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The biggest NPOs & their strategic secrets

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When you are dealing with strategic, tactical, or simple everyday planning for your non-profit organization you always try to think about how to get better results, how to manage more, and how to generally efficiently reach your social mission and objectives within. Of course, there are no ready solutions that give you a 100% guarantee they would work for you just as you need them but there are certain tools that have already proven their efficiency in case you implement them properly. Now you might wonder what “properly” means and what if you really do everything properly but do not see the results you were expecting. In order to get some useful inspiration and some ideas on what to do let’s take a glimpse at some big players in the social market.

There are organizations that have been successfully operating as nonprofits for many years now and have learned, used, implemented, and actually advanced all the available tools and techniques. Yet, there is something unique and special each organization uses. Going behind the scenes you might not only get inspired about your own marketing approach but also see how to quickly and efficiently react to the rapidly changing environment that often brings us a crisis and all the difficulties related to it (like the 2020-2021 pandemic, for example). So let’s get behind the scenes.

UNICEF on Insta

UNICEF has really mastered social media, specifically Instagram to tell their stories and let people meet people who help them make a difference. They regularly let their audience meet doctors, volunteers, and people they help, publish photos and videos with them doing exactly what is important, and help the company complete its mission.

WaterAid – mission above all

It sounds absolutely unbelievable but 1 out of 6 healthcare facilities do not have a possibility for people to wash their hands. Now this message to take an action and help change this situation which is actually a mission of the Wateraid organization is being promoted in all different ways in order to be reached. The organization wraps this message in the content of different types in order to reach the widest audience possible. They use figures and pictures, statistical info, and so on.

Greenpeace. Use the news agenda

This company runs an extreme number of different campaigns so it is very important for them to keep their audience informed about all of them. You can find the information about all ongoing campaigns in the special news section on their website. Basically, it looks like a news agency website so that people would immediately concentrate on important issues.

Plastic Pollution Coalition. Go visual

This organization has chosen visual content as the main marketing tool to promote its activities and inform its audience. This use both static and dynamic content, combining strong photos with really striking videos with, for example, plastic trash that the ocean tries to get rid of. They try to show the difference between life and plastic death, emotionally connect and impress the viewers, and give them a strong visual image to get motivated and afterward make an action.

Global Fund for Women is all about inspiration

When people are not ready to make a move, and act it is not a good choice to always call them to action. Global Fund for Women understands it and takes its time to first inspire women, share their work, and educate their audience. Their content always includes some useful information that makes it very useful and lets them further add calls-to-action to convert the passive supporters into active ones.

National Geographic Society doesn’t take it globally

They have a really big community, having more than 230 million followers on Instagram. The organization knows how to capture and hold people’s attention. However, you will not find only general pictures o their profile. They more and more tend to publish pictures that reflect the individual side of humanity, nature, etc.

WWF turns around to see what’s in front and what’s behind

Actually, if we talk about nonprofit marketing and if there’s a standard – gold standard for a non-profit branding agency, for example, to use each expert will tell you about WWF Annual Earth Campaign. They know about nonprofit marketing and efficiently apply their strategy to each level of communication with their audience. Their main tool is engagement – they insist on active participation and reflect it with dynamic videos they chose as the main working content format.

There are multiple tools and techniques you can use when working on the promotion of your nonprofit. In order to make your work even more efficient, it might be worth taking a closer look at other organizations – to take examples and to get inspired.

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Japan’s SoftBank returns to profit after gains at Vision Fund and other investments

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TOKYO (AP) — Japanese technology group SoftBank swung back to profitability in the July-September quarter, boosted by positive results in its Vision Fund investments.

Tokyo-based SoftBank Group Corp. reported Tuesday a fiscal second quarter profit of nearly 1.18 trillion yen ($7.7 billion), compared with a 931 billion yen loss in the year-earlier period.

Quarterly sales edged up about 6% to nearly 1.77 trillion yen ($11.5 billion).

SoftBank credited income from royalties and licensing related to its holdings in Arm, a computer chip-designing company, whose business spans smartphones, data centers, networking equipment, automotive, consumer electronic devices, and AI applications.

The results were also helped by the absence of losses related to SoftBank’s investment in office-space sharing venture WeWork, which hit the previous fiscal year.

WeWork, which filed for Chapter 11 bankruptcy protection in 2023, emerged from Chapter 11 in June.

SoftBank has benefitted in recent months from rising share prices in some investment, such as U.S.-based e-commerce company Coupang, Chinese mobility provider DiDi Global and Bytedance, the Chinese developer of TikTok.

SoftBank’s financial results tend to swing wildly, partly because of its sprawling investment portfolio that includes search engine Yahoo, Chinese retailer Alibaba, and artificial intelligence company Nvidia.

SoftBank makes investments in a variety of companies that it groups together in a series of Vision Funds.

The company’s founder, Masayoshi Son, is a pioneer in technology investment in Japan. SoftBank Group does not give earnings forecasts.

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Yuri Kageyama is on X:

The Canadian Press. All rights reserved.

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Trump campaign promises unlikely to harm entrepreneurship: Shopify CFO

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Shopify Inc. executives brushed off concerns that incoming U.S. President Donald Trump will be a major detriment to many of the company’s merchants.

“There’s nothing in what we’ve heard from Trump, nor would there have been anything from (Democratic candidate) Kamala (Harris), which we think impacts the overall state of new business formation and entrepreneurship,” Shopify’s chief financial officer Jeff Hoffmeister told analysts on a call Tuesday.

“We still feel really good about all the merchants out there, all the entrepreneurs that want to start new businesses and that’s obviously not going to change with the administration.”

Hoffmeister’s comments come a week after Trump, a Republican businessman, trounced Harris in an election that will soon return him to the Oval Office.

On the campaign trail, he threatened to impose tariffs of 60 per cent on imports from China and roughly 10 per cent to 20 per cent on goods from all other countries.

If the president-elect makes good on the promise, many worry the cost of operating will soar for companies, including customers of Shopify, which sells e-commerce software to small businesses but also brands as big as Kylie Cosmetics and Victoria’s Secret.

These merchants may feel they have no choice but to pass on the increases to customers, perhaps sparking more inflation.

If Trump’s tariffs do come to fruition, Shopify’s president Harley Finkelstein pointed out China is “not a huge area” for Shopify.

However, “we can’t anticipate what every presidential administration is going to do,” he cautioned.

He likened the uncertainty facing the business community to the COVID-19 pandemic where Shopify had to help companies migrate online.

“Our job is no matter what comes the way of our merchants, we provide them with tools and service and support for them to navigate it really well,” he said.

Finkelstein was questioned about the forthcoming U.S. leadership change on a call meant to delve into Shopify’s latest earnings, which sent shares soaring 27 per cent to $158.63 shortly after Tuesday’s market open.

The Ottawa-based company, which keeps its books in U.S. dollars, reported US$828 million in net income for its third quarter, up from US$718 million in the same quarter last year, as its revenue rose 26 per cent.

Revenue for the period ended Sept. 30 totalled US$2.16 billion, up from US$1.71 billion a year earlier.

Subscription solutions revenue reached US$610 million, up from US$486 million in the same quarter last year.

Merchant solutions revenue amounted to US$1.55 billion, up from US$1.23 billion.

Shopify’s net income excluding the impact of equity investments totalled US$344 million for the quarter, up from US$173 million in the same quarter last year.

Daniel Chan, a TD Cowen analyst, said the results show Shopify has a leadership position in the e-commerce world and “a continued ability to gain market share.”

In its outlook for its fourth quarter of 2024, the company said it expects revenue to grow at a mid-to-high-twenties percentage rate on a year-over-year basis.

“Q4 guidance suggests Shopify will finish the year strong, with better-than-expected revenue growth and operating margin,” Chan pointed out in a note to investors.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:SHOP)

The Canadian Press. All rights reserved.

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RioCan cuts nearly 10 per cent staff in efficiency push as condo market slows

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TORONTO – RioCan Real Estate Investment Trust says it has cut almost 10 per cent of its staff as it deals with a slowdown in the condo market and overall pushes for greater efficiency.

The company says the cuts, which amount to around 60 employees based on its last annual filing, will mean about $9 million in restructuring charges and should translate to about $8 million in annualized cash savings.

The job cuts come as RioCan and others scale back condo development plans as the market softens, but chief executive Jonathan Gitlin says the reductions were from a companywide efficiency effort.

RioCan says it doesn’t plan to start any new construction of mixed-use properties this year and well into 2025 as it adjusts to the shifting market demand.

The company reported a net income of $96.9 million in the third quarter, up from a loss of $73.5 million last year, as it saw a $159 million boost from a favourable change in the fair value of investment properties.

RioCan reported what it says is a record-breaking 97.8 per cent occupancy rate in the quarter including retail committed occupancy of 98.6 per cent.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:REI.UN)

The Canadian Press. All rights reserved.

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