Green Marketing Blog

Charity is really hard to market. Marketing is about offering value to people, while charity has little tangible value and it makes it so much harder to communicate to public that charity does have value to them.

Here are some methods to encourage people to donate that come easily to mind:

* offer free gifts/candy/ rewards (works to some level but then the organizers could’ve used the money spent on purchasing the gifts on charity itself),

* provide visuals to communicate where the donations will go for ( people often lack confidence on whether the donations will be used properly)

* organize auctions and other events

The list can be quite long. But, I find the biggest challenge is to communicate where the donations will go to and how they will be used.

Here is a great solution: [ NGO Chetana Foundation: Cloth Donation by Mudra DDB Group, Mumbai, India]

I think this approach will be particularly effective. The figures look very real and when people donate, they will feel like they are donating directly to the person in need.

Great idea!