5 Lessons Every Marketer Can Learn From Non-Profit Advertising
I believe the PVR is one of the great modern conveniences, but not because I like to zip THROUGH commercials. It’s quite the opposite. I love to be able to rewind to those rare ads I just HAVE to show my family.
Admittedly, I’m in the ad business, but even if I weren’t I believe I would STILL be the annoying Dad who INSISTS we watch that last spot for Ronald McDonald house; I’m a sucker for those spots… they move me to tears. Same with Sick Kids.
All marketers can learn from the best cause marketing and non-profit advertising. Here are 5 interrelated reasons why the elite ones breakthrough and connect.
As already disclosed, I’m a great big suck when hit with a truly emotive ad, but I’m not the only one. According to neuromarketing, between emotional and rational campaigns, 31% of the campaigns that evoked an emotional response received a large profit gain, versus only 16% growth based on a rational campaign. When you’re looking at your marketing efforts, find an insight in your brand or service and get to the root of the emotional aspect. It doesn’t have to bring a tear to the eye by the way. If your brand has a disruptive personality, maybe the emotion is humour. But somewhere inside is the opportunity to connect, genuinely move people, and have them take action. This print ad for Mount Sinai hits an emotional chord with 11 carefully crafted words.
2. One Clear Idea
It’s a funny thing about budgets (often the perceived bain of NFP advertising), but sometimes when you’re faced with the challenge of having limited funds, you’re truly forced to narrow your focus. This is always a good thing. So keep “keeping it simple” in mind no matter what your available spend might be. This ad for Alzheimer’s Day captures the essence of the disease and is obviously an economical ad to produce. The idea is so finely tuned that there is no need for lavish production, just nicely set type and good composition tells the entire story.
3. Make It Easy To Participate
Particularly if you are fundraising, making it easy to donate is key. And maybe your task is to get people to take some kind of action. This campaign by DDB Worldwide masterfully empowers people to volunteer in real time. Realizing that cell phones are at arm’s length 24/7 they used this insight to send alerts that allowed volunteers to participate in a remarkably elegant campaign to help others. Find the most direct route for your audience to take the action you’re looking for.
4. Be Genuine
Perhaps there is an issue with your brand that some might find unpleasant or uncomfortable to deal with. If you own it and embrace it, your audience will appreciate the fact that you are forthright. By showing you are trusting them, you become elevated in their eyes. And you can do it with humour, like this ad for early detection of prostate cancer.
5. Make it Sharable
That’s tougher than it sounds. We’ve all heard the phrase “I want a viral video”, and it stems from the fact that video can be an incredibly fruitful marketing channel. Forrester research has found that just one minute of video is equal to 1.8 million words. In truth, the viral video is like catching lightning in a bottle. But if you do great work, and set the bar high, your chances improve greatly. The first questions you should ask yourself is, “would I share it, or would I click on this ad?”. There is more noise out there than ever, but also more channels with which you can target your audience.
Find that emotion, present it with one clear idea, make it easy to connect, be real, and make people want to talk about it.
Look how this ad for Ronald McDonald house seems to effortlessly tick all the 5 key boxes you’ve just read about.
Contact us a call at 416-778-7770 for your next ad campaign, fundraising efforts, breakthrough event, to get more insight into cause marketing, or even just to say hello.