Good Marketing Brief

Is your brand doing your mission justice?

Written by Nhu Te | Sep 5, 2024 10:51:16 AM
 

097: Is your brand doing your mission justice?

I attended a branding virtual conference a few weeks ago and was reminded of how integral branding is to everything we do. As we gear up for the busy giving season, it’s worth asking ourselves: Is our brand doing our mission justice?

Branding goes beyond just creative visuals and compelling copy. It’s about crafting a supporter experience that is captivating, consistent, and deeply connected to our cause. It’s ensuring that every touchpoint with our audience reinforces the trust and commitment we’ve worked hard to build.

In this week’s brief, we’re sharing resources to help you achieve brand alignment, empowering you to strengthen your messaging and unlock even greater support for your next campaign.

Snackable snippets 

Creatives explain the new rules of branding 📖
Branding is essential in creating an identity that resonates with and engages your supporters, but how can organizations keep up with evolving expectations?

Fast Company highlights the latest branding trends with insights from creatives at Glossier and Brat. The takeaway? People crave bold, fresh experiences that deliver joy, realness, and authenticity.

Co-targeting strategies to boost donor response 📖

With distractions at their peak, nonprofits can cut through the noise by using co-targeting strategies. Co-targeting can improve response rates to your direct mail, email, or telemarketing campaigns by hitting audiences with online ads at the same time.

There are several benefits to co-targeting, like meeting donors where they are and making more data-informed decisions. Check out this blog from Moore to learn more.

It’s time to modernize your fundraising creative 📖
Traditional fundraising methods aren’t as effective as they used to be, especially when compared to how for-profits are advancing with data and technology. RKD Group is applying these more innovative creative approaches to help nonprofits acquire, retain, and grow their donor base.

By using data at every step — from crafting the initial creative to personalizing messages for different audiences and optimizing content in real time — organizations can build high-impact campaigns that connect with donors and deliver stronger results.

9 key social media listening metrics to track 📖
While comments and likes give you a quick snapshot of post engagement, social media listening metrics give you a deeper look into what your audience really wants and how they feel about your brand.

By keeping an eye on metrics like brand mentions and sentiment scores, you can get a clear read on public perception, spot industry trends, and tweak your strategy to better connect with your audience.

What’s holding nonprofits back 🎧
In this episode of Nonprofit Nation, Woodrow Rosenbaum, Chief Data Officer for GivingTuesday, joins Julia Campbell to debunk common myths that hold nonprofits back.

The two explore whether these hard truths are simply obstacles or rather opportunities for deeper understanding, leading to more meaningful change and long-term success for nonprofits.

 

In the news

Attention spans are getting slightly longer on social media, according to a new report from Tubular, with TikTok and YouTube seeing jumps in both uploads and engagement for clips that are 30 seconds to 2 minutes long.

As people move from traditional TV, they’re looking for more meaningful content online, and longer videos are stepping up to fill that gap.

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If you thought the Barbie craze was over, think again. Mattel recently rolled out a new tagline for Barbie — from “You Can Be Anything” to “Give Limitless Possibilities.”

The campaign, launched with a heartfelt ad, emphasizes empathy, self-expression, and confidence, aiming to show parents the meaningful benefits of gifting a Barbie.

For your inspiration folder

The Palmetto Community Care team had put a lot of effort into running advertising campaigns with the help of outside consultants, but they weren’t getting the results they wanted to drive more meaningful impact.

With Feathr, Palmetto Community Care streamlined its marketing, gained better performance insights, secured more grant funding, and increased festival attendance by nearly 1,000 through enhanced digital ads and emails.

 
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