Market don’t fundraise!

Those organizations that market themselves well have a distinct advantage over those that don’t.

Marketing and public relations (PR) helps to amplify an organization’s brand. It helps them to command an adequate “share of voice” and stand out amidst all the other organizations that are competing for our attention.

I believe that fundraising needs to align with marketing and PR, and form part of a concerted strategy. This will make it much easier for a social enterprise or non-profit organization to raise funds or win customers.

This article will explore some of my thoughts about the importance of marketing and PR, and tactics that organizations should consider in each of these areas. It will also touch on how these organizations should navigate the online world.

Brand is a magnet for opportunity

This article will share some of my thoughts about value of branding for social enterprises and non-profit organizations, and how a good brand exerts a magnetic force around them.

Those organizations that have stronger brands are more likely to attract good funding, business opportunities and partnerships. This is a simple truth I’ve come to realize in my 20+ years of consulting.

I’ve also recently worked with a brand designer and public relations specialist on some projects and have gained recent insights into the value of this discipline. Here is some of what I’ve learnt.

Develop a brand so it engages your community

This article was published in the May 2015 edition of the Small Business Connect newspaper. It is part 10 in a series of 11 articles that unpacks the mind-set of a social enterprise and discusses the principles from Think like a Social Enterprise.

This particular article discusses the value of building a strong “social brand” around which you engage all your stakeholders.

GreenPop, a leading social enterprise that runs campaigns to “green” communities and promote environmental awareness is profiled in this edition.

Sell benefits to customers

This article was published in the March 2015 edition of the Small Business Connect newspaper. It is part 8 in a series of 11 articles that unpacks the mind-set of a social enterprise and discusses the principles from Think like a Social Enterprise.

This particular article discusses how successful social enterprises ensure that their customers get real value for the goods and services they purchase. This requires investing lots of time and effort in trying to understand their customers’ needs and designing products that genuinely benefit them.

The Clothing Bank is profiled in this edition. This social enterprise is helping hundreds of women to setup small retail businesses. It also helps large retailors to put their excess stock to good use.

Market your successes more than the social problem you’re fighting

This article was published in the February 2015 edition of the Small Business Connect newspaper. It is part 7 in a series of 11 articles that unpacks the mind-set of a social enterprise and discusses the principles from Think like a Social Enterprise.

This particular article suggests that organizations should market their successes more than the social or environmental problems they are trying to solve. Donors, impact investors and other partners are attracted to success and want to be part of it. We have all had enough hearing about how bad the world is.

This edition profiles Pat Pillay from LifeCo UnLtd. It discusses how both Pat and his organization has worked hard to build a positive brand in national media.

Cultivating strategic clarity.

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