Care about branding and marketing at your organization? Then care about your members.
— Troy Theodore Wruck (@troywruck) November 22, 2013
At every nonprofit, a lot of money, thinking and time goes into serving the mission, the issue, the clients. And, usually, a lot goes into branding exercises, strategic plans, marketing materials, building social media followings and email lists. Perhaps much of those resources are focused on the wrong set of people.
Typically, not much goes into serving and supporting those members, fans, followers, or even donors. Many organizations with hundreds of thousands of members have just a few “member services” staff. They often don’t know their members and messages to them are rarely, if ever, intended to create conversation.
These are the people that already like you. Don’t just ask them for money. They’re not valuable to you. Your organization is valuable to them. Meet your mission and help the people, creatures or places you serve. Of course.
But focus more on valuing the people that already support you and you’ll be able to better serve your mission.