The 4 P’s of social marketing strategy for a good cause

We are all familiar with the traditional 4 P’s of marketing: price, product, place, and promotion.

The transformation is incremental. Kimberly Kadlec, former vice president of global marketing for Johnson & Johnson, endorsed a new set of 4Ps for the social businessthat she called Purpose, Presence, Proximity and Alliances.

The suggested new model seems more suited to the nonprofit world, as it focuses on building quality content and contacts. Taking inspiration from the idea, I would like to introduce the 4 P’s in social marketing strategy for non-profit organizations.

1. profiles: This is the simplest of the 4 P’s and refers to the need to create profiles for your non-profit organization on the maximum number of networking platforms. Whether you’re ready to use Facebook, Twitter, LinkedIn, Flickr and more, go ahead and create your profile before someone else uses a suitable name for you. This name doesn’t have to be identical to the name of your nonprofit, anything you think clearly portrays the idea of ​​what you do, or something you think would be a good brand for you. Just do it.

two. Spread: This second P refers to the need to take all of your existing content and start putting it on the web. Your photos, videos, recorded lectures and other documents must be on the platform to share content.

As your nonprofit evolves and moves toward growth, you should consider creating new content. Start by sharing your activities and opinions on social networks. You need to become a reflection for the marketing team or the field team at fundraising events. Do not do an activity without taking pictures and sharing them.

3. Stake: It is important to be active on social networks, constantly. It starts with an observation period where you have to listen and understand what is happening on the network and continues with an active and intelligent participation. You don’t need to go to the blogs of industry leaders to post a comment whose purpose is strictly to drive traffic to your site. One should get into the habit of reading their blog, seeing the types of comments that are posted there, and possibly contributing relevant content.

Four. Progress: Finally, no matter what you do, you have to get in the habit of measuring the result of your efforts. It’s easy to quantify the impact of your new blog, validate how many times your photos or videos are viewed, and see the benefits of your social media engagement.