Be Less Like a Charity and More Like a Business
You need to run your cause like a business.
Think about it. The most significant and effective causes for social, environmental and community change are run by people and organisations that treat their charity, volunteer committee, social enterprise, non-profit or organisation like a business.
You are in the business of change.
And with any successful business, you need a marketing strategy that will enable you to reach your target market and be more effective at what you do.
Stop cold-calling people during dinner, asking for donations.
Stop mindlessly handing out pamphlets that cost you good money.
Stop standing on a street corner trying to flag down people for support.
Sure, there might be the odd person you connect with who is willing to support your cause, but generally, you will annoy so many more.
Why?
These methods are outdated. These methods are casting a wide net based on the assumption that EVERYONE wants to be part of your cause. They don’t.
Don’t misunderstand — people love to help and be part of something bigger than themselves, but it needs to be a cause that matters to them. And they need to connect to it in a way that they feel like they get something back. And that something doesn’t need to be extravagant.
Think of Daffodil Day for the Cancer Society.
Think of OXFAM Trailwalker.
Think of TOMS shoes.
Each one of these organisations has found a way to connect with their target market in a way that matters not only to their cause but to the people that support them. Through it they build loyalty. They build their brand. They grow their cause.
And they are way more effective at it than with cold calling or pamphlets.
It’s because they run their cause like a business.
Their cause is their business.
Make your cause your business.
