This webinar is hosted by NonProfit 911 and Network for Good (http://www.fundraising123.org/training)
Alicin Schwalm introduced Mirm Kriegel, Sr. Vice President, Philanthorpy and Social Enterprise (bbmg.com)
This webinar presents findings and implications from the BBMG 2009 Report.
This is the era of Branding Shift: You must move from Brand 1.0 (your org logo and tagline) to Brand 2.0 (engage, no longer about a product but a platform). Branding is no longer about marketing a product but transformation. No longer a top-down monologue but a co-created dialogue. No longer about buying or donation, but participation in a movement. Not about a What but about engagement and participation.
Consumers and donors have merged to an engaged, pactical yet social benefit oriented audience. There a merging of money for products AND social benefit. There is an increasing sense of purpose and the deisire to create and participate. People want to be involved in solutions.
The new consumer asks what is in it for them and wnat to be involved in the interconnectedness/interdependency of the world. So you need to learn how to engage and empower them to create long term ripple effects. They want to know if their support/contribution has positive impact across the world.
The New Laws of Branding
Focus Keep it simple. The more you say in English the more confusing your are.
Leadership what single category can claim leadership in
Consistency: Endurance, the long term reinforcement of the brand
Authenticiy: Clear authentic reflections of the product
Research Methodology: Thie 2009 Report tghem of moving from “consumer-land to participant” presents lessons that the Big Corps and NP must learn. The Report studied the consumer perspective to find out what the audience is thinking, not the perspective of corp’s or NP’s.
Build and online community that works with brands to build solutions. The Report methodology built a 1200 member online community that they engage every week. Members log on (without pay) each week to engage with brands that present solutions. The ideas from the consumers inform the report recommendations presented in this webinar. This is a cocreated research that engages people in a variety of activities to get their input on ideas, insight, a causes, needs, concerns, and frustrations.
There are old consumers (price, what’s in it for Me,accumulating stuff, trust, passive recipeients of brand) vs. new consumers (total value, create own solutions, what’s in it for We, knowing the backend of org. transparency, are your solutions real? , and co-shaping the brand message). The new consumers occur across all sectors. The 2009 Report shows that the engaged consumer is a wide part of the population.
Needs: practical concerns are primary values (health, food). Then softer issues come into play.
Segmentation: consumers are crossing the gap between “Dark Green”(motivated by social benefit) and the less “green”consumer.
Early Adopters: Consumers are tipping point influencers with their friends through social media. The Reward/Punish brand is less important than consumer opinion.
Key Takeaways for the Social Sector: Increasing Fluency between sustainable brands and impact brands.
Delivery of Total Value: New consumers want more for less, more for their involvement and support. You need to embrace a triple benefit: Practical benefits vs. tribal benefits. The broader sense of benefit still needs practical. The Innovation Imperative means that everyone needs to present a practical benefit. This can be tangible or intangible. It has to appeal to their Enlightened Self Interest. The Tribal Benefit: You must create a cult/tribe community around your brand.
Examples: show how some have built tribal identity; getting more for less; delivering total value through the “2 birds with 1 stone” approach; convenience as part of the incentive; creating long term ripple effects; How to move an abstract idea into the realm of the concrete?
This example shows how a company used storytelling about one girl to show how the combined effects of our decisions effect her life. This presentation went viral. Another example shows how the dots connect from their purchase/donation to beneficial impact. This was a case of showing what happens below the surface. Third, now trust has moved into a do-it-yourself movement. A do-it-yourself foreign aid chips away at the premise that global challenges must be addressed through governmental/diplomatic levels.
How to move an abstract idea into the realm of the concrete? This example shows how a company used storytelling about one girl to show how the combined effects of our decisions effect her life. This presentation went viral. Another example shows how the dots connect from their purchase/donation to beneficial impact. This was a case of showing what happens below the surface. Third, now trust has moved into a do-it-yourself movement. A do-it-yourself foreign aid chips away at the premise that global challenges must be addressed through governmental/diplomatic levels.
Create meaningful experiences: We no longer face an audience that is happy with a one-off experience. People want deeper meaning through experience, creation of a tribe that brings them into long term involvement with solutions, and to support entities that match their values. Your job is to create audience engagement that is easy and manageable.
Overall: You are no longer just selling a product but an idea, a movement, a purpose. You must provide the opportunity for comraderie through community for long term benefits. The jist is that this is a mutually beneficial environment, not a top-down market. Your job is to empower and champion the consumer to take on efforts toward positive change. This is your opportunity to empower them. The convergence of proft with nonprofit is creating a hybrid that helps people take on issues that are valueable to them. Participation is the new passion. The new consumer sees themselves as co-contributors, co-collaborators, and they want to help shape the conversation.
If you want more of Mirm Kriegels insights on Brand/consuemr engagement , go to http://www.fundraising123.org/article/how-build-your-nonprofits-brand-engage-todays-value-conscious-supporters
NP 911/Network for Good’s next free webinar is July 7th: Knowledge is Power:
How 3 Questions a Day Can Change the Way You Think About Your Supporters
Register at: http://www.fundraising123.org/training