Serve people, not institutions. Not too revolutionary you would think. However, in nonprofit marketing you often lose the personal touch that connects you to donors, activist’s and a social community who may influence even more donors and activist’s. No matter the size of your organization you have a brand, some are easier to humanize than others, but in the end your goal is help someone somewhere, right? Make THAT your lasting message. (the “human” part of humanizing!)
Create a message that narrows your large mission to a singular personal story.
It is important to know there are people behind the brand.
Annie Escobar, from ListenIn pictures says storytelling boils down to this:
Simple, Unexpected, Credible, Concrete, Emotional and told as a Story.
Below are three great examples that fit. These organizations range from a staff under 10 to a large international presence. What do they have in common? It’s one. person’s. story.
Future Fortified // Dallas Clayton : Nutrition, Education and Dreams. from Mo Scarpelli on Vimeo.
Okay, okay, so you don’t have kids to tug at the heart strings – check this one out.
Powerful, isn’t it?
In all three you find: simple communication, a singular human story that evokes emotion. Followed by a large call-to-action at the end. If you aren’t able to do a production you can create the same strategies on Facebook, Instagram and vine. Don’t let the ‘organization’ part of your nonprofit remove you from the people behind it.