Marketing Manna
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A new season of Marketing Manna is coming! Sign up to stay informed and receive your daily bread as soon as we go live.
Good for nothing
Thu, Nov 19, 2020
Is it actually possible to do good and get nothing in exchange, or give without getting any material benefit?
Of course!
Americans gave $450 billion in 2019, a 5% increase from 2018.
The last quarter (and the last month and week) of the year are the biggest and busiest seasons for giving.
That’s why this year-end is going to separate the best marketers from the rest.
If you’re looking to compete with almost a million non-profits and giving causes over the next 6 weeks, consider:
- Personalizing a relevant message rather than pushing a generic cause (listen before asking)
- Targeting emotions rather than educating (share stories, not just stats)
- Persuading rather than informing (don’t just tell us, make us act)
- Asking to engage more than to give (the engaged will naturally give)
- Focusing on follow-up (show us why and how our giving made a big impact)
Takeaway
People are able and willing to give good money for nothing in exchange.
And they’re most likely to give to good causes with great marketers and storytellers.
Tell me how you’re planning to tell your brand’s story this season.
We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.
