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Serve People, Not Institutions

Serve people, not institutions. Not too revolutionary you would think. However, in nonprofit marketing a personal touch can get lost that connects you to donors, activist’s and a social community who may influence even more donors and activists.

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 to 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 for your audience to know there are people behind the brand. Here’s how to do it:

  • Tell one person’s story.
  • What’s the emotional appeal?
  • Not every appeal should make your audience teary, but make them feel something.
  • Then present your call to action: sign a petition, donate to your cause, send a child to summer camp, etc.
  • Finally, let your audience know how they can reach out with stories, questions or gifts.

Powerful, isn’t it?

Simple communication with a singular human story that evokes emotion can be very effective. Follow it up by a large call-to-action at the end. If you aren’t able to do a video production you can create the same strategies on Facebook, Instagram and other platforms with well-crafted words and images.

Don’t let the “organization” part of your nonprofit remove you from the people behind it.

Have you shared a story successfully? Tell us about it.

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