Once known as the king of visual content, visuals shared on Facebook, now only reach 3.73% of your audience organically.Frequent alteration in algorithm and techniques like gating (forcing users to like a page before viewing it) have been the contributing factors to this phenomenon. However many other channels can help social good brands reach their audience in a very cost effective way. Smart and meaningful marketing is the need of the hour.
Modi Govt. rolled out a national action plan on January 16, 2016 to lend a strong impetus to the 3rd largest StartUp sector in the world. As the Modi government rolls out policies and regulations to support startups, it is a welcome change that will motivate young entrepreneurs to package social good in their profit making business models.
I propound that a Nonprofit should concern itself to only two basic functions- Mission and Marketing. While being mission driven is instinctual to Nonprofits, their Achilles heel lies in marketing themselves.As David Williamson in his report says, “Don’t just communicate. Market.”
Saurabh Gupta is the Founder and CEO of Earth5R, a proponent of life style based inner and outer sustainability. He is also an Adventurer, Social Entrepreneur and Explorer. He quit his job in Cafe Coffee Day to pursue his passion for environment conservation and community service.
Creating popular awareness for their cause, raising funds and attracting a large base of backers are some the chief objectives that drive the marketing and communication strategies of social good brands. Unlike the consumer brands, most often than not they don’t have big budgets and resources to marshal for stellar marketing campaigns.
Gary specializes in capturing moments that help NGOs and Nonprofits create awareness, express their vision and build their community with his honest photo journalistic style. He has worked in more than 70 countries over last 23 years for reputed brands. Here are his responses produced verbatim to my questions.
Though entrepreneurship is associated with certain traits like aggression, scale, opportunism and rapid growth, a new breed of entrepreneurs are soundly demonstrating that it may not be necessarily so. Interesting isn’t it?
A few days ago I invited Swetha Ranganathan, Co-founder & Director of Communications, Apni Shala Foundation for a guest blog. Here’s what she writes about a cause that’s dear to her team.
For several years, social enterprises were often assumed to be idealistic and lacking entrepreneurial ability. In popular imagination, social entrepreneurs were a bunch of middle-aged khadi clad persons in a perpetual activist mode, seething with anger against the society and the establishment. Today’s social entrepreneurs are a picture in contrast. Most of them are young and creative with stellar credentials armed with management acumen to run a social good enterprise as a professional entity.