In spite of targeting two different outcomes, it is surprising to see how much crossover there is with the methods of traditional businesses and NGOs. The former are usually focused on sales, and the latter on donations. But they can both use the same strategy to get there.
Today we’ll see how the latest marketing strategy of using influencers can be a huge benefit for nonprofits, non governmental organizations and charities.
While some large NGOs have had great success with traditional advertising, the biggest advantage of influencers is that they help put a face behind the company. Since NGOs need to be present in people’s minds at all times (not just during crisis), it’s important to create brand awareness and create a relationship with the audience. These are two things that influencers excel at.
Activating potential donors
Everyone knows that generosity is increased when people are watching. This is why using the “star power” of influencers big and small can help create a snowball effect when it comes to your campaigns. People care about projecting a positive image online, and showing that they donated to a good cause is the perfect opportunity for it, especially if their choice is validated by a famous YouTuber or Instagram celebrity.
Targeting the right audience
Unlike traditional advertisers, influencers know and understand millenials. They are the perfect audience for NGOs, since this generation cares more about sustainability and social responsibility. It is the perfect opportunity to help them do good, without pandering to them by talking to them in the wrong voice. Influencers will have the exact right words to promote your NGO to their audience.
The Challenges Cup
A great example of influencer marketing for NGOs is the ‘’Challenges Cup’’. This is a Dutch YouTube channel where the biggest YouTubers of the Netherlands battle each other to raise money for their favorite charity. It’s a great way to create awareness for the charity because each video contains a part where they explain what the cause is. Linking it to a challenge, makes it perfect content for reaching younger generations.
Even though the example above is focused on macro influencers, it doesn’t mean micro influencers aren’t suitable for NGOs. Quite the opposite actually. They even have a more engaged audience, making them ideal donor recruiters.
Although influencers show great potential for creating strong campaigns for NGOs, it’s important to ensure that transparency and authenticity are never sacrificed. If nonprofits manage to straddle the line between paid promotion and organic engagement, there is no doubt that they could see huge spikes in their awareness-raising campaigns.