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.
