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Heart Marketing: A Tip for Not-for-Profits

The Family Violence Partnership recently released a graphic campaign that addresses the core of their purpose. Emotional marketing will certainly drive awareness, but does the wallet follow the heart?

Amidst a challenging economic environment, the answer is… well, “maybe.” But by implementing several strategies and the right creative approach, not-for-profits can certainly enhance their chances of turning that answer to a “yes.”

One major strategy: create emotionally compelling campaigns. The Wharton School of the University of Pennsylvania released a study in 2007 which supports the strategy of appealing to the heart, not the head. This is even more relevant today, as we witness the swelling mindset across many audiences to engage in cause-related activities. See article: http://knowledge.wharton.upenn.edu/article.cfm?articleid=1767

One word of caution, however. Society is increasingly becoming less receptive to negative advertising. So blend that thought with an appeal to hearts, and respect the fine line between motivation and guilt.

– Dave Goldfain