Before the advent of what Social Computing and Web 2.0 author Charlene Li defines as “groundswell” – a social trend where people use technologies to get what they need from each other rather than from traditional institutions – nonprofits who applied more orthodox marketing approaches were generally successful.

The New Media technologies (blogs, social networks, wikis, open source, forums, ratings, reveiws, etc.) are changing the the old equations and the balance of power. Today, anybody can put up a website and connect and communicate with anyone else.

I believe the challenge is to encourage nonprofits to look at these changes and the advent of these technologies as a gift – a way to better listen to their supporters and constiuencies, interacting/talking/supporting them, and developing stronger relationships with them.

Because of the availability of this ever-growing arsenal of tools and technology, Guimaraes’ world where “your brand is what your customers say it is” is not a prediction of the future, it is our current reality. It will be those organizations (for-profit and nonprofits) who learn to apply these emerging technologies and adapt to this new reality, in strategic ways, who will ultimately survive and thrive.

Maryann

First of all, I think many nonprofits have incredibly engaging stories to share – most more significant and authentic than our for-profit counterparts. That said, many causes, I believe, make a key mistake in their storytelling efforts. Instead of focusing on hope, potential and results, many campaigns are based on pity, fear and the status quo. Because we are so consistently inundated with these messages in the media, I believe nonprofits (like Kiva, Donors Choose, and, hopefully, Epic Change) that focus their messages on successful outcomes and hope may have the ability to stand out and inspire thoughtful activism. I know that I personally turn away from depressing stories and images, but am engaged by inspiring ones.

(As an aside, I believe that nonprofits who focus their efforts on fear and pity not only cast themselves in an over-populated sea of desperation, but by reinforcing the status quo through their storytelling and imagery, I personally believe they implicitly perpetuate it.)

I agree with Janetta that there are expectations about how much “marketing” is appropriate in the non-profit sector. However, I think campaigns like ONE, RED and others are eroding these barriers. That said, I think there are some serious ethical issues that surround spending vast amounts of money on marketing rather than programs.

In the end, I’d propose that we must refocus our storytelling, and creatively minimize our spending. This can be done through pro bono partnerships and, very effectively, through the use of many free online tools that are now becoming available.

Andy, you say “If you are made to feel good about what a non-profit is doing with your potential donations, you’re more inclined to donate.” I think this is key. I would add that it is transparency and honesty within the organization and its marketing that will accomplish this.

I think non-profit marketers have to treat their stakeholders differently than for-profits have to treat their customers. Non-profit stakeholders are naturally more “invested” in the organization than the average customer of a for-profit. When people give money to a cause, the utility they derive is in knowing that the money is supporting something they believe in. Non-profit marketers have to understand this and somehow build those assurances into their message.

If you are made to feel good about what a non-profit is doing with your potential donations, you’re more inclined to donate. If you like what a company is selling, you’re more inclined to buy. At the end of the day, the goal is the same, and how you are made to feel about parting with your money is the same (they all want you to willingly part with your money).

This being the case, then why do we, as a society, look on non-profits differently?

@Janetta I think that non-profits do have marketing campaigns currently in full effect. Let’s use your example of HfH. Do you think they would splash images of President & Mrs. Carter all over TV & print media if they didn’t have the end result of motivating more people to donate time and money? Sure, they call it PR to be nice, but it’s marketing when you really look at it.