There are many worthy causes out there. Countless, in fact. And when it comes to marketing a cause, it’s about far more than just running an ad campaign, sending out a press release, or holding a press conference. It’s about educating the public. Reaching them where they are, and where it matters to your cause, and helping them see the importance of volunteering/donating/conserving/recycling/etc. It’s about changing behavior. Creating a targeted effort that empowers the person who cares to make a difference and move to act.
Yes, it takes a ton of time, because this is not simply just about a good ad, or well-written copy. This is about actually communicating with people that are receptive to what you need them to know or to take action.
What makes a cause worthy to you? A good idea is only as good as who sees/feels/experiences it.
It’s about finding, knowing and connecting with your audience. Yes, you have a worthy cause but there’s a lot of worthy causes out there (which is a good thing). So, you have to do your homework.
How will you connect with your audience in a way that makes them want to make your cause a part of their daily lives if you don’t know who they are? What they like? Where they spend their time?
Know who you need to connect with and where they are and what message will resonate with them. They should revel in providing opportunities for their audience to volunteer or donate – it’s for a certain communities benefit. If they’re not, you might not be talking to the right people.