In our work with nonprofit research institutions, we’ve found that many of them are hesitant about marketing. They believe their missions — and their accomplishments — should sell themselves. In the past, this just-the-facts communications approach may have been sufficient for research nonprofits, since they could depend on generous government funding. However, the funding landscape has changed. Stagnant federal funding has forced an increasing reliance on philanthropy, which has introduced research institutions to a new audience with new motivations: results-oriented, high-net-worth individuals. Institutions need to provide the kind of experience that these potential donors have come to demand at the companies they lead.
In a recent Forbes article, Howard Breindel discusses this unique marketing challenge and explores the ways research nonprofits can tell a compelling donor story that cuts through the clutter and stays true to the organization’s values and mission.
A tale as old as time
From early humans drawing pictures on walls to parents telling bedtime tales; from ancient civilizations that invented myths to modern creators who create sagas on the screen and plots on the page — storytelling is a tradition as old as humanity. Today, it’s also one of the most popular…
From the movies we watch to the friendships we develop, loyalty is a quality that plays out in culture, life, and, of course, business. In a crowded marketplace, brand loyalty is something that many companies strive to cultivate among their customers. But what if these organizations could take the concept of brand loyalty even further…
It’s the classic chicken or egg question — which element comes first when aligning brand and culture? Leadership teams often ask us this question during transformation initiatives. While there is no one-size-fits-all answer, there are three critical questions that any leadership team must answer to understand how to begin optimizing the relationship…