list well before I had a website to show off.

I've been freelancing since 2003 without a website. I've always relied on relationships and word-of-mouth referrals, and most of the time, I had a full-time job anyway, so it was just extra money. I've also had different types of jobs, and even volunteered in different places, too. So, I had contacts from lots of different industries and organizations.

And what I should have done is begin emailing all of those people individually and consistently along the way telling them what was coming, and asking if they'd like to be on my email list.

But I didn't.

I was busy with other things, and thought I'd make time for it later. However, I was so overwhelmed by all of the launch work for my website and social profiles that I took shortcuts when it was "time" to build my email list. I just didn't want to ask people to be on a list for something they couldn't actually see online. #fail 

I'm sure what I'm saying makes sense to you on both sides of the coin. But the result of waiting was that my list growth has been slow, and I'm still waiting to do some of those individualized and customized things I put off for later. Ugh. Can't I buy more time on Amazon yet???

So, the advice I'd give you is to always be focused on building your email list. Social media algorithms change, but landing directly in someone's inbox is prime real estate. When you have something to say, this helps ensure it's heard. 

(Of course, I shouldn't have to tell you, but I will: you also have to talk to your list. Find a consistency that works for you and reach out. Those people have agreed to be on your list, so don't squander that opportunity. There's always something to say.)

Marketing Mistake #2: Too many social profiles too soon

I'd never call myself a social media expert, but I have a pretty darn good handle on it. I know the what, when, why, and how of social media. But it sure eats up a lot of time!

I knew I should be on Facebook because that's where my audience is primarily. And I wanted to be on Twitter (because I like it). I also knew I wanted a Facebook Group to share resources more frequently, and help connect people to each other. So, those three profiles.

Plus, I use my own Instagram account. And I thought I should revive my LinkedIn now that I'm a business owner.

Then, in the spring, people kept telling me how great Pinterest was for business, so I bought a course, and hopped on there too.

Are you following all of this?

Some days I have trouble following it myself. Six accounts. And you can name a few others that I have chosen not to be on.

All-in-all, updating these guys takes a couple of hours minimum per week. Scheduling doesn't take that long since I know what I'm doing, but it's social media, and you should also be, well, social. A couple of hours may not sound like a lot until you find yourself needing more hours to get things done (like pretty much all of us).

Let's also state that I'm a solopreneur in a new business. Those are two other kinks to work out.

What I should've done is start with Facebook, and maybe add in a new profile every couple of months when I've found my rhythm and best practices. (PS: You don't have to add new profiles.)

But what I have done is get some help so I can focus more on tasks that can only be done by me, and/or that are more revenue-focused. The first way I did this was to invest in a social media scheduling tool, so that I'm posting multiple times per day on auto-pilot. Then I can jump in personally as I'm able to add more value and personality.

The other thing I did was ask my friend Jen, who is a social media manager, to do some freelance work for me. She is actually the one who got me set up with SmarterQueue, and has also been helping me determine a better strategy as well as dealing with some of the other little tasks I haven't had time for right now.

Unfortunately, I can't hire a social media manager permanently at this time. Maybe some day. But in this busy season, it has been a dream to have the extra help, and well worth the money. And now I know better what to do when she's not around. Even on a tighter budget, consider getting some help in busy seasons so you can focus on more important tasks, projects, and initiatives. (These are some of the same reasons that people hire me, so it makes perfect sense!)

Marketing Mistake #3: Postponing Content Creation for My Launch

I love launches. That's one reason they are my signature service. They're fun and exciting, and there's so much to show off. They're like the first flurries of winter.

So, like anyone would be, I was excited about my own online launch. But, they're also a lot of work, aren't they? I had to write emails, blog posts, social media posts, website content, and on and on and on.

And just like building my email list, I waited until my launch was right around the corner to really start doing anything about it. Why? I had other projects to work on. From the moment I said I was ready to take on clients, I had clients. So, I started prioritizing paying work over something that was months away. And after all, I wasn't paying myself to create content for Signify. 

So, it just kept getting bumped back. I started working with my website and branding designers in November, so that got things moving a little. But the launch was February 1, so January was when everything went into overdrive. And I was exhausted by the time I launched! Plus, now I had to learn to create content for Signify while working with paying clients. That's definitely something I should've eased into.

The moral of the story? Start working on your plan and productivity. Use a planner or free software like Asana (I love it!) to set deadlines and keep you on track so that when you do find 15 spare minutes, you can check something else off your list. 

There are so many facets to content creation, and you can use little bits of time here and there to move projects along. Small momentum is still momentum. Plus, you might actually get a good night's sleep during the launch.

Marketing Mistake #4: Not enough focus

While I do manage to get a decent amount of things done, I'm no where as productive as I'd like to be. I definitely have days where I look back and wonder what I've accomplished, or have spent a full day watching TEDTalks or webinars, or sorting through email. It happens to the best of us, and I'll probably never shake it completely.

But one of my main goals for 2018 is to figure out a better way to focus, and figure out what I need to be focusing on at any one time. Let me explain.

There are two things any business owner will tell you to do: make money and expand your reach. So, I have clients to pay my bills, but because I work mostly on projects, I have to continually acquire new project work. Well, I also need to expand my reach to find new clients so that I can continue to make money. Kind of a chicken and egg scenario.

There are also a million strategies to take on either route. So, when I have consistent income coming in, I'll work on expanding my reach. But then the pendulum swings, and I need to shift efforts. So, it's constantly going from one to another, and then trying one of the millions of strategies as well. 

This example may look similar for you, or not. But if not, you can probably fill in the blanks pretty easily. The point is that I'm guessing you, like me, switch up your efforts a lot. And I don't think is helping either of us.

I jump into everything with two feet, but I constantly act like I have 40 pairs of feet to jump in a bunch of different strategies with. This isn't good, and honestly, this is what I've been struggling with the most as this year comes to a close. 

But what I'll tell you, and what I'm telling myself, is that the only way to make significant, lasting progress is through focus. This may come as the result of a change in strategy, or getting help, or cutting things out of your schedule or life. For me, it's meant a combination, and I still have a lot of work to do.

However, I do recognize the problem. And I am making the effort to fix it. I know it will be a process, but I'm on the path.

So, as we come to the end of December, and start peaking into January, what does regaining focus look like for you? Where can you change your strategy, get help, or cut back? These are the things that will lead to growth. 

It may seem counter-intuitive, but the easiest thing to do (and the thing most of us do), is to add. If we can see that something isn't working, or not working fast enough, we try something else. But we don't stop Strategy A, we just try sticking Strategy B on top of it. This won't work. We know instinctively, and through trail-and-error, that it won't work. It's time to do something different. I am, and I hope you will too.

One final note: Besides the lessons themselves, the other big takeaway is that even marketers make plenty of marketing mistakes. This should cheer you up! We're all just out here learning, and trying to share what we know. Take heart. Learn from my mistakes. And I hope and pray that next year is your best yet.



PIN THIS POST FOR LATER:

As I'm reaching the end of my first full year with Signify, I wanted to share some of the marketing mistakes I've made and lessons I've learned so that, no matter what stage your nonprofit or social enterprise is in, you can learn from them.The vast…

Kristi Porter, founder at www.signify.solutions

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.


12 Epic Marketing Ideas Your Nonprofit or Social Enterprise Will Want to Copy

If you’ve got something new to promote, like an event, product, fundraising campaign, book, awareness campaign, or course. . . . pay close attention. We’re about to discuss 12 epic marketing ideas your nonprofit or social enterprise will want to copy.

Before we do that, though, let me make a couple of things clear.

Creating and promoting something new, also referred to as a “launch” in the marketing world, can present its own opportunities and challenges.

On one hand, they're often exciting, and a great chance to build buzz and get people's attention. On the other hand, they're usually short-lived, so you have to make them count because they may only happen once, annually, or at most, a couple of times per year. So, you need to maximize your time and effort with strategies and tactics that support your social impact goals.

There are definite trends you want to ride when it comes to launches (ex: email sequences and social media blitzes), but you'll also need to be creative. Innovative ideas are more likely to make people take notice—and bring in the sales and donations you want. 

Below you'll find 12 unique marketing ideas for your next launch. But, here's my caveat: don't just copy and paste. Put your own spin on them. They'll only be successful if they align with your mission.

(PSST: This post is part of a series about launch marketing for cause-focused organizations. Read Part 1 and Part 2. Or take it to the next level with my launch strategy guide.)

12 Epic Marketing Ideas Your Nonprofit or Social Enterprise Will Want to Copy

Nonprofit or social enterprise Event Marketing

Idea 1: Meet Ups

I was the Event Marketing Director for The Orange Conference for almost six years. And during that time, one of my favorite event marketing strategies was to host local meet ups all over the country. The catch: we didn't have staff all over the country. So, we let people in our tribe host them for us.

We hosted several meet ups here in Atlanta, where the nonprofit is headquartered, as well as in locations across the US where we did have staff. But there were a lot of places we obviously couldn't reach on our own, and our fans were more than happy to jump in.

They wanted to meet others like them in their hometowns, and we were thrilled they wanted to connect with each other. So, we provided downloadable flyers, social media images, guidance, and even allowed each gathering to give away a ticket to the upcoming event.

Whether people came to win a free ticket or to network with peers, these meet ups built community among the people who showed up—and got people excited about our event. Plus, it was a really fun way to empower our fans.

It also goes to show you that launch events don’t have to be a huge production.

Idea 2: Membership

It can be very difficult to get and sustain momentum for your nonprofit or social enterprise when your entire business model rests on one, big event. Yellow Conference is one of those. Yes, they have a regularly-updated blog, social media, and things like that, but in a sea of events, blogs, and social media accounts, your message can get lost or forgotten, even by your fans.

One of the ways they fight through the noise is the Yellow Collective. It originally began as a subscription box, which I thought was very clever for their business model. In its second year, it has evolved into a membership group that includes many of the original elements: in-person, at home, and online resources. And it also includes discounted tickets to their annual conference.

They've done a really great job at keeping their community connected throughout the year so that, when it's event launch time for their next conference, their fans are already primed and waiting.

Fundraising Campaign marketing

Idea 1: Get Out of the Office

Sometimes all you need is a change of scenery. For Atlanta Dream Center's "48 in 48" fundraising campaign, the founder of the nonprofit lived on the streets for two days. One of their three, primary ministries focuses on homelessness, so it made perfect sense with their mission.

And because the founder actually had the past experience of being homeless himself, it magnified and personalized the cause. He made the issue relatable and gave first-hand insight. Leading up to the event, a lot of buzz was generated among their supporters because it was not something you expected to see from a nonprofit founder.

During the 48 hours, he also did multiple Facebook Live videos so that people could follow his experience, and that generated additional donations once people saw it in action. He talked about his life, what he was seeing, and interviewed others on the streets with him (with permission, of course).

It was a brilliant way to shed light on their mission, and give people an up-close encounter they might not have otherwise.

Idea 2: Shared, Uncommon Experiences

Similarly, Nicholas House has an annual fundraiser where their supporters can sleep outside in an effort to raise awareness about homelessness. Each participant is asked to raise $2,500, taking some of the annual fundraising responsibilities off of the organization itself.

What I liked about this nonprofit’s event, in particular, is that my friend who participated is a board member. Often, events like these attract more adventurous high school and college kids. But seeing adults and their families involved was special.

Yes, the environment for this fundraiser was more controlled than the example above, but it was a more approachable way to bring others in who may not ordinarily be up for that type of experience.

And having individuals raise support on their behalf provides more "social proof" for the nonprofit because someone else is doing the talking. My friend’s fundraising letter conveyed her heart and excitement for their work—and that's not something you can force or buy.

 

Book marketing

Idea 1: Blog Book Tour

Unless you have the full might (and budget) of a traditional publisher behind you, it can be difficult to get the word out about your new book. And, even so, today's publishers want authors to take an active role in their own marketing. Enter the blog book tour.

My friend Katrell, who owns Dr. Bombay's tea shop here in Atlanta, participated in one of these for her book. She didn't have a big name or a big audience, so this was a fantastic way to spread the word without traveling around the country to book signings and interviews. Even though it was set up by her publisher, it would be relatively easy to pull off for just about anyone.

For a blog book tour, you'd simply set up a series of book reviews, guest posts, or author interview posts during a defined time period leading up to the book release, such as one to four weeks. This strategy definitely helped expose her to new audiences and sell books.

(Psst: You can also do this with podcasts!)

Idea 2: Galley Copies

If your social impact organization has one or more large events each year, you probably already know that it's best to release new products there, while you have a captive and engaged audience. But once-in-a-while, the timing just doesn't quite work out.

This was the case for the latest book by Growing Leaders about inspiring and mentoring today's students. So, what they decided to do was to give all 200+ attendees at their annual conference a galley copy of the book.

This opportunity allowed them to promote the book and build interest for it's release the following month. They also had a special pre-launch price with bonuses, which were designed to further entice attendees.

Nothing replaces a face-to-face pitch, and by giving out galley copies, they were still able to capitalize on a live audience for future sales.

Awareness/Community-Building Campaign MARKETING

Idea 1: Recreate an Experience

Some causes are sensitive in nature, and require you to protect those you help by offering them anonymity. This could include victims of sex trafficking, domestic violence, or issues involving children. Not only do you want to avoid capitalizing on someone else's tragedy, but you want to keep them safe.

Street Grace launched Suburban Horror Story as a way to accurately portray the issue of sex trafficking for the community without disclosing names and faces. You could watch videos online that were recreations of actual events, and also learn more about the issue. They also had guided "tours" to houses where arrests had been made to show real-life scenarios, as well as talk about warning signs and the experiences inside.

This gave those in attendance (donors, potential donors, and media) an up-close look at the problem, and showed them how they could be involved in the solution. It was a very effective way to talk about the people behind the issues without actually involving victims.

It’s a captivating idea on it’s own, but the quality (and frankly, scariness) of the website did a lot to stir up interest for people to take a tour, learn more, get involved, or even donate to the nonprofit.

So, make sure that even when you're promoting an in-person event, the promotional materials, like the website, do a good job of drawing people into your cause. This site did a fantastic job. They could've just splashed up a single page with stats and a description, but they definitely took it further to great results.

Idea 2: Take Advantage of (or Declare) a Holiday

I've talked about the idea of taking advantage of holidays—both official and unofficial—on this blog and my newsletter before, but it's always important to bring it up again. Because there are so many to choose from!

People love celebrating special occasions, so take note of any that you can work into your launch marketing plan. It often gives you a new way to talk about what you're doing.

There are, of course, plenty of legit options like Christmas, Halloween, and Fourth of July that might play nicely with your marketing and promotion. And how about #GivingTuesday to kick off your year-end giving campaign? Breast Cancer Awareness Month, Black History Month, and White Ribbon Against Pornography are a few others.

However, there are plenty of wacky or unofficial observances as well. For example, you can try World Kindness Day, Adopt a Rescue Pet Day, Digital Detox Day, or Read a Book Day. There is literally a day, week, or month for just about anything you can think of.

There may be even times when you need to create your own holiday. When I worked at Captain Planet Foundation, we created a Captain Planet Day. We had a formal ceremony down at Atlanta's City Hall, received a proclamation, and the whole nine yards. It was to celebrate a milestone in the foundation's history, but also garnered attention for the organization as we kicked off promotions for the annual fundraiser.

 

SOCIAL IMPACT Product MARKETING

Idea 1: Giveaways and Contests

My friend, Jen, just wrapped her first successful Kickstarter for her physical product called the Hope Deck. One of the strategies she used to get attention for her campaign was by doing free giveaways on influencer social media accounts.

She used both existing relationships and good ol' fashioned research to locate a handful Instagram accounts that fit her target market and were interested in doing a giveaway. Jen allowed them to give away a couple Hope Decks in exchange for pointing them to her account or campaign page. It was that easy.

This allowed her to easily expand her audience, and when she started promoting her campaign, she had a lot more eyes on it. And it made a difference! 

Idea 2: Giveaways for Reviews

I'm surprised at how little this strategy is used, so I thought I'd bring it up. I think most of us feel we need to bootstrap everything and get by on our own, but why? Getting help is often way better.

Now, I do know that people often launch in a rush or last minute and that may be a factor. (That is definitely one way to sabotage your launch!) 

But when you can get someone else to talk about your launch—you should!

Yes, sometimes you may have to pay or ethically bribe people to review your product, but again, use existing relationships and do your research for free or budget-friendly opportunities. There are so many blogs, magazines, newspapers, social media accounts, and YouTube Channels. A few of those leads are likely to respond and participate.

A client and I recently talked about this because she's releasing a very cool new product that creates culturally smarter kids. She thought that she would have to pay for people to review or talk about her product, but I named a handful of people in just a few minutes who would do it for free because of the product’s target market and social impact focus.

Put your thinking cap on, or ask around, and I bet you'll come up with your own list, too.

Tip: We often want to target the Oprah's of the world so we can make it to the top faster, but these folks are just plain hard to reach. Find people with a few thousand followers, or depending on your product, up to 100K followers. Often the "littler guys" (micro influencers) don’t get contacted as often, would love to participate, and have very engaged fans who would love to hear about your product.

nonprofit or social enterprise Course marketing

Idea 1: Facebook Groups

Facebook groups have become ALL. THE. RAGE. over the past couple of years. But course creators are cleverly using them to their advantage now as well.

Typically, they are meant to accompany an online course, or at least that's how I see a lot of them playing out. Especially when the courses are written or video-based, this allows the creator to interact with the students, and students to interact with each other. I am a member of a couple of these, and they're really fun.

But there are other ways to use them as well. Take the Myth of Balance, for example. Originally, it was released as a book. It's very short and practical, but the transformation isn’t in the information—it’s in the action.

So, the author created a Facebook Group to serve as the outlet for the course, which he calls a workshop series. He can release worksheets, conduct Facebook Lives, ask people about their progress, and coach them through obstacles right there in the group rather than having to build an online platform for the course (and pay those fees). Much easier and more DIY.

In the Myth of Balance launch, we used a lot of traditional marketing techniques to get the word out initially. Most other course creators do the same. But the difference in having a Facebook Group is that you don't have people going through the course on their own and then moving on with their lives.

Instead, you have people interacting with the course creator and other students, getting results due to the community and accountability, and afterward, you literally have a group of evangelists to help you promote when you're ready to relaunch!

Idea 2: Involve Others and Let Them Promote

Putting a course or curriculum together is no joke. I plan to do it in the future, but find it overwhelming to even think about. And then, when you have your shiny, new course, you still have to get the word out! It's a long process.

But the folks at Plywood were really smart. They have a lot of knowledge and know-how on their staff. However, they also know that one of their strengths is their ability to connect people and showcase others.

So, for their video-based curriculum course, they featured not only the founder, but individuals from their community. Each module features an interview with a different nonprofit or social enterprise leader putting that week's lesson into action.

Besides making content creation easier, Plywood now also has a group of people willing to help promote the course because they’re featured in it! The founders in the videos are well-known in the Atlanta area, with their own distinct audiences, which helped get the word out quickly about this curriculum.

By now you'll definitely notice a theme about recruiting others to help you spread the word. It's just one of those techniques that can look different each time, and is always effective.

 

What about you? What unique launch marketing ideas have you come across?

(PSST: This post is part of a series about launches. Read Part 1 and Part 2. Of if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)



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Trying to promote a new event, product, fundraising campaign, book, or course? Pay close attention. Here are 12 unique marketing ideas your nonprofit or social enterprise will want to copy.

Kristi Porter, founder at www.signify.solutions

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.


What do successful launches have in common?

Do you watch other nonprofits and social enterprises launch their campaigns, products, or events to great success, and then wonder what it took to make that happen? Do you assume it's beyond your capability?

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team to make your next launch your best yet.

This is really good news because it means that there's hope for all us little guys! So, allow me to give you a shortcut to what works for some of the big dogs.

(By the way, before we get started, this post is based on the assumption that your product, service, campaign, event, etc. has already been "vetted." Meaning, we're assuming that it's something people want.)

Let's continue . . .

(PSST—This is part two of a series. Read Part 1 and Part 3.)

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of successful launches share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team …

Begin With A Launch Plan

This is the not-so-dead horse that I will continually beat on this blog, and in any conversation that you and I ever have. You'll also see it woven into a lot of the items below too for good reason. Successful launches don't just happen unless your nonprofit or social enterprise has an enormous audience or tremendous amount of influence. And how many of us do? Planning includes the details, tasks, and, yes, even the right headspace. 

At the very least, be sure to write you plan down. The list-maker in me would love to see your timelines too, because I think organization is a key to success. But push yourself to at least be more organized than you were the last time.

Don't just let all the ideas float around in your head. I'm guilty of that because I'm naturally an organized person. But it's incredibly helpful to see everything laid out in front of you, whether it's on paper, on a Word or Google doc, in Evernote, or a project management system. (I'm currently loving Asana.)

Simply creating some sort of plan will make you feel so much better about your launch.

 

You Time To Make a Launch Happen

Launches take a lot of time and energy. It doesn't matter if it's for a fundraising or awareness campaign, book, event, course, or other type of product.

Chances are that you already have a full calendar. So, it's important to make space in your schedule as you're preparing for a launch of any kind. Either get some work out of the way prior to the launch time period, or start weeding out tasks that can wait until after the launch.

You may need to work longer hours to prepare for your launch, just to ensure your day-to-day responsibilities get taken care of when you're attention is focused on the launch. Not a fun thing to think about, but remember, it's only for a short time

The other option is to move items off your plate. This can be done through delegating, reassigning, nixing it, or putting it off to a later date. Sadly, most of us live our lives in response to either the urgent or shiny object syndrome.

But people who plan successful launches know that they are focused on making the launch a priority. 

Don’t Forget: Plenty of Preparation

Not too far off track from the items above, launches take special preparation. It may mean author interviews, gathering testimonials, selecting a location, writing emails, scheduling social media, or any other number of To Do's. These tasks can feel never-ending.

The point is that launches aren't to be taken lightly. You'll need not only the space in your calendar, but all your ducks in a row. It's highly unusual to launch last-minute and make it a success, unless every waking moment is dedicated to that project, the goals are small, or there is a team of people that can help pull it off.

Think farther out. Your launch may be six or 12 months away, but what can you start doing right now to make it a success? (If it’s a big launch, you’ll need all of those months anyway.)

 

Communicate Both Head and Heart Information

I don't have to tell you that people learn in different ways. So, unless you are talking to an incredibly niched and small group of people (like vegan, Tabby cat lovers who only wear purple on Thursdays and have a side photography business) you'll need to communicate your message in multiple ways.

Usually, this is done not only by having both visual and written content, but also by speaking to both the head and the heart.

Plus, we are all multi-faceted individuals, and what might resonate with us on one day could change the next.

Because I work around the social justice space, statistics are thrown around quite frequently. And while stats can be compelling, most people really need to see the faces behind the numbers to make it real for them.

So, definitely include the facts and figures that make your cause unique and worthy, but don't forget the stories. You'll probably need both of these things to make the sale or donation.

 

Use A Variety of Communication Means and Methods

Circa 1990, we were just delighted to get a plain text email in our newly minted Inbox. Boy, how times have changed! (And frankly, some of you reading this weren't even alive then to remember! I feel incredibly old all of the sudden . . . ) 

Now, just to be heard, you need to talk to people in a variety of different ways to get their attention. At the very least this means email and social media. But, as you already know, there are lots of other fancy techniques you can try as well.

While this isn't groundbreaking information, the marketing problem I see with too many cause-focused organizations is that they just send one or two emails and post once or twice on social media, and then sit back and expect they've done their best. But, guys, that's juts not going to cut it. 

Your launch marketing emails need to be set up as a series of emails that build on one another.

And in social media world, you need to consider ever-changing algorithms and short life spans. I've heard that the average Facebook post has about a two-hour shelf life, and Tweets are only 18 minutes! If you don't have money for advertising, to keep it in front of people whether they want to see it or not, you need to be posting much more frequently.

This doesn't even take into account people's good intentions. If you only send one email a few weeks before your book launches or your event tickets go on sale, for example, it's going to dog-piled by hundreds of other emails. Then, it just ends up as something someone once wanted to take advantage of, but never got around to. 

Stay top-of-mind by showing up repeatedly wherever they happen to be, either in-person or online.

And I mentioned this above, but you also need to make sure you're incorporating text, video, and images into whatever is going out ,when possible. Some people are more visual and some prefer to read (me!). Keep in mind that social media platforms are also giving more preference to images—and especially video—right now, which means that they'll show your content to more people.

I know this can be overwhelming! However, the good news is that we live in an age where there are a lot of DIY tools to do things on the cheap. If you can't pay for it, take the time to learn a new skill you can implement into your next launch to ensure more people see your message.

(Side note: A giveaway would also fall under this category. People love winning things, and it creates a buzz!)

Get Launch Marketing Help for Your Nonprofit or Social Enterprise

Successful launches are never a one-man (or woman) show.

Even if no one is helping you promote, you may still need advice from others, or to pay to get graphics done, or have an intern that helps create and schedule content. I know a few unicorns who have an unbelievable amount of skills, and can function pretty autonomously, but even they can't do it all.

Outside of getting help for your launch, public relations is another worthy addition. This may come in the form of setting up guest blog posts or podcast interviews, Instagram takeovers, being featured in magazines or on blogs, speaking gigs, and things like that. These are free opportunities that showcase you, your nonprofit or social impact company, your cause, or your launch specifically.

The trick here comes back to preparation. Some of these need to be scheduled months in advance. Start making a list of places you'd like to be featured so that you don't have to scramble when you're ready to take this step.

And another vital piece to the successful launch process is word-of-mouth. This may be by friends and family, co-workers and staff, or sponsorships and partnerships. If you can get more people to talk about you, the wider your news will spread.

You may need to tell them exactly what to say, create social sharing buttons, or be okay with them winging it in their own words. But always make it easy for them.

 

Anything Extra You Can Include?

Depending on your type of launch (book, event, product, fundraising or awareness campaign, etc), you may also want to consider other types of add-ons, extras, or bonuses that will help you get your message across. Here are a few ideas:

  • Meet ups

  • Posters/flyers in local businesses

  • Conference, event, or trade show booths

  • Kick off and celebration events (ex: book signing or launch party)

  • Affiliate links for sales

What's helped make your launch a success? I'd love to hear!

(PSST—This is part two of a series. Read Part 1 and Part 3. And if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)



PIN THIS POST FOR LATER:

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team to make your ne…

Kristi Porter, founder at www.signify.solutions

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.