Cause Marketing: Stop Asking, Start Storytelling

In today's social media-saturated world, where millions of posts flood our feeds every day, nonprofit organizations often wonder how they can make their voices heard. The struggle is particularly real for small nonprofits that yearn for visibility and impact. They face unique challenges in the realm of cause marketing, but there is a powerful solution: storytelling.

Let's delve into the hurdles faced by nonprofits:

1. Limited Marketing Budgets: Unfortunately, funders tend to overlook marketing expenses, focusing instead on the direct impact of their contributions. However, there is hope that this perspective will shift, and nonprofits will receive the support they need to spread their messages effectively.

2. Volunteer-Based Teams: Nonprofits rely heavily on passionate volunteers who dedicate their time to the cause. While these volunteers bring invaluable energy and commitment, they often have limited availability due to personal obligations. Consequently, maintaining a focused marketing effort becomes an uphill battle.

3. Inconsistency: Without a dedicated marketing staff, nonprofits struggle to maintain consistency in sharing their message. The lack of continuity hampers their social media engagement, as the key lies in staying active and present.

4. Lack of Priority: It's understandable that nonprofits may prioritize securing substantial funding over building a social media following. However, this mindset overlooks the tremendous potential that lies in cultivating a devoted community of supporters.

Throughout my years of working closely with nonprofits, I have witnessed the transformative power of storytelling. Here's why it holds immense value:

1. Abundance of Content: Nonprofits are treasure troves of inspiring stories. From the individuals they help to the dedicated volunteers and passionate founders, compelling narratives are waiting to be shared with the world.

2. Emotional Connection: Stories have a remarkable ability to touch hearts, stirring emotions and igniting empathy. When people feel emotionally connected to a cause, they are more likely to lend their support, both financially and through advocacy.

3. Building a Resilient Community: The COVID-19 pandemic exposed the vulnerability of nonprofits dependent on major funders. However, those with a solid community base weathered the storm better. By fostering a tribe of committed followers, nonprofits create a safety net of support during both prosperous and challenging times.

Cause marketing is an issue that transcends individual organizations—it is a communal effort. It necessitates the cultivation of a tribe of engaged supporters who believe in the cause and are eager to amplify its impact.

Minimal Investment, Maximum Impact: Here's the most crucial message I want to emphasize, exemplified by the inspiring journey of a small nonprofit called AARF Animal Shelter. Despite limited resources, they have amassed an astounding following of 212k on Instagram.

AARF Animal Shelter Achieves Impact through Daily Video Stories

By leveraging the power of social media, AARF Animal Shelter shares compelling video reels on Instagram. The best part? They shoot these captivating stories using nothing more than a mobile phone.

Each video story is concise, lasting less than a minute, but it resonates deeply with viewers, capturing their hearts.

Over time, AARF has fostered an unwavering tribe of supporters who not only champion their cause but also stand by them through thick and thin.

So, if a small nonprofit like AARF can rally a tribe of 212k Instagram followers, what could possibly hold back any other nonprofit?

What excuses could there be?

Instead of merely asking for support, nonprofits must shift their approach to inspiring their tribe to rally behind their cause.

The beauty of storytelling lies in its accessibility. It doesn't demand massive investments or fancy gadgets. It doesn't require extraordinary skills. All it takes is the determination and unwavering consistency to share authentic stories that resonate with others.

Tell true stories and embrace the power of the three Cs: Consistency, consistency, consistency.