Selling Hope

By Heather • Jan 20th, 2009 • Category: Action Items

Seth Godin picks up on today’s Obama theme to remind us that marketers are actually selling hope. Not just products. So, whatever your cause — food pantries, domestic violence organizations or homeless shelters — make sure your messages aren’t all doom and gloom. Yes, it’s important to know how many children go to bed hungry every night. Or, how many women are murdered as a result of domestic violence. But, when you’re selling your organization, it’s just as important to know how you’re empowering women to rebuild their lives … or providing job training to the homeless so they can create a better life.

Stories of hope sell. Can you have a former homeless person offer a video testimonial to communicate how your organization helped him get back on his feet? Or, can you post a guestblog from a survivor of domestic violence explaining how you protected her family and helped her escape the violence?

Tug at the emotional heartstrings. But, don’t forget to convince potential donors that their contributions provide hope to those in need.

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