Intelligent Social Marketing for Nonprofits

The Six Gs of Social Media Marketing [Photo by kivilm] (CC BY-SA 3.0)

Intelligent social marketing for nonprofits goes beyond simple fundraising to improve all of the organization’s operations. Social marketing applies the tools and strategies of successful commercial marketing to make a difference on social issues. So instead of putting a focus on sales or even fundraising as the end goal, it may be more useful to approach social marketing with a goal of changing user behavior.

For example, if you operate a medical charity dedicated to the fight against prostate cancer, than perhaps you would judge the effectiveness of your social marketing campaign by a measurable increase in the number of site visitors who signed up for prostate cancer screening.

World Aids Day, December 1 [Photo by Sully Pixel] (CC BY-SA 3.0)

Social marketing is an effective way to address many international social problems, from HIV/AIDS to environmental pollution. An effective strategy for social marketers can be to start with the basic elements of commercial marketing and then adjust these to suit the unique needs of their nonprofit organization.

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Change the World 2.0: How to Be a Social Entrepreneur Online by Matthew Alberto aims to help you become a social entrepreneur today using the power of the internet, thereby leveraging the power of technology and business to create social impact. The kinds of internet Web 2.0 technologies that social entrepreneurs must take advantage of today, include blogging, video marketing, social networking, SEO, and many others, each of which are discussed in the book. Several case studies are provided of social enterprises, especially those that use the internet to propel their cause, including TOMs, Kiva, SamaSource and Better World Books.