Transactions vs. Transformations

William Henry on Aug 9, 2023 1:26:55 PM

Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for those doing good marketing.

041: Who do you trust?

Trust is at the heart of every relationship. We trust Amazon to get us our books or toilet paper in two days. And we trust our bank not to lose our money. We trust them for the transactions.

But nonprofits and associations are transforming lives. Your supporters have to trust your mission and your method. They’re expecting to connect with you on a much deeper level. They're expecting a relationship.

Building this type of trust requires work and time, but the connection and the impact are worth the effort.

Snackable snippets

The nonprofit marketer’s guide to trust 📖

Transparency and competence are at the heart of trust. The 2022 Edelman Trust Barometer found that nonprofits are perceived as less trustworthy than their corporate counterparts. This guide from the RKD Group offers suggestions for nonprofits in developing greater trust with their diverse communities.

How to assemble great copy 💡

As a content marketer, I like to think that content is still king. But content marketers everywhere need to begin thinking more in Dave Gerhardt’s terms. Content isn’t about writing so much as it’s about listening to your audience and responding. The best copy isn’t the most poetic — it’s instead built from a deep understanding of the people you serve.

The ultimate guide to A/B testing 🎥

Heads up: this video is just shy of an hour and a half. But experimenting is at the heart of effective marketing. Bing increased revenue by 12% from a simple test, and small to mid-sized nonprofits and associations likely have much bigger potential for growth as long as they take the time to listen to the data.

Using search to expand mission and community 📖

Search marketing isn’t only about Google Ads. Maximizing organic search as well as advertising campaigns that take into account search data can be used to make sure when people are looking for you (or what you do), they find you instead of anyone else.

In the news

Barbie broke the $1 billion mark, making it the first solo female directed film ever to hit that record. And this was in its first three weeks!

Where's the Jello? If you’re looking to make some chocolate pudding this weekend, you may have to do a double take to find the recently rebranded Jello packages.

Something for your inspiration folder

Associations are nonprofits too! And The Council on Tall Buildings and Urban Habitat knows how to use marketing to expand its impact.

During this year’s campaign for their annual event, they spent $500 on ad spend and already brought in $25,000 in ticket sales. That’s a solid ROI.

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