The Power Of Being Top of Mind

By Lois Tuffin

When you need something, how much time do you spend thinking about where to turn to get it? You may turn to Google or ask someone in the room. But chances are good that you have an idea based on something you've seen or experienced in the past.

What if you are on the flip side of that?

In the past few years, I've seen so many overwhelmed people just go to Amazon to buy whatever they need, without even thinking about another option. (As a shop-local advocate, this habit makes me go crazy! Please support your neighbours.) Without a strong presence, businesses get overlooked all the time.

The same principle applies to charities who have a low profile. When I met with an executive director last year, I asked what he wanted to accomplish. "I want to be top of mind when people go to donate or to volunteer," he said. "People don't even think about us."

What puts people top of mind?

Take a moment to consider the charities on your radar. When a beloved relative dies, you and other family members may wish to invite friends to donate in that person's memory. In your grief, you may immediately think of the hospital or hospice where they spent their final days.

However, there are dozens of charities whose work may resonate more with the values of the person you have just lost.

Maybe you and your co-workers are organizing a friendly challenge and want the funds to go to a good cause. Again, which ones jump to mind?

Without a communications strategy, these lesser-known charities will stay in the shadows. Despite their life-changing work and shoestring budgets, you may never even know they are there.

It's so easy to change that.

How to get your organization on the radar

Between social media and other free venues for messaging, you can highlight what your business or charity does. It just takes a creative spark, follow-through on the ideas, and the connections to actually get your message out there.

I've done it over and over again to build brands of non-profits to the point where it has become almost second nature.

The secret isn't just pumping out the same message over and over again, but drawing on the value of what you do. By sharing advice or insights, you get the attention of the reader or scroller.

You plant a seed about what you do and how others can help you do it. That alone empowers people to 'share' your posts and feel like they have joined your cause. From there, it's a short step to ask for a little more, then a little more.

A success story to ponder

As for the little charity I mentioned earlier, an assertive social media campaign reinforced the value of its services with success stories from its volunteers and alumni, options to give time or money, and lots of inspirational quotes about the heart of what they do.

The campaign included online and print columns that exceeded expectations and an advertising campaign offered at an incredible discount. (Did I mention that being media-savvy helps make connections?)

Over all, the charity ended up with a flood of new talent and renewed enthusiasm from donors whose interest had been waning. I would call it a big win.

It takes a blend of story-telling and diligence to end up top of mind without blowing your budget. Let me know how I can help you achieve this goal.