Are You a Favorite Nonprofit, or a Love Brand?
In my new book, Content Marketing for Nonprofits (coming out in late August), I talk about the power of becoming a favorite nonprofit and how you can use your content strategy to become the favorite.
I just came across this video, which makes the same point, but about business “Love Brands.” Bob Kupbens, Delta’s VP for marketing and digital commerce, talks about the difference between working for Target, a love brand, and for Delta, which is definitely not.
What if supporting your nonprofit was such a part of a person’s values system or daily experience, or made her feel so good every time she helped you, that she just couldn’t stop?
What would it take for your nonprofit to become a favorite? What would you need to do differently?