Our social nature is serious business. We are social animals by nature and nurture; we don’t survive alone. Loneliness kills and needs to be addressed like any social health hazard. How do you combat loneliness with a marketing mindset? The way the U.K. is doing it.
Continue reading Using Marketing to Combat Loneliness
One benefit of a strong brand is that customers will pay more or go out of their way for their preferred brand of product or service. How else do you explain basic items like sunglasses priced at more than $1,000? In marketing the social good, is branding public transportation the answer to getting drivers off of jammed highways and onto public transit?
Continue reading Branding Public Transportation
If you’re reading this, it’s likely that you are looking for ways to increase your impact. Social return on investment, or social ROI, lets you objectively define and measure your impact. Once you can define and measure impact, use that ability to identify communities to serve. Decisions about who and where you choose to serve–what the private sector calls market entry decisions–have a huge influence on the impact that you have.
Continue reading Using Social ROI for Market Entry Decisions
“If you’re the kind of person who tends to succeed in what you start, changing what you start could be the most extraordinary thing you do.”
I previously featured this quote in a post about why society needs great marketers. If you’re a marketer interested in or working in the public and social sectors, maybe you’ve wanted to start a nonprofit of your own. As someone who has started his own business and worked at startups and nonprofits, I advise you to think long and hard before you start a nonprofit. It might not be the best way to have the impact you desire.
Continue reading Don’t Start Yet Another Nonprofit
People in poverty lack money. It seems obvious that the best way to end their poverty is to give them money. Increasingly, studies support this obvious approach to reducing poverty. Yet the vast majority of poverty-reduction organizations and agencies offer goods and services, not cash. What is the impact on nonprofits of giving cash to poor people?
Continue reading If Giving Money Directly To Poor People Works Best, Then What Are Non-Profits to Do?
[Source: U.S. Census Bureau]
The U.S. Census Bureau generates hoards of credible, useful data. Sometimes it can sometimes be difficult to locate relevant data and format it for easy presentation to your audience. To help with the distribution and promotion of their data, the Census Bureau offers free census data visualizations that you can download and add to PowerPoint slides, proposals, reports and other documents.
Continue reading Free download! Data visualizations from U.S. Census Bureau
Kids don’t often eat healthy foods. They give in to the powerful temptation of snacks and sweets. The tactics major food companies use to promote their products exacerbates the problem. What if social marketers apply those same tactics for advertising healthy eating?
Continue reading The power of promotion: advertising healthy eating to kids
As I examined in a previous post, Harvard Business School professor Michael Porter thinks that profit is the key to scale, even for nonprofit organizations. Lack of profit might be what keeps social enterprises from reaching the scale necessary to make a difference in the world.
A recent Stanford Social Innovation Review article, “Four Approaches to Nonprofit Sustainability,” discusses ways to scale a nonprofit:
Continue reading Scale: What’s the difference between growth and sustainability?
Marketers often benchmark their goods and services against the competition. For countries, the main benchmark for nearly a century has been Gross Domestic Product, or GDP. The United States rules in GDP. While increasing GDP does correlate with some improvement in social conditions, it is purely an economic measure. As the measure of a country, a society, it’s narrow and incomplete. The Social Progress Index goes beyond gross domestic product to measure what makes a country great for its citizens: meeting basic needs, providing for wellbeing, and offering opportunity.
Continue reading The Social Progress Index: Measuring the quality of our social nature
Regardless of whether you support same-sex marriage or not, have you wondered how the movement went from losing 30 state-wide votes by 2009 to winning approval in 37 states and a Supreme court ruling by 2015? It really was a stunning reversal for the movement.
Continue reading The power of promotion: marketing same-sex marriage