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,’”...
View ArticleNew 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...
View Article80/20 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...
View ArticleAudience 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...
View ArticleMarketing 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...
View ArticleTarget 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...
View ArticleAdjust 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...
View ArticleCall 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...
View ArticleTererai, 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,...
View ArticleMarketing 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...
View Article
More Pages to Explore .....