Best-brand nonprofits act like real people

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10 February 2012

Best-brand nonprofits act like real people

From trendwatching.com, an interesting prediction for 2012: Consumers will gravitate to brand that "behave more humanly, including showing their flaws." In other words, brand that are Flawsome:

... in 2012 consumers won't expect brands to be flawless; they will even embrace brands that are FLAWSOME, and at large (or at least somewhat) human. Brands that are honest about their flaws, that show some empathy, generosity, humility, flexibility, maturity, humor and dare we say it, some character and humanity.

That sounds like the way a great nonprofit brand should be.

How many nonprofits allow that in their brand guidelines? How many are so busy extolling their wonderfulness they can't act human?

And how "flawsome" they are may determine how well Susan G. Komen for the Cure comes through its current troubles.

Posted by Jeff Brooks on 10 February 2012 at 03:13 | Permalink

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The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.

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