Inspirational Nonprofit

Marketing Campaigns
from 2021
 #GivingTuesday
● Giving Tuesday started in 2012 as an idea to encourage
people to do more good.

● It’s now a nonprofit organization of its own and a

global movement that continues to gain traction.

● In 2021, Giving Tuesday reached peak levels of

engagement, donations, and overall awareness,
providing nonprofits with a platform to get in front of
billions of potential new donors.
About GivingTuesday
• GivingTuesday is a global generosity movement unleashing the power of radical generosity.

• GivingTuesday was created in 2012 as a simple idea: a day that encourages people to do good.

• Since then, it has grown into a year-round global movement that inspires hundreds of millions
of people to give, collaborate, and celebrate generosity.

• Join the movement and give – each Tuesday and every day – whether it’s some of your time, a
donation, or the power of your voice in your local community.

• It’s a simple idea: whether it’s making someone smile, helping a neighbor or stranger out,
showing up for an issue or people we care about, or giving some of what we have to those who
need our help, every act of generosity counts and everyone has something to contribute toward
building the better world we all want to live in.
#GivingTuesday
• In 2021, nonprofits supported each other
and helped raise donations for other orgs on
Giving Tuesday.

• 2021’s Giving Tuesday donations surpassed

2020, reaching $2.7B in donations in the U.S.
alone and reaching record highs.

• 35 million adults in the U.S. participated in

Giving Tuesday 2021.

• Facebook matched $8M in donations in 2021

and opened up Instagram giving tools to 1.5
million more nonprofits
#GivingTuesday  TikTok directly contributed $7M in
donations to nonprofits using their platform.

 People donated in different ways — in 2020

and 2021, donors gave high-value gifts
online.

 The #GivingTuesday hashtag generates

billions of media impressions online every
year, and has 1.9M uses on Instagram.

 Most of the folks who participate in Giving

Tuesday are millennials or Gen Z, with over
80% falling in the 18-34 year old age range.
 Takeaway for Nonprofits
Use the features that social media platforms have created to support nonprofits
and your posts will be amplified.

• In 2021, social platforms rolled out new programs to boost nonprofit engagement and
support.

• Instagram and Facebook have dedicated “charitable giving tools” with donation
stickers.

• Instagram made it easier to fundraise with Instagram donations like live donations,
clickable donation buttons in stories, main profile donate CTAs, and Instagram Feed
fundraisers.

• TikTok also added donation stickers and matched donations for nonprofit campaigns.

• Possible exciting development for fundraising: Twitter is testing out on-profile tipping
 #TheExtraMile
● Challenge
A 24 Hour, 101 Mile Run that Raised Over £1M
for Motor Neuron Disease Research

● The Leeds Rhinos rugby team partnered with

rugby legend Kevin Sinfield to boost awareness
for Sinfield’s second annual campaign to raise
funds for the MND Association and the Rob
Burrow Centre for Motor Neurone Disease.
#TheExtraMile Challenge
• In 2020, Kevin ran 7 marathons in 7 days and raised over £2.7M for his former
teammate, Rob Burrow, who was diagnosed with motor neuron disease in 2019.

• In November 2021, he took on the challenge of running 101 miles in 24 hours.

Kevin and the Rhinos capitalized on the momentum of 2020 and ramped up
 social media
 local news appearances
 text-based donations
 charity training shirt
• and the support of partner organizations to spread the word in 2021.

• The #ExtraMileChallenge 2021 raised over £2.1M and will likely surpass 2020
numbers
 Takeaway for Nonprofits
Building momentum for a new challenge, like the #TheExtraMile challenge takes
time, dedication, and support from dedicated members.

Build a community and use storytelling to engage with local and global
audiences.
 #WorldToiletDay

• Raising Awareness for the 3.6B People Worldwide

Without Access to Clean Toilets
 #WorldToiletDay
• Raising Awareness for the 3.6B People Worldwide
Without Access to Clean Toilets
• One way to get big attention to big issues is to
partner with someone (like Bill Gates) who has
56M followers.
• If you don’t have a direct line to Bill Gates (we
don’t, either!) another way to build exponential
awareness is to put together a strategic marketing
plan that empowers individuals, like
#WorldToiletDay did, to help share the message
themselves.
• There’s power in numbers, and peer to peer
engagement encourages more individuals to share
as well.
 Takeaway for Nonprofits
Include customizable post templates for audiences to share and raise
awareness..

Include educational materials and a dedicated landing page for campaigns.

Provide resources in multiple languages for global movements

Use multimedia content like video to reach a wider audience.

What does a successful nonprofit marketing campaign look
like?
What does a successful nonprofit marketing campaign look like?
• The most successful nonprofit campaigns will be those that are engaging.

• Engaging content creates visibility on social media, starts conversations, and

leads to meaningful change.

• Here’s what engaging nonprofit campaigns have in common. Source: Twitter

 Actionable These campaigns have a clear call-to-action (CTA) and inspire,

motivate, raise awareness, and get people to take the next step.

 User-friendly By meeting people where they are online and making it easy to take
these actions, campaigns are more likely to generate engagement and overall
interest.

 Trackable Hashtags, bit.ly links or other trackable URLs, and in-app donate
buttons make CTAs more obvious and help nonprofits optimize, find more
engaged audiences, and identify opportunities for future campaigns.
Defining Social
Marketing
• Social marketing is the process that uses
marketing principles and techniques to
change target audiences behaviors to
benefit society as well as individual.

• This strategically oriented discipline

relies on creating, communicating,
delivering, and exchanging offerings that
have positive value for individuals,
clients, partners, and society at large.
Defining Social
Marketing
• Social marketing seeks to develop and
integrate marketing concepts with others
approaches to influence behaviors that
benefit individuals and communities for
the greater social good.

• Social marketing is the application of

commercial marketing concepts and tools
to influence the voluntary behavior of
target audiences to improve their lives or
the society of which they are apart.
 Social Marketing is about
Utilizing a systematic
planning process that
Influencing
01 Behaviours
02 applies marketing
principles and
techniques
Focusing on Delivering a positive
03 priority target 04 benefit for
audience individuals and
segments society
Influencing
Behaviours
•
Focus on behaviour
According to N. Lee and P. Kotler (2016), similar to commercial sector
marketers’ objectives, which is to sell goods and services, social marketers’
objective is to successfully influence desired behaviors.

• Social marketers typically want to influence target audiences to do one the

following four things:
1. Accept a new behavior (e.g., composing food waste)
2. Reject a potentially undesirable behavior (e.g., starting smoking)
3. Modify a current behavior (e.g., increase physical activity from three to five
days of the week or decrease the number of fat grams consumed)
4. Abandon an old undesirable behavior (e.g., texting while driving).
5. Influence people to continue a desired behavior (e.g., donating blood on an
annual basis)
6. To switch a behavior (e.g., take the stairs instead of the elevator).
 Use a
systematic
Planning
Process
 Use a systematic Planning Process that applies Traditional Marketing
Principles and techniques
• The American Marketing Association (AMA) defines marketing as “the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.”

• The most fundamental principle underlying this approach is application of a

customer orientation to understanding barriers target audience perceive to
adopting desired behavior and benefits they want and believe they can
realize.

• The process begins with alignment on the social issues to be addressed and
an environmental scan to establish a purpose and focus for a specific plan.
 Use a systematic Planning Process that applies Traditional Marketing
Principles and techniques
• A situation analysis (SWOT) helps to identify organizational strengths to
maximize and weaknesses to minimize, as well as external opportunities to
take advantage of and threats to prepare for.

• Marketers then select target audiences they can best influence and satisfy.

• They establish clear behavior objectives and target goals the plan will be
developed to achieve.
 Select and
influence a
target audience
 Select and influence a target audience
• Marketers know that the marketplace is a rich collage of diverse
populations, each having a distinct set of wants and needs.

• Social marketers know that what appeals to one individual may not appeal
to another

 Divide the market in to similar groups (market segment),

 Measure the relative potential of each segment to meet organizational and
marketing objectives
 Choose one or more segments (target audiences) on which to concentrate
our efforts and resources.

• For each target, a distinct mix of the 4ps is developed, one designed to
uniquely appeal to that segment’s barriers, motivators, completion, and
influential others
 Primary
Beneficiary is
Society
 The primary Beneficiary is Society
• Unlike commercial marketing, in which the primary intended beneficiary is
the corporate shareholder, the primary beneficiary of the social marketing
program is society.

• The question many pose and discuss about is who determines whether the
social change created by the program is beneficial?

• Although most cause supported by social marketing efforts tend to draw

high consensus that the cause is good, this model can also be used by
organizations who have the opposite view of what is good.

• Abortion/traficking etc is an example of an issue where both sides argue

that they are on the “good” side, and both use social marketing techniques
to influence public behavior.
 Similarities
&
Differences
between Social Marketing
and Commercial Marketing
 Comparison Social marketing Commercial marketing

Similarities A customer orientation is A customer orientation is

critical critical
Exchange theory is Exchange theory is
fundamental. fundamental.
MR is used throughout the MR is used throughout the
process. process.

Audiences are segmented Audiences are segmented

All Four Ps are considered All Four Ps are considered

Results are measured and used Results are measured and used
for improvement for improvement
 Comparison Social marketing
Differences To sell a desired
behavior
societal gain
Segments are selected based
on a different set of criteria,
such as what will produce the
greatest amount of behavior
change
See the competition as the
current or preferred behavior of
the target audience and
the perceived benefits and
costs of that behavior
More difficult
4P’s different for different
segment
Commercial marketing
Aims to sell a tangible product
or service
financial gain.
Choose target audiences that
will provide the greatest
volume of profitable sales
Sees competitors as other
organizations offering similar
goods and services
Easier
4P’s same
 Applications of
Social Marketing
 Applications of Social Marketing
• Improving public health (e.g. HIV/AIDS, tobacco
use, obesity, teen pregnancy, tuberculosis)
• Preventing injuries (e.g., traffic collisions, domestic
violence, senior falls, drowning)
• Protecting the environment (e.g., water quality, air
quality, water conservation, habitat protection)
• Contributing to communities (e.g., voting, spaying
and neutering pets, volunteering, crime prevention)
Categorization of
NPOs
 Categorization of NPOs
Nonprofits generally fall into the following groups:

• Religious organizations
• Education and research organizations
• Health-related organizations
• Social welfare organizations
• Art and culture organizations
• Business, professional, and membership organizations
• Youth development organizations
• Other types of nonprofits
Challenges Faced
by the
Nonprofit Sector
 Challenges Faced by the Nonprofit Sector
• Governmental Shifting of Responsibility to Nonprofit Sector

• Reduced Government Financial Support of Nonprofit Sector

• Increasing Number of Nonprofits

• Increased Reliance on Business Sector

• Increased Reliance on Business Sector

• Getting Through Communications Clutter

Nonprofit
Marketing
Functions
 Function Examples
Submitting grant proposals to government
agencies and foundations, conducting annual
Attracting funding
campaigns and capital campaigns, organizing
planned giving, seeking corporate donations,
holding special events, etc

Understanding where to reach potential volunteers,

Attracting volunteers what message will appeal to them, how to deliver
appeal, etc.

Developing and maintaining relationships with

Building relationships board members, corporations, volunteers, clients,
donors, funding agencies, government, media,
public, etc.
Advertising, publicizing, conducting public
Communicating relations, reaching clients, maintaining government
relations, carrying out advocacy and education
Strategic Social
Marketing
 Strategic Social Marketing
a) Listening. Conducting extensive background analysis, including listening intently to
target customers.

b) Planning. Setting the marketing mission, objectives, and goals, and defining the core
marketing strategy.

c) Structuring. Establishing a marketing organization, procedures, benchmarks, and

feedback mechanisms to carry out the core strategy.

d) Pretesting. Trying out key program elements such as the core marketing strategy.

e) Implementing. Putting the strategy in to effect.

f) Monitoring. Tracking program process (including more listening to customers) and

adjusting strategy and tactics as necessary.
Strategic Social Marketing Management process

The process is really continuous,

not a one-way activity with a neat
beginning and end

Customers are central

• Customers are constantly a part of the
process.
• The process starts by studying
customers and their needs, wants, and
perceptions.
• It develops strategies that are heavily
influenced by what is learned.
• It then tests key program elements with
the customers it is supposed to influence
before going ahead with full-scale
implementation.
• And finally, implantation is always
followed by efforts to monitor how
strategies and tactics are actually
influencing those they are designed to
reach.
Characteristics of
a sound core
Marketing
Strategy
• It is customer centered. It has as its principal focus meeting the needs and wants of its target
audiences. It is not designated to sell a program that the social marketer thinks needs to be sold.

• It is visionary. It articulates a future for the program that offers a clear sense of where the program is
going and what it will achieve when it meets with its expected success.

• It differentiates the program from its key rivals. The social marketer will stand out, and will offer target
markets unique reasons for understanding the actions it seeks.

• It is sustainable for the long run and in the face of changing market and competitive condition.
Strategies are not implemented in a vacuum. If they are to be successful, they must anticipate change
and be prepared to respond to it.

• It is easily communicated. The central element of the strategy will be simple and clear so that both
target audiences and the program’s own staff will have an unambiguous understanding of just what
the strategy is and why it should be supported.

• It is motivating. A successful core marketing strategy is one that has the enthusiastic commitment of
those who must carry it out. A strategy will not be motivating if it is either merely “business as usual”
(just one more program like many other programs) or unrealistic in its aspiration.

• It is flexible. The core strategy should be sufficiently broad that it allows for diversity in the ways in
which staffers and campaigns implement it. It must not be rigid and uncompromising that it is not
adaptable to unforeseen contingencies.