25. Does Storybrand work when applied to an NGO? How to create effective marketing to get donations
- We have already seen that Storybrand works for B2B, B2C... personal branding, SMEs, etc... today we will see how it works for your NGO.
- In this case the empathy that we are able to transmit. And how we can empower people to change the world. These are two of the keys.
- I'm not an advocate of using the pain of the people the NGO helps to get more money. Rather, we are talking about inviting people to the change that their money can bring about in the people the NGO helps. It is, once again, inviting them into a great story.
- You have to create two brand scripts.
- MISSION OF THE NGO. It should be about transforming the people you help. How you help them, how they change their lives thanks to the NGO's mission. You have to define well the problem they have and then describe how they feel externally and internally. Then you have to position yourself as a guide by showing empathy and authority. You know what you are doing. Talk about the people you have helped. Then we move on to the plan to help these people who are part of this mission. That's where the donation comes in. Finally, we need to describe what's at stake: what happens if we make it and what happens if we don't make it.
- 2. NGO DONOR. The big difference is how the call to action comes about. What we want is for the donor to be the producer of the story in which these heroes achieve their goal: the people the NGO helps. We need to talk about what the donor wants in their life: it may be that what they want is for their life to have a deeper meaning. If you can invite them into this story, and apply yourself as a guide by showing that you can accompany them on that journey, all that's left is a call to action and a simple plan to get them involved with your cause.
Many NGOs do everything right except clearly state what needs to be done to help their cause. You have to be clear. They have to be clear about what's at stake in every way.
If you want to know more. PRESS PLAY
You already know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter my website and book a consultancy with me. Thank you for listening and I ask you for 5 stars on apple podcast, spotify and help me to spread this content to whoever you think it can help. A big hug and I'll see you in the next episode. Bye.
Nacho Caballero. Storytelling and Storybrand expert
