August 2014

Mohammad Anas Wahaj | 27 aug 2014

The increase in the number of nonprofits in the past decade, up by 25% to more than 1.5 million in US, is leading to hightened competition among them to attract donors. They are utilizing innovative methods to efficiently market their cause to attract and retain givers. B2B brands are trying to act like B2C for customer engagements. But they can go a little further and try to emulate the nonprofits to nurture and cultivate passionate and loyal customers. Although the passion that exist for a nonprofit cause is hard to be imbibed in for-profit customers but businesses can learn few lessons from them and try to bring their customers closer to the brand. The four lessons that B2Bs can learn from nonprofits are - (1) How to market to donors (Effective use of social media and crowdfunding sites to get the message go viral); (2) How to build and use advocates (Use of brand advocates and trusted referrers); (3) The importance of transparency and public perception (More transparency and accountability leads to trust. Engagement in social causes and social responsibility creates positive perception); (4) The importance of personality and tone in communications (Nonprofits take on personality attributes to their branding & communication channels - trailblazer, cool, bold, innovative, friendly etc). Read on...

MarketingProfs: Four Things About Branding That B2Bs Can Learn From Nonprofits
Author: Rolf Wulfsberg

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