Driving Brand Awareness - What Nonprofit Marketers Can Learn from Their For-Profit Counterparts

Co-author - Gary Robinson, COO of Lityx

All businesses are unique, and each requires its own blend of strategic and operational competencies in order to be successful. However, every organization, regardless of industry, competitive, or environmental factors, has common basic needs. At its core, an organization cannot exist without the following:

• Offering: product, service, cause
• Followers: customers, supporters, donors
• Investment: money, time, resources

Nonprofits tend to think of this list as these three things:

• Branding: cause, mission statement, relationship building
• Donors: annual giving, participation, membership
• Major and Planned Gifts: investment, lifetime alignment

Is there anything that these two approaches can teach each other? If nonprofits were “run like a real business,” as we often snip in our office hallways, what would feel different? This article takes a look.

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