Here’s one of my favorite quotes on nonprofit marketing:
“Activists are great at creating broccoli strategies; we are fantastic as pushing out a product or a service that people should need because it’s good for them.”
That’s from Momentum: Ignititing Social Change in the Connected Age by Allison Fine.
I’ll pass on the cafeteria-style, frozen, re-heated, overcooked, bland-with-a-sour-taste mass market broccoli. I don’t care how good it is for me, I won’t eat it.
But if you offer me some fresh, locally-grown broccoli with a balsamic reduction sauce, then you’ll have me coming back for seconds.
It reminds me of a point that Peter Brinkerhoff. It was something like this:
Nonprofit services are all about needs. Marketing is all about wants. As any of you who know someone who has gone through the steps knows, they needed help long before they wanted help.
If we want to build a movement for a better world, we won’t get there by chiding people for not eating their broccoli or for scolding people for not caring about the issues we think they care about.
We’ll get there by understanding what they like and providing them with things they want to learn about and get involved in.