Nonprofits need to market like a commercial brand.
That is… proud and often!
Let’s borrow an analogy from the commercial world. I call it the Cheetos Principle.
Think about this… How many times have you seen an ad for Cheetos in the last month?
At least once a day if you have kids or watch any televised sports.
Why? Marketing 101: Go Where Your Audience Hangs Out!
Ads featuring that ridiculous cheetah are there because that’s what Cheetos’ target audience – kids and football fans – are interested in.
But everyone knows what Cheetos are, right? So why do they need to advertise?
Cheetos isn’t trying to convert new fans. They don’t have to. After all, you either love Cheetos… or you don’t.
The purpose of marketing like this is simple. Cheetos is reminding their current fans how much they already love Cheetos… and trying to stand out from the crowd of other yummy snack foods on the shelves.
Because those same fans have CHOICES! And lots of them.
Thank about the chip aisle at the grocery store…
You can pick potato chips, tortilla chips, onion rings, pretzels, BBQ chips… and that doesn’t include the dips.
And here’s the brutal truth about marketing for ANY business… if a world famous, well-loved, super yummy snack like Cheetos has to advertise every day… So do nonprofits like yours!
Your charity is competing for a very limited slice of your donor’s wallet. Make no mistake… donors are going to give that money to someone.
After all, Donating makes people feel just as good as eating Cheetos during a movie with your kids.
Constant donor-centered marketing makes sure they think of Your cause when they give.
Put an offer they can’t refuse in their hands… as often as possible.
