Branding for not for profits

I often think of branding as being a commercial marketing issue only for big business. Is it not taking valuable time and resources away from our services and helping people? Oscar Abello has written an interesting article on why branding is important for small nonprofits He argues that a lack of branding means that small grassroots groups don’t get the credit they deserve for being the world’s frontline soldiers in the struggle against poverty. Fundraising platforms gives organisation access to tools to be able to tell their story, connect with people and organisations and attract more resources for their work. Branding gives the organisation the opportunity to tell their stories about their place in fighting poverty, highlight successes and the people they have helped and encourage key partnerships with other organisations and the community that they serve.

the importance of educating the audience

Misson Paradox is a wonderful blog which addresses arts marketing. I found this post to be very interesting and helpful. This post reminds me of the initial purpose of encore - to educate and inspire people to support our local arts. Nice to know that an instinctual response is on track.

A vital element of good arts marketing is the ability, and willingness, to teach. People don't engage with things they don't understand.

That's a barrier that separates people from art.  This is especially true for more traditional art forms like opera, classical music, ballet and theatre.  Art has it's own language and customs.  You may not notice them anymore because you have become so close to the art.  That's understandable, but it's also a problem.

When you start the marketing process it's helpful to see yourself as a teacher and your audience as smart, but slightly anxious, students. So maybe you shoot a series of videos explaining exactly how musical theatre gets made. Maybe you find an entertaining way of explaining a complex opera. Maybe you do a series of blog posts with dancers explaining moves common to the work.

Just remember that your goal here is to be a good teacher.  Your goal isn't to lecture.  Your goal isn't to make yourself feel smart at your student's expense.  Your goal is to make them a smarter, more informed, consumer of the artform in general.

Why?  We remember and value great teachers.  If you become one your value to your audience increases.

The art we do comes and goes.  One play today, another tomorrow. Great teaching remains.

Use your marketing platform as an opportunity to teach.  It will make your work much more effective.