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Aspiration Marketing

        By Tom Peterson  From his Los Angeles podcasting garage Marc Maron recently interviewed President Barack Obama. “When I ran in 2008 there were those posters out there: ‘Hope’ and ‘Change,’”...

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New E-Chapter: Brand Your Cause

        Click HERE or on the image for a free pdf E-Chapter, Brand Your Cause.   Each year thousands, if not millions, will come into contact with your group. They may catch 60 seconds on the local...

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80/20 Rule, use the Law of the Vital Few for greater impact

      You’ve already know about the 80/20 rule so this is a reminder—because four-out-of-five times it will help you focus on what’s important. In 1906 economist Vilfredo Pareto was studying land...

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Audience is Hero

      We’ve all sat through talks where some blowhard toots his own horn about saving the world: I did this and I did that. Look how wonderful I am, look how great my work is. He ends by asking for the...

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Marketing Exchange: What they really need

By Tom Peterson What I really need… or want! One day driving on a busy street in my neighborhood I noticed little girl and boy in their yard holding up signs, flagging down cars. A few adults sat in...

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Target audience: Focus your communications efforts

      By Tom Peterson  Who is your target audience? Each student in my class—marketing for nonprofits and social change at the Clinton School of Public Service—creates a marketing plan for a real...

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Adjust your messaging to the audience

      By Tom Peterson Do your cause a favor and adapt your words to fit the folks you’re talking with. I occasionally shop at a Target store near my house. The retailer recently mailed me a large...

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Call to Action: specific, compelling, doable

  Be clear about what you want people to do.    By Tom Peterson Al Gore’s 2006 documentary An Inconvenient Truth gives an inside look at a presentation the former vice president made more than a...

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Tererai, the improbable story of Oprah’s “favorite guest”

How one guy’s simple goal, and one woman’s determination led to Oprah’s “all-time favorite guest”   By Tom Peterson Ray White’s 30-year journalism career and passion for the cause made him a great,...

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Marketing Mix: the 4 P’s

        By Tom Peterson Not too long ago many nonprofits looked askance at the idea of marketing. In the mid-nineties, an organization I worked with was raising about $3 million a year from what we...

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