Wanna Make a Profit? Pay Attention to the Nonprofits
What can marketing executives at for-profit companies learn from major nonprofits? Although companies might believe corporations, because they have more staff and resources, have more access to current best practices, it’s often the nonprofits that shine, according to Roger Sametz, president of communications consulting firm Sametz Blackstone Associates.
Here, he offers some tips for-profit companies can learn from the nonprofit sector:
Connect place to purpose. With a distinct mission at their core, nonprofits often are better able to emphasize that mission (by walking the talk) for a competitive advantage.
Group products/services into higher-level areas of focus. Nonprofits group the problems they solve, so that they don’t become commodities.
Segment clients/prospects by their values, or what they care about, versus just demographics or purchase patterns. Nonprofits often use this information to develop a message system with specific messages tailored to these segments.
Engage your employees as “brand ambassadors.” Often, not-for-profits won’t relegate marketing/branding exclusively to the marketing department, but spread it throughout the organization.
Connect the “what” to the “so what.” Give them the benefits!
Roger Sametz is president of Sametz Blackstone Associates, a Boston-based strategic communications consulting firm. He has experience working with major nonprofits such as the American Cancer Society, as well as for-profit companies such as Direxion Funds and Scudder Investments/Deutsche Bank. For more information, visit www.sametz.com.