The babushka, the alarm clock and the art of fundraising

Nonprofit Marketing Blog

Once upon a time, when I was living in Ukraine, I met the staff of a community foundation named Dobrata that was trying to encourage businesspeople to give money to charitable causes. The main problems: lack of a clear audience and an appeal to that audience’s values. It was depressing—everyone in Ukraine knows the collapse of the Soviet Union hit pensioners hardest—but not personally motivating.

Impact - not ideas - should be the star of your story

Nonprofit Marketing Blog

While I was living in Ukraine, the government tax authority launched a campaign to motivate taxpayers to stay honest and continue paying their taxes. Every day, we have to remind ourselves that the hive is what we’re building; the well is what our audience needs to see. The tax authority developed several ads. One was a cartoon illustration of a bee in front of a hive with a slogan celebrating the fruits of a collective contribution to the government.

The well, the mom and the baby: Breathing life into work that’s indirect or technical

Nonprofit Marketing Blog

While I was living in Ukraine, the government tax authority launched a campaign to motivate taxpayers to stay honest and continue paying their taxes. Every day, we have to remind ourselves that the hive is what we’re building; the well is what our audience needs to see. I got this email today: Hi Katya –. I subscribe to your blog and get your great tips every morning! I’m wondering if you could give any advice on marketing a non-direct service organization?