The Future is Now for Social Profit Marketing in a Digital World
Ahh yes. The future.
It always seems to happen faster than we expect. Except the flying car of course. They’ve been promising it since 1950. Where the heck is my flying car?
But I digress.
The future of what we at Ramp call social profit (traditionally called not for profit) marketing is NOW, and it is the same as marketing in the for-profit sector. Why wouldn’t it be? We’re all in the same boat, talking to the same people, trying to engage and connect, and get them to take action.
That truth is sometimes missed by organizations operating in the social profit world.
Technological progress is embraced by for-profit companies quickly. Organizations that are industry leaders employ teams of individuals to explore the latest and greatest ways to cut through and interact with their prospects. In the Social Profit world, budgets are typically much tighter. Digital marketing (in many cases this simply means “our Facebook page”) is handled by someone with about a thousand other things on their plate.
So it’s often a game of catch up, just to try and post something once a month. That wasn’t good enough a year ago and it’s not good enough now.
As Zoe Amar writes in The Guardian, charities MUST embrace the current digital world if the have any hope of keeping up with where the future is taking us.
By the time we understand what’s happening, the game has moved on.
Pokemon Go came out of nowhere. (In my particular case, it came out of the mouth of my 21-year-old daughter about 4 Sunday mornings ago when, over the sizzling of bacon in the pan, she asked me if I’d heard of it. Yes, just like all the other major news events in history, I’ll always remember where I was when I heard about Pokemon Go.)
And in spite of the criticisms about the game that people are walking around bumping into things, discovering corpses and whatnot – the idea is quite brilliant.
What if your social profit organization could have harnessed this idea before the horse left the barn? Imagine if instead of searching for Pikachu’s, people were searching for icons that could be converted into fundraising opportunities? It would have transformed your fundraising in ways you cannot imagine.
I’m not suggesting you need to revolutionize digital communications, but if you’re not embracing it in your marketing for whatever reason–some fear it, some don’t believe they have time for it–you’re likey falling short of your potential.
Great ideas are at the root of it all.
According to Wiki, the idea for Movember started in a pub in Australia (sounds about right) way back in 1999, but has really taken off over the last 5 or so years. It’s a wonderful and simple idea that has become a worldwide phenomenon because of its digital/viral qualities.
At Ramp, we turn solid strategies into brilliant creative, using all of the tools we have at the ready, which, of course includes digital and social marketing. Don’t fear it. Embrace it. We can show you the way.