It seems like you can’t go a minute without some mention of the election in our 24-hour news cycle, which got me thinking, how does a brand compete with the deep pockets of presidential candidates for attention? This must be especially hard for nonprofit brands with limited resources. It’s frustrating to me that many nonprofit campaigns lack the creativity we see in their corporate counterparts.
Pity or guilt-inducing communications remain a frequent go-to for many nonprofit brands yet consumers are tuned out to shock tactics. One-eyed puppies with pinkeye or malnourished babies no longer build brands nor change consumer behavior.