Marketing Superstars: Visibility for Nonprofits

Wouldn't it be nice to think that a good cause is all you need? If that was the case the papers would have headlines proclaiming the great work of your organization. But the reporters are probably not knocking down your doors.

The truth is, no matter how good your work is, you have to capture the public’s imagination. There are many factors that go into making that possible. It doesn't happen by itself but you can make it happen.

Some nonprofits have managed to become household names. Others have gained recognition in their geographic area. Think of some big name examples. How did they get that way?

1. Susan G. Komen Foundation Breast cancer is a cause that everyone is aware of thanks to savvy marketing (this cause even “owns” the color pink) even though heart disease kills nearly twice as many women as all forms of cancer together.

2. Habitat for Humanity what comes to mind? President Jimmy Carter. An ideal spokesperson, his name and image made Habitat a household name.

3. Or check today's CNN news story. One story was about Jon Bon Jovi and his work with Project H.O.M.E. a Philadelphia organization.

What do they have in common? Each of these organizations has a clear mission and an established identity - and they have figured out how to be seen. They have captured the public's imagination because of their cause - but more so because they are visible.

This site and blog will continue to explore how to make your organization visible. Although the site is not fully developed, explore it, there is a lot of information already here and more is added every day.

And please send me your thoughts, ideas and successes. If you have a question, send that too! I promise we will answer promptly.

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