Nonprofit Marketing

They coined the #FirstWorldProblems hashtag and made a video of poor people in other
countries saying the phrases that had been considered "first world problems," such as "I hate it
when my charger doesn't reach my bed."
Once the video was released, people began using the #FirstWorldProblems hashtag to spread the
message of Water is Life when it had formerly been used to complain about their "first world"
problems.
UNICEF's Clever Campaign
UNICEF came up with a clever campaign as well. They created a poster that said, "Like us on
Facebook and we will vaccinate zero children against polio." A message at the bottom clarified
that, while liking their Facebook page doesn't hurt, vaccines cost money. The overall message of
their campaign was that likes on Facebook do nothing, while donations actually help.
Charity Water's Great Idea
Charity: Water also had a great idea, in which they allowed people to purchase seats in an online
hangout to be able to ask questions and whatever they wanted. They were able to raise $10,000
this way. This showed that a fundraising event did not need to take a long time, but just needed
to be planned well.
Not all nonprofit marketing campaigns will be the same. In fact, the best way for a nonprofit to
market their cause depends on their cause and what they are trying to get.
3 Categories Nonprofit Marketing Campaigns Fall Into
Jay Alduous, the chief strategist at Social Capital Partnerships, has come up with three basic
categories that most nonprofit marketing campaigns fall into:
Traditional cause marketing encourages donations in return for a product from the
organization.
In consumer fundraising, the organization promotes an opportunity for people to donate
at their place of business.
Event or program sponsorship relies on outside commitments to funding, often from
for-profit businesses.
All three categories of cause marketing have their advantages and disadvantages, and these are
only the three basic categories.
Great ideas like Life is Water, UNICEF, and Charity: Water added an impact on the marketing
of each nonprofit organization's cause and they serve as great examples.
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