While it is true that most people relate marketing directly to economic purposes, these examples of NPO Marketing (Non-Profit Organisations) campaigns might change your perceptions.
For example, there are different types of advertising and not all of them seek profit. Some campaigns are aimed at gaining visibility or notoriety, generating engagement on social networks or simply making a big enough impact on the audience to push them to act.
What are the key elements used by charities to make an impact? They are the visual elements, and an effective marketing campaign will create awareness by appealing to emotions – once you have ‘moved’ the hearts of your audience, their brains will process your content in a different way.
Have a look at these visual elements from the campaigns of some well-known NPOs:
Reach For a Dream
Whether it’s meeting one of your biggest idols, taking a trip to Disney World to see your favourite characters or going on an animal-spotting safari, every single one of us has a dream. Big or small, we all have one. It’s these dreams that allow us to reflect on what we truly want and give us all the strength to make our special and unique dreams a reality.
Mercy Ships is an international faith-based organisation bringing hope and healing to the world’s forgotten poor. Using hospital ships, Mercy Ships delivers free, world-class health care services, capacity building and sustainable development to those without access in the developing world. Founded in 1978 by Don and Deyon Stephens, Mercy Ships has delivered services to more than 2.77 million direct beneficiaries in some of the poorest countries of the world.
Ambitious About Autism
All our work supports children and young people with autism. We run specialist education services and an award-winning employment programme. Children and young people are at the heart of our charity’s decision-making, policy work and campaigning. We also use our expertise to deliver training and consultancy to a wide range of organisations to improve awareness and understanding of autism.
Give a Smile
Hamami means “Give A Smile” in Gbaya — a language from the north of Cameroon. It is a public charity to help people in West Africa with a cleft, facial deformity, NOMA and thyroid disease. For this purpose, three treatment centres are built for the fielding-operations which last two weeks. In the long term, Hamami’s aim is to educate and instruct local doctors and health care professionals to provide sustainable care and therapy. For a smile, for a chance — for a life.
The Hungry Hungry Half
The Hungry Hungry Half is a run that is dedicated to fun! On this out and back course, you will find Live Music, Sweet Treats, and Prizes for Costumes and Spirit. You will run along Kelowna’s waterfront, and the rails and trails system, but also get a bit of a view as you tackle Mountain Avenue. At the finish line, instead of medals, there will be a special surprise. All proceeds will be going to the Kelowna Community Food Bank to help them in their summer season.