Dove: A Lesson in Brand Differentiation

Mission Minded

There’s a lot to question in our beauty-obsessed culture, and Dove has clearly, positively differentiated itself in the beauty marketplace by relentlessly marketing a single, overarching message: we should [.]. In spite of the persuasive critiques of Dove’s 9-year old “Real Beauty” campaign, the most recent installation is clearly articulated and brilliantly executed from a branding perspective.

How to Differentiate from Other Nonprofit Marketing Agencies

Exactask Marketing

As a result, agencies have a lot of work to do to differentiate themselves from the competition. When deciding on a marketing agency, nonprofits have more choices than ever before. content marketing marketing agency Marketing


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Be Honest About Competition—It Might Just Make You a Better Collaborator

Mission Minded

Blog Nonprofit Branding attribute brand branding collaboration competition differentiation market partnership unique People don’t like to talk about competition in the nonprofit world. Competition suggests a dog-eat-dog fight to the finish that would have one valuable nonprofit entity edging another out of the marketplace.

How To Tell Your Strength Story: Nonprofit Storytelling #5 1/2

Getting Attention

differentiation). . Guru-of-most-things Seth Godin recently summed up the value of differentiation : If there’s not at least one thing that’s distinctive about your organization—OR if you have that unique strength but don’t highlight it—you’re toast. storytelling differentiation fundraising message development messaging nonprofit branding nonprofit marketing nonprofit stories nonprofit storytelling Nonprofit Storytelling #1-9.

5 Tips for Better Nonprofit Fundraising Emails


Unfortunately, it’s difficult for your audience to differentiate your messages from the numerous emails that flood their inboxes each day, especially if your mass mailings are labeled as junk and relegated to the black hole of the spam folder. One of the best weapons in a nonprofit’s fundraising arsenal is email campaigning. We are sending and receiving more fundraising emails than ever before, all vying for the attention of supporters to act on behalf of our cause.

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Mixed Links for Nonprofit Communicators – September 4, 2020

Kivi's Nonprofit Communications Blog

According to the article Quarantine Video Marketing – Research Finds That Video Is Key Differentiator During the Pandemic , by 2022, 82% of content is expected to be video. Zambra. Asheville, NC. Happy Friday, everyone!

Misinformation vs. Disinformation vs. Mal-information

Public Sector Marketing 2.0

This sort of engagement can very quickly lead to rough and murky waters, especially if an organization does not arm itself with proper ongoing situational awareness tools in order to differentiate between the bad actors who are steering the narrative and the people unknowingly posting false information. The latter two can also be easily identified after some basic digging but are generally tricky to differentiate.

How To Turn A New Brand Into a Fresh Admissions Campaign

Mission Minded

Being crystal clear on the brand of your school—that single big, differentiating idea that you want to be known by—is how smart schools create an admissions campaign that excites everyone from faculty to would-be families. No longer just a printed view book, today’s admissions campaigns include a well-conceived suite of communications that powerfully signal to […]. Blog Independent Schools Nonprofit Branding

With a BIG event, it’s all about the little things.

A Small Change

I’ve recognized how important it is to differentiate between the desires I have for an event (lots of people giving lots of money) and the goals (recruit 75 Table Captains & secure 10 business sponsorships). Galas. Extravaganzas. Auctions. You insert the action here – A-thons. Let’s face it, our signature events are a really big deal when it comes to strengthening relationships with our existing support base, as well as acquiring new giving relationships.

Let's Do the First QR Coded Paper Icon Cause Marketing Campaign Together

Cause Related Marketing

This paper icon… which I purchased for $1 at Bashas’, an Arizona grocery chain… made it very clear to me that charities doing paper icon cause marketing campaigns are going to need to differentiate or risk being commoditized out of existence by the retailers themselves.The full-color icon benefits a new orangutan enclosure at the Phoenix Zoo.

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Are you ready for the 24/7 donor?


To be differentiated, companies must embrace the new dimensions of the nonstop customer journey.” Accenture – the world’s largest consulting firm – says that we’re in the era of the “nonstop consumer” According to their website, “A customer’s path to purchase used to be linear. Now, enabled by technology, the customer experience and journey is dynamic, accessible and continuous.

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The 3 Things Your Donor Thank You Must Do

Fundraising 123

Take the time to show your gratitude and to differentiate yourself in a way that advances your mission and deepens your relationships with donors. Want to start the off on the right foot with your donors? Try these three ways to wow your donors with your next thank you letter. Show the impact. Don’t lead with, “Thank you for your gift of $25 on December 5.” Lead with something that captures the true story of the impact. Lead with the success they are helping to achieve.

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Creating a Unique Value Proposition for Your Nonprofit (Part 2)

Kivi's Nonprofit Communications Blog

Here you must differentiate yourself as the preferred provider of this value. So, after you know your target audience, your product, and the benefits it provides in solving a pain point, you think about the value this provides and then differentiate. Yesterday and today, we welcome guest blogger Sean Kosofsky to explain an important marketing concept for all nonprofits to understand: Your Unique Value Proposition (UVP). What is it and how do you get one? Read on!

Mixed Links for Nonprofit Communicators – March 8, 2019

Kivi's Nonprofit Communications Blog

Seth Godin reminds us to differentiate between Loud voices vs. important ones. I could sure use the weekend! But before we head our separate ways, here are the best articles, posts, tips, and more from around the world of marketing and fundraising. This week we will spark joy, kill Facebook, and make less money than men. But no worries because I also have ideas to lift your morale!

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Mine's Bigger than Yours Is: Enter Your Tagline in 2009 Awards -- Deadline Friday

Getting Attention

It's a bit long but works well to differentiate that block from all others in the city. You're right. Mine's Bigger than Yours isn't really the 1,400th tagline entered in the 2009 Nonprofit Tagline Awards. But that's the essence of the tagline from Fourth Arts Block. Here's the real thing: More Art per Square Foot than any Other Block in NYC. I like it. Art lovers get to 4th st., pronto! Enter YOUR tagline today in the Tagline Awards !

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Get Ready For More Retention!

The Agitator

Consider this article … Is Customer Experience the Great Competitive Differentiator of Loyalty Marketers? As much as you might hope for relief from the subject, count on The Agitator to talk more retention, retention, and more retention in 2017! And within retention, a critical sub-theme … donor (customer) service and experience.

Rambling or Relevant?

Getting Attention

” In a flash, she conveyed two of PENCIL’s differentiating characteristics—Its method (pairing business experts with public schools) and its impact (increase individual achivement) in a way that left me eager to learn more. Blank stares. That was the response to most of the one-sentence organizational summary intros (a.k.a. mini-elevator pitches) from co-attendees of a workshop I participated in last week.

Last Chance -Deadline for Reinvigorating Your Messaging

Getting Attention

“We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own. I’d like to invite you to joining me in my new intensive, small group training program on message development, the Tagline Focus Project (TFP). Just 5 seats left — program starts November 15.

7 Signs Your Communications Strategy Isn’t Strategic

Kivi's Nonprofit Communications Blog

It says it you will make a brand promise and differentiate , but offers no details on what that promise is or exactly how you are different. You are so excited because your nonprofit is getting ready to do some strategic planning and you think you might — finally! — get some real strategic direction for your communications plan. Don’t hold your breath.

The 4 Key Qualities of Amazing Thank You Letters

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Another way to differentiate your organization: pick up the phone and tell them just how important their support really is. Plan to do something that can differentiate you. We all know thanking donors is important, but sometimes it’s easily brushed aside as one more item on our to-do lists. Put your donors – and your thank you process – first this year by including these four key components for effective and memorable donor thank you letters. Be Personal.

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Start Your Year-End Fundraising Now

Getting Attention

That’s a memorable differentiator to feature in the year-end appeal. I’m thrilled to be planning and writing the year-end appeal for the Elizabeth Coalition to House the Homeless (ECHH). Coalition staff members and volunteers are powerhouse advocates for those who have lost their homes (or are about to) in Union County, N.J. And it’s a rare treat for me to help advance the mission of an organization so dedicated to serving a community close to home.

Heads-Up for Year-End Email

The Agitator

In mid-to-late July Google introduced Gmail Tabs, a change to its Inbox designed to differentiate between what they call ‘Primary’ emails and ‘Promotions’. Here are two factoids to alert you to some tweaks you should be making in preparation for your year-end fundraising activities. 74 percent of consumers/donors use Google search; 60 percent own GMAIL accounts. So what?

How to Get Your Nonprofit’s Story Told During Covid-19

Kivi's Nonprofit Communications Blog

This can be a huge differentiator as reporters are working in virtual environments. Flickr Creative Commons photo by Steve Bustin. By Peter Panepento. It’s not easy for nonprofits to get news coverage. And that’s especially true during the Covid-19 pandemic. As the news industry has changed, fewer journalists have nonprofits as part of their beat — and during Covid-19, most have been reassigned to cover some aspect of the pandemic.

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Doing, Not Training: 48 Hours to Save $200

Getting Attention

We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own. Now’s the time to join the Tagline Focus Project … Put a motivating, memorable tagline to work to extend your organization’s reach, increase donations and program participants, and attract volunteers. Join me to craft your tagline in just 8 weeks. Save $200 when you register by midnight, Thursday, June 28.

Share your passion

Get Fully Funded

It’s what differentiates the successful nonprofits from those mediocre groups that barely creep along. I had the privilege of hearing a passionate Executive Director speak last night. He talked about how his organization has realized that they can’t just measure the work they are doing any longer – they must work to eliminate the problem before it occurs. He spoke about how they are doing that and the lives that are being changed because of it.

Global internet statistics for 2018

Public Sector Marketing 2.0

Whenever possible, look for studies that differentiate between the two. It’s important to differentiate between instant messaging and social networking. It’s that time of year again when digital stats aggregators update their numbers and various annual summary reports come out based on research conducted in the previous calendar year. Here are a few general highlights I put together recently after going through various reports.

Ep258: Taco Bell's Unique Scholarship Program Funds Dreamers, Innovators & Creators

Selfish Giving

How does this focus on education help differentiate Taco Bell in the quick-serve space? Today on CauseTalk Radio , Megan and I talk to Bjorn Erland , Vice President of People & Experience at Taco Bell and Jennifer Walker , Director of Strategic Development at Taco Bell Foundation , about the award of $3 million in scholarships through its Live Más Scholarship program. This includes $500k in scholarships for Taco Bell employees!

How to Measure the Performance of your Government Social Media Initiative

Public Sector Marketing 2.0

One thing I like to do off the bat when working on social media performance reporting for my government clients, is to differentiate between three basic levels of reporting (inspired by some Altimeter Group research) depending on which level of the organization I am working with (using the Canadian federal government structure as an example). This post is based on a comment I left on the following OECD blog post the other week : Measuring government impact in a social media world.

5-Star Nonprofit Taglines – MS Society Fundraising Events

Getting Attention

Here are two more examples, from much smaller organizations, that clearly differentiate their special events. The 2010 Getting Attention Nonprofit Tagline Awards are open and waiting for your entry!

Facebook’s latest response to Google+

Public Sector Marketing 2.0

One of the key things I remember that my strategic management prof would drill into our heads back in business school was to always differentiate between a “competitive advantage&# and a “sustainable competitive advantage&#. First thing I thought of when Google+ launched a few months ago was that they were making a big promotional mistake by making their USP (unique selling proposition) the fact that they allow users to create “circles&#. Why did I think it was a mistake?

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Time is running out: Just 3 days left to save $200

Getting Attention

“We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own. I’d like to invite you to joining me in my new intensive, small group training program on message development, the Message Focus Project (MFP). And, when you sign up by December 31, you’ll save $200 on the registration fee. Only 3 Days Left to Save: Reserve your seat today and save $200. Offer ends Dec.

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Learn to Craft Relevant Messages—Last Chance to Save $200

Getting Attention

We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own. Now’s the time to join the Tagline Focus Project … Launch a motivating, memorable tagline in just 6 weeks for your organization, program, service, campaign or event. It’ll help you connect quickly to increase donations and other desired actions. Save $200 when you register by midnight (your time zone) tonight.

Who Is Your Best Competitor?

The Agitator

There are two critically important things to do vis-a-vis your competition — differentiate from them and learn from them. The Agitator has written plenty about differentiating. Here’s one example and another , but Search "differentiate" and you’ll find plenty more. Incidentally, as you study your competitor closely, you should also identify the key point(s) of differentiation between your organization and theirs.

Linkage, Ability, Interest

A Small Change

Does your organization use a rating system to prospect and differentiate between donors? Linkage, ability, interest are terms often used to describe a donor’s relationship to an organization; they do a pretty good job illustrating the key relationships donor’s have with an organization. Linkage - You have a connection, or link, through past giving or through a board member or volunteer.

Aligning Nonprofit Strategy with Donor Preferences

The Nonprofit Consultant

For example, while many nonprofits are dividing their donor lists by gift range, and are differentiating their strategies for large versus small donors, only 3% of groups are always dividing and strategizing differently by age group. As presenters Tad Druart and Rich Dietz pointed out, our donors are consumers as well, and they are used to communications from companies like Amazon or eBay that are highly differentiated and targeted based on dozens of factors.

Ep250: This New App Helps Investors Track How Spending Impacts the Planet

Selfish Giving

You differentiate between socially responsible investing and impact investing , what’s the difference? Today on CauseTalk Radio , Megan and I talk to Andrei Cherny , CEO and Co-Founder of Aspiration , a financial firm that helps investors make money and make a difference. The firm has also launched an app - Aspiration Impact Measurement (AIM) - that lets investors see the impact they're making on people and the planet based on where they are shopping and spending every day.

How Nonprofits Can Be #InstaAwesome on Instagram

J Campbell Social Marketing

Another key characteristic that differentiates Instagram from social media stalwarts Facebook or Twitter is the way in which people use it. Instagram is a marketing powerhouse for brands, companies, and nonprofits alike. If you want to target a younger demographic, Instagram could be for you, with 59% of online adults ages 18-29 active on the network. More than 500 million people have Instagram accounts, more than 300 million of which use it daily!

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My thoughts on the Clerk’s 19th Annual Report to the Prime Minister on the Public Service of Canada

Public Sector Marketing 2.0

technologies and social media to engage with Canadians, share knowledge, facilitate collaboration, and devise new and efficient services “ Lots of great content, unfortunately still no differentiation between social media tools and actual social media engagement. Even as an external consultant, every year I very much anticipate the Clerk’s Annual Report.

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Cause Connection: A Simple, Underused Donor Identity

The Agitator

The last two days have covered two examples of health charities that have increased their revenues by differentiating based on cause connection. With this type of differentiation, you can acquire more valuable donors. That is, they looked differently at those who either had the disease they are working to abate or had been treated by their facility and those who didn’t have this type of cause connection. Two important points here.

Loyalty Inflection Points

The Agitator

In differential calculus, an inflection point is a point on a curve at which the concavity changes from positive curvature to negative curvature, or vice versa. Is organizational loyalty infectious? Possibly. For example, after momentous achievements that inspire group celebration and pride in belonging.

How to Ask for Donations on Your Website

Fundraising 123

doesn't differentiate you from the other anti-poverty or animal-friendly charity down the street. In terms of raising money online, your website has the most potential with two groups of donors: new donors and impulse givers. When these newbies visit your website, what do they see? How do you introduce yourself (your organization)? Paragraphs of text laden with mission and vision statements? Any photos? Maybe an e-newsletter sign-up? How about your website's navigation: Is it intuitive?

Downsides to the global democratization and sharing of content

Public Sector Marketing 2.0

The key differentiation now is that it would be seen by people that aren’t actively looking for it. I remember delivering a speech in 2008 during the early days of Twitter in which I mentioned to the audience that this platform may soon be the world’s largest sample of live human thought (good and evil) and also the world’s largest real-time conversation database. I heard a few chuckles.

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Term Paper Subject Ideas


It’s really rather simple to differentiate equally papers because the one with disorganized hints and ideas must be the newspaper with no ideal outline intended. To start with, for those who don’t know howto publish technology term papers studying an excellent example will offer you a overall ideal about the thing you really have to check closely at.

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