Marketing, much like banking, has long held a nasty reputation. Shows like Mad Men depict agencies as places where all sorts of debauchery happens in the name of the almighty dollar—places where you’re constantly working on getting new business and a cocktail or two for lunch is considered the norm.
This couldn’t be further from the truth, however, as marketing can also be used to champion causes that would otherwise receive little to no attention. Here are some of the reasons to consider marketing for non-profits.
Do Some Good in the World
Advertising for good causes is nothing new: Although we may not think of them as traditional marketing, fundraisers and pledge drives have been around since people needed money to fund projects. Marketing for non-profits takes many forms and each campaign is unique in its execution, but not its overall goal. Lead generation is still the name of the game, although you’re usually selling an ideology rather than a product or service. When you advocate for a movement or ideal as a marketer you empower organizations to do more than they could on their own.
Marketing provides organizations with the opportunity to tell the stories they need to tell. Sure, hearing about cancer rates is scary in an abstract way, but it’s not until you’re told about the little girl with lymphoma that you really feel compelled to take action. Marketing also provides the “human touch” many non-profits crave.
Interesting Portfolio Add
As marketers, we are constantly trying to diversify our portfolio. A robust portfolio shows that we are capable and adaptable to any client that may come our way. Since non-profits typically lack the robust advertising budgets of for-profit companies, having a non-profit in your portfolio demonstrates to prospective clients that you can make a little go a long way.
Not only does having a non-profit as a client show off your skill as a marketer, but also what your values are as an agency. Doing non-profit marketing helps your client (and potentially the world), though that doesn’t mean it can’t be beneficial to you as well. Which brings us to our final point…
Let’s face it: Non-profits aren’t exactly going to fatten your coffers. But, by taking on more noble pursuits, you end up generating positive buzz around your agency which in turn can lead to clients with larger budgets. Suddenly you’re not like those other agencies that only care about the bottom line and instead get showered with praise for what almost amounts to charity work.
Now that’s what I’d call a win-win for everyone involved.