Aug
30
2012

Marketing in the Round
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I love Jean Case's Be Fearless campaign. In its own right, Be Fearless forces the uncomfortable, and makes us face our challenges directly and forging new ground. One area I am seeing this in our space is in the questions I am receiving from nonprofit communicators about multichannel communications. 

Recently, I co-authored my third book with Gini Dietrich, Marketing in the Round, which focuses on integrated marketing communications in the digital era. It's been interesting to see the nonprofit community's reaction to it, which has largely been, "who is doing this right now in the nonprofit sector?"

One brand I like to refer to is LIVESTRONG, which should come as no surprise to those of us in the social media side of the space. Brooke McMillan and the whole team at the Armstrong Foundation have been leading the space in communications excellence for years. But the truth is most communicators in the nonprofit sector don't integrate, and as a result, they lose effectiveness in their outreach to beneficiaries, donors, volunteers, and potential stakeholders alike.

A great deal of that has to do with training and experience. Many nonprofit communicators are young, and don't have a traditional background in marketing and public relations. Nonprofit communicators work in the space because they want to make a difference, and they're often taking lower salaries in this spirit.

They embody passion for change.

It takes courage to acknowledge that passion alone is not enough.

To become changemakers, we have to excel at our various job roles. That means mastering our individual communications skills, and learning how to integrate them to serve our larger nonprofits' missions. We all want to be awesome. Awesome begins with us, it's a choice to become better.

Becoming better means acknowledging a need to learn a skill set so we can become the most effective communicators possible. I hope you'll be fearless, and look at your cause and ask how you can improve your skills to best benefit all the people your nonprofit serves.


Geoff Livingston
is an author, public speaker, and strategist who helps companies and nonprofits develop fantastic marketing programs. He brings people together, virtually and physically to build loyal networks for business, change and higher knowledge.

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