Why do social purpose organizations need a marketing plan?
Social Purpose Organizations (PSOs) need constant funding to solve societal problems that cannot be monetized. These include: vaccination, basic education, relief operations, protection of human rights, etc.
It is a misconception that the social sector operates in a separate way from the commercial sector. Just as marketing is necessary for the business sector to flourish, it is also necessary for social purpose organizations to thrive.
Marketing and communications for SPOs must be as consistent as fundraising efforts. SPOs need to compete with the commercial sector in terms of attracting impact investments and marketing their products or services.
To engage the target audience, persuade funders, maintain team enthusiasm, and make development sustainable, while addressing social concerns, social enterprises need strong services and products.
Main Difference Between SPOs and Enterprises
The main difference between business and social sector marketing is that companies are looking for competitive advantage, quick fun and big marketing budget whereas social sector marketing is for collaboration, long-term change and , usually, there is no marketing budget.
Let’s take an example to better understand the phenomenon. Let’s use the brand Samsunga smartphone manufacturer, for example.
Samsungthe self-proclaimed smartphone company claims to be the best on the market for the competition, and when customers use the product, they express their joy saying: “Wow, the touch is very smooth and the design is top notch, and Samsung has spent a lot of money on branding and marketing.”
However, in the social sector, it is all about collaboration: working together to achieve long-term change, and the social sector lacks funds to promote products and services. The funder doesn’t like having to invest money in marketing.
“We don’t fund the marketing, but rather work for the cause,” the funder might say. It’s the irony of being a socially oriented OPS.
One of the most striking distinctions between PPOs and corporations is that PPOs can replicate products and services, which could be a win-win situation for the organization. But, for companies, it will almost result in a legal battle over intellectual property theft and product design etc.
Why is marketing so important?
SPOs have one of four needs: fundraising, advocacy, people engagement and social change. Many have all four needs.
Despite the fact that SPOs do not work for profit, they must establish and implement a solid marketing and communication plan However. This must be done so that they can express their vision, raise awareness, mobilize and encourage people and gain social and political support.
Since its inception, when it was first described as the design, implementation and monitoring of programs to influence the acceptance of social ideals, social marketing has played an important role in improving the well-being of society.
Social marketing campaigns can be created to promote awareness of a variety of social issues, such as global warming, obesity prevention, and water conservation, to name a few.
Social marketing can be a super spreader
The ALS Ice Bucket Challenge is one of the best examples of using social media to generate donations and raise awareness for a cause.
Amyotrophic lateral sclerosis (ALS) is a rare disease for which there is currently no cure. Funding for medical research is needed to determine the source of the problem and produce appropriate drugs as well as design treatment plans.
the ALS Association has developed a challenge in which people can either donate $100 to the ALS Associationrecord a video of themselves soaking in cold water or pass the challenge on to three other people to raise awareness of ALS and increase contributions.
The challenge has attracted athletes, politicians, CEOs and many celebrities. The challenge was linked to more than 17 million videos shared on Facebook, and the ALS Association received over $100 million in donations.
The viral impact of social media was one of the variables that contributed to the success of the ice bucket challenge, according to a survey. When people started sharing their videos, the public became more aware of the presence of ALS and felt compelled to help the community.
Need a nudge in the right direction
Certain principles from the field of behavioral economics can be used to nudge a well-meaning individual into action. Behavioral economics is a field of research that examines human decision-making by combining psychology, economics, and the scientific method.
In summary, scholars of this subject believe that humans make irrational judgments most of the time, but that the environment and context in which they make these decisions can be reformed to help them make better decisions.
According to behavioral economics, consumers are very loss averse and seek to gain in all situations. They frequently make decisions on autopilot; they rely on heuristics or shortcuts to make a decision; they are influenced by anchors, like to receive comments and prompts; they prefer simplified information.
For example, when an SPO considers certain attributes and characteristics, it may develop particular techniques to influence people’s decisions. Take for example how PPOs frequently offer a range of donation alternatives, such as ₹ten, ₹50, ₹100, or “other”, when requesting a donation.
Giving options is an example of how charities use anchors to persuade donors to give more money.
Social media has revolutionized things
The virtual world has transformed social activism and the formation of socially conscious societies.
People can now share videos, sign petitions, donate and voice their opinions, at the press of a single button, making them participatory actors rather than spectators, thanks to the properties of the Internet, in particular platforms of social media.
Simultaneously, digital tools provide organizations with many aspects to connect with key stakeholders, drive action and drive social change.
Individuals, in particular, respond enthusiastically to calls to action. They have a voice and want to be heard by governments and businesses. And social media provides them with the perfect platform.
