Social change and public service are complex, involving many interrelated people, organizations, concepts and approaches. Effective nonprofit marketing for social change brings the tools of design and marketing to projects that promote program development, policy change, organizational development, and community organizing.
You may find it helpful to work within a framework so that it’s a little easier to organize, track progress, measure, and accomplish. Consider working within a framework of social change that was developed by the Center for Effective Philanthropy.
This framework conceptualizes social change as occurring on five interconnected levels. As you work on a project, organize the work so that you can be clear about what the project is intended to do. After all, the point of it all will be to inspire people to be a part of positive change. This helps you build a strong nonprofit marketing strategy whether you are seeking to engage communities, get people excited about your vision, help get the work done, and broaden people's minds. Some of the specific actions you are seeking to inspire are to donate money, vote on a referendum, come to an event, influence local citizens, or reach out for help.
We think about social change as progressive steps on a ladder. Each step is an important part of the work; some build on others, all are needed to get to the goal.
Level 1 -- Changing the definition of something or reframing the public understanding. This can come about through educational campaigns, training staff or volunteers, or research analysis and dissemination. A needs assessment might be a place to begin your work toward reframing how an issue is defined.
Level 2 -- Changing how individuals and communities behave. Examples of ways that individuals change behavior are through support groups or classes that promote healthy choices. A solid program design can maximize its potential to promote changes in behavior.
Level 3 -- Increasing critical mass and community engagement. Community organizing, fundraising events and building coalitions all serve to increase engagement. Your website, training materials and marketing strategies can be aimed toward community engagement.
Level 4 -- Changing policy and institutions. You might work to change a law, advocate for a budget increase, or change an organization’s policies. To do this, you need to develop a base of support for a change in a law or a budget item by utilizing strategies that can change institutional and public policy.
Level 5 -- Sustaining your accomplishments. These activities assure sustainability and strength such as board development, strategic planning, staff training, or team building. Marketing and the increased visibility can go a long way toward building your nonprofit's organizational capacity, so that your work and your impact will be around as long as the work is needed.
Having a foundational framework gives you a springboard to asking key questions that inform the nonprofit design and marketing strategies. Ask yourself:
* Will it be a new message?
* Will it reach a community that is now underserved?
* What do they want people to do when they see the message?
* How will it generate community support?
* How will it broaden their visibility? Will it address a problem in their community?
By thinking through these questions, you'll develop a design and marketing concept specifically tailored to achieve your goals.
Marianne Winters is a leader in the movement to end and address sexualized violence and is passionate about a vision of a movement that is inclusive, current, responsive and proactive. She is the Project Diva for Graphix for Change and consultant and trainer for Praxis for Change.
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