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NON-PROFITS NEED TO EMBRACE MARKETING FOR SUSTAINABLE SOCIAL VALUE CREATION

DDSC_0036Non-profits are doing a lot to change our world for good. A lot more can still be done if they embrace the marketing mindset. This would mean greater focus on the people, branding the solutions / interventions and marketing it. Tell their stories using exciting and very efficient media etc.

This was the line of my speech at the TMCC Marketing for Non-Marketing Executives Seminar in Dar es Salaam recently.

I have been a part of building great brands in Nigeria and Tanzania and feel very strongly about non-profit organizations embracing Marketing into their framework. They need to let go the current frugal mindset while executing their projects. That is what Social Marketing is all about.

Social Marketing amounts to initiatives that are focused on identifying, anticipating and satisfying citizens needs through interventions that people value and lead to measurable social improvement’. Non Profits are already doing these but not in a structured way that will lead to sustainable social value creation. We need to see a lot more branding of both your organization and the interventions they implement.

A good case in study is the Pink Ribbon of the American Cancer Society. Breast cancer advocacy uses the pink ribbon and the color pink as a concept brand to raise money and increase screening. Thus it becomes a case of Identity, Association and Support for a cause. I bought my wife a pink Bible because we identify with the cause but also the pink Bible is really beautiful.

Social Marketing is marketing in conjunction with other concepts and techniques to achieve specific behavioral goals, for a social good. I am talking about things like psychology, sociology, community development, political science, behavioral economics etc.

In marketing Non-profit campaigns, there is the need to establish quantifiable goals, segment and brand these interventions, Focus on single, simple doable behaviors one at a time.

Also key to the success of Non-Profits is the development of products and services that are based on deep insights from the community and geared towards improving the environment. Not forgetting execution, excellent execution.. Make it fun, easy and popular.

Non-profits do not have that much money to put behind marketing, yet marketing is key to their success. We need to strike a good balance between creative use of limited resources, and proper budgeting for marketing. Like I always say Marketing is the engine of the organization and is the most important organizing tool. With a good and well thought out marketing plan, Non profits can deploy resources more efficiently.

Finally, non profits must measure outcome against the plan, that is the only way to determine how successful campaign and or interventions have been. Marketing ensures that resources are ploughed into campaigns which can be measured.

I recognize the enormous resources that are required to build effective marketing units, so I strongly recommend engaging Marketing consultants. That way, they don’t have to bear such huge costs.

The publics are saying … Engage me, communicate with me, add value to my life, solve my problems, create opportunity for me, educate me and inform me. . you need marketing to do these.

My conclusion, I encourage Non-profits to embrace marketing principles to grow, flourish, and continue to make the world a better place.

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