Coordinating an impactful marketing campaign which runs across several channels remains one of the best ways to capture your audience’s attention. Clever campaigns also deliver a great return on investment, particularly for charities or nonprofit organisations seeking to deliver an outstanding result on a limited budget. So what are some examples of successful nonprofit marketing campaigns?
Some creative and successful nonprofit marketing campaigns include:
- Breast Cancer Now, CoppaFeel and Asda: The Real Self Checkout
- Suicide Co: The Words Unspoken Campaign
- The British Tinnitus Association. The Sound of Science: A Tinnitus Biobank
Read on to find out more about these innovative examples of nonprofit marketing campaigns.
3 examples of successful nonprofit marketing campaigns
Some of the best campaigns in recent years have benefited from larger budgets, with more and more being spent each year. However, great creative work isn’t limited to organizations with colossal budgets.
Here are three marketing campaigns in the charity and nonprofit sector. Not only did they generate interest, boost fundraising, and secure media coverage, they also spread the charities’ core message, resulting in an uplift in those accessing related services.
1. Breast Cancer Now, CoppaFeel and Asda: The real self checkout
Breast Cancer Now and CoppaFeel!, UK-based breast cancer awareness charities, have consistently used innovative marketing techniques to educate and empower people about the importance of early breast cancer detection. One of the their successful campaigns involved a partnership with Asda, a British supermarket chain. Till receipts had a barcode printed on them urging customers to check out their own bodies for lumps and bumps.
Stickers with information about breast cancer and breast abnormalities were also placed on Asda’s products. This campaign effectively utilised Asda’s vast customer base to reach a wide audience, raising awareness about the importance of regular breast checks. The campaign included in-store displays, car park banners as well as print, film, radio and social ads. The line “Self Checkouts Could Save You More than Time” is a powerful and simple way to get the message across.
What made this campaign successful was its absolute simplicity and accessibility. Shoppers could participate in raising awareness without any extra effort or cost, making it an easy and impactful way to support a crucial cause.The partnership with a trusted and well-known retailer like Asda also lent credibility to Breast Cancer Now and CoppaFeel!’s message.
The success of this campaign highlights the importance of making charitable contributions convenient and emotionally resonant. By integrating their donation option into everyday shopping routines, the charities, albeit with the support of Asda, encouraged regular and ongoing support for their mission.
2. Suicide Co: The Words Unspoken campaign
The Words Unspoken campaign, launched by charity SuicideCo, featured letters submitted by friends and relatives who had lost loved ones. The aim of the campaign was to help those who feel “silenced by the stigma of suicide.”
This campaign pushed the boundaries of traditional marketing with a billboard campaign that featured suicide notes. It was daring and controversial and aimed to destigmatize mental health issues and encourage open conversations. The billboards sparked empathy and understanding, not to mention widespread media coverage which amplified the message. The campaign directed viewers to a helpline for those in crisis which saw a huge uplift in calls.
While the campaign generated some controversy, it succeeded in its primary goal of sparking conversations about mental health. It challenged societal norms and encouraged people to confront the uncomfortable reality of mental health struggles.
3. The British Tinnitus Association and The Sound of Science: A Tinnitus Biobank
This campaign by Yorkshire health specialist Evergreen PR really cut through the noise. At a time when the pandemic was dominating the news cycle, the charity launched a well-considered, deeply-researched, and impactful campaign.
The aim was to attract 1,000 people with tinnitus to register their interest in sharing their hearing and health data for the charity’s Tinnitus Biobank project. The organization found that many people don’t understand what a biobank is, which could hamper sign ups. They also found information showing that many people with tinnitus had suicidal thoughts during the pandemic, and gave them a platform to voice their thoughts.
In total, 3,500 people signed up in just one week to support the project — the target was 1,000 in three months. Funding meetings were secured with the Medical Research Council and universities, and 172 articles were generated. The campaign won PR Week’s Public Health Campaign of the Year 2023 and the award-winning campaign was said to have had a hugely positive effect on those who live with tinnitus.
Marketing with a purpose
These campaigns, delivered with a variety of budgets and resources, remind us that nonprofit marketing is not limited to selling products; it can also be a force for positive change in our communities. By harnessing innovative strategies and the emotional connection to a cause, nonprofit organizations can continue to make a profound impact on their communities and beyond.
What are some examples you’ve seen of successful nonprofit marketing campaigns? Share below in the comments!