Gaps in Marketing Social Good
Communicating Impact for Businesses and Nonprofits
How important is a creative and marketing strategy for businesses today, and social enterprises?
Social entrepreneurship is on the rise for a reason. Consumers are more conscious of the environment and social justice than ever before.
As a brand or organization, your audience wants to know where their dollars are going, and that they can feel confident aligning with you.
A strong strategy is super important not only when you’ve “made it”, but when you’re starting and growing. Otherwise, it’s incredibly easy to drift off track.
What are the gaps in marketing in this space?
When it comes to marketing and branding in the “social good” space, over the years I have identified a few areas for improvement:
- There’s often a missed opportunity for capturing stories. People connect to stories and authenticity.
- Showcasing your impact is key, whether you’re a nonprofit or a scaling startup. Over 65% of consumers across the world are willing to pay more if their money is going toward a good cause, so it needs to be made clear.
- The most successful players in this space are highly collaborative. Collaboration over competition is something that some organizations and brands don’t realize until it’s very late.
These tips were shared on my Instagram Live interview with Social Venture Circuit. The full recording is available here.
On Social Enterprise Day 2020, I’m facilitating a workshop at The Path to Sustainability conference, taking place online here.
