#GivingTuesday is just around the corner, and with it, the opportunity to see a substantial increase in support for your nonprofit. Since its inception in 2012, the movement has raised over $1,000,000,000 online in the United States—including last...Read more.
Nominations and applications are now open for the 2019 brandUP , a free 2-day intensive marketing and communication workshop co-presented with Full Circle Fund . One of last year's nonprofit participants Frailty Myths has now had some time to...Read more.
Last year, we showed you a great way to save time and money by letting your web team produce a website for your annual report. Online presentations are easy to deliver and easy to track, making them the perfect approach for conscientious...Read more.
Now in its eighth year, #GivingTuesday kicks off the charitable season each November by encouraging global giving via social media. It’s a collaborative effort between nonprofits and civic organizations, small businesses and large corporations—not...Read more.
Nominations and applications are now open for the 2018 brandUP , a free 2-day intensive marketing and communication workshop co-presented with Full Circle Fund . Last year's Awardee Root & Rebound has now had some time to reflect on the...Read more.
November 28th will mark #GivingTuesday’s sixth annual day of giving. The holiday—which follows Black Friday and Cyber Monday in the US—kicks off the charitable season. Brands, influencers, and everyday folks come together with a single purpose in...Read more.
We're back with our 2017 favorite examples (in alphabetical order) of what a great non-profit website looks like and what makes it stand out. Our hope is that by emulating these exemplary non-profits, you'll soon be able to provide an even greater...Read more.
Donor retention is a critical part of growing your nonprofit’s mission. Using a drip email welcome series is a great way to start a relationship with new constituents that hopefully lead to a long-term relationship. According to research, donor...Read more.
Generating a marketing plan for a nonprofit is a daunting task, to say the least. Content strategy is an easy process that will help you figure out who you are marketing to, and how to talk with them in a way that motivates them to take action. Our...Read more.
Let's face it—writing content for nonprofit websites can be difficult. We all know the feeling of staring at a blank page and trying to develop compelling content. Unfortunately, research shows that great content for your online marketing efforts is...Read more.
Your website visitor's data is at risk. If you haven't heard about the legislation altering Internet privacy protections that recently passed through Congress, and is likely going to be signed by President Trump, now is the time to get up to speed...Read more.
Mood boards are a an effective way to discuss ideas, share insights and clarify communication. They will help you visually explain a feeling and in turn, develop a more authentic and successful brand. What makes a successful mood board process? Here...Read more.
Rootid is very excited to announce the 2016 brandUP winner - Root & Rebound. We're thrilled to be working with this amazing organization to help them build out their marketing strategy and broaden their reach.Read more.
Information architecture and page hierarchy can make or break you. Your interface should be designed with your end goals in mind. Website visitors arrive with many levels of literacy, attention spans and 'will' to figure out how to use your website...Read more.
If you are like most nonprofit marketing professionals, you’re overworked and under-resourced. Email automation is the solution you’ve been waiting for! Setting up marketing automation systems that trigger emails and autoresponders, drastically...Read more.
It’s hard to make your organization stand out in the crowded nonprofit space. That’s one of the reasons that Rootid started the brandUP awards . Our team saw over and over that there are a lot of great nonprofits that are facing resolvable obstacles...Read more.
A style guide should have a few main components, but often times it gets bogged down in a lot of “descriptive jargon” that is just not that useful for your typical non-profit organization or association. A style guide is needed so that anyone who is...Read more.
Hiring a web development firm to design and build a website can be daunting—time consuming and resource intensive. Finding a development company to work with can feel a like finding a mechanic you can trust to work on your car. Here are six...Read more.
The California Family Health Council is a statewide nonprofit that champions & promotes quality sexual + reproductive health care for all. They are leaders in passing recent legislation that as of 2015, gives those covered under another person's...Read more.
Educating...I mean Engaging Your Community We throw around this idea of using stories to engage your community, audience, and site users a lot. I would say, most people take for granted that this is true and that it works to keep people interested...Read more.
Outrospective Marketing in the 21 st Century Conversion levels, effective mixed-media strategies, integrity of core brand promise, optimization…and synergy, what does all this jargon actually give you? As a company, we talk a lot about starting...Read more.
Oversimplified and Out of Touch, Current Advertising Lacks the ‘Nutritional Value’ Consumers Are Desperate For When I think of “going on a binge” it usually involves mass consumption of something that is not healthy over a short period of time, like...Read more.
Conversion levels, effective mixed-media strategies, integrity of core brand promise, optimization…and synergy, what does all this jargon actually give you? As a company, we talk a lot about starting within and focusing on an organizations core values and then using that information to create integrated and authentic marketing solutions, but what does that really mean and how do you know we are “walking the walk” and not just “talking the talk?” The answer can be somewhat nebulous and subjective, but it is empathy.
Our tagline is “Collaborative Communications” and we mean it, but what does it mean to make that kind of claim? Let’s start by defining empathy. In a recent video by researcher and thought leader Dr. Brené Brown, she defines empathy as fueling connection. That it is the ability to recognize another’s perspective as truth, to stay out of judgment, relate to others’ emotions and then be able to communicate. This is different than being sympathetic (for a person or cause) because sympathy is more about having compassion, whereas empathy is more about identification. Empathy is more creative, it leads to effecting change in human relationships because there is an absorption that occurs—an empathetic experience teaches what it is like “to be” —it is transformative.
The digital era allows us to extend our empathy to larger communities. We can use Facebook, Twitter and YouTube to read, watch and share our experiences with others in a way that used to be limited to your country, neighborhood or family. However, if unmanaged—as we see more often that not—this sharing and connecting turns into narcissism and messaging that is just more noise for us to “tune out.” So how does one build the groundwork for empathetic communications?
When we begin a project with a new client, we call it “Val’s Sponge Phase.” It is the time when I am listening and absorbing not just the values, vision and philosophy of an organization, but I am experiencing what it is like to be that organization and to do the work they are doing. I am bringing empathy into the conversation and extending my personal identity to now include this new organization as part of myself. Ok, yes, this might sound a little oogee woogee or granola, but how can we expect new people to want to join your community if we do not do it ourselves? Empathetic marketing is about nurturing curiosity in others, it is about helping new people want to join your family. It is human nature to want to connect so we need to give them the opportunity to think viscerally... to think as family— to experience of your “truth” we need to guide them to engage their empathy.
The Unending Binge: How “Nutritional” Advertising Can Drive Sustainability
Oversimplified and Out of Touch, Current Advertising Lacks the ‘Nutritional Value’ Consumers Are Desperate For
When I think of “going on a binge” it usually involves mass consumption of something that is not healthy over a short period of time, like “binging on junk food”…or in this case, inauthentic advertisements. They surround us everyday, saturating us in products that have negative impact on the world and advertisers expect consumers to continue their blind and uneducated purchasing. However, consumers are becoming increasingly aware of sustainability issues and they are looking for products they can ideologically support and, in turn, advertising that is not trying to “trick” them into buying something they don’t believe in. Consumers are hung-over from their binge and are looking for something truly nourishing to snack on.
As a society we are getting fed up with products and propaganda that I would classify as “junk food.” Trying to get a consumer to buy a product in today’s economic climate that quickly becomes waste is increasingly ineffective. Terms like ‘green’ and ‘sustainable’ draw as much skepticism as they do support from consumers these days. A simple ‘eco’ label doesn’t fully answer questions such as, “What will happen after I dispose of this product? Is this really recyclable? How much better for the environment is ‘organic’? To what extent are my habits having an impact on the earth?
I think the future of advertising lies in products that create brand loyalty because they are thoughtful of their impact on the world. We need products we can believe in. Zipcar is a great example. Based on utilizing excess capacity, Zipcar is an incredible innovation that capitalizes on people’s diminishing need for a full-time car. Their advertising is intelligent, thoughtful, and teaches consumers that there are options to car ownership. They seamlessly encourage their customers to evangelize the environmental, health and cost benefits of car sharing and in return, 30% of their new members come through referrals. But the fact that they hit all 3 bottom lines (people, profit, planet) is what makes them truly “nutritional.” They are profitable, sustainable, and focused on their consumer’s needs. Even more impressive is their mere presence provides a space in consumers’ minds to think differently about how they choose to consume…ah hah…they educate!
I appreciate when advertising is thoughtful, informative, and selling me a product I can feel confident in. I want to know it was made by a company who is not only wanting to be sustainable, but is authentically “eco-efficient” as well. I appreciate when I am nourished rather than filled with junk food. Marketing and advertising (communications) are teaching methods, and ultimately, we (the consumer students) can tell when our food is unhealthy. If companies changed the kind of products they produced, then a trend of positive consumerism would ensue—people would WANT to buy more products because they would feel they were making the world a better place by doing so.
Advertising must authentically guide consumers toward the products that will help nourish and restore balance to our global society. We so desperately want to do “right” by the world—we just need advertising we can trust to show us how.