071: Learning from Wendy’s marketing misstep |
Last week, Wendy’s announced that it planned on rolling out “dynamic pricing” with digital menu boards, hinting that prices would change based on demand. After receiving some serious public pushback, Wendy’s backtracked and clarified that prices would not be increasing — just discounted during slower business hours.
What lessons can nonprofits draw from this PR nightmare? Be clear with your messaging, and don’t hamper the trust of your audience. Trust is a motivating factor in their decision to back your cause, often influencing whether they stay or move on elsewhere.
Noticing more lapsed supporters? Continue leaning into community and experience. To dig into that a little bit more, this week’s brief spotlights how events can engage new supporters and recapture older ones.
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Snackable snippets |
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Call out the loss of exclusive membership benefits 📖 The Heritage Foundation saw a 103.5% increase in donations. While the experiment had a smaller sample size, this technique shows that a loss aversion tactic can be effective at recapturing members on the brink of lapsing. Peer-to-peer experiences, like an endurance event or a fitness challenge, can be a pretty effective acquisition and retention tool. The experience of events is evergreen — creating a space for people to learn more about your cause, bond over shared interests, and feel about the community they’re involved with. NonProfit PRO rounds up some peer-to-peer boosting tips from the Peer-to-Peer Professional Forum. A couple of my favorite tips: find major donors to matching gifts and use influencers as ambassadors.
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In the news |
There is growing frustration among marketers over Meta’s account management services — or lack thereof.
Despite significant ad spend, customers are noticing drastic changes in account management, like leaner teams and AI replacements, leaving them with restricted access to analytics.
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Remember, nostalgia marketing? Brands like Pepsi and Jell-O are leaning into that trend but adding a modern spin to it. Retro designs bring up feelings of the past, and people connect to it.
“It’s an emotional tie,” says Miles Marmo, Co-Founder of Agency Squid. “You want to be present in that moment. I think that’s where nostalgia can really find its groove.”
For your inspiration folder |
Influencer marketing isn't going away anytime soon. It's a useful peer-to-peer tactic: People follow content creators whom they identify with and trust.
In this episode of We Are for Good Podcast, Jon and Becky dive into this a little more with Nick Lynch, Co-Founder and CEO of Collidescope.io. For nonprofits unsure of where to start, Nick recommends starting with your existing supporters and identifying any content creators.
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Top peer-to-peer programs find steady growth
Inside of nostalgia marketing and how nonprofits can use it