...When you really should be a marketing organization.
Came across these notes about Charity Water, which unashamedly puts marketing ahead of their efforts. No one cares about your cause. There are too many of them. So you've got to be a marketing firm... with a cause. Some highlights of the notes from CW's digital director Paull Young.
- “We never ask for money. We share pictures and point to good campaigns supporters are doing.”
- "(Founder) Scott Harrison was a night club promoter – getting paid to promote alcohol brands."
- “We have design excellence – we don’t look like the average charity.”
- “Simplicity is key. An 8 year old can tell our story. We spend a lot of time and energy on it."
- "We’re a marketing organization – the key is message.”
HT: Curtis Simmons
It's great to have you writing again. I know there are seasons for everything, but I was disappointed when you slowed for the last couple of months.
Posted by: Joseph Radosevich | July 22, 2010 at 10:45 AM
This reminds me of something I just heard the other day.
Besides being a pastor (primary job), I'm an online/offline marketer.
I was just listening to a recording from a well known marketer named Dan Kennedy, who said that every business owner should stop saying, "I sell _______ (their product/service)." and instead begin thinking/saying, "I'm a marketer of ___________ (their product/service)".
His point was the same as yours and Charity Water.
Our primary job is to get out the fact that our organization, business, church, etc. exists and share the story of WHY it matters that we exist.
We can't stay the "best kept secret" in our neighborhood.
If we do, the fact of our existence might turn to fiction. :)
Posted by: scott aughtmon | July 24, 2010 at 06:02 PM